Is generative ai used by advertising agencies from Spain?
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Executive summary
Yes — available reporting and studies show that advertising and marketing agencies in Spain are using generative AI for creative production, content, campaign optimisation and operational tasks. Surveys and industry reports indicate strong interest (73% of Spanish firms want to accelerate generative‑AI initiatives) and marketers report substantial practical uptake (marketing professionals’ AI use ~69.1% with reported cost and ROI improvements) [1] [2].
1. Adoption is visible and multi‑layered: tools, agencies and startups
Evidence is consistent that generative AI is present across Spain’s agency and vendor ecosystem: directories and rankings list dozens of Spanish generative‑AI companies and vendors working with marketing teams [3] [4] [5]. Market summaries and trade pieces show mainstream marketing platforms and specialist tools — Jasper, SurferSEO, SEMrush, Grammarly, HubSpot and others — are known to Spanish marketers, and agencies increasingly combine those tools into workflows for content, SEO and email [2].
2. Agencies use gen‑AI in both creative and production pipelines
Academic fieldwork and journalistic research find agencies using generative AI in creative ideation, ad production and non‑creative tasks: a study of agencies in Catalonia identified usage across creation, strategic planning and prototype/model design, while interviews flagged the need for human oversight and copyright clarity [6]. Regional research in Galicia likewise documents advertising and communication professionals beginning to use synthetic content generators in their work [7].
3. Business drivers: efficiency, cost and ROI claims
Spanish marketers report material productivity and financial benefits from AI: one 2025 roundup cites 69.1% of marketers using AI and reporting roughly 37% cost reductions and ~39% ROI lifts from AI adoption [2]. Cognizant’s study of Spanish firms finds intense interest in generative AI despite lower investment levels than global averages — 73% of Spanish businesses say they want to accelerate gen‑AI initiatives even as per‑company projected spending is below global benchmarks [1].
4. Where gen‑AI is strongest: routine, optimisation and scale
Industry analysis highlights that AI’s practical strengths lie in repetitive or data‑heavy tasks — media planning, audience segmentation, optimization and rapid content drafting — rather than in finishing final, high‑stakes creative work. Marketers and agency leaders describe gen‑AI as most valuable for “things people don’t like to do” and for parts of the production pipeline that boost productivity [8] [9].
5. Friction points: investment, talent, governance and creative limits
Reports flag clear constraints. Spain’s businesses invest less per company in gen‑AI than global peers and face talent shortages and regulatory complexity [1]. Academic and media sources warn about copyright ambiguity, ethical concerns, and the need for human verification of outputs; consumer research even finds some AI‑generated video ads perform worse on engagement measures [6] [8].
6. Polarised outcomes and differing agency strategies
Not all agencies integrate AI equally. Trade research shows a split: some agencies and publishers have fully scaled AI while many brands lack a strategic roadmap and only plan partial integration by 2026 [10]. A minority of creative teams have fully integrated AI into core creative processes, while others limit gen‑AI to optimisation and back‑office tasks [9] [10].
7. Practical implications for advertisers and clients
If you’re hiring a Spanish agency, expect many to use gen‑AI for briefs, drafts, SEO and media optimisation; verify documentation around data sources, IP and human review. Agency listings and vendor directories make it straightforward to find Spain‑based gen‑AI specialists or agencies advertising “AI integrations” as a service offering [11] [3].
8. What current reporting doesn’t resolve
Available sources document usage, vendor presence and business sentiment, but do not provide a comprehensive, national‑level percentage of advertising agencies actively using gen‑AI across Spain’s entire market. Large‑scale, sector‑wide penetration rates for advertising agencies specifically are not found in the provided reporting [7] [1].
Bottom line: multiple data points and studies confirm generative AI is being used by advertising and marketing agencies in Spain — widely for optimization and scaling tasks, selectively for core creative work — amid clear benefits, uneven investment and ongoing governance and talent challenges [6] [1] [2].