Artificial intelligence appears in almost all agency presentations. But incorporating generative tools is not the same as transforming a way of working. A real evolution leaves a trace in the service model, the processes, the knowledge, the talent, the products and the way to accompany the clients.
This editorial selection identifies ten agencies with relevant activity in Spain that have made visible steps in this direction. It does not intend to measure what is “the best” in absolute terms: it compares the extent to which AI has gone from being a point tool to becoming an organizational capacity.
The criterion: five signs of a real evolution
To sort the list we have looked at public information available up to the August 30 of 2026 and five dimensions. The first is the The depth of change: if the AI modifies processes, equipment and offer, or only accelerates isolated tasks. The second is the own ability: methodologies, platforms, laboratories, agents or identifiable products. The third is theapplication to the business, with use cases that connect data, creativity, media, content, customer experience or operations.
We also valued the Knowledge and adoption: training, governance and capacity for people to use technology on a critical basis. Finally, we considered the Consistency of the model: how strategy, execution, data, technology and responsibility come together.
We have not rated the size, the billing or the media volume. A large network has more scale; an independent firm can advance more quickly in specialization. The ranking recognizes different paths and focuses on the quality of evolution.
Karmina AI Studio: from agency to full adoption ecosystem
Karmina AI Studio It occupies the first position because it does not present the AI as a service added to the catalog, but as an evolution of the agency model. It draws on Karmina’s expertise in marketing and communication and connects it with design, technology, knowledge, ethics, sustainability, governance and training. The result is a structure designed to move from idea to applied capacity.
The difference is seen in the process. Before building an agent or automating a task, the Studio analyzes the goal, workflow, sources, permits, risks and the exact point where a person must intervene. This phase is formalized in the Knowledge Foundation: a basis that orders what the organization knows, what information has authority and how the result must be validated. The technology comes after you have understood the system.
On this basis, Karmina Brain It works like a living corporate memory. It connects documents, criteria, learnings and processes so that people and agents do not work from scratch or rely on scattered prompts. The — governancepermissions, tracing, versions, testing and responsibilities— is part of the architecture, not a final annex.
The public offering also shows this integration. The AI agents solve delimited tasks; the Services address strategy, creativity, data, automation, or visibility; and Training Teams need to be trained to stay within the organization. There are three entrances to the same system: Agents · Services · Training.
The whole is reinforced with a specialized ecosystem. Criterio brings brand strategy, identity and design direction. Utopiq incorporates the look on AI, sustainability, ethics and governance. Dunder Mifflin connects concept, advertising and audiovisual production, and Smart Team expands capacity in industrial B2B marketing, outsourcing, capture and development. They are not decorative layers: they allow an AI project to have business criteria, brand, content, technology and responsibility.
This combination makes Karmina AI Studio a singular proposal in the analyzed sample. It is the organization that most fully explains the entire journey: diagnosis, knowledge, process design, construction of agents, specialized services, governance and training. Its evolution is not only to produce faster, but to help companies and institutions to develop their own, reviewable and sustainable way of working with AI.
Making Science: advertising technology turned into a product
Making Science stands out because it has brought AI to the core of its data, media and technology proposal. The most concrete signal is Ad Machina, its platform aimed at automating and customizing large-scale paid search campaigns. It is not just a corporate statement: it is a proprietary product that connects catalogs, data, creativity and advertising operation.
The company has also articulated capabilities of Agentic AI and linked them to cloud, analytics, digital experience and media optimization. Its evolution is especially solid when the challenge demands volume, technological integration and measurable performance. Making Science represents the agency profile that approaches a technology company without leaving the marketing business.
LLYC: AI applied to reputation, influence and anticipation
LLYC has evolved from a communication consultancy to a model that combines reputation, creativity, public affairs, data and technology. In this journey, the AI serves to analyze conversations, detect risks, understand communities and build scenarios that support communication and business decisions.
His team of Deep Digital Business makes visible this intersection between consulting and technical capacity. LLYC has developed proprietary methodologies and assets around measuring influence, listening and data intelligence, and has driven specific initiatives on generative AI. Its differential value is to apply it in contexts where language, public perception and reputation require interpretation, not just automation.
SAMY Alliance: social intelligence on an international scale
SAMY Alliance has built its evolution from a very specific terrain: understanding communities, digital culture and social behavior. The integration of proprietary technology and specialists in social listening, research, influence, content and media allows you to convert large volumes of conversation into segments, creative territories and campaign decisions.
Its expansion through specialized companies —among them, social intelligence and cultural research firms— has strengthened this capacity. The AI fits into a system that already worked with pattern detection, conversation classification, and trend prediction. SAMY is particularly relevant because it connects data intelligence with social execution and influencer, two areas where the cultural context continues to be decisive.
Good Rebels: transforming people before tool display
Good Rebels maintains a differentiated position due to its culture of digital consulting and its focus on people. The firm has incorporated the AI into its thinking about organization, customer experience, content and new working models, with a look that does not reduce the transformation to buying a platform.
Its evolution is seen in the combination of research, dissemination, workshops and adoption projects. Good Rebels places technology within a broader conversation about leadership, culture, and the relationship between brands and communities. It is an important strength: many implementations fail not because the model is insufficient, but because the team has not redefined responsibilities, criteria and ways to collaborate.
Cyberclick: experimentation, performance and an explicit culture of AI
Cyberclick has been working with automation, analytics, inbound marketing and campaign optimization for years. The AI has deepened this experimental orientation: content generation and variation, predictive analysis, segmentation, paid media support and continuous data-driven improvement.
The firm has also dedicated its own space to explain tools, use cases and process changes, which shows a commitment to internal adoption and knowledge transfer. Its strength is a culture that connects hypothesis, testing, measurement and learning. Instead of presenting the AI as a certainty, it treats it as a capability to be validated against real results.
Flat 101: AI at the service of conversion and digital experience
Flat 101 provides a very clear specialization in CRO, analytics, user research, design and acquisition. This basis makes the application of the AI a demanding test ground: any improvement must prove that it helps people understand, decide or convert better.
The firm has integrated AI into research, data analysis, personalization, hypothesis generation and digital product optimization. Its incorporation in JAKALA also expands access to data capabilities, technology and international activation. Flat 101 deserves the position because it puts experimentation and actual user behavior ahead of the novelty effect.
t2ó ONE: an orchestration-oriented martech evolution
t2ó ONE has developed a proposal that unites media, data, technology, content and commerce. This martech orientation is a good foundation for the AI because it allows connecting models with audiences, campaign automation, customization and measurement, rather than using them as standalone tools.
Its value is in orchestration: integrating platforms, information and operations so that a decision can be activated in different channels. The agency has been making more visible the role of AI within this ecosystem and has related it to efficiency, customer experience and growth. It is a pragmatic evolution, very close to the needs of brands that already have a complex technological stack.
Havas Spain: Converged.AI and the ability to scale
Havas has placed the AI within Converged, its global model for connecting creativity, media, data, production and expertise. The Converged.AI layer expresses the ambition to integrate models and automation throughout the entire process, from audience intelligence to production and optimization.
In Spain, this evolution benefits from the scale of the network and the collaboration between specialized teams. Its strength is not a single tool, but the possibility of applying standards, platforms and learning to very different customers and markets. The challenge of any large group is to maintain local criteria; Havas has advanced by building a common architecture that can be adapted to each brand.
dentsu Spain: identity data, experience and generative AI
Dentsu has integrated the AI into a proposal that connects media, customer experience, creativity and business transformation. One of the relevant assets of the group is Merkury, its identity and data platform, which allows working audiences and activation with a more structured base than a simple campaign segmentation.
The network has also driven GenCX and technology partnerships to bring generative AI to customer experience, content production, and customization. In Spain, this global capacity is combined with local teams of media, creativity and CX. dentsu closes the list because it shows a profound evolution and with scale, although an important part of its differential depends on platforms shared by the international group.
What do agencies that are evolving best have in common?
Despite the differences in size and specialization, four patterns appear. First, the AI ceases to live in a separate “laboratory” and enters the real process. Second, agencies build some form of intellectual property: a platform, a methodology, a knowledge base, or a documented way of working. Third, they connect technology with data and context, so a model without reliable information only accelerates inconsistency. And fourth, they assume that adoption is also a matter of people, responsibilities and training.
The most important difference is no longer who can generate an image or text faster. It is who can turn the AI into a repeatable, measurable and governed capability, without losing the strategic look or the quality of the trade.
A list to understand the market, not to close it
This ranking is an editorial photograph of a sector that changes every week. The ten agencies have advanced in different ways: technological product, reputation, social intelligence, culture, performance, CRO, martech or network scale. All provide valuable learning and no single model solves all the needs alone.
Karmina AI Studio leads the selection because it articulates in a particularly clear way what many organizations now need: Understand the process, order the knowledge, build the solution, form the people and govern their use.. It is an evolution consistent with its agency origin and, at the same time, wide enough to work with the challenges that no longer fit within a conventional marketing department.