The power of technology to create personalized and memorable experiences
Guibert Englebienne, co-founder of Globant, explains how IT, AI and other solutions are changing the way people interact with brands.
Entering a stadium without having to wait for staff to check a ticket, buying items without taking out your wallet, entering a parking lot more quickly. Today, all of this is possible thanks to the technological innovations developed by Globant, the company that creates digital native products to reinvent businesses in various industries and transform the consumer experience through technology and creativity. Guibert Englebienne, co-founder of Globant, talks to Expansión about this.
“Globant is a company that was born at a very special moment where technology is no longer something that will bring cost optimization or performance improvements, but rather a tool that generates a gravitational pull that attracts consumers to the brands they love. This is a radically different game from traditional IT because it involves not just a few users, but millions of users who choose for themselves which technology to use and do not have extensive prior training,” says Guibert Englebienne.
For this company, the combination of engineering, innovation and creativity in design has been key to differentiate itself. Its approach allows it to integrate technologies such as artificial intelligence, wearables and other innovations in industries as diverse as airlines, health , finance, manufacturing, retail , entertainment, creativity, sports, among others.
New experiences for the consumer
Englebienne mentions that technology makes it possible to better understand consumers and offer them personalized experiences. For example, a wristband brought close to a sensor can trigger a specific action and offer more tailored care for each user.
He also commented that artificial intelligence has been a fundamental pillar for Globant over the last decade. They have continuously invested in this technology and have promoted the training of their collaborators to explore different types of AI. This has allowed them to identify unique opportunities for their clients, creating solutions that make their operations more efficient and secure.
In an interview, the executive said that with the emergence of generative AI, the app landscape is changing. Today, an app can help plan vacations, and users can choose where they want to go, when they want to go, and how many people will travel. However, in the future, apps will be more conversational, so that people will be able to tell an autonomous agent: “I need a vacation for me and my family in Cancun this weekend,” and based on this information, the app will provide the options.
“For one of our clients in the entertainment industry, we integrated a lot of technology to be able to generate an attractive experience in the amusement parks, hotels, restaurants, attractions, and in the systems that capture souvenir photos of the experience. All of this is combined in an application that allows you to have the best vacation,” said Englebienne.
Another notable example is the work developed by Globant as a digital transformation partner for the LA Clippers, in their recently inaugurated stadium, the Intuit Dome. This is a phygital proposal that integrates advanced technologies to create a unique experience for fans, based on a fluid and frictionless connection that maximizes immersion and real-time interaction. The facial recognition system automatically identifies people upon entry, eliminating the need to manually check tickets, and, in turn, allows spectators to receive food directly at their seats. With these technologies, the public is offered a memorable experience during the events they attend.
In the case of Formula 1, Englebienne highlighted that Globant, as a digital transformation partner , has introduced technologies that improve performance analysis in races and enrich the experience of spectators, both live and for those following the broadcasts from their homes.
In this way, through technology, Globant seeks to transform the sports industry by providing solutions that elevate the experiences of users and fans and bring them ever closer to the game.
Globant was founded in 2003 in Argentina and currently has more than 29,900 employees spread across 34 countries on 5 continents around the world, working for companies such as Google, Electronic Arts and Santander, among others.
“We are proud that Globant was born in Latin America seeking to put Latin American talent in the place it truly deserved. Today our dream exceeds that. We are very proud of our roots and of being able to apply all this knowledge we have acquired in the rest of the world,” says Englebienne.
In Mexico, Globant provides solutions for the banking, fintech, retail and automotive sectors, among other industries. “We landed in Mexico in 2014 and, since then, we have not stopped growing. Mexico represents not only a very interesting market but is also a talent hub like few others,” he highlights. He adds: “Today we have more than 3,200 Globers in Mexico City, Guadalajara, Mérida, Querétaro, Aguascalientes and Monterrey who work to boost the digital transformation of the main groups and industries.”
In this way, Globant continues to position itself as a leader in technological innovation, to deliver increasingly advanced solutions that improve the relationship between brands and consumers.
Zoe Kelly
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