New Way Now: Globo transforms manual ad reviews into AI-powered advertising compliance
19Featured in this video: Marcelo Souza, Director of Technology for Advertising at Globo
Executive summary: Globo, Latin America’s largest media company, is bringing its advertising up to speed for the AI era with Google Cloud. With its vast network of more than 120 affiliate partners, Globo reviews more than 250,000 ad creatives annually for internal and regulatory compliance — a historically manual process that consumed around 8,000 hours of work. Using Google’s Gemini models and Vertex AI, Globo created GênIA, a generative AI solution that automatically processes ad creatives and analyzes them against internal policies and country-specific regulations. With GênIA handling the initial screening, the time to review ads has reduced from three minutes to one minute per ad, boosting ad review efficiency by 40%. Instead of spending time manually checking each creative multiple times, human reviewers can now focus on final verifications and adding metadata, allowing Globo to get ads live faster but also scale its advertising reach at the same speed of its growing business.Human reviewers can now concentrate on final verifications and metadata additions instead of spending time manually checking each creative multiple times. This allows Globo to get ads live faster and scale its advertising reach at the same pace as its growing business.
Challenge: With an extensive network of more than 120 affiliate partners, Globo reviews more than 250,000 ad creatives per year across its TV channels, video streaming services, and digital publishing platforms. Historically, this process consumed around 8,000 hours of work, as human reviewers had to check ad creatives manually multiple times against internal policies and regulations in the countries where Globo distributes its content.
Solution: Due to its multi-year strategic partnership with Google Cloud to migrate its operations and accelerate its digital evolution, Globo already had a strong foundation for enabling AI technologies to transform its manual review process. Using Gemini and Vertex AI, Globo developed GênIA — a new AI-powered solution that automates internal and regulatory compliance reviews. Once ad creatives are ingested into Globo’s data lake on Google Cloud, GênIA automatically checks them for adherence to specific advertising standards and requirements, such as content restrictions, potential overexposure, or offer validity. Vertex AI orchestrates and manages the entire workflow, while Gemini acts as the core engine analyzing ads against policies and regulations. In particular, Gemini’s ability to process and interpret multimodal content — text, images, video, and more — made it the most efficient choice for reviewing ad creatives.
Results: Since launching GênIA, the time to review ad creatives has reduced from three minutes per ad to one minute — boosting review efficiency by 40%. Now, human reviewers can prioritize final verifications and adding metadata, helping Globo to accelerate ad delivery while scaling its advertising reach as its business grows.
By the numbers snapshot:
✅ 250,000 ad creatives reviewed per year across Globo's TV channels
✅ 3x faster ad review time
✅ 40% boost in review efficiency
Key takeaways and highlights from our interview with Marcelo Souza, Director of Technology for Advertising at Globo:
→ “Globo has more than 120 affiliates. We receive more than 250,0000 ad creatives per year, and this has implications on reviewing all the content for policy. Before AI, a human actually had to review the ad creative multiple times to make sure that it respected the policies and insert the right metadata. With AI, we got down from three minutes to one minute. Now, the human job is just check and verify what AI actually identified on that content.”
→ “Our AI-based review solution is called GênIA. It stands for “genie” in English, but it’s also ‘gen AI.’ After we receive the videos and files, we ingest that into our data lake, and this is already on Google Cloud. So, the first approach was to use traditional AI, the next step was just plugging Gemini and [Vertex AI] in that process and reviewing automatically. We use [Vertex AI] to manage and build this workflow, and Gemini powers the solution, analyzing the creatives — it’s like the engine in the car.”
Google Cloud products used: Gemini, Vertex AI, Google Cloud Storage
Learn more:
→ Globo takes a step forward with cloud technology on its way to becoming a mediatehttps://cloud.google.com/customers/globoobo (Englishttps://cloud.google.com/customers/globo?hl=pt-br... (Portuguese)
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