How Globant Uses Make to Empower 30,000 Employees to Build AI Automations

Globant, a global digital transformation company with 30,000+ employees, faced a structural bottleneck: technical staff had become the gatekeepers of problem-solving. When marketers, SEO specialists, and product leads hit operational challenges, they had to queue up requests for engineers — slowing delivery and frustrating both sides.

Daniel Gonzalez, Head of Innovation and AI at Globant GUT, set out to break this dynamic. His solution was to democratize access to Make's automation platform across the entire organization, giving non-technical employees the tools to build their own solutions without writing code.

The rollout spanned teams across marketing, content, operations, and international markets. Employees who had never written code began shipping automations that directly impacted client outcomes. Solutions that previously required engineering sprints were delivered in days or hours.

The business impact was significant: non-technical teams delivered automation solutions equivalent to hundreds of thousands of euros in engineering time, while technical staff shifted from routine requests to high-complexity work. Gonzalez views AI and automation as inseparable — neither works as well without the other.