---
title: "Less copy, more strategy? Marketing agencies are no longer leaving everything to AI: clients are noticing — Marsanne Studio AI watch"
description: "A Peruvian marketing agency, KUNA Studio, is refocusing its use of AI on data analysis after noticing a loss of content differentiation."
url: "https://marsanne.studio/en/ai-watch/less-copy-more-strategy-marketing-agencies-are-no-longer-leaving-e250a3/"
lang: "en"
---

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Case study · 8 September 2026

# Less copy, more strategy? Marketing agencies are no longer leaving everything to AI: clients are noticing

Original title, in Spanish: “¿Menos copys, más estrategia? Las agencias de marketing ya no le están dejando todo a la IA: los clientes se dan cuenta”

**Publication**

Infobae (Argentina)

**Author**

[Esteban Salazar Herrada](https://www.infobae.com/autor/esteban-salazar-herrada/)

**Published on**

8 September 2026 · read in the page structured data · updated on 8 September 2026

## Summary

In Peru, the agency KUNA Studio looks back at the intensive use of generative AI in marketing agencies. Its founder Stephy Sosa explains that after a phase of mass-producing text and visuals with ChatGPT, brands noticed a loss of identity and differentiation. AI is now refocused on market research, report preparation and data analysis, through API connections to advertising platforms: a monthly report that used to take four days is now done in one hour, and a market study goes from several weeks to under five days. Sosa notes that large companies structure their use of AI more (consultants, training, protocols) than SMEs, which adopt tools without integrating them into a work plan. The article also cites an IAB Perú/PwC study on digital advertising investment in Peru.

Summary based on the full text of the article.

[Read the article on Infobae →](https://www.infobae.com/peru/2026/09/08/menos-copys-mas-estrategia-las-agencias-de-marketing-ya-no-le-estan-dejando-todo-a-la-ia-los-clientes-se-dan-cuenta/)

## Figures cited

-   4 days
    
    production time for a monthly marketing report before API automation
    
    KUNA Studio, Peru
    
    > « Sosa indicó que, antes de incorporar sistemas conectados a las fuentes de datos de los clientes, su equipo podía demorar hasta cuatro días en elaborar un reporte mensual. »
    
-   1 hour
    
    production time for a monthly marketing report after API automation
    
    KUNA Studio, Peru
    
    > « Ahora, dijo, ese trabajo puede completarse en alrededor de una hora. »
    
-   320 USD million
    
    digital advertising investment in Peru
    
    Peru
    
    > « la inversión en publicidad digital en Perú supera los USD 320 millones y registra un crecimiento interanual de más de 12% »
    
    Source: IAB Perú y PwC
    
-   12 %
    
    annual growth in digital advertising investment in Peru
    
    Peru
    
    > « la inversión en publicidad digital en Perú supera los USD 320 millones y registra un crecimiento interanual de más de 12% »
    
    Source: IAB Perú y PwC
    

## Classification

**Country**

Peru

**Company size**

SMEs, Large companies

**Industries**

Media, communications, marketing

**Companies**

IAB Perú (study author), KUNA Studio (deploys AI), PwC (study author)

**Keywords**

marketing, advertising agencies, AI-generated content, report automation, SMEs, Peru

Entry written by Marsanne Studio from the cited article, with the help of an AI model (claude-sonnet-5). The rights to the article and its illustrations belong to Infobae and its author. Entry translated from French by Claude Sonnet 5.5.