Gravity’s embrace of AI comes as the automation arms race at agencies heats up, with Publicis Groupe unveiling agentic content engine Leona earlier this week, and companies like the BrandTech group owning AI platforms like Pencil.

Complex clients

As Gravity has grown, it has expanded from its roots in B2B clients into consumer and government work, supporting clients including Airbus, Honda, and Computershare.

Because this background, many of the agency’s clients often have “incredibly complex marketing challenges and complex products,” Lozano said. For instance, Gravity works with six airplane manufacturers, which he described as “one of the most complex products in the world.”

While 2025 has been a turbulent year for agencies marked by layoffs and restructurings, shifting grounds create an opening for challengers like Gravity, Lozano said.

“In chaos, there’s opportunity,” he said.