Until recently, creating an advertising campaign involved weeks of work: photo shoots, endless adjustments, design approvals, and a considerable budget. Today, with the arrival of Nano Banana, Google's new image generation model, all that has changed. And it’s not a minor change: it’s a new paradigm for marketing, traditional companies, and agencies.

What is Nano Banana?

Imagine uploading a photo of your product and simply telling the artificial intelligence: “put it in a holiday setting” or “change its color for the Latin American market”. In seconds, you have the ready-to-use version.

That’s Nano Banana: a tool that turns what used to be a creative bottleneck into a quick and accessible process.

The impact on companies

For traditional companies, this means that it is no longer enough to have a marketing team that “asks things” from design. Now, any area can create versions and visual materials in minutes.

The change is profound:

1. Campaign times are reduced.
2. Costs go down.
3. Brands can test more ideas before launching to the market.

The challenge is that these tests have direction and strategy because generating 100 images is useless if you don’t know what story you want to tell.

And advertising agencies?

Here lies the dilemma. Agencies that used to bill for every image adjustment now see that part of the business disappearing.

But not everything is a threat: agencies that make a role shift—from simple executors to brand strategists—can offer something that AI alone cannot provide:

1. Global creative vision.
2. Style and narrative consistency.
3. Integration with data and results.

In other words, agencies that focus on designing systems rather than just isolated pieces will continue to be indispensable.

And collaborators?

For designers, creatives, and marketing teams, the change may be scary… but it is also an opportunity.

It’s no longer about being “program operators,” but about becoming architects of experiences. The value will lie in knowing:

1. What to ask the AI.
2. How to maintain brand identity.
3. When to say: “the AI does this” and when to intervene with human judgment.

In this new scenario, professionals who learn to work with AI instead of competing against it will be more relevant than ever.

A paradigm shift

Nano Banana is not just a new tool. It is a clear signal that artificial intelligence has stopped being “a creative toy” to become the infrastructure of modern marketing.

Companies that understand this will get ahead of their competition. Those that do not will remain trapped in the era of slow, expensive, and limited.

The question is no longer “if you are going to use AI”.

The question is: what are you going to build on it?