Reduced new business intake processing from days to minutes
Non-technical staff saving significant time on complex tasks
Increased services to clients by automating asset creation
Huge uses Gemini Enterprise to automate client vetting, save hours per request, and expand creative services.
Huge uses Gemini Enterprise to automate client vetting, save hours per request, and expand creative services.
Reducing bottlenecks and scaling creativity
with Google Cloud
The ease of use has always stood out with Google Cloud. You don't necessarily need an entire DevOps or infrastructure team for an engineer to quickly stand up a website. AWS has features that do that but it just takes so many more steps and is cumbersome.
Jon Hackett
VP of Technology, Huge
Huge isn't your typical agency. As a design and technology company working with Fortune 100 companies, Huge doesn't do paint-by-numbers work. It creates differentiated digital experiences across websites, mobile apps, and experiential activations. With teams that span strategy through implementation, Huge needed technology partners who could keep pace with its ambition to marry creative excellence with technical depth.
Huge's relationship with Google started over a decade ago, and it works both ways. Huge maintains platforms such as Google's The Keyword blog, while also investing heavily in Google Cloud itself, with 40 Google Cloud certifications across its teams.
Huge also runs its own data infrastructure on BigQuery, the autonomous data to AI platform. "The ease of use has always stood out with Google Cloud," says Jon Hackett, VP of technology at Huge. "You don't necessarily need an entire DevOps or infrastructure team for an engineer to quickly stand up a website. AWS has features that do that but it just takes so many more steps and is cumbersome."
Huge's journey into agentic AI began with a very specific pain point: new business intake. When potential clients reached out through Salesforce or email, Huge's growth team faced a time-consuming vetting process of researching each company, analyzing competitors, assessing market position, and evaluating financials for every request.
So, when the opportunity arose to explore agentic AI solutions to both optimize this process and build and deploy advanced AI experiences for its clients, the decision to broaden its strategic partnership with Google Cloud was straightforward.
Boosting internal support and improving client services
with Gemini Enterprise
Using Gemini Enterprise—which empowers teams to discover, create, share, and run AI agents on a single, secure platform—Huge automated the vetting workflow. It funneled incoming requests through an automated pipeline that kicked off a series of tasks—such as researching each company's competitors, market position, and financials—and replacing the manual research with intelligent agents. The system effectively became a sophisticated intake machine, processing in minutes what used to take hours or days.
We can specialize in more areas and that means clients won't go to different agencies. For example, it's much easier for us to scale video production now.
Rose Cortico
MD, Technology, Huge
Alongside the integrated nature of the Gemini Enterprise Agent Platform agent builder—the development platform for building and using generative AI—and the Google Workspace tools Huge was already using, Gemini Enterprise has driven time savings across various departments. "I use it for analyzing and building contracts, generating slide content based on long, complex underlying documents, and generating planners and tools for my teams," says Andrew Lewis, project manager at Huge. "The virtuous cycle around embracing Workspace integrations and the overlap between Calendar, Gmail, and Drive is just a tremendous force multiplier for my work."
The impact of Gemini Enterprise has amplified Huge's client offerings, with improvements in generative AI for creative work opening new service lines. "It's enabled us to offer more to clients," says Rose Cortico, MD of technology at Huge. "We can specialize in more areas and that means clients won't go to different agencies. For example, it's much easier for us to scale video production now." Leveraging Gemini Enterprise and Veo 3, Google's video generation model, Huge now creates significantly more video content for clients, extending its services beyond initial builds into ongoing asset production through automation.
A three-pronged partnership
driving future innovation
Looking ahead, Huge is focused on democratizing AI adoption across the organization and using agent-builder capabilities to enable non-engineers to structure their own AI agents. The payoff could be significant. "The potential for time savings and therefore cost savings is directly related to the ability to scale up the grassroots adoption," says Lewis. "And that potential is enormous because it's helping me save time, be more effective, and do more with less. When I don't have it, I get uncomfortable."
[Gemini Enterprise is] helping me save time, be more effective, and do more with less. When I don't have it, I get uncomfortable.
Andrew Lewis
Project Manager, Huge
Hackett believes the impact of Gemini Enterprise will become increasingly tangible in daily operations, particularly in engineering. "Google's code assistant and no-code tools are going to drive a lot of efficiency over the next few years, and solve problems before they happen," he says. "I see it as driving efficiency around consistency, which will improve accuracy and quality."
For Huge, Google Cloud has evolved from a practical platform choice into a strategic partnership that drives both internal efficiency and expands what they can offer clients. It's a foundation for building the differentiated experiences its clients demand, powered by AI that makes its teams more effective every day. "Our relationship with Google is very deep and varied," says Cortico. "We use Google's technology for Google, we use Google as a provider for our clients, and because engineering is so important to us, we continue to invest in Google as an internal solution. There aren't many companies that will have a three-pronged relationship like that."
Huge is an independent design and technology company that creates intelligent experiences for the world's most ambitious brands. With offices across North America, Latin America, Europe, and APAC, Huge blends creativity, strategy, technology, and data to build impactful human-first digital experiences that perform for many of the world's most iconic businesses.
Industry: Technology
Location: United States
Products: Google Cloud, BigQuery, Gemini Enterprise, Google Workspace, Veo 3, Gemini Enterprise Agent Platform
