Generative AI has accelerated the production of images, videos and campaign materials, but it has also introduced a new tension in creative teams: the more autonomous the tools are, the more difficult it is to know what decisions they have made, how they arrived at the result and where the professional can intervene to correct the process. Magnific wants to position itself precisely at that critical point with the launch of three solutions aimed at ensuring that AI agents do not function as a black box, but rather as visible and editable systems by agencies, brands and production teams.

The company, specialized in artificial intelligence tools for creative production, has presented Magnific Agents, Magnific MCP and Magnific Flows during the Upscale Conf in San Francisco, an international meeting focused on the deployment of AI in creative processes. The launches were announced by Joaquín Cuenca, CEO of Magnific, who defended during his speech that the value of AI agents should not reside solely in their ability to deliver a result. They must also offer the ability to integrate into the judgment, memory, and real workflows of professionals.

The premise shared by all three products is that automation should not erase the creative process. Compared to tools that generate a final piece that is difficult to modify, Magnific proposes that each agent build open workflows, so that the user can view them, edit them, run them again and share them with other team members. The company thus raises a relevant difference between using AI to obtain specific results and using it as a production infrastructure capable of maintaining consistency, traceability and control.

“Current AI tools have a problem: they deliver the result, but not the process”said Joaquín Cuenca, CEO of Magnific. “They don’t remember what was important to the user and they can’t connect to the tools they already use. We believe that AI should amplify what only a human can provide, not replace it. Today we launched the technological layer that allows us to maintain control of the entire process.”

The approach responds to an increasingly visible need in agencies, production companies and marketing departments. AI is no longer used solely to explore ideas or generate experimental pieces; It is also used to produce materials that must respect brand territories, visual references, formats, markets and internal criteria. In this context, the challenge is to ensure that different people can work on the same creative logic without depending on a single expert user or isolated prompts.

In this sense, Magnific Agents allows users to design their own creative agents instead of limiting themselves to using models preconfigured by the platform. The professional can assign the agent a name, a purpose and a prompt, add brand guides and visual references, and define which tools they can access. The key, according to Magnific, is that the agent remembers the project, the characters, previous decisions and the rules defined by the team. Thus, if the user refers to “the main actor” or a specific element of the campaign, the system can interpret the context without having to reconstruct it from scratch.

The difference is also in the type of output it offers. Magnific Agents does not simply return an image, video, or closed file. Instead, it delivers an editable flow that can be further worked on. If the result requires adjustments, the team can intervene in the steps of the process, modify instructions, replace references or repeat certain phases. The tool thus seeks to transfer to AI agents a logic closer to professional production, where the work is not closed in a single generation and advances through successive layers, versions and decisions.

The second novelty, Magnific MCP, integrates the platform within AI clients that professionals already use in their daily lives. The company notes that the user will be able to ask Claude to generate an image or ChatGPT to scale a video, maintaining the connection with their account, their projects and their Magnific resources. The goal is that AI does not require working in disconnected environments and can be activated from conversations where many teams are already organizing part of their work.

Unlike other connectors focused solely on generation, Magnific MCP seeks to incorporate creative control within the chat itself. Among its possibilities, the company points out that it can transform results into editable layers, adapt an image to different formats or allow the work to be taken up later within Magnific for the final finish.

Magnific Flows, for its part, is designed so that a workflow created by an expert profile can be reused by the rest of the team in a simple way. The creator sets up a recipe with references, templates, prompts, and branding rules, and other users can activate it by dragging a new resource and clicking a button. The technical complexity is hidden, but the creative guidelines remain protected. The company proposes this product as a way to scale processes without sacrificing brand coherence.

“There has been a lot of debate about what AI can do without humans. We are much more interested in what humans can do when they have the right tools”stated Omar Pera, CPO of Magnific. “Our goal has never been to replace creators. It’s to give them the power to produce things that previously required larger teams, bigger budgets, or much more time.”

With these launches, Magnific seeks to respond to one of the great challenges of generative AI in real production: moving from individual experimentation to work systems that can be adopted by entire teams. The company defends that having access to AI tools does not necessarily equate to building sustainable processes with them. For technology to be useful in professional environments, it must remember previous decisions, respect brand identity, allow human intervention, and operate within the spaces where teams already work.

“Having access is not the same as building”said Joaquín Cuenca at the close of his speech at the Upscale Conf. “Building means the team can run it, not just one person. It means the AI ​​remembers previous work, not just the last message. And it means working where the user already is, not where the tool wants them to be.”

The announcements come at a time of growth for Magnific, which claims to have surpassed one million paying subscribers and $230 million in annual recurring billing.