How Marcelo Russo Built Fri3nds Agency: Webflow, AI & the Future of Authentic Branding

In this episode, Meir sits down with Marcelo Russo, CEO and Co-Founder of Fri3nds Agency — a tech-driven creative studio helping brands stand out through design, Webflow innovation, and authentic digital strategy.With over 18 years of experience, Marcelo shares how he went from developer in Argentina to building a global creative agency in the U.S., why AI must enhance—not erase—a brand’s soul, and how Webflow’s next evolution (including AEO, “Agentic Engine Optimization”) is reshaping the digital landscape.You’ll learn:💡 How Fri3nds uses Webflow to help brands feel bigger than they are🤖 Why authenticity is the missing ingredient in most AI-driven marketing🌍 The future of creative agencies that blend automation with human connection⚙️ How AI and augmented tools are transforming client relationships and brand strategy🎯 Guest: Marcelo Russo — CEO of Fri3nds Agency🌐 Connect with Fri3nds: fri3nds.com | Instagram | LinkedIn🎙️ Host: Meir HTimestamps:00:00 — Introduction00:40 — From Argentina to building Fri3nds02:47 — AI without losing your soul04:23 — Webflow’s evolution and agentic optimization06:21 — The power of relationships in a digital world08:30 — Using AI to personalize research10:12 — Staying small while thinking big11:23 — The one challenge Marcelo would solve with AI