5 Key Insights for Understanding How To Use AI As A Partner: XChange LATAM 2025

Optimización Corporativa and 360 Grados en Tecnología emphasize the importance of collaboration between manufacturers and integrators to strengthen client trust.

According to recent studies, investment in Information and Communication Technologies (ICT) is expected to exceed $40 billion USD this year, consolidating Mexico as one of the most dynamic digital markets in Latin America. However, this rapid growth comes with new challenges, such as strengthening cybersecurity, achieving sustainable automation, and ensuring the effective integration of artificial intelligence into business processes.

In this context, the second edition of XChange LATAM 2025 brought together manufacturers, channels and technology partners with a clear goal: to connect, inspire and transform the way organizations across the region adopt technology.

According to data from Mordor Intelligence, the Mexican cybersecurity market will reach $2.8 billion USD by 2025, while AI and machine learning will generate more than $3.4 billion USD in revenue. Yet behind these figures lies a shared challenge—how to adapt innovation to the business reality.

“I believe artificial intelligence is having a huge impact across all sectors—it helps us optimize processes and, along with that, strengthen cybersecurity, which is developing rapidly,” explained Rosa Sánchez (pictured), from the commercial division at Optimización Corporativa, a Mexican company that has evolved from the wholesale consumables business toward managed services and digital security solutions.

Meanwhile, Gustavo Cruz, consultant at 360 Grados en Tecnología, warned that the change is not only technical but cultural.

“Most of our clients are looking to do more with less, but to achieve that, they need to integrate new technology and be open to innovation,” Cruz said.

Both agree that adaptability and partnership between manufacturers and integrators are essential to maintaining competitiveness in a market that, according to DataReportal, already has over 110 million internet users and an unprecedented rate of technological adoption.

Sánchez also emphasized the competitive landscape.

“The market is highly competitive because organizations are reluctant to release their information. Cybersecurity helps here, but that’s where the main challenge lies—adoption in Mexico,” Sánchez said.

And Cruz emphasized the importance of doing “more with less.”

“Most of our clients aim to make their operations more efficient—to do more with less. This requires integrating new technologies and implementing systems capable of supporting that operation,” Cruz said.

Growth Of Mexico’s Tech Market

Mexico’s technology sector is undergoing a period of strong acceleration. According to a report by Alcor, the value of the information technology (IT) market grew from approximately $11.6 billion USD in 2020 to $17.3 billion USD in 2023.

In addition, the ICT market (which includes hardware, software, IT services and telecommunications) is projected to grow at a compound annual growth rate (CAGR) of around 10.6 percent through 2025, reaching between $30 and $40 billion USD.

When it comes to cybersecurity, projections estimate the Mexican market will reach $2.8 billion USD in 2025, with annual growth of 11.6 percent. Another report suggests that the sector already hit $3.6 billion in 2024 and could grow to $8.7 billion by 2033.

As for artificial intelligence and machine learning, Mexico stands out as one of the leading countries in research output, and the AI sector alone is expected to reach $3.42 billion USD by 2025.

Five Key Insights For Channels Integrating AI

1. AI as a driver of change and optimization
As Rosa Sánchez points out, AI is no longer just a promise but a tangible tool for optimizing processes and reinforcing cybersecurity.

“Artificial intelligence helps us a lot in process optimization and, with that, cybersecurity,” she said.

2. Cybersecurity as a growing priority
With increasing digitalization and a complex global threat environment, cybersecurity services—whether managed or internal—are gaining prominence.
Gustavo Cruz noted that automation and infrastructure are key for competitiveness.

“New systems capable of supporting operations are essential,” Cruz said.

3. Organizational and ecosystem adaptability

“Adaptability is a major factor. We all need to be aware that this is a constant change,” emphasized Sánchez.

Cruz agreed, pointing out that one of the main challenges lies in how companies manage change internally and remain open to implementing new solutions.

4. Bridging the gap between manufacturers, channels and integrators

“We need to improve the connection between what brands are doing and what we, as integrators, are bringing to the market,” Cruz said.

This represents a clear collaboration challenge across the ecosystem, aiming to deliver innovation to the end client more efficiently.

5. Economic, regulatory and external factors as key variables
According to Cruz, the economic and political environment remains a crucial barrier.

“Economic or political challenges still hit companies hard when developing new projects,” Cruz said.
Such factors affect budgets, timelines and strategic priorities across the sector.

The New Role Of Distributors And Integrators

Distributors, integrators and manufacturers like Optimización Corporativa and 360 Grados en Tecnología are emerging as key players driving digital transformation in Mexico and Latin America. Their role goes beyond selling solutions—they are strategic partners, guiding companies through the adaptation process while providing expertise, technical support and a long-term vision.

“The support we receive from manufacturers helps us stand confidently in front of clients,” said Sánchez. “Having them behind us gives us security.”

This collaboration allows integrators to build trust, ensure project continuity and strengthen connections across the technology value chain.

Today, adaptability and continuous innovation are no longer competitive advantages—they are fundamental requirements for sustained growth. AI, managed services and automation are reshaping business structures, forcing organizations to evolve at a rapid pace.

Ultimately, both experts agree that external factors—economic, political and infrastructural—will continue shaping the sector’s trajectory. The challenge, therefore, is not just technological but strategic: to anticipate change, protect digital assets and foster collaboration that drives the region’s competitiveness in an increasingly digital world.

Desirée Jaimovich is Editorial Director of ITSitio.