Transforming To Win: How Artificial Intelligence Became Central To Mexico’s Technology Ecosystem

The second edition of XChange LATAM 2025 is bringing together vendors and partners to examine how emerging trends, particularly AI, are reshaping the way business is done across Latin America.

Ulises Aguilar, CEO of M’Ready, and Rodrigo Rojas, Country Manager for Mexico at Cybernet AI, analyzed how artificial intelligence is transforming the IT channel in Mexico—driving new forms of collaboration, productivity and a necessary cultural shift within tech companies.

The second edition of XChange LATAM 2025 takes place on Oct. 22 and 23 in the Riviera Maya, with a clear purpose: connect, inspire and transform. At this regional meeting point, key players from the tech ecosystem—vendors, channels and partners—are examining how emerging trends, particularly AI, are reshaping the way business is done across Latin America.

Among the attendees, Aguilar and Rojas agreed that the Mexican market is in a phase of expansion but also undergoing deep cultural adjustments. Both emphasized that the opportunity no longer lies only in adopting emerging technologies, but in learning how to use them with purpose and speed.

[RELATED: XChange LATAM 2025: The Human Connection Behind Digital Transformation]

The Opportunity Lies In Connecting Technology And People

“The Mexican market has been growing a lot lately,” said Aguilar. For him, the key is not just to implement AI, but to do it consciously.

Aguilar also highlighted the importance of integrating technology with digital awareness.

“The challenge is to use AI with purpose and security,” he said.

“On one hand, it’s about integrating all the emerging technologies available today. On the other, it’s about making people aware of the safe use of information. That combination is one of the most important trends in our country,” Aguilar said.

From his perspective, AI offers enormous potential to increase productivity and improve decision-making, although success depends on how organizations prepare their data and teams.

“If you really want to get the most out of AI, you need to use the tools properly,” he said. “That means learning how to communicate with AI. If you ask something generic, you’ll get something generic back; if you craft your question well, you get real value.”

Artificial Intelligence: From Enthusiasm To Strategy

Meanwhile, Rojas pointed out that AI has become ubiquitous, although many companies still don’t know how to apply it.

“Everyone wants to use AI, but they don’t necessarily know what for. There’s enthusiasm, but no strategy,” said Rojas.

“Those who aren’t in IT aren’t catching this wave,” he added.

Cybernet AI specializes in generative voice agents designed for tasks such as collections, telemarketing and customer service.

“We develop 100 percent realistic voices powered by generative AI. Any process that can be standardized can be automated. I’ve seen our agents apologize without prior training—it’s amazing,” said Rojas.

The company combines multiple technologies to achieve such conversational fluidity: ChatGPT 5.0 and 4.1 Fast, Amazon, Google Cloud, Eleven Labs, among others.

“Every month, we change everything from zero to a hundred,” he said. “Technology moves forward—if you don’t evolve at the same pace, you fall behind.”

Vendors, Channels And The Need To Make Value Tangible

Both executives agreed that vendors play a crucial role—but they must do so differently. Aguilar stressed that tech partners need to offer more than promises of innovation.

“We need something tangible,” Aguilar said. “It’s not about novelty but about showing how technology impacts productivity or automation. When clients see real results, they adopt the solution.”

Rojas added that relationships with developers and suppliers must be agile and dynamic.

“Vendors need to move at the same pace as the market,” he said. “It’s not about launching a static solution. Technology is like a reel—if you don’t grab attention in three seconds, someone else will.”

The Biggest Challenge: Changing Culture, Not Just Infrastructure

Despite the enthusiasm around AI, both executives agreed that the main challenge remains human.

“The cultural aspect is the biggest challenge we face,” said Aguilar. “The technology is already here, it works well, but to take advantage of it, we need to change our mindset. Without transformation in people, there is no digital transformation.”

Rojas put it more directly.

“Fear is the biggest obstacle,” he said. “Everyone wants AI, but few dare to use it. Many fear losing their jobs. AI isn’t an accessory—if you don’t make it profitable, it becomes an expense.”

The Mexican Ecosystem: Speed, Collaboration And Purpose

Both M’Ready and Cybernet AI view events like XChange LATAM as strategic spaces to accelerate alliances and share learnings.

“It helps us understand what others are doing, generate synergies and even find partners who complement what we don’t have,” said Rojas.

In this context, the Mexican IT channel stands out as a convergence point between innovation, service and cultural adaptation. The key, according to both executives, lies in connecting technology with purpose, training prepared teams and building collaborative ecosystems that move at the speed of change.

Desirée Jaimovich is Editorial Director of ITSitio.