XChange LATAM 2025: The Human Connection Behind Digital Transformation

The opening day of the event organized by ITSitio Group and The Channel Company brought together leading figures from Latin America’s tech ecosystem in Mexico’s Riviera Maya. Inspiration, artificial intelligence and collaboration were the key themes of the day.

The second edition of XChange LATAM opened in the stunning Riviera Maya with a clear purpose: connect, inspire and transform. On the first day, leaders from channels, vendors and tech companies across the region shared their insight and strategies on how technology—especially artificial intelligence—is reshaping the way organizations operate, collaborate and create value.

A Kickoff Fueled By Vision And Energy

The event began with a welcome from Fabián Sotomayor, Country Manager of ITSitio Group, who highlighted the rapid growth of the channel ecosystem in Latin America. Then, Juan Martín Carballo, CEO of ITSitio Group, set the tone for the two-day conference with a message centered on collaboration and collective progress.

“This event is about connecting, inspiring and transforming. These three words capture the essence of what we aim to achieve here,” Carballo said from the stage.

He emphasized that connection goes far beyond business networking.

“In Latin America, we sometimes tend to be overly protective of what we do,” he said. “But what we’ve seen globally is exactly the opposite: Connection creates energy and new business opportunities.”

Addressing the packed audience, Carballo encouraged attendees to see the event as an opportunity to build genuine partnerships.

“Many of you are sitting next to someone who could become your next strategic ally,” he said. “That’s the magic of these encounters.”

Artificial Intelligence As A Catalyst For Change

The opening keynote was delivered by Desirée Jaimovich, Editorial Director of ITSitio Group, with a talk titled “Augmented Humanity: The Real Value Of Artificial Intelligence.”

Backed by compelling data, Jaimovich showed how AI has moved from promise to measurable business impact.

“Sixty-seven percent of business leaders surveyed by IBM said that after implementing AI, their revenues grew by 25 percent,” she said. “We’re no longer talking about theory—AI is generating tangible economic results.”

She identified three main areas where AI is already transforming organizations: cost and time reduction, innovation and new revenue generation.

Jaimovich also encouraged companies to approach AI adoption strategically.

“Before adopting a tool, ask yourself: ‘What problem am I trying to solve?’ There’s no point investing in AI just out of fear or trend pressure,” she said.

Her keynote struck a human-centered chord.

“AI allows me to be an augmented human,” Jaimovich said. “I can produce more, better and faster—without losing my human touch. AI doesn’t replace my humanity; it amplifies it.”

The message was clear: The future belongs to those who learn to use technology to enhance creativity, decision-making and human potential—rather than replace it.

IBM: A Business Model Built On Ecosystems

One of the highlights of the day was the presentation by Ricardo Matto, Ecosystem & Alliances Country Manager at IBM Mexico, who outlined how the company has redefined itself around a 100 percent ecosystem-driven business model.

“IBM is a 114-year-old company that has gone through five major transformations. The most recent began in 2019, when we decided to become the global leader in artificial intelligence and hybrid cloud,” Matto explained.

Since then, IBM has shifted away from direct sales and embraced three partnership models:

“The future is not something we wait for. The future is something we build—and we build it with technology,” Matto said.

He also noted that in the past five years, IBM has invested over $20 billion in strategic acquisitions, and that the $34 billion purchase of Red Hat marked a pivotal moment.

“That acquisition opened a new era for IBM,” Matto said. “Today we operate as a holding composed of three major divisions—Red Hat, IBM Consulting and IBM Technology—all powered by AI as a unifying layer.”

IBM’s message to partners was clear: Collaboration and specialization are the keys to creating real customer value in the age of intelligent automation.

Boardrooms: The Heart Of XChange LATAM

After the main sessions, attendees participated in the event’s signature activity—the boardrooms—which offer one-on-one, high-level meetings between prequalified channel partners and vendors. Each session, lasting between 25 and 30 minutes, provides an opportunity to present solutions, exchange feedback and explore synergies.

This format has become the beating heart of XChange LATAM, allowing for strategic conversations and long-term alliances.

“The boardroom is the star of the event,” explained Sebastián Magnarelli, who oversees the program’s structure. “It’s a chance for meaningful, results-oriented discussions that go far beyond traditional networking.”

In this environment, participants explored new technologies, shared business experiences and discussed regional growth strategies—all within a collaborative and forward-looking atmosphere.

Connection And Purpose: The Future Formula

The first day of XChange LATAM 2025 made it clear that while technology is essential, true transformation is driven by human connection. Collaboration, openness and shared learning emerged as the cornerstones of the region’s digital evolution.

“We want to offer tools that go beyond technology—resources that help companies make better decisions, manage their businesses and adapt to this dynamic environment,” Carballo summarized.

Desirée Jaimovich is Editorial Director of ITSitio.