XChange LATAM Mendoza Reveals A Key Shift In Enterprise Technology Purchasing
XChange LATAM Mendoza brought together leaders from the IT ecosystem to analyze the real impact of artificial intelligence on business.
“We want you to take full advantage of these days with the highest energy possible—build relationships, meet everyone: partners, brands, distributors, and interact with them,” said Carballo.
During his speech, the executive also thanked the event’s sponsors and highlighted their role in the evolution of the channel. At the same time, he emphasized the structural changes facing the industry. “This new era requires increasing specialization in service delivery. New challenges for the entire ecosystem,” he stated, referring to a market that no longer competes solely on technology, but on added value.
The industry is entering a phase of practical AI implementation, with agile projects and iterative models.
A transforming ecosystem driven by data
Carballo also highlighted the participation of Context as a supporting partner, stressing the importance of data in decision-making. The firm, which specializes in market analysis, will provide attendees with key insights into trends and purchasing behavior.
According to Carballo, participants will have the opportunity to respond to surveys and later receive personalized reports to better understand the market—from both partner and vendor perspectives. This dynamic responds to a growing need in the industry: making data-driven decisions in an increasingly competitive environment.
A key data point shared by the ITSitio Group CEO is that 50% of attendees are participating in XChange for the first time. This reflects not only the growth of the event but also the expansion of the technology ecosystem across Latin America. “For many of them, everything will be new, and for those who attended last year, I invite you to help newcomers make the most of this format,” he said.
He also highlighted the role of advisors within boardrooms, describing them as partners committed to strengthening the community and adding strategic value to discussions.
Artificial intelligence is redefining how technology is purchased
One of the key moments of the event was the participation of Camila Manera, an AI strategist and leader in AI-First transformation in Latin America. With experience at companies such as The Walt Disney Company and her current role at Naranja X, Manera provided a clear perspective on how AI is reshaping the rules of the game.
In her analysis, she explained that the way companies acquire technology has changed dramatically. It is no longer about evaluating technical features or pricing, but about measuring business impact. “Technology used to be purchased when the IT team evaluated which platform to buy, focusing on features and price as the main criteria. Today that has changed: now business and operations lead the decision-making process, focusing on efficiency and ROI,” she explained.
This shift also transforms the role of partners, who must now speak the language of business. Manera emphasized that value no longer lies in infrastructure, but in the ability to deliver measurable results. In this context, skills such as data analysis and AI expertise become key competitive advantages.
“Anyone with data and AI know-how has a competitive advantage,” she said, adding that organizations must adopt a more strategic approach. Instead of selling technology, partners must position themselves as allies who understand client challenges and deliver solutions with real impact.
Latin America accounts for 20% of global AI usage but invests up to six times less than needed.
From hype to implementation: AI’s new phase
Hernán Mazzeo, CTO of Restart, brought a more practical perspective to the conversation, addressing the evolution of artificial intelligence from early hype to real-world implementation.
Mazzeo explained that after a hype-driven period between 2024 and 2025, companies are now adopting a more structured approach. “In 2024 and 2025, AI hype made it seem like the world was ending. That has settled, and many companies are now standardizing and moving into iterative models,” he said.
This shift has led to a stage where experimentation and iteration are key. Companies are developing projects in short cycles, from discovery to MVPs in a matter of weeks, with direct impacts on processes, productivity, and revenue.
He also addressed a growing phenomenon in the market: FOMO (fear of missing out). “Some companies experience FOMO and start iterating through trial and error,” he explained, noting that this process is a natural part of technology adoption.
Latin America: A major growth opportunity in AI
Mazzeo supported his analysis with McKinsey data showing that Latin America is the third-largest region globally in AI usage, accounting for 20% of total adoption. However, he also pointed out a significant investment gap.
According to these figures, the region invests between four and six times less than it should in AI, creating a major opportunity to capture value in the coming years. This scenario positions partners as key players in accelerating adoption and closing the gap.
“By 2030, all companies will certainly be using artificial intelligence,” Mazzeo stated, making it clear that this transformation is not optional, but inevitable.
Despite the strong focus on technology, one of the most important messages of the event was the value of human skills. Camila Manera emphasized that in an increasingly automated environment, capabilities such as active listening, creativity, analytical thinking, and storytelling will be critical.
“We need to return to human connection—we want a bit less virtual interaction,” she said, reminding the audience that business value ultimately lies in relationships.
Upcoming XChange LATAM Editions
The Mendoza event marks the beginning of a series of regional gatherings that will continue throughout the year. The next confirmed dates are XChange Mexico, taking place from October 7–9, and XChange Andean Region, scheduled for November 9–11.
With an agenda focused on innovation, business, and collaboration, XChange LATAM continues to position itself as one of the most relevant spaces to understand where the technology industry in Latin America is heading—at a time when artificial intelligence is no longer a promise, but a concrete tool for transforming businesses.
Desirée Jaimovich is Editorial Director of ITSitio.