Latin America Intelligent Age

When it comes to GenAI, Latin America is starting to embrace its potential in a variety of use cases, particularly in software engineering and customer service. In software engineering, 22% of organizations report using GenAI at scale to drive innovation by assisting with code creation, automating data management and generating IT architecture diagrams, while in customer service, AI is streamlining operations with AI chatbots, real-time agent support and call transcript analysis. Approximately 15% of organizations report deploying these customer service solutions at scale. Meanwhile, approximately a quarter of organizations are advancing GenAI applications in personalization, sales and digital marketing (27%, 23% and 24% respectively), although at smaller scale, through minimum viable products and pilots. Significant untapped potential remains in domains such as manufacturing and supply chain as well as in some back-office functions, such as talent analytics and finance. This highlights a major opportunity for organizations to harness AI-driven innovation that can unlock value across these domains. Latin American organizations that consider analytical AI to be at early stages or at scale FIGURE 5 At scale Early stages Not started27% 47% 23% 75% 22% 34% 39% 56% 21% 45% 27% 66% 18% 45% 27% 63% 17% 42% 38% 59% 16% 60% 21% 76% 14% 39% 43% 52% 11% 43% 35% 55% 10% 43% 36% 52% 8% 36% 39% 43% 7% 36% 53% 43% 7% 20% 51% 26% 6% 34% 56% 40% 5% 44% 40% 49% 4% 43% 49% 47% 29% 59% 32%Organization survey responses by percentage1 Category Domain Operations Risk Marketing and Sales Marketing and Sales Operations Core Technology R&D Marketing and Sales Marketing and Sales Operations Strategy and Finance Operations Strategy and Finance Marketing and Sales Talent OperationsCustomer service Fraud and debt analytics Personalization Digital marketing Digital workforce IT automation R&D and product innovation Pricing, promotions and assortment Channel/Sales network mgmt. Integrated supply chain opt. Advanced financial analytics Yield, energy and throughput Data monetization Marketing ROI People analytics Procurement3% Note: 1. Totals do not sum to 100% as some organizations answered “Not Applicable” Source: Latin America in the Intelligent Age - AI capabilities survey, August - October 2025, n=129 Latin America in the Intelligent Age: A New Path for Growth 14