Latin American companies could have an opportunity to approach artificial intelligence differently, using it not only to automate processes but to help employees focus on higher-value decisions and compete more effectively in global markets, according to TEAMCX President Laura Villegas.
As businesses across the region modernize their digital infrastructure, the challenge is increasingly about how technology is integrated into everyday operations. Laura Villegas argues that organizations should first identify where human time is being spent on repetitive work and determine which of those processes can be automated.
Companies routinely spend significant resources adapting campaigns for different segments, moving information between systems, tagging and translating content, routing requests and preparing reports. These activities, she says, can increasingly be handled by technology, while people remain focused on strategy, creativity and decisions that require judgment.
“None of that work requires a person. What requires a person is judgment,” Laura Villegas said.
TEAMCX combines this approach with Sitecore technology, which brings customer data, content and delivery together to support personalization and automation. The company recently launched as TEAM International’s dedicated customer experience business for Latin America, following TEAM’s achievement of Sitecore Platinum Partner status and an agreement making TEAM the exclusive Sitecore reseller in Mexico, Colombia, Brazil and Argentina.
Modernization, however, presents its own challenges. According to Villegas, enterprises in the region are often reluctant to replace legacy systems because those platforms still run critical parts of the business. At the same time, customer data can be fragmented across core systems, CRM platforms, loyalty programs and other tools, making the transition toward composable architectures more complex.
Talent is another factor. Greater flexibility requires technical teams capable of designing and managing increasingly sophisticated environments.
Rather than attempting a complete transformation at once, TEAMCX recommends modernizing through incremental initiatives that can demonstrate business value. The approach is to prove the impact of a specific customer journey and use those results to support the next stage of transformation.
Regional proximity can also affect the pace of these projects. TEAMCX provides certified architects and technical support within the same time zones as its Latin American customers, which Laura Villegas says can reduce delays in decision-making and allow technical issues to be addressed during the same business day. The company’s regional offering combines Sitecore licensing and implementation with integration, managed support and continuous optimization.
Looking ahead, Villegas sees an opportunity for Latin America to move directly toward AI-native architectures rather than carrying the same level of accumulated technology debt found in some more mature markets.
She also points to the region’s engineering talent as an increasingly important competitive advantage. The opportunity, she argues, is no longer simply to provide technology services at a lower cost, but to develop capabilities and products that can compete globally.
The next major shift could come as AI moves from assisting employees to taking action on their behalf. Instead of simply recommending information or suggesting a response, AI agents could eventually resolve customer issues end to end within defined business processes.
For Latin American companies, that transition could make architectural decisions increasingly important. The organizations that move early may be able to use AI to compete internationally without necessarily having the scale of their largest global counterparts.
TEAMCX is positioning itself to support that shift by combining Sitecore technology with digital engineering, consulting, integration and ongoing support for enterprises across the region.