CANCÚN, Q. ROO.- Artificial Intelligence (AI) only makes sense when it is used to solve real customer problems and not when it is applied automatically. This was the premise with which Andrés Arias, Senior Manager Customer Solutions at Amazon Web Services (AWS) , explained that the company’s strategy is built “from back to front”, placing the customer at the center and not the technology .

This vision shaped various mechanisms that allow for rapid experimentation, correction, and progress. During his participation in the 4th DCT Conference – Quálitas Infinite Possibilities , Arias explained that many decisions are considered reversible, known within the company as “two-way doors.”

Under this model, 100% information isn’t required to act; a reasonable level of certainty is sufficient to allow for cost-effective testing and adjustments.

In practice, this approach empowers teams to move with agility, which is essential in an environment like transportation, where fleet management requires immediate response to risks and operational changes .

Organizational culture was also a central focus of his presentation. Arias noted that at Amazon, small, autonomous teams, known as two pizza teams , are formed, which concentrate the ability to decide, execute, and measure results.

This scheme avoids bureaucracy and encourages speed of response , factors that are critical to transferring innovation into daily operations.

Regarding the relationship between innovation and failure, he acknowledged that invention cannot be separated from mistakes and cited the example of the Fire Phone, a failed project that generated millions in losses for the company in recent years, but whose lessons learned were leveraged in subsequent developments.

Beyond culture and processes, Arias explained that technological architecture also plays a decisive role. Amazon has transitioned over time toward a microservices model , which allows for the creation of fast, scalable, and low-cost solutions.

This structure makes it easier for teams to work in parallel, developing services that can connect to each other through interfaces, without relying on complex integrations.

For the transportation sector , this type of architecture opens the door to AI solutions that adapt to the needs of each fleet and can be turned on or off based on demand, reducing failure costs and accelerating adoption.

Artificial intelligence, viewed from this perspective, ceases to be an abstract promise and becomes a practical tool for simplifying processes , improving decision-making, and strengthening carriers’ responsiveness.

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Querétaro, known for its thriving manufacturing industry, is becoming an epicenter of Mexico’s digital economy , as data centers for technology giants such as Amazon Web Services (AWS) , Google , and Microsoft have decided to establish themselves in this state .

In an interview with T21 , Carlos Salgado , Undersecretary of Information Technology for the Querétaro government, stressed that as part of this transformation, the state has 12 other companies that operate multiple data centers , positioning the entity as one of the main hubs outside the United States and Canada, comparable only to cities like Santiago, Chile, and Sao Paulo, Brazil.

“This is creating a very interesting industry around data centers, and our universities are developing graduates in that industry,” he emphasized.

The rise of various digital services, the use of virtual tools, as well as data processing and storage, driven by  nearshoring  (relocation of production lines),  has increased the demand for data centers in Mexico , which is why it is projected to build 73 facilities of this type by 2029, according to estimates by the  Mexican Association of Data Centers (MEXDC) .

The state official emphasized that educational institutions are adapting their programs to train professionals in key areas such as programming, data analysis, big data, and cybersecurity, to respond to the needs of a rapidly evolving market. To accelerate this training, a program has been launched in collaboration with the European Union.

“We are launching a new program through the European Union to accelerate this training, because universities sometimes take a long time to adapt their programs,” Salgado explained.

This effort seeks to generate specific technical skills that support not only the technology industry but also sectors such as aerospace and automotive.

Querétaro’s geographic location is part of the state’s success in attracting technology sector investment in recent years. It is centrally located and has connections to Mexico City, Guadalajara, León, and Aguascalientes, benefiting from its position as a strategic logistics hub.

This advantage facilitates both connectivity for data centers and the development of other industries, since in addition to technology, Querétaro stands out in industries such as the automotive industry, with several companies supplying auto parts, and the aerospace industry, with firms such as Bombardier , Safran , and Embraer .

A distinctive element is that “I believe we are the only state that has an aeronautical university within the airport,” he emphasized, while pointing out that they are seeking certification as the first air terminal “with a spaceport license from which suborbital flights can take off.”

The state government invests heavily in an ecosystem of innovation and technological development, which has made Querétaro an attractive destination for foreign investment, attracting capital from countries such as Germany, Korea, Spain, Canada, and the United States.

To diversify its economy and reduce dependence on tariff-laden industries, Querétaro is promoting entrepreneurship and startups in services and technology.

According to Mexico’s Ministry of Economy , Amazon will invest five billion dollars in Querétaro to develop a digital data center region.

This amount will represent a contribution of $10 billion to Mexico’s Gross Domestic Product (GDP) over the next 15 years, starting in 2025, and the creation of more than 7,000 jobs annually.

At the national level, according to a report by the consulting firm Mordor Intelligence , the data center market in Mexico is expected to grow at a compound annual rate of 10.5% between 2021 and 2026, reaching a value of $1.5 billion .

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With a focus on helping entrepreneurs with its technological and logistics services, Amazon Mexico has become a benchmark in e-commerce supported by an entire logistics network made up of 13 shipping centers , as well as investments in data centers and other services it offers, including Amazon Flex .

In the talk From A to Z, Amazon’s impact in Mexico 2024 , Pedro Huerta , Country Manager of Amazon Mexico, reported that in the last nine years more than 110 billion pesos (mdp) have been invested in the country , a disbursement that has been accelerating in the last 12 months.

Regarding its investment in logistics, he indicated that Amazon Mexico has more than 13 shipping centers and 24 delivery stations , which help to “be part of the daily life of Mexicans” so that the product reaches the hands of the customer as quickly as possible.

He also highlighted the investment announced by Amazon Web Services in the cloud with the data centers they have in Querétaro, which are already in the testing phase with an outlay of more than 85 billion pesos .

Among other figures, he said that Amazon Mexico has a workforce of more than 10 thousand employees and has created more than 40 thousand indirect jobs . He also highlighted that there are currently 27 thousand Mexican companies that sell on its platform , and in the last year the number of those who offer a product on its marketplace has increased by 50% .

“Amazon can be an important driver of growth in our country, since, through its various technologies, it helps small and medium-sized entrepreneurs,” he stressed.

During his participation, Diego Méndez de la Luz , Director of Operations at Amazon Mexico, said that launching this company in the country was a very ambitious project , since in Mexico there were no quality and safety standards that existed in the United States.

Since 2015, when Amazon Mexico began operations, the executive highlighted that this firm has had an impact on customer perception and expectations due to the reduced delivery times.

He said they have grown a lot with their 13 shipping centers, three logistics centers and 24 delivery stations, which “are the last building a package touches before it gets into a van.”

Diego Méndez said they have same-day delivery services in 10 cities across the country, and next-day delivery in 80.

Regarding investments, he said that 50 billion pesos have been disbursed in Mexico City , more than 27 billion pesos in the State of Mexico , and they have also invested in other states of the Republic.

He explained that this year they opened two shipping centers: one in Apodaca, Nuevo León, and another in Guadalajara, Jalisco , whose dimensions cover between “five to six soccer fields,” with the capacity to store up to one million large items.

In order to reach more places, Méndez de la Luz highlighted three types of alliances that Amazon Mexico makes with other companies, such as the Delivery Service Partner (DSP) , which are companies that offer the last mile service .

He also highlighted the Amazon Hub Delivery program , in which they take packages to small stores so that they can deliver them to the customer or end user.

Amazon Flex is another of the alliances, with which anyone can register to make deliveries and earn extra income. All these options are carried out hand in hand with Amazon technology, explained Diego Méndez.

The event also addressed the success story of Lyana Kahn , founder of the jewelry company LuckyLy , who shared the challenges she faced when she started her business and how Amazon Mexico helped her with its technological and logistics services.

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Amazon Web Services (AWS) and the Confederation of Customs Agents Associations of the Mexican Republic (CAAAREM) announced a digital skills training program that will impact 98% of customs agencies in the country by June 2025, an initiative that has the objective of strengthening the Mexican customs sector in the face of the commercial dynamism generated by nearshoring .

This, according to the information shared, will be reflected in the competitive improvement of foreign trade operations that today translate into 83% of Mexico’s Gross Domestic Product (GDP).

Cloud skills training will allow customs agencies to implement advanced technological solutions in their processes, streamline customs operations and maximize the benefits of supply chain relocation that could generate economic growth rates of up to 4% in the coming decades. according to data from the Business Coordinating Council (CCE) .

This type of solutions will make customs sector supply chains more efficient, resilient and capable of quickly adapting to changes in demand , such as real-time tracking, logistics optimization and process automation, offering a customs system. more robust and agile, capable of responding effectively to the needs of nearshoring.

“The adoption of new technologies is essential for digital transformation and increased productivity in the customs sector. Since 2017, at AWS we have trained more than two million people in Latin America, including more than 500 thousand people in Mexico. We are proud to collaborate with CAAAREM to continue closing the talent gap in Mexico and help Customs Brokers maximize the potential of nearshoring in the country,” commented Carolina Piña, AWS Mass Training leader for Latin America.

Program participants will receive live and virtual training , which covers cloud technology fundamentals for those without prior knowledge, as well as advanced courses that prepare participants to obtain the AWS Cloud Practitioner certification.

According to an IDC report, around 65% of the main Latin American companies face difficulties in recruiting and retaining talent that has digital skills, so this agreement will encourage the creation of a community that promotes connections between talent trained by AWS and the customs agencies affiliated with CAAAREM, through employment exchanges and job fairs.

This initiative aligns with AWS’s goals to expand access to cloud training and education on a global scale, preparing and training students for the most in-demand cloud jobs.

In addition, it seeks to create a more inclusive technology industry that allows students around the world to become cloud builders and use education to improve the lives of people around the world.

“This agreement with AWS is a great opportunity to continue strengthening the country’s logistics and customs system in favor of its users: importers and exporters, who will be the main beneficiaries of this technological crusade that adds to the response to the challenges it brings. nearshoring and is aligned with the best practices promoted by the World Trade Organization, the World Customs Organization and the National Customs Agency of Mexico itself,” said Miguel Cos Nesbitt, president of CAAAREM.

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