Small and medium-sized enterprises (SMEs) that manufacture and supply the retail sector are experiencing their best financial moment since 2018. According to the eighth edition of the GS1 Barometer: SME Manufacturers in the Consumer Industry , eight out of 10 companies rate their financial situation as good or excellent, an improvement compared to the 63% who reported that perception eight years ago.

The study, prepared by GS1 Mexico with a sample of 530 companies, indicates that 16% of companies are in a stage of sustained growth, while 66% believe they still have room to strengthen their financial health, reflecting that, despite optimism, challenges persist to consolidate their development.

The report also highlights a transformation in the competitive strategy of manufacturing SMEs, which have stopped focusing solely on price and are now betting on factors such as quality, operational efficiency, logistics, omnichannel and expansion into digital channels.

Among the elements they consider most relevant to compete in retail are the quality of raw materials (90%), having products free of defects (74%), quality certifications (62%), logistics and distribution (61%) and attractive packaging (60%).

However, logistics remains one of the main challenges for businesses. Although six out of ten SMEs recognize its importance, only 44% identify it as a strength, while 29% consider it a difficulty.

“The ability to deliver their products quickly, efficiently and with traceability has become a challenge for thousands of companies seeking to market their products in commercial chains and digital platforms,” said Alejandro Trejo Rivera, Director of Linkage, Market Development and Associates at GS1 Mexico.

In the digital realm, e-commerce continues to gain relevance. During 2025, the percentage of manufacturers who consider online sales a priority increased from 37% to 46%, reflecting greater adoption of the digital channel as part of their business strategy.

However, the study also reveals growth opportunities: 54% of SMEs obtain less than 10% of their sales through e-commerce, while only 11% generate between 31% and 60% of their income through this channel.

For Trejo Rivera, this evolution confirms that ” digital commerce has ceased to be an alternative and has become a strategic priority within the consumer industry .”

The research also identifies a diversification in marketing channels. Currently, 40% of SMEs sell their products in local or regional businesses, 37% use marketplaces , 21% sell in supermarkets, and 18% sell through wholesalers.

In this context, Paola Cabrera Magaña, Marketing and Communications Director of GS1 Mexico, highlighted that competitiveness demands the development of a phygital ecosystem , capable of integrating the shopping experience in physical and digital channels.

“This move towards omnichannel marks a qualitative leap in the digital maturity of the sector: companies are not only looking to sell more, but to build brands with their own identity, capable of engaging with diverse audiences and adapting to new consumption trends,” he noted.

The executive added that companies have learned to combine traditional and digital strategies to respond to different consumer profiles and purchase moments.

Since its first edition in 2018, the GS1 Barometer has established itself as a benchmark for measuring the evolution of SMEs in the consumer goods manufacturing industry. This eighth edition expanded its coverage to include the categories of alcoholic beverages, home care, household goods, and pet products, aiming to provide a broader perspective of the sector.

GS1 Mexico noted that SMEs represent more than 95% of the country’s economic units and generate 41.5% of national employment, so strengthening their competitiveness through digitalization, logistics, and the development of new commercial channels will be crucial to sustaining their growth in the coming years.

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El cargo Logistics and digitalization: challenges for Mexican SMEs: GS1 Mexico apareció primero en T21.

Exporting no longer depends solely on distributors, trade offices , or large infrastructure investments. The growth of e-commerce has opened a new route for small and medium-sized enterprises (SMEs) in Mexico to access international markets, especially the United States, where demand for Mexican products continues to rise.

In an interview with T21 , Tania Caldú, International Sales Leader at Amazon Mexico , explained that this change has allowed more companies to consider exporting as a natural extension of their business once they consolidate their sales in the domestic market.

“Many companies first learn to sell online in Mexico and, once they master that channel, they look to expand into other markets,” he noted.

Currently, more than three thousand Mexican companies market their products abroad through Amazon’s International Sales program , mainly to the United States, a figure that registered a growth of 12% during the last year.

The executive emphasized that exporting continues to pose a challenge for many SMEs due to regulatory, logistical, and customs compliance issues. However, she assured that Amazon is working to simplify this process through training tools, consulting, and logistics solutions.

Among them is Seller University , a platform with tutorials on regulation and international trade, as well as partnerships with logistics providers that offer preferential conditions for shipping goods to the United States.

“The first challenge is always understanding what regulatory requirements a product needs to meet to be sold in another country. Then comes international logistics, and once the seller is already operating, we support them with tools for advertising, inventory management, and business growth,” he commented.

Logistics remains a differentiator

Although e-commerce has raised consumer expectations regarding delivery speed, Caldú assured that this remains one of the main factors in purchasing decisions, along with price and product variety.

To meet this demand, Amazon promotes a scheme among international sellers whereby products are sent to logistics centers in the United States , and the company itself handles storage, distribution, and customer service.

“This allows a product manufactured in Mexico to be delivered to the consumer in the United States even on the same day. The customer continues to look for price, selection, and delivery speed, and Amazon continues to innovate to improve these three pillars,” he stated.

The company also continues to expand its global infrastructure, which currently integrates 20 international stores , making it easier for a Mexican seller to later scale into markets such as Canada, Europe, Japan, or Australia .

According to Caldú, the growth of e-commerce in Mexico has also boosted companies’ interest in exporting through digital channels.

He added that the proximity to the United States, the existence of the United States-Mexico-Canada Agreement (USMCA) , and the size of the U.S. market represent an opportunity that many Mexican companies have not yet taken advantage of.

“The United States is a market 10 times larger than Mexico. The Hispanic market alone represents around 65 million consumers who seek products that connect them to their roots, but we also see a growing interest from American consumers in quality and specialized Mexican products,” he said.

The executive invited companies to take advantage of the available tools to take the step towards internationalization.

“The seller can focus on growing their business while Amazon facilitates a large part of the logistics operation. It opens the door to a much larger market and, subsequently, to other international markets,” he emphasized.

Technology and artificial intelligence

The executive noted that technology is another factor that has helped reduce barriers to the internationalization of Mexican companies.

Amazon is incorporating generative artificial intelligence (AI) tools to optimize product listings, advertising campaigns, inventory management, and consumer recommendations.

“We are developing tools that help both sellers and customers. From improving product listings to increase conversion rates, to summarizing reviews to facilitate purchasing decisions and make advertising more efficient,” he explained.

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El cargo E-commerce reduces barriers for Mexican companies to export to the US: Amazon apareció primero en T21.

The trucking industry in Mexico faces not only cost and competitive pressures, but also a factor that continues to affect the daily operations of many companies: road safety . For Transportes Calesa , this environment has become one of the main challenges to sustaining its operations and maintaining service continuity, according to Wendy Cano León, the company’s Administrative and Logistics Manager, who was also recognized as one of the 100 Women in Transportation and Logistics in 2025.

Vehicle thefts represent one of the most significant challenges for the company. Beyond the economic impact, they cause operational disruptions and require constant adjustments to continue serving their customers. “We are part of the statistics,” Cano remarked, referring to the incidents they have faced.

According to the National Association of Vehicle Tracking and Protection Companies (ANERPV) , the incidence of crime (in the first quarter of 2026) was concentrated in specific corridors, mainly in entities such as the State of Mexico, Puebla and Guanajuato , as well as on key routes such as Mexico 57 and Mexico 150D, where the probability of events remains high.

Furthermore, around 80% of highway robberies occur in heavy goods vehicles , reinforcing the need for more precise risk management in road transport.

From their experience, the lack of sufficient coverage on highways and the limited presence of surveillance in certain sections continue to be factors that keep the sector exposed, as they hinder the prevention of crimes and reduce the capacity to respond to incidents, leaving carriers in more vulnerable conditions during their journeys.

This context not only affects security , but also the way companies operate, forcing them to strengthen controls, adjust processes, and maintain constant supervision on every trip.

In this way, Cano León explained that Transportes Calesa has reinforced its operational processes to maintain the continuity of service in a complex environment, with greater attention to the monitoring of each trip and to safety conditions .

In that sense, the company maintains its focus on the transport of industrial materials and supplies. It works “with 30-cubic-meter gondolas or hoppers , full-size units, and tankers , for both general cargo and specific materials, including silica sand, which implies constant monitoring and precise control in each shipment,” he explained.

The company’s history dates back to 1980, when the family acquired their first truck. From there, they began a gradual growth within the trucking industry, until formalizing the company in 1990 under the name Transportes Calesa. Since then, it has remained a family business in which different generations participate directly in its operations.

That origin also defines its way of working. The company has chosen to differentiate itself through service, prioritizing close customer relationships and direct oversight of each operation. “We don’t compete on price, we compete on quality and responsibility,” Cano stated.

This approach translates into personalized service, where the owners themselves participate in the operation, monitor cargo conditions, and respond directly to any eventuality. In a market where conditions are not always equal for all participants, this model has become their main strength.

Furthermore, the company continues to advance in the sector, sustaining its operation based on experience, family work and a clear commitment to service as the core of its development.

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El cargo Calesa Transport: a commitment to customer service in a challenging environment apareció primero en T21.

With unprecedented growth in space, participation and reach, the twelfth edition of Business Factory 2026 , organized by GS1 Mexico , was inaugurated as the largest edition in its history, consolidating itself as a platform for linking small and medium-sized enterprises (SMEs) and large commercial chains in the region.

During the opening ceremony, Juan Carlos Molina , CEO of GS1 Mexico, highlighted the evolution of the event in recent years, going from a space of just 200 square meters to a venue of more than seven thousand square meters , with the participation of 42 commercial chains and thousands of companies.

“Today we are receiving between three and four thousand SMEs participating in business meetings so that their products have a real opportunity in retail,” he stated.

The executive emphasized that this edition reflects the transformation of commerce towards an omnichannel and unified environment, where physical stores, marketplaces and new forms of digital sales such as social networks coexist.

For his part, Jorge Garces, president of GS1 Mexico, described the event as ” the cradle of entrepreneurial dreams ,” bringing together small and medium-sized manufacturers with large buyers in an environment that facilitates market access.

“Each microenterprise represents a family’s dream. Fábrica de Negocios seeks to turn those dreams into commercial realities,” he said.

Furthermore, he highlighted that the event already transcends borders, with the participation of international companies, which positions this platform as a bridge to new markets.

Santiago Nieto Castillo , director general of the Mexican Institute of Industrial Property (IMPI) , contextualized the event within a global environment marked by trade tensions and protectionist trends, particularly in the United States.

Given this scenario, he stressed the importance of strengthening innovation and industrial property as drivers of economic growth.

“SMEs generate around 35% of innovation in Mexico, and we must increase that percentage by protecting intellectual property,” he noted.

He also highlighted recent actions such as operations against piracy and regulatory advances to strengthen the innovation ecosystem in the country.

From the Ministry of Economy , Andrea Genoveva Solano Rendón , Head of the Regulations, Competitiveness and Competition Unit, emphasized that spaces like Business Factory are key to boosting business competitiveness.

“This meeting strengthens the integration of companies into broader value chains and fosters their development based on quality, innovation and digitalization,” he explained.

He also announced that the government is working on new regulations for e-commerce, with the aim of creating clearer conditions for both consumers and businesses.

Records and ecosystem expansion

In a press conference, the organizers reported that this edition broke all records with nine thousand registrations, around four thousand five hundred business appointments, participation of 42 commercial chains, and presence of international companies.

Furthermore, it was highlighted that GS1 Mexico, as a non-profit organization, seeks to promote the professionalization of SMEs, from the adoption of barcodes to their integration into formal marketing chains.

One of the central themes of the event is the adoption of new technologies, such as 2D codes , which will allow for providing more information to the consumer and improving product traceability.

Digital tools, training, and mentoring are also being promoted so that SMEs can compete on equal terms with large manufacturers.

With more than a decade of evolution, Fábrica de Negocios positions itself as a space where innovation, training and real business opportunities converge.

“We turn ideas into sales, talent into results, and vision into growth,” Molina summarized.

In an increasingly complex economic environment, the event reaffirms its role as a catalyst for business development in Mexico, encouraging SMEs to conquer both the national and international markets.

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El cargo Fábrica de Negocio 2026, vinculación comercial en Latinoamérica apareció primero en T21.

The demand for financing in the trucking industry continues to gain ground , driven not only by the need to renew fleets, but also by greater dynamism in logistics and distribution in the country, according to the Mexican Association of Financial Societies for Leasing, Credit and Factoring (Amsofac) .

The sector has consolidated itself as one of the main destinations for financing within specialized financial companies, concentrating 35% of the portfolio by asset type , as explained by Alberto Martínez Rubio, president of Amsofac.

This behavior is due to a combination of structural factors that are redefining transportation operations. The growth of e-commerce, the strengthening of logistics chains, and phenomena such as nearshoring (relocation of production lines) are increasing the demand for transportation services in various segments.

“In terms of financing, we expect to grow by about 6% to 7% in light vehicles and between 8% and 10% in heavy vehicles in terms of penetration,” Martínez explained.

Added to this environment is the natural renewal of fleets , as well as the expansion of regional distribution networks, which keeps the need to acquire or replace units active.

“There is a cyclical renewal of fleets, and also the expansion of regional distribution networks that is growing,” the executive added.

According to Amsofac, this trend will be reflected throughout 2026, where a growth of close to 40% in transportation financing is expected , particularly in the freight transport segment , driven by the demand for solutions to strengthen the operational capacity of companies.

However, this growth will not be uniform across all segments. According to Martínez, market growth will also be significant in light vehicles, while the heavy vehicle segment could remain at levels similar to those of 2025.

The year 2025 ended with a marked contraction for the Mexican heavy vehicle industry, both in sales and production, confirming a less dynamic environment that persisted throughout the period, according to figures from the  National Association of Bus, Truck and Tractor-Trailer Producers (ANPACT) .

Between January and December of last year, wholesale sales totaled 30,673 units, representing a  54.7% drop  compared to the same period in 2024. By segment, the cargo market  declined by 55% , according to ANPACT.

Even so, from the perspective of non-bank financial institutions , an increase in financing penetration is anticipated in both light and heavy vehicles, with greater growth opportunities in the former, although there will also be progress in freight transport.

In this context, small and medium-sized enterprises (SMEs) remain the main focus of attention for these financial solutions, as they are the segment with the greatest need for access to capital.

Among the available tools, pure leasing stands out as one of the most relevant alternatives for the sector, allowing companies to operate with updated units without compromising their liquidity or assuming direct ownership of the assets.

“Operating is an extremely effective tool that allows you to always keep your fleet at the forefront,” Martínez said.

Furthermore, this model facilitates the integration of additional services within the financial scheme, reducing operating costs associated with maintenance.

Thus, financing is emerging as a key enabler for road transport , at a time when fleet modernization, logistical efficiency and adaptability will define the sector’s competitiveness.

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El cargo Logistics promotes financing for trucking: Amsofac apareció primero en T21.

Guanajuato closed the January-September 2025 period with exports of 30.72 billion dollars (USD) , driven mainly by the industrial sector and by the strengthening of markets such as Canada and Japan, according to the General Results Report 2025 closing , presented by the Coordinator for the Promotion of Foreign Trade (Cofoce) .

During the presentation of the report, Luis Rojas, general director of Cofoce, explained that the year was marked by a complex global environment, but also by opportunities that allowed the consolidation of the state’s export ecosystem, particularly in the micro, small and medium-sized enterprise (MSME) segment .

Rojas highlighted that 92% of the companies served by Cofoce are micro, small, and medium-sized enterprises (MSMEs) , and that, under the vision of promoting female talent, 28 of them are led by women. She added that between 2018 and 2024, the organization’s export registry exceeded two thousand companies for the first time , representing significant growth compared to previous periods

At the close of 2025, Cofoce reported serving over 1,000 companies across 37 municipalities , as well as the addition of 80 new exporting businesses . More than 400 business opportunities were also generated , and over 300 business meetings were held with international buyers, benefiting 160 micro, small, and medium-sized enterprises (MSMEs).

Operational results included opening markets for products such as pitahaya, agave, and berries, as well as selling 70,000 pairs of industrial footwear and 38,000 hats. In terms of international engagement, the organization hosted 95 foreign buyers and participated in more than 12 global events.

Cofoce also reported training for 4,000 people and the strengthening of 645 micro, small, and medium-sized enterprises (MSMEs) through training programs. Furthermore, the reach of initiatives such as Learn to Export, Export Workshops, and Global Voice was expanded, with over 1,000 participants.

The organization highlighted progress in cross-border e-commerce , with the digitization of more than 70 companies , supported by strategic alliances with platforms such as Mercado Libre and Novica . This was complemented by social impact projects.

Regarding female leadership, Cofoce reported that 731 women were trained and that seven MSMEs obtained the Women Owned certification with WeConnect .

Overall, the social and economic impact of the export ecosystem reached more than 115,000 families in Guanajuato , according to the report, positioning the state as the territory with the highest number of exporting MSMEs in the country

For her part, Rocío Castillo, president of the Cofoce Council , emphasized the unique nature of the organization at the national level and its potential to share its experience and knowledge beyond Guanajuato.

With these results, they reiterated their objective of strengthening SMEs , expanding their international presence and consolidating an export ecosystem focused on innovation, competitiveness and social development.

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El cargo Boost to SMEs shapes Guanajuato’s export performance in 2025 apareció primero en T21.

FedEx presented its annual global economic impact report, prepared in partnership with Dun & Bradstreet , a provider of data and analytics for business decision-making, highlighting that, during fiscal year 2025 (FY25), the company generated a contribution of 126 billion dollars (USD) to the global economy.

“For more than 50 years, FedEx has powered global trade with innovative logistics services that connect communities around the world (…) our culture of innovation, coupled with our team’s unwavering commitment to providing exceptional service and proposing bold ideas, has enabled the FedEx network to continue driving global progress, even amidst a volatile and transformational business landscape for supply chains,” said Raj Subramaniam, president and CEO of FedEx Corporation, in a press release.

The company noted that in Latin America and the Caribbean alone, an impact of five billion dollars was generated , equivalent to an estimated direct contribution of 0.7% to the net economic product of the transportation, storage and communications sector in the region.

The company also noted that it employs more than 23,000 people in over 50 countries in the region, with Miami as a strategic hub for international trade. The largest temperature-controlled facility in its network addresses the growing demand for transporting perishable and pharmaceutical products .

The company invested $743 million with suppliers in 2024, 60% of which went to small businesses . In total, 89% of its suppliers in Latin America and the Caribbean are small and medium-sized enterprises (SMEs), strengthening the resilience of local supply chains.

In Mexico, FedEx noted that it has been connecting communities and businesses for 35 years, driving growth through local talent and collaboration with thousands of small and medium-sized enterprises (SMEs ). “Our operations are evolving to be more efficient, innovative, and sustainable,” said Jorge L. Torres, Vice President of Operations for FedEx Mexico.

Globally, FedEx operates in more than 220 countries and territories, with 500,000 employees and 17 million packages transported daily. Its network moves more than two trillion dollars’ worth of goods annually, solidifying its leadership in express logistics .

Among the most notable results are the optimization of its land and air network, new automated facilities in Memphis, the Netherlands, Thailand and Brazil, and the promotion of smarter supply chains through artificial intelligence.

Ninety percent of FedEx’s 100,000 global suppliers are small and medium-sized enterprises (SMEs), supporting hundreds of thousands of jobs . In addition, the company launched digital tools such as the Collaborative Shipping Tool , expanding the international reach of SMEs.

In sustainability, FedEx is moving toward carbon-neutral operations by 2040, with investments in renewable energy and alternative fuels. In FY25, it began implementing three million gallons of sustainable aviation fuel (SAF) in Los Angeles , marking a milestone in sustainable aviation.

Finally, through FedEx Cares, the company allocated $55.5 million to social initiatives, added more than 81,000 volunteer hours , and supported humanitarian operations with critical shipments to disaster-affected communities.

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El cargo FedEx boosts its global economic impact with strategic investments in 2025 apareció primero en T21.

QUERÉTARO, QRO.- The  Mexican Business Council for Foreign Trade, Investment and Technology (Comce) kicked off the 31st Mexican Foreign Trade Congress in Querétaro , which, according to Oscar Peralta, president of Comce Querétaro, is a meeting that brings together the voices, ideas and wills that drive the country’s economic development.

During his participation, Peralta highlighted that, with this congress, Querétaro reaffirms its role as a fundamental axis of Mexican foreign trade.

“It is a meeting point where knowledge is shared, alliances are generated, and the future of our country is projected to the world,” he said.

For his part, Marco Antonio Del Prete Tercero, head of the  Secretariat of Sustainable Development of Querétaro , highlighted the importance of the state as the venue for the congress, since “we want the businesses that are done in Querétaro to benefit Mexico . “

“It is also a way to demonstrate that we can coordinate and align ourselves with the Mexico Plan and link up to strengthen our exports, thereby boosting the economic growth and foreign trade of our country,” he added.

Valentín Diez Morodo , honorary president of Comce, highlighted that Querétaro is distinguished by its productive investment, innovation, and talent.

“Today, Querétaro has become an example for the entire Mexican Republic,” he emphasized.

Furthermore, he pointed out that, since the first congress, organized in 1993 by Comce, a privileged space has been created to unite the most important sector of the national economy, which today represents 75% of the country’s Gross Domestic Product (GDP) , namely foreign trade.

“After 31 years, we maintain our ambition intact: to promote the growth of Mexico’s foreign trade, which not only moves products, but also builds bridges and positions us as the tenth largest exporting economy in the world,” he emphasized.

He acknowledged that today Mexico faces significant challenges that require adapting to the new world trade order with resilience and innovation ; in addition to strengthening supply chains.

Furthermore, he urged attendees to continue integrating small and medium-sized enterprises (SMEs) into production chains, as they are the engine of professional prosperity for exporting companies.

“This forms part of the foundation upon which the integration of Mexico’s manufacturing industry with global production chains is being consolidated. For this reason, this year our congress is dedicating a very special space to the Made in Mexico business forum , to recognize its contribution and promote new opportunities for international development,” he emphasized.

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El cargo Mexico, towards the leadership that is rightfully its own in foreign trade apareció primero en T21.

The purpose of “improving people’s lives” guides Grupo Coppel ’s sustainability strategy , as highlighted by Christian Morfín Ortiz , National Sustainability Manager, during the presentation of the 2024 Sustainability Report , where he explained that sustainability at Coppel is based on three pillars: people, shared value and environmental care , driven by a solid governance structure.

“We strive to do well for ourselves, but also for all our partners: suppliers, collaborators, clients, government, and civil society. Sustainability, for us, means doing things better and responsibly,” Morfín emphasized.

On the environmental front, Coppel continues to invest in technology to reduce its footprint. By the end of 2024, 710 buildings—40% of its stores and distribution centers—will have solar panels , which will already generate 16% of the group’s energy consumption. The goal is to achieve 29% clean energy consumption by 2030.

The group has also invested in electric mobility , with 530 electric or hybrid units (11% of its secondary fleet) and the goal of reaching two thousand vehicles by 2030 .

Furthermore, the use of rail in freight transport has prevented the emission of 9,000 tons of carbon dioxide (CO₂) , equivalent to preserving 150,000 trees.

In terms of waste, Coppel recycled 80% of its waste (21,000 tons) in 2024 and reduced its water consumption by 18.7% since 2018 , despite the growth of its store network.

From the financial front, Carolina Garayzar , ASG Director of Financial Services, highlighted the importance of democratizing access to credit and financial education .

In 2024, BanCoppel provided 700,000 people with their first access to the formal financial system , and the group aims to include three million more over the next five years . Throughout its history, the company has provided credit to 68 million people , driving their economic inclusion.

In this regard, the executives shared that a large portion of the loans granted are directed to micro, small and medium-sized enterprises (MSMEs) .

On the other hand, the group closed 2024 with 143,056 employees , and 40.1% of them women in leadership positions , compared to 34% in 2020.

In addition, 15,000 employees and their families received educational scholarships , and more than 1,000 graduated from high school, bachelor’s, or master’s programs through Coppel Corporate University .

In total, the company invested 2.5 million hours in training , equivalent to more than 20 hours per person.

Inclusion and accessibility initiatives were also strengthened , with adapted restrooms in 30 stores and a plan to expand these facilities to more than 290 stores by 2025. Additionally, some ATMs now operate in the Mayan language , reflecting Coppel’s commitment to linguistic and cultural diversity.

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El cargo Coppel promotes a sustainability model focused on people and positive impact. apareció primero en T21.

LAS VEGAS, NV.- The digital transformation of companies must focus on an essential principle: offering a personalized, consistent and innovative experience , regardless of the channel of contact with the consumer, as commented during SAP Connect 2025 , Sarha Tuta , Head of Customer Experience (CX) for SAP Latin America North .

“ The customer experience has to be identical, no matter the purchasing method . A person can go to a physical store or shop online, but what they expect is for the brand to recognize them, to know who they are and what they like. That’s the foundation of loyalty,” he emphasized.

The company strengthened its CX solutions portfolio with the launch of SAP Loyalty and SAP Engagement , tools designed to help organizations connect with their customers through omnichannel strategies, advanced analytics, and Artificial Intelligence (AI) .

“The goal is simple: for the customer to feel like the brand is speaking directly to them, even if there’s a machine behind them. That emotional connection is what truly builds loyalty,” Tuta said.

Purposeful Innovation: Data, Empathy, and AI

The directive emphasized that AI should be understood as a tool to support human talent, not as a replacement.

“AI could offer recommendations and analyze behavior, but it always needs human input —someone to interpret the emotion or context behind the data,” he explained.

SAP promoted a vision of innovation centered on the human experience : technology at the service of empathy. To this end, it fostered the development of digital capabilities among its customers, enabling their teams to work strategically with intelligent solutions.

“It wasn’t about a machine serving the customer, but rather helping them identify what they really needed. Empathy remained irreplaceable,” he added.

Tuta acknowledged that technological adoption was progressing at different rates in Latin America.

“ Mexico used to set the pace due to its proximity to the United States , while other markets, such as Colombia or some southern countries, were more cautious and took the plunge when they were fully convinced,” he commented.

However, he agreed that digitalization is an irreversible path . “By the end of 2027, 80% of companies in the region will have migrated to the cloud. Not doing so would be falling behind,” he said.

To accelerate this process, SAP created specialized support teams for technology adoption, focused on reducing resistance to change.

“In Latin America, we’re stubborn,” he said with a laugh, “but when we understand the value of an innovation, we embrace it wholeheartedly. The important thing is to teach, support, and demonstrate the real impact,” he emphasized.

Regarding Mexico , he indicated that the country represents one of the most solid innovation ecosystems in the region, however , he warned that the main challenge remains in small and medium-sized enterprises ( SMEs) .

“Many businesses seek to develop their own solutions to save money, but end up creating disconnected systems, veritable ‘Frankensteins.’ SAP works with flexible adoption models to demonstrate that investing in CX isn’t an expense, but a strategy for growth,” he noted.

The specialist summarized SAP’s philosophy in a single sentence that encapsulates its vision of innovation and experience.

“Companies can have the best financial or logistics systems, but if they don’t create a memorable experience, they have no future. True digital transformation begins when the customer feels unique,” he asserted.

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El cargo SAP is committed to total personalization in the customer experience. apareció primero en T21.