“Generative AI alone is no longer enough,” warned Antonio Fajer, President of Pentafon, during the opening of Innovation Day 2025. “Organizations that successfully integrate it with omnichannel processes, auditable models, and a technology architecture centered on customer experience will be better prepared to adapt to the new reality.”
This statement set the tone for the event, which on July 10 in Mexico City brought together over 100 leaders from major corporations, technology specialists, and public sector representatives to reflect on the dilemmas, challenges, and opportunities posed by generative artificial intelligence (GAI) and its integration into business operations.
Dilemmas of the New Environment: Bias, Governance, and Regulation
More than 80% of interactions between users and brands already involve some form of artificial intelligence, according to McKinsey (2024). This rapid growth creates opportunities but also demands new forms of oversight. Harvard Business Review reports that 68% of leaders believe biases in generative assistants can affect productivity or weaken customer trust.
During his talk “AI Regulations, Bias, and Hallucinations,” Manuel Pliego, Director of Government Affairs at Microsoft Mexico, emphasized that biases do not come from AI itself but from the human data used to train it. This, he explained, requires questioning which principles are guiding the behavior of generative models and how to prevent them from reproducing partial worldviews.
“When AI says ‘man landed on the moon’ instead of ‘humanity landed on the moon,’ it is not a technical error: it reflects a cultural bias that will persist if not regulated at the source,” he warned.
Pliego identified the main risks as unsupervised automation, the generation of manipulated content, and the lack of clear legal mechanisms for algorithmic accountability. He called for ethical frameworks from design that allow AI to operate as a reliable tool complementing human talent.
Globally, Europe has already approved its first comprehensive legal framework on AI. Latin America, including Mexico, is advancing initiatives requiring algorithmic transparency, decision traceability, and digital governance.
In this context, companies that prioritize continuous talent training, responsible adoption of technologies, and redesigning the customer journey with hyper-personalization in mind will be better positioned to retain customers, grow, and build sustainable relationships.
“Disruption of the Customer of the Future”: Redesigning the Value Proposition
Jesús Cochegrus, Innovation Leader at the World Economic Forum, offered a strategic vision of the new consumer. In his talk “Disruption of the Customer of the Future,” he stressed that digital transformation is not just about tools but about redesigning organizational culture and the foundations of customer relationships.
From his perspective, companies must stop seeing technology as an end and start integrating its capabilities into a broader operational ecosystem, where every decision is based on behavior, context, and adaptability.
“Faced with a hyperconnected, multitasking, stimulus-saturated consumer, only organizations that deliver personalized experiences in real time will remain competitive,” he said.
Cochegrus also highlighted that technology adoption must be paired with strategic decisions, and many organizations lack the internal capabilities, knowledge, or certifications needed to ensure responsible implementation. In this regard, relying on expert partners—with compliance frameworks, clear criteria, and auditable structures—becomes key to delivering safe, sustainable, and customer-aligned experiences.
Results Supporting Transformation
Pentafon demonstrated that technological innovation can produce tangible results. In March 2025, the company was awarded 14 gold awards at the IMT Excellence Awards, in categories such as sales, customer service, organizational development, and technology applied to the customer experience.
One highlighted case was the roadside assistance strategy for Mapfre, which integrated generative AI tools, automated CRM, and geolocation via WhatsApp. This solution reduced location time to under 20 seconds, increased accuracy to 90%, and improved satisfaction indicators: NPS of 85.2% and CSAT of 88.8%. It also cut training time by 40% and increased advisor efficiency by 30%.
Employee Experience with Global Impact
Pentafon’s focus is not limited to external customers. In 2025, the company was a finalist in the CCW Excellence Awards in the “Best of the Best: Employee Experience” category, alongside Microsoft, Alorica, and Foundever.
The recognized strategy, “Culture of Growth,” transformed the employee experience through predictive analytics, structured training and wellness programs, and transversal organizational governance. Results included a 40% increase in NPS, 20% in eNPS, 25% improvement in profitability, 41% lower turnover, and over 80% of promotions conducted internally.
Technology with Purpose and Human Focus
A key takeaway from Innovation Day was that success in the digital era does not lie in technology alone but in how it is combined with human capabilities. Organizations that integrate quality data, ethical processes, and trained employees will design sustainable, personalized, and traceable experiences.
Pentafon has promoted this vision through its organizational culture. Its ranking among the top 50 Best Places to Work in Mexico—and third in the Professional Services sector—along with its Socially Responsible Company distinction, support an innovation model that starts from within.
LID and Penta HR Solutions: Two Future-Focused Units
The event also highlighted initiatives showing how technological innovation can be purpose-driven across business functions. Two new units stood out:
“Technology applied to talent does not just solve an operational problem. It redefines how organizations find, develop, and retain talent with purpose,” the speakers emphasized.
A Decade to Reinvent
Transformation can no longer be postponed. Companies that do not adopt technology with ethics, traceability, and a human vision will be at a disadvantage in an increasingly demanding global environment.
“We have until 2030 to reinvent ourselves. Organizations that integrate generative AI with purpose, auditable processes, and reliable data will be the ones leading the market,” concluded Antonio Fajer.