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Square Root Marketing Leads Conversation on the Future of Generative AI in Latin American Companies

By: Mundo Contact
 / Original Note: LINK 

Square Root Marketing, the independent marketing and public relations agency, successfully organized the panel titled «A Future Written with Generative Artificial Intelligence: Perspectives for Companies.» 

The event, moderated by Jesús Hernández, editor-in-chief of Milenio, brought together three prominent female executives from the marketing, customer experience, and cybersecurity sectors, who shared their knowledge and experiences in implementing Generative AI in business strategies. 

In a highly competitive business world, female leadership is becoming increasingly relevant in the technology sector. «Having women participate in the development of transformative tools like generative artificial intelligence not only diversifies perspectives but also ensures that we are leveraging all our talent to change the course of business and build a more inclusive and successful future for everyone,» stated Andrea Padilla, Founder and CEO of Square Root Marketing. 

The implementation of generative artificial intelligence in business strategies is redefining business standards and promoting greater productivity in an ever-changing and competitive environment. 

According to the McKinsey report «The Economic Potential of Generative AI: The Next Productivity Frontier,» generative AI has immense potential for industries such as banking, high tech, and life sciences, with the possibility of significantly impacting their revenues. In the banking sector alone, AI technology could unlock additional value ranging from $200 billion to $340 billion annually if fully implemented in various use cases. Similarly, in the retail and consumer packaged goods industries, generative AI could have a substantial impact, potentially contributing $400 billion to $660 billion per year. These figures underscore the transformative power of generative AI and highlight the immense opportunities it presents for companies in different sectors. 

Cybersecurity is another area that benefits from generative artificial intelligence. In an increasingly vulnerable digital environment, AI is enabling companies to detect and respond to threats more quickly and effectively. However, it is crucial that workers are adequately educated and informed about the generative AI being used, as human error is one of the main reasons why cyberattacks are successful. 

«The technological evolution has transformed our perception of cybersecurity and privacy, presenting unprecedented challenges such as voice impersonation. It is essential that companies understand these risks and take proactive measures to protect themselves and their customers in this new digital landscape,» added Nazly Borrero, Top Woman in Cybersecurity and consultant at SIDWELL CONSULTORES. 

According to the McKinsey report, Generative AI is gaining momentum in customer service due to its ability to automate interactions using natural language. Research shows that in a company with 5,000 customer service agents, the application of generative AI increased problem resolution by 14 percent per hour and reduced the time spent handling an issue by 9 percent. Additionally, it reduced agent turnover and requests to speak with a manager by 25 percent. It is crucial to note that productivity and service quality improvements were mainly among the less experienced agents, while the AI assistant did not increase, and sometimes even decreased, the productivity and quality metrics of the more experienced agents. This is because AI assistance helped less experienced agents communicate using techniques like those of their more experienced colleagues. 

«AI is radically transforming customer experience in Latin America by providing faster, more personalized, and effective solutions. We are seeing how companies in the region are using AI to improve customer satisfaction, increase operational efficiency, and differentiate themselves in an increasingly competitive market,» added Angélica Figueroa, marketing director of TOGA and member of the board of directors of Mundo Contact. 

Generative artificial intelligence is revolutionizing the way companies operate and relate to their customers. With a focus on female leadership and the strategic implementation of this technology, companies can enhance their growth and compete in an increasingly digitalized and demanding market. 


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