Primero Sets the Stage for AI Transformation in Latin America’s Business Sector

Primero Launches for AI Transformation in Latin America

In a bold move to revolutionize the business landscape in Latin America, Primero has officially launched as the region's leading AI transformation company. Despite its economic contributions, many of Latin America's largest enterprises still rely on outdated technology, often from the 1990s. This fact has fueled a significant gap in operational efficiency and revenue potential.

On August 25, 2026, in Mexico City, Primero announced its goal to assist these enterprises in modernizing their operations through Artificial Intelligence (AI) and seizing new revenue opportunities. The company has already engaged with a number of prominent organizations, including Mexico City's Secretaría de Desarrollo Económico (SEDECO), Kimberly-Clark de México, Terpel, SmartFit, and Verde Valle. To support its mission, Primero has successfully raised $12 million in seed funding, co-led by Kaszek and General Catalyst, with additional participation from Definition, Conviction, 8VC, as well as notable angel investors from leading companies such as FEMSA, Bimbo, Aeroméxico, and Kimberly-Clark de México.

The AI Challenge in Latin America

For many organizations in Latin America, existing AI tools do not effectively meet their needs due to fragmented data scattered across numerous disconnected systems. Business-critical data remains siloed in legacy Enterprise Resource Planning (ERP) systems, Customer Relationship Management (CRM) systems, accounting software, warehouse management tools, and other platforms which were never designed to work in concert. Without an integrated view of business operations, AI systems struggle to provide reliable insights and meaningful contributions.

Primero aims to change this narrative by creating an intelligent system designed to connect disparate data sources and provide AI with a holistic understanding of operations. Their flagship product, Primia, seamlessly connects with a company’s legacy systems and synthesizes fragmented data into a cohesive enterprise ontology. This empowers AI with comprehensive insights into business processes, allowing it to execute complex tasks across the organization efficiently, all while adhering to enterprise-grade standards for security, governance, and traceability.

Modernizing Through Collaboration

Primero’s implementation approach is uniquely hands-on; engineers are deployed directly within client organizations, collaborating closely with internal teams to build a tailored solution. These engineers possess local knowledge and cultural understanding, which cultivates deeper trust and contextual insight. This localized touch not only enhances teamwork but also ensures that each module developed captures best practices and business context, thereby creating a robust AI intelligence layer that the organization can continue to build upon.

As new modules are introduced, they enrich the AI system with operational context, making it increasingly capable over time. This creates a shared AI operating system that improves decision-making and operational efficiency across the entire enterprise.

A Vision for the Future

“Latin America cannot afford to be left behind again,” stated José Murillo, co-founder and co-CEO of Primero. He emphasized the need for homegrown technology champions that truly understand local business dynamics. By equipping enterprises with AI tailored to their existing systems, Primero is laying the groundwork for a more competitive and prosperous future for the entire region.

The leadership team behind Primero—José Murillo, Andrés Rosales, and Santiago Buenahora—bring a wealth of expertise from their backgrounds at notable companies like Meta and Robinhood. Many team members have returned to Mexico after gaining experience at leading technology firms and universities, including Stanford and Harvard. This diverse talent pool further enhances the company’s innovative capabilities.

As enterprises across Latin America express eagerness to adopt AI, Primero stands out as a generational company capable of driving meaningful transformation. As José Murillo succinctly stated, “By making AI work with the systems enterprises already use, we’re building the foundation for a brighter future.”

For anyone looking to learn more about this exciting development and how it could impact the future of business in Latin America, additional details can be found at primero.com.