The following article is drawn from our conversations with leading industry voices across Latin America, featured in our State of AI 2025 report (available through the button on the right). In this edition, we highlight the insights of Hector Iriarte, Head of Post-Booking Digital Experience at LATAM Airlines.
When the CEO and executive team champion it, the whole company shifts. - Hector Iriarte
While previous technology waves were often led by CIOs or IT teams, Hector argues that AI is fundamentally different. As Hector puts it, if AI stays just under IT, it won’t scale. At LATAM, the difference came when the CEO, Commercial Officer, HR, CIO and other top executives jointly committed to the agenda, turning GenAI into a shared priority across the organization.
He believes the uses cases with strongest value today are in day-to-day workflows. LATAM teams use Gemini to summarize emails, build slides, and generate internal apps. Adoption is actively encouraged, making it a tool embedded in how teams work.
LATAM’s “Travel Concierge” started small by helping users explore destinations and book flights and is now evolving into a modular, multi-agent system across the full travel journey. For Hector, it’s not necessarily about immediate ROI, but about scaling what’s built with purpose and has signal of impact. If it doesn’t increase revenue, reduce cost, or improve satisfaction over time, it’s a distraction.
