Retailers.mx - More than 250 business leaders from Colombia and the region participated in Bogota in the third edition of the Latin Consumer Summit – Chapter Colombia, organized by Grupo Ohla and Visión & Marketing, with an agenda focused on artificial intelligence, consumption, commercial execution, and the country's political and economic environment. The meeting also brought to the table the challenges brands face in operating before consumers exposed to more stimuli, channels, and touchpoints.

Leonardo Romero, General Manager of the Pacific Cluster and Developing Markets for Latin America at P&G, pointed out that consumer fragmentation opens up more moments of interaction but forces the brand to maintain consistency. “The consumer is impacted by endless stimuli, and we see this fragmentation as an opportunity because we have more moments to speak to them.”

Manuela de Villa, Country Manager Colombia and Peru for Kraft Heinz, focused the discussion on price, consumption occasions, and the role of each channel, while Carlos Ariel Gómez, Commercial and Sourcing Manager at Olímpica, highlighted the need to remain close to the consumer and to field operations.

AI enters commercial execution

Juan Manuel Saravia, CEO and Founder of Ohla AI, addressed how artificial intelligence is redistributing tasks, optimizing processes, and modifying roles within organizations. His proposal was that change does not necessarily mean eliminating positions, but rather shifting time from operational tasks to activities where human context and building trust remain relevant.

In the panel “Colombia in Perspective”, María Fernanda Suárez, CEO of Banco Popular, and Juanita León, director and founder of La Silla Vacía, analyzed the effects of political, economic, and technological transformations. Suárez called for a look at long-term issues such as artificial intelligence and energy transition, while León warned about the growing difficulty in distinguishing real content from fake information generated with AI.

The regional circuit will reach Mexico

Antonio Mönckeberg, CEO of Grupo Ohla, explained that the goal of the circuit is to connect leaders from different industries to understand consumer evolution and build strategies aligned with their needs.

The next edition will be the Latin Consumer Summit – Chapter Mexico, scheduled for October 29 in Mexico City. The meeting will close a delegation of 20 senior executives from Latin America and the United States who will tour the city for four days to get to know the Mexican consumer, their culture, and market dynamics.