In a constantly transforming market, understanding the Latino consumer has become a strategic challenge for global brands, as their cultural diversity, growing purchasing power, and decisive presence in economies like that of the United States have positioned them at the center of the debate on the future of consumption.

This importance of Latinos is the central theme of the Latin Consumer Summit, which this year celebrates its third edition in Miami with an agenda marked by key topics such as hyper-personalization, artificial intelligence, sustainability, retail media, among others. Antonio Monckeberg, CEO of Grupo Ohla, spoke about the motivations that led to this world-class gathering, the topics that will shape the conversation in 2025, and the challenges of consolidating a Latin American business community that thinks from innovation, rigorous analysis, and collaboration.

A vision from within a space that seeks to anticipate the trends that will redefine the relationship between brands and consumers.

What was the need that motivated the creation of the Latin Consumer Summit and how has its purpose evolved since the first edition?

Antonio Monckeberg: Given the global instability we were experiencing, technological disruption, and the mass and fragmented access to communications, at Grupo OHLA we decided to gather the entire Latin consumption and retail industry to discuss and understand how consumer habits are changing, brand building, and the way of doing business in Latin America. As the largest Marketing & Sales conglomerate in the region, we consider it essential to take on a role as opinion leaders and open this conversation collaboratively across the sector, from Miami and in partnership with Florida International University. With each edition, the event has evolved to go beyond diagnosis and focus on concrete strategies, on how to connect with this consumer authentically and effectively in a rapidly changing world.

What role does the Latino consumer play in the global economy and why is it strategic to analyze it from a space like this?

A.M.: The Latino consumer is key in the global economy, both in Latin America and in markets such as the United States, where they represent enormous purchasing power and account for 20 percent of consumption in that country. They are a dynamic, digitalized consumer with a strong cultural identity and a buying behavior that combines tradition and innovation. However, they are often an underestimated or misunderstood market. That is why it is strategic to analyze them in depth, understand their expectations, and respond with value propositions aligned with their real needs.

What topics will mark the agenda this year in terms of consumption, retail, and marketing?

A.M.: This year there are three major topics that will shape the conversation: artificial intelligence applied to consumption, extreme personalization of the customer experience, and sustainability as a key factor in purchasing decision-making. AI is transforming everything from the way brands understand consumer behavior to how they interact with them. At the same time, consumers expect increasingly personalized and authentic experiences. And, of course, sustainability is no longer a plus, but a requirement for many brands that want to remain relevant. Beyond those three axes, we will also address other major verticals: the political and economic future of the region, strategies to win over the Latino consumer, the democratization of communications, retail media, and what is happening with Meta. We know that our audience wants to hear about these topics, deepen their knowledge, and apply that knowledge in their own strategies and methodologies.

How are speakers and panelists selected, and what criteria are followed to ensure a truly regional and innovative perspective?

A.M.: What characterizes our event the most is the special care we put into the quality of the content and the high standard of the speakers. We have a committee of expert and multi-sectoral content that proposes, develops, and evaluates the themes, agenda, and speakers. To ensure diversity and regional representativeness, we seek guests from various Latin American nationalities, with a strong track record in regional or international roles. Voices that look to the future and are, at the same time, leaders in their fields.

One of the focuses of the event is artificial intelligence applied to consumption. What concrete innovations are transforming the sector and what challenges do they present?

A.M.: Artificial intelligence is already transforming the way brands understand and relate to their consumers. From hyper-personalized recommendation systems and virtual assistants to the use of augmented reality to optimize the shopping experience, AI is making interactions smoother and more effective. However, significant challenges also arise: ethics in data usage, regulation in each country, algorithm transparency, and the need to balance automation with the human component. The key is to use artificial intelligence to enhance the consumer experience without losing authenticity.

The event is organized in partnership with FIU. What type of synergies are generated between the academic and business sectors in this context?

A.M.: The participation of the Adam Smith Center for Economic Freedom at Florida International University is extremely valuable, as it establishes a bridge between the academic world and the sales, consumption, and retail industry in Latin America and the United States. This partnership allows us to incorporate expert voices that enrich the conversation, broadening the focus on key issues such as the political and economic future of the region, which are fundamental for shaping sustainable long-term business strategies. Additionally, from an academic standpoint, FIU guarantees and certifies top-quality content and is an institution with strong Latin representation both in its faculty and its student body.

Beyond the event, is there an active community or network that remains connected to share learnings and generate new opportunities?

A.M.: Yes, and this is something we have been strengthening this year. We have already held two prior meetings: Chapter Bogotá and Chapter México, where more than 200 executives participated in inspiring conversations on how to win over consumers through innovative strategies and success stories. Our intention is to continue feeding this network of exchange and collaboration.

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