Business Trends Arising With Generative AI

Generative AI (Gen AI) is emerging as a transformative force in the global business landscape, offering the ability to create text, images, videos, audio, or code across diverse use cases. While AI has existed for decades, the evolution from basic machine learning models to advanced generative models marks a pivotal shift in how businesses interact with technology. 

"Generative AI has the potential to enhance value and keep companies competitive in increasingly demanding markets," said Rubén Mugártegui, General Director, Amazon Web Services México, at the Mexico Business Forum 2025.

Unlike earlier AI systems designed for specific tasks, Gen AI leverages pre-trained base models that can be customized for various business processes. This flexibility  enables organizations to seamlessly integrate the technology into both established and emerging operations.

According to AWS, generative AI is projected to become a US$158.8 billion market by 2028, contributing an estimated 7% to global GDP growth. Its impact is expected to reshape roles in two-thirds of existing jobs, not by eliminating them but by aligning them with evolving market demands.

"The question is no longer whether AI will be adopted, but how to implement it effectively in each company’s operations," Mugártegui emphasized. “Technological adoption is accelerating exponentially. While the radio took 38 years to reach 50 million users, television took 13 years, and Facebook 3.5 years, Gen AI achieved the same milestone in just one month.” 

This rapid pace leaves companies with less time to adapt and compete. In response, 63% of executives plan to increase investments in new business development, with 61% ranking it among their top strategic priorities.

Generative AI offers three strategic pathways for businesses: 

• Optimizing processes to maintain competitiveness (Return on Employee, ROE).

• Adding value to differentiate in the market (Return on Investment, ROI).

• Creating new business models or products (Return on Future, ROF).

"Organizations must define how Gen AI aligns with their goals, whether optimizing operations, scaling value, or innovating from scratch," Mugártegui explained. 

In Latin America, this strategic positioning is particularly crucial. The region’s AI platform market is projected to grow by 41% between 2022 and 2026, with 40% of CxOs planning AI investments. However, challenges persist in aligning AI capabilities with specific business contexts.

One major barrier is identifying the right use cases. Many companies lack a clear roadmap to operationalize generative AI, grappling with challenges like training teams, conducting proof-of-concept trials, and integrating models into existing digital infrastructures. These obstacles are more pronounced in emerging markets, where access to specialized talent and advanced ecosystems is limited.

"In 2023, companies were hesitant to adopt AI due to concerns about data security, compatibility, and proper usage. By 2024, we began addressing these issues with tailored strategies," Mugártegui noted.

AWS highlighted its collaboration with Grupo Ángeles in healthcare as a success story. By integrating generative AI into medical check-up systems, processes that previously took three weeks were reduced to three hours, with diagnostic precision improving by 15%. "This demonstrates Gen AI’s potential to expand operational capabilities and deliver clear ROI," Mugártegui noted.

In another example, a leading automotive manufacturer in Mexico uses Gen AI to define its product roadmap for the next decade. The system analyzes vehicle development while evaluating the broader business model, identifying factors critical to success.

"It is not just about the car; it is about the business model supporting it. That is where Gen AI adds strategic value," said Mugártegui.

To maximize value, AWS advocates a multi-model approach. Instead of relying on a single generative AI model, companies can deploy a hub of models tailored for specific tasks, safely managed in controlled environments. This approach allows simultaneous management of various functions while minimizing operational risks.lored for specific tasks and safely deployed in controlled environments. This allows companies to manage different functions simultaneously while reducing operational errors.

As a technology partner, AWS supports companies in identifying optimal use cases across the three strategic pathways (ROE, ROI, ROF). For instance, 37% of IT companies in Mexico leverage Gen AI for cloud and cybersecurity. However, the key conversation today revolves around effectively applying these models on the ground.

"Choose the right use case, train your teams, embrace AI, and most importantly, think big but start small," Mugártegui advised.