"This is how the LATAM Awards 2025 in Cartagena were experienced: innovation, trust, and talent shaped the future of CX in Latin America."

● More than 1,200 attendees participated in the event, which featured global leaders such as Doug Lipp (Disney), Jeff Hancock (Stanford), and María Belón, a survivor of the most devastating tsunami of the 21st century, whose story inspired the film "The Impossible." This helped solidify the CX Summit as the most relevant conference in the sector across the region.

● Ana Karina Quessep, president of BPrO and ALOIC, stated that “the future of service lies in how we use technology to emotionally connect with customers,” highlighting the role of Latin American BPO in leading this transformation.

Bogotá, May 2025 – In a world where technology is advancing at an unprecedented pace, the true differentiator lies not only in innovation, but in the ability to connect it with emotions, people, and purpose. According to a global study conducted by the University of Melbourne and KPMG in 2025, 54% of people do not fully trust artificial intelligence systems, and 70% believe stricter regulation is needed to ensure responsible use. This need to balance technological innovation with human trust was the central theme that marked the closing of the 2025 CX Summit, the most important customer experience and BPO conference in Latin America, organized by BPrO in Cartagena.

With more than 1,500 attendees and leaders from organizations such as Stanford, Disney, LinkedIn, and Nubank, the event delivered a clear message: artificial intelligence is transforming customer experience, but its true value emerges when it is put at the service of people.

During the event, BPrO presented the LATAM Awards – Best Organizations for Customer Interaction, recognizing the region’s most outstanding strategies in customer experience, technology, inclusion, talent development, and multichannel approaches. The award-winning initiatives demonstrated that the most significant progress is not necessarily the most disruptive, but the one that builds trust, closeness, and emotional connection with users.

“In a hyper-automated world, the greatest achievement is making technology feel close, intuitive, and empathetic. These awards reflect how the region is charting a path where talent, data, and emotion come together to build memorable customer relationships,” said Ana Karina Quessep.

The vision shared at the 2025 CX Summit is clear: the future of service is not about replacing human interaction, but about enhancing it through technology—with ethics, empathy, and purpose.

“In Latin America, we’re proving that innovation is not cold or distant. It is human, sensitive, and transformative. Today, artificial intelligence allows us to be more agile, but also more connected. That is the true service revolution,” Quessep concluded.

Here are the standout winners of the LATAM 2025 Awards: