In 2025, economic growth and the adoption of generative AI in Latin America are key trends. Artificial intelligence is organically integrating into the Latin American purchasing process, with usage rates reaching up to 50% by the end of this year. The adoption of generative AI in Latin America has grown from nearly 30% in 2024 to rates between 40% and 50% by November 2025. The report highlights that countries like Colombia, Chile, Peru, and Argentina are not only planning to increase spending in key sectors such as automotive and travel but have also integrated advanced technology as a daily advisor in their financial decisions. Digital transformation of the purchasing process. The use of technological tools to compare products and receive personalized recommendations has experienced accelerated growth. This behavior suggests that while there is openness to innovation, inertia towards the familiar remains a dominant force that companies must consider in their market strategies. Expert view on the regional market. Sandro Marzo, Managing Partner & Partner at BCG, notes in the report that Latin America is advancing at its own pace, combining growing sophistication in consumption with notable technological agility. On the other hand, although 61% of Latin Americans declare a flexible mindset to explore new options, more than 76% end up choosing habitual brands. Sustainability and brand loyalty. Despite high awareness of sustainability, the study reveals a gap between intention and action, with only 1% to 9% of respondents willing to pay more for eco-friendly products. According to the results of the 'Global Consumer Radar 2025' from Boston Consulting Group (BCG), Latin American consumers have demonstrated greater resilience than developed markets, maintaining a balance between optimism and caution in the context of international geopolitics. The executive highlights that the fact that nearly half of consumers use GenAI to decide their purchases reflects a user who not only adapts but actively redefines their priorities.
