Business leaders discuss AI integration and B2B tourism tools

At the Festival IA Ciudad Juárez 2026, Marcelo Burman, General Manager of ConnectaB2B, emphasized that organizations must fundamentally redesign sales workflows and team training rather than simply acquiring technology. He noted that while 94% of sales teams use artificial intelligence, most only utilize it for minor operational tasks like drafting emails. Burman highlighted that automating or enhancing one-fifth of a sales executive's functions could increase commercial ROI by between 3% and 15%.

Practical applications discussed included using tools like LinkedIn Sales Navigator and Apollo for prospecting, implementing DISK-based assistants for client personality analysis, and integrating platforms such as ChatGPT and Perplexity to automate research and email drafting. Burman stated that AI acts as a co-pilot to enhance, rather than replace, sales professionals.

In the tourism sector, Civitatis has launched Civitatis Pro, an ecosystem designed specifically for travel agencies, wholesalers, and distribution professionals. Following eight years of industry engagement, the platform aims to provide more than just a catalog of activities; it focuses on simplifying operations, providing rapid incident response, and offering specialized B2B support to meet the demands of a more agile and connected travel market.