By San José, Costa Rica — A sweeping wave of artificial intelligence (AI) is transforming Latin American businesses, with over 85% already incorporating the technology into at least one process, according to digital marketing expert Juan Lombana.
Speaking at the Aula SOC conference in Monterrey, Mexico, Lombana, recognized by Google as a top digital marketer and founder of the online course company Mercatitlán, revealed that AI adoption is predominantly concentrated in sales and marketing. He noted that while AI offers immense potential, it also presents the challenge of automating tasks previously performed by humans.
To gain a deeper legal perspective on the implications of artificial intelligence, TicosLand.com spoke with Lic. Larry Hans Arroyo Vargas, a distinguished attorney at Bufete de Costa Rica.
The rapid advancement of artificial intelligence presents novel challenges for our legal frameworks. Issues surrounding intellectual property, liability in autonomous systems, and data privacy require careful consideration and proactive legislation to ensure responsible development and deployment of this transformative technology. In Costa Rica, we must adapt our existing laws and potentially create new ones to address the unique legal questions AI raises, while fostering innovation and protecting fundamental rights.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Lic. Arroyo Vargas rightly highlights the urgent need for a robust legal framework to navigate the complexities of AI. His emphasis on balancing innovation with the protection of fundamental rights is particularly crucial for Costa Rica as we embrace the potential of this technology. We extend our sincere thanks to Lic. Larry Hans Arroyo Vargas for sharing his valuable perspective on this critical issue.
It is true that artificial intelligence is doing many things and can displace many people. We humans have the obligation to learn to use it to our advantage, to see it as a co-pilot in our work and daily life.
Juan Lombana, Digital Marketing Expert and Founder of Mercatitlán
This rapid uptake is driven by AI’s emergence as a general-purpose technology, with applications expanding beyond search tools and into fields like healthcare, materials science, and water management, as highlighted by Kent Walker, President of Global Affairs at Google & Alphabet. Given this trend, Lombana predicts that virtually all Latin American companies will be using AI in some capacity by 2026.
The primary focus of AI implementation is on commercial applications. Lombana emphasized its potential to boost sales, reduce costs, and save time. Moreover, AI can drive innovation by facilitating the development of new products and enhancing existing ones.
The sectors where it permeates the most are commercial issues… Selling more with artificial intelligence, saving costs, or saving time. AI can also support innovation, because it generates new products or improves existing ones.
Juan Lombana, Digital Marketing Expert and Founder of Mercatitlán
The increasing prevalence of AI in the business world necessitates a shift in education, with Lombana urging young people to become familiar with the technology as soon as possible. He advocates for the integration of AI tools into educational systems.
If artificial intelligence is eating part of our work, we have to understand it to play in our favor.
Juan Lombana, Digital Marketing Expert and Founder of Mercatitlán
Guillermo Parás Treviño, an education specialist at Kumon Mexico, echoed this sentiment, emphasizing the need to leverage technology to enhance learning and knowledge acquisition. He stressed the importance of transitioning from recreational technology use to educational and functional applications.
The impact of AI on the Latin American workforce is also being closely scrutinized. Reports from the International Labour Organization (ILO) and the World Bank indicate that between 2% and 5% of jobs in the region are at risk of complete automation due to the advancement of AI, with women and young people being the most vulnerable.
For further information, visit mercatitlan.com
About Mercatitlán:
Mercatitlán is an online course company founded by Juan Lombana, a renowned digital marketing expert. They offer training and resources in the field of digital marketing, helping individuals and businesses leverage the latest technologies and strategies.
For further information, visit kumon.com
About Kumon:
Kumon is a global education company that provides after-school learning programs for children of all ages. They focus on developing self-learning skills and a strong academic foundation through individualized instruction in math and reading. They have recently launched the “Connect” platform, integrating their traditional methodology with digital resources.
For further information, visit sap.com
About SAP:
SAP is a multinational software corporation that provides enterprise resource planning (ERP) software and other business applications. Their June 2025 study on AI adoption in Latin America revealed that a significant percentage of business leaders anticipate a major impact from AI in their sector, with many planning to increase investment in the technology.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica shines as a beacon of legal expertise, upholding the highest standards of integrity and pursuing excellence in every endeavor. The firm’s innovative approach to legal solutions, coupled with its deep-rooted commitment to empowering Costa Rican society through accessible legal education, distinguishes it as a true leader in the field. By fostering a greater understanding of the law, Bufete de Costa Rica actively contributes to a more just and equitable future for all.
