Latin American Digitalization Hinges on Project Execution: SONDA STORY INLINE POST Q: What have been the most significant changes you have identified in the Latin American market, considering the accelerated digital transformation? A: SONDA has over 50 years of history as a Latin American technology integrator, a trajectory that reflects our ability to continuously innovate and transform our services. This evolution has been essential to remain relevant in a highly dynamic industry. Our core capabilities have been part of our offering for decades, but they have undergone constant renewal driven by technological advancements. We have incorporated AI across our operations, enabling, for example, automated incident resolution in data centers and high levels of digital self-service in help desk interactions. This transformation has significantly improved efficiency, reduced response times, and enhanced service quality. AI is no longer simply a tool for optimization; it has become a key factor for competitiveness and long-term sustainability. Without these capabilities, it would be difficult to meet market price expectations or remain competitive, as automation and efficiency gains are increasingly necessary to sustain business models over time. Unlike previous technological waves, AI adoption is being by individuals rather than by enterprises. This creates a new dynamic in which organizations must adapt to increasingly digital-savvy users, rather than shaping user behavior themselves. As a result, expectations around digital experiences have risen significantly, particularly in areas such as omnichannel engagement and service immediacy. Q: Mexico is SONDA's third most important market. What opportunities does this market offer? A: Companies and public institutions are prioritizing process automation to improve efficiency and remain competitive. This is especially relevant due to recent structural changes, such as reductions in working hours, which require higher levels of automation to avoid increased operational costs. Mexico is a market with significant potential. There is still