Which Latin American Companies Are Already Using ChatGPT?

The chatbot using AI is being used by Mexican bank Banorte, Avocados From Mexico, and Peruvian talent development platform Crehana

ChatGPT is an Artificial Intelligence (AI)-based chat system that could be useful to companies of all sizes to streamline their operations, facilitate customer service, among others.. Photographer: Chris Delmas/AFP/Getty Images
February 03, 2023 | 02:52 PM

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Mexico City — ChatGPT, a chatbot that uses artificial intelligence (AI) and is surprising the world for its accuracy in answering questions and writing long texts, is already being used by some companies in Latin America.

Crehana, a Peruvian talent development and management platform, launched this week a course made entirely with the help of AI, through ChatGPT and Synthesia, an AI-based platform that allows the creation of high quality audio and video productions. However, the final work needed to be curated by the startup’s team of experts.

Crehana’s CEO Diego Olcese told Bloomberg Linea that, together with his team, he was thinking about how to innovate and wanted to leverage such solutions in the market. When the idea for the course came up, he asked himself, “how can we integrate them today so that we can be more productive and bring a different experience to our customers?”

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The course designed with ChatGPT and Synthesia is AI in Human Resources: Understanding and Ethical Application, which is available on the platform for free. The Crehana team says AI has allowed them to build content in a way they hadn’t done before, and Olcese says the team then stepped in “just to make a couple of corrections.”


Olcese said that to make this 10-minute course it took them five hours from building the content to the end of the video production. A course made only by people, from pre-production, treatment, production and post-production, can take between two to four weeks, so “there is a gigantic impact” from using ChatGTP.

He said he will use ChatGPT not only in his solutions for his clients, but also internally, to be more productive as a team.

Mexican bank Banorte is also using ChatGPT.


Th bank said earlier this week that as part of the process of digitizing its news desk and, on an exploratory basis, it asked ChatGPT to draft a press release for the launch of its Norte Digital series, which was later improved by the corporate communications team.

Banorte, which is working on its digital bank Bineo, is adapting technological tools to adapt to the demand of its users, and recently introduced an appointment service via WhastApp.

In late January, Avocados From Mexico (AFM), the marketing arm of Mexico’s association of avocado producers, packers and exporters (APEAM), announced that it will use ChatGPT for its 30-second Super Bowl commercial.

These are the first companies in Latin America to experiment with the AI tool.


What is GPT?

ChatGPT is a chat system based on the GPT-3 AI model, developed by US startup OpenAI, founded by Elon Musk and Sam Altman.

The company jumped into the center of the conversation in November 2022 when ChatGPT surpassed one million users a few days after its launch, and could become a competitor of the Google search engine.

According to Bloomberg News, Microsoft is preparing to update Bing, its search tool, with the technology behind ChatGPT.


ChatGPT has more than 175 million parameters, trained on large amounts of text in order to perform language-related tasks, from translation to text generation.

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Where can I use ChatGPT?

ChatGPT can be useful for companies of all sizes to streamline their operations and processes in all areas of a business, such as customer service, sales or marketing, as Avocados From Mexico has done.

Due to its potential uses, the conversational assistant segment could be worth more than $100 billion by 2026, an increase of around 35% over its current market size, according to data from research firm Mordor Intelligence in its Chatbot Market 2022-2027 analysis.

ChatGPT can be used by enterprises primarily for automated customer care, conversational and social commerce, and work efficiencies.


In Latin America the use of virtual or automated assistants is 22%, while in the rest of the world the percentage is 20%, according to the study Improving the Customer Communication Experience by consulting firm Frost & Sullivan, at the request of Infobip, a global cloud communications platform that allows companies to connect with their customers at all stages of the customer journey.

Metadata indicates that during the pandemic in Latin America, 32% of consumers began making online purchases through chat rooms.

Brands can increase up to 400% their sales conversion with conversational commerce, through chats in online stores, according to Mexican startup GUS, and which improves user experience with its own AI technology for the creation of chatbots, and says it can increase the average digital purchase by more than 40%.

Consulting firm Gartner estimates in its report Making Sense of the Chatbot and Conversational AI Platform Market, that AI-powered virtual assistants such as ChatGPT have the capacity to recover close to six billion hours of work annually worldwide, and which translates into large increases in productivity.

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