Grupo Werthein, the Argentina-based investment conglomerate, has launched a new generative AI company named Illumia, backed by an initial $40 million investment, the company announced on Wednesday. Illumia will focus on humanized AI solutions for sales, customer service, and business communication, blending multiple AI platforms to simulate human-like conversation.
“We aim to use generative artificial intelligence with digital assistants that can converse the same way humans can,” said Daniel Figueirido, CEO of Illumia, in a statement to Reuters.
The company’s AI service leverages existing AI tools and proprietary technologies to deliver solutions aimed at personalizing interactions between companies and their customers. It has already begun offering services to Werthein-controlled firms and third-party clients in Latin America.
Why It Matters
The investment signals a strategic push by Latin American firms to lead in AI personalization and customer engagement technologies, an area increasingly seen as critical for competitiveness in sectors such as telecom, media, and e-commerce.
“The key to the kingdom with this kind of investment is how do I combine each of these different platforms and technologies,” Figueirido said.
Illumia’s development comes at a time of both high enthusiasm and caution toward generative AI in the region. A recent Reuters study found that while 56% of Latin American respondents expressed excitement about AI, 50% voiced concerns over privacy and data confidentiality.
What’s Next
Figueirido envisions expanding Illumia’s reach beyond Latin America, scaling services across industries and geographies. While early clients have included firms within the Werthein portfolio — which includes DirecTV Latin America and Sky Brazil — the company is now positioning itself for regional and international growth.
Grupo Werthein’s move into AI reflects a broader trend among legacy conglomerates investing in next-gen technologies, with Illumia poised to play a leading role in AI-driven customer engagement and digital transformation in Latin America and beyond.