Mexican technology startup Primero has secured $12 million in seed financing to help some of Latin America’s largest companies replace fragmented processes with artificial intelligence. The investment reflects growing demand for AI systems capable of producing measurable results inside established businesses rather than operating as isolated experimental tools.
Major investors back the expansion
The financing round was jointly led by Latin American venture capital firm Kaszek and US-based General Catalyst. It represents one of the larger seed investments announced recently in the region.
The round also attracted executives and shareholders connected to several leading Latin American companies, including FEMSA, Grupo Bimbo, Aeromexico and Kimberly-Clark de México.
Primero will use the capital to recruit additional technical specialists and expand deployments among large corporate customers across Latin America.
AI agents connect older systems
Primero’s main platform, Primia, is designed to connect software systems that were introduced at different stages of a company’s development and were never intended to work together.
Many established Latin American businesses still depend on fragmented legacy technology, manual administration and operational knowledge held by individual employees. This makes modernisation expensive and creates problems when experienced staff leave the organisation.
Primia records company-specific procedures and uses that information to deploy AI agents capable of completing complex operational tasks across different systems.
Companies focus on measurable outcomes
Chief Executive José Murillo said artificial intelligence was gaining momentum because companies could identify a clearer return on investment than they experienced with previous generations of enterprise software.
Instead of purchasing technology without knowing how it will affect performance, customers can evaluate AI through reduced processing times, fewer manual tasks and improved operational efficiency.
The approach could be particularly attractive to companies working across several Latin American countries, where different regulations, currencies and administrative systems often create additional complexity.
Regional customers provide early validation
Primero is already working with Brazilian gym operator SmartFit, Colombian fuel retailer Terpel, Mexican food company Verde Valle and Mexico City’s economic development agency.
The range of customers suggests that its technology can be applied across retail, public administration, consumer services and industrial operations.
Successful deployments among recognised regional companies could help Primero establish credibility as it competes with international consulting groups, enterprise software providers and other AI startups.
Legacy infrastructure remains a challenge
Integrating AI into older corporate systems is not straightforward. Businesses must ensure that their operational data is accurate, accessible and sufficiently protected before automated agents are permitted to make decisions or complete transactions.
Companies will also need clear governance structures defining which tasks can be automated and when human approval remains necessary. Cybersecurity, regulatory compliance and employee training will be important as deployments become more extensive.
A broader opportunity for Latin America
Latin America has generally attracted a smaller share of global AI investment than its economic size would suggest. However, the region contains large companies with complex operations and significant potential for productivity improvements.
Primero’s funding indicates that investors see an opportunity in adapting artificial intelligence to those regional conditions. If its platform can modernise existing businesses without requiring them to replace their entire technology infrastructure, it may help accelerate practical AI adoption across the continent.
Newshub Editorial in Latin America – 27 August 2026
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