Latin America’s artificial intelligence sector is attracting fresh international capital as Mexican startup Primero AI secures $12 million in seed funding to help major companies integrate AI agents into complex corporate systems – highlighting the region’s rapid shift from experimental AI towards practical business deployment.
A major early-stage investment
The $12 million financing round was co-led by Latin American venture capital firm Kaszek and US-based General Catalyst, with participation from Definition, Conviction and 8VC.
Individual investors connected to some of Mexico’s largest corporations, including FEMSA, Bimbo, Aeroméxico and Kimberly-Clark de México, have also backed the company. The funding ranks among the more substantial recent seed investments in Latin America’s developing enterprise-AI sector.
Primero intends to use the capital to recruit talent, expand operations and accelerate implementation of its technology across Latin America.
Turning fragmented systems into an AI opportunity
Primero’s central product, Primia, is designed to connect the often fragmented software systems used by large Latin American companies.
Rather than simply adding a chatbot to an organisation, the platform creates an intelligence layer across existing corporate infrastructure. AI agents can then access information from different systems, understand internal rules and processes, execute tasks and document their actions.
This addresses one of the largest obstacles facing AI adoption in emerging markets: many established businesses operate dozens of disconnected legacy systems that were never designed to communicate with modern artificial intelligence.
According to Primero’s own research, 87% of Mexican companies say technological fragmentation limits their ability to scale AI initiatives.
Latin America moves beyond AI experiments
The investment comes as artificial intelligence adoption accelerates across the region. Recent industry research cited by Primero indicates that 71% of surveyed Latin American companies already use AI within at least one team or business function, while another 23% use it primarily for individual productivity.
The more important transition may now be from experimentation to autonomous business processes.
Primero already lists organisations including Smart Fit, Terpel, Verde Valle and Kimberly-Clark de México among its customers.
A broader emerging-market opportunity
The significance extends beyond one funding round. Latin America has millions of businesses combining increasingly sophisticated digital operations with fragmented infrastructure – precisely the environment where AI integration could deliver substantial productivity improvements.
Primero’s financing suggests global investors increasingly see Latin America not merely as a market consuming AI developed elsewhere, but as a region capable of building its own enterprise AI companies.
Newshub Editorial in Latin America – 7 September 2026
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