Artificial intelligence is moving beyond chatbots and content creation. A new generation of Latin American startups is using AI to solve real business problems—and Mexican startup Primero is one of them.

In August 2026, Primero announced a $12 million seed round, co-led by Kaszek and General Catalyst. The company plans to use this investment to expand its AI technology across some of Latin America’s largest businesses.

So, what does Primero actually do?

Its main product, Primia, is designed to connect different business systems, capture how companies operate, and deploy AI agents that can handle complex tasks. The idea is especially relevant for large organizations that still rely on older, fragmented software and processes.

Primero is already working with companies and organizations including SmartFit, Terpel, Verde Valle, and Mexico City’s economic development agency, according to the company.

What makes stories like this interesting is that AI isn't only about futuristic technology anymore. It's becoming a practical tool for businesses looking to automate processes, improve operations, and make better use of the information they already have.

For Latin America, this could also mean something bigger: more technology companies building solutions specifically around the region's unique business challenges.

At Ariapps, we love seeing technology move from an idea into something that can create real-world impact. The next big digital innovation might be closer to home than you think.

Random Fact
Primero's CEO, José Murillo, previously worked at both Meta and Goldman Sachs before leading the company.