EN 
Contact centers are undergoing a profound transformation. Endless menus, disconnected interactions, and systems that force customers to adapt to technology are giving way to more natural, contextual conversations across multiple channels.
Artificial intelligence (AI) is at the center of this evolution. Its capabilities can interpret customer intent, automate tasks, analyze conversations, and provide agents with relevant information during customer interactions. For organizations, these capabilities can translate into greater agility, operational efficiency, and more personalized experiences.
This combination of technology and business outcomes is generating growing interest among companies across the region. Based on his experience working with clients in the Caribbean, Sergio Ponce, Key Account Manager at Nubity by Evertec, identifies three areas that currently account for much of the demand: artificial intelligence, contact centers, and business intelligence.
All three support the same goal: making better use of information to understand customers, serving them more efficiently, and making more informed decisions.
Moving beyond menus to meaningful conversations
AI creates value on both sides of the interaction by improving customer experience and equipping service teams with better tools.
One of the most visible changes is taking place in contact center response systems. For years, the prevailing model required users to navigate predefined menus, even when none of the available options accurately reflected their needs.
“Before, when someone contacted a traditional IVR, the system offered a series of options: press one, press two, press three. This paradigm is changing. We are moving away from having the contact center give customers options, and customers are beginning to communicate what they need. They can say they need to speak with the mortgage, lending, or credit card department, and the system can understand and manage that context,” Ponce said, illustrating the scope of this evolution.
The difference goes beyond replacing buttons with voice commands. By understanding intent and preserving the context of the conversation, the system can address an initial request or route it to the appropriate department with information that helps resolve it.
Through Amazon Connect, the Amazon Web Services (AWS) cloud contact center platform, Nubity offers a different type of interaction. Instead of forcing customers into predefined paths, it allows them to express what they need.
“When that conversation reaches the agent, the agent already knows what the customer was asking, understands the interaction the customer had with AI, and knows why the customer was routed to them. The agent already has the customer’s information on screen and can assist more effectively,” Ponce said. He added that when this context is available from the beginning, customers do not have to repeat their entire story, and agents can focus on addressing the issue.
Why AWS Premier Partner status matters
Modernizing a critical operation requires more access to technology. It also calls for specialized expertise, proven methodologies, and the ability to support customers after implementation. In this context, Nubity by Evertec’s designation as an AWS Premier Tier Services Partner, the highest tier in the AWS Partner Network, is a strategic credential. According to information Ponce shared during the interview, only 5% of AWS partners worldwide achieve this tier.
The recognition validates Nubity by Evertec’s track record and capabilities as an implementation partner and managed services provider within the AWS ecosystem. The company also holds competencies in areas such as migration, Microsoft, and Amazon Connect, while 80% of its employees hold at least one AWS-related certification.
The credential also translates into tangible benefits for customers. Premier status facilitates access to AWS resources and programs, including opportunities that may subsidize or cover certain implementation costs, depending on the terms that apply to each project.
Nubity by Evertec’s managed services model adds another layer of support. The company aims to operate as an extension of its customers’ technology teams, helping them monitor and manage their infrastructure.
Creating connected experiences across every channel
The evolution of contact centers is not limited to phone calls. Customers communicate through email, WhatsApp, text messages, chats, apps, and other digital channels, yet they expect companies to recognize their needs as part of a single conversation. Amazon Connect brings digital and traditional channels together in an omnichannel platform. This capability enables organizations to manage interactions in a coordinated way and preserve relevant information, regardless of the channel a customer chooses.
From a business perspective, this integration provides greater visibility into the customer journey and reduces fragmentation across channels. It also creates opportunities to identify patterns, analyze the most common inquiries, and use data to improve both service and decision-making.
According to Ponce, the value does not come from automating for automation’s sake. It comes from identifying where technology can remove friction, accelerate responses, or allow people to spend more time on situations that require judgment and specialized attention.
Organizations pursuing this evolution can seek to:
- Automate recurring inquiries and tasks
- Deliver faster, more contextual responses
- Connect voice interactions with digital channels
- Provide agents with customer information before an interaction begins
- Scale operations based on demand
- Use data to support business decisions
- Modernize contact center infrastructure progressively
A market that demands evolution
Although many organizations in Latin America and the Caribbean still rely on traditional technologies, customer expectations are accelerating change. The need to access real-time information, offer greater autonomy, and respond consistently across channels is turning modernization into a matter of competitiveness.
When describing the evolution he sees across the region, Ponce directly connects technology adoption with market pressures: “The customers we currently serve in the region operate under a traditional model, but the market itself is pushing them to evolve and adapt to their customers’ new needs. This is leading organizations to implement AI-enabled technologies, gain access to concrete data, leverage business intelligence, and improve the end-customer experience.”
Transformation, therefore, is not driven solely by the availability of new tools. It is also shaped by consumers who compare experiences, demand faster responses, and expect to engage with companies on their own terms.
For organizations, postponing this evolution can mean maintaining less agile processes and delivering experiences that no longer align with customer expectations. Still, recognizing the need for change does not eliminate questions about how to move forward.
Moving forward with greater confidence in AI
The pace of AI development can create uncertainty, especially for organizations that have operated for years with stable systems and familiar processes. Questions often range from implementation complexity to operational continuity, security, and control over information. Ponce recognizes this reality but distinguishes between emerging technology and unproven technology. Although AI capabilities continue to evolve, structured methodologies already exist to assess each organization’s needs, prepare its infrastructure, and support a phased adoption.
Drawing on his experience with implementations at companies of different sizes, he encourages organizations to move forward with greater confidence: “These technologies are implemented every day, from small businesses to very large companies. We need to overcome some of the fear, begin to understand and listen to the market’s needs, and trust the process. The methodologies are well proven, and so is the technology.”
The process does not begin with selecting a tool. It begins with understanding the business. Nubity by Evertec’s methodology starts with an assessment of the current infrastructure, the operation’s needs, and the future state the customer wants to achieve.
That assessment is followed by an environment preparation phase that considers the specific needs of the business units involved, implementation timelines, and the infrastructure where the solution will be deployed. Migration takes place only after these factors have been addressed.
This sequence allows organizations to approach transformation in stages and align technology with specific objectives rather than impose a radical change that does not reflect the organization’s reality.
Building governance and security from the start
Any conversation about AI and cloud services inevitably leads to another priority: data management. For companies, getting more value from information cannot come at the expense of visibility or control over how that information is managed.
That is why governance is part of the engagement from the earliest stages. Before designing a solution, Nubity by Evertec works with the customer to assess how data is currently managed and determine which controls the organization’s needs based on its operations.
“Data governance is part of this support. We talk with the customer, understand how they manage their information today, and build a layer that enables comprehensive end-to-end governance across operations, security, and management,” Ponce said, describing the process as an integrated approach rather than an intervention limited to technology security.
This approach draws on the AWS Cloud Adoption Framework, a methodology for structuring cloud adoption and migration. Under this framework, information management, operations, and security are treated as components of the same transformation process.
Governance therefore stops being a control added at the end of a project and becomes a condition for using data with purpose and confidence.
Balancing automation with the human touch
Efficiency is not the only factor that determines how a contact center should evolve. Culture, habits, expectations, and the demographic characteristics of each market also play a role.
In some countries, self-service has become the dominant model. In the Caribbean, however, person-to-person interaction remains especially important, even among customers who value the speed and convenience of automated channels.
“In the Caribbean, customers place a high value on human service compared with automated service. In other markets, such as Argentina, automation and self-service are more prevalent. Here, although customers seek efficiency and quick access to information, they understand that there are areas where contact with people remains necessary,” Ponce said. He added that the goal is not to choose between automation and human service. The opportunity lies in determining which interactions can be resolved through self-service and which require human intervention.
Technology that drives business value
Modernizing a contact center is not simply about moving an operation to the cloud. It requires understanding where friction occurs, what information customers need, where automation can create efficiencies, and when human intervention remains essential.
AI can help organizations answer these questions through more natural interactions, contextual information, and data that supports decision-making. Its impact, however, will depend on integrating the technology into a business strategy, implementing it with the appropriate controls, and adapting it to the realities of each market.
In a region as diverse as Latin America and the Caribbean, customer experience will be neither exclusively automated nor entirely human. The real opportunity lies in bringing both capabilities together with purpose: technology to simplify and accelerate interactions, and people to provide judgment, empathy, and a personal connection.
