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Worldcom Latam is a community of independent agencies with a presence in 49 countries.
In a more globalized world, it is increasingly important to have global strategic alliances
Influencer marketing is becoming increasingly important.
Mexico and Latam are facing a recession that forces companies to generate more and more international relations to grow.
Worldcom Latam is a global network of public relations agencies with 50 years, which was born in Canada, achieving an international network of more than 120 offices with a presence in 49 countries, this with the intention of generating large circles that allow companies to generate growth, through global strategic relations
Luis Ayanera, Worldcom’s public relations spokesperson, has been participating in the generation of an international relationship between agencies for 12 years, since internationalization is essential for the growth of independent agencies.
Well, it is thanks to these alliances, that together you can see reputation issues, image issues, public affairs, events, since we are a multi-varied agency, in Latam we cover the comprehensive needs of any company that wants to strengthen its image, proposal of value.
At Worldcom, we believe that influencer marketing plays a leading role, since they generate connections that can boost all sectors, having these relationships as the main benefits.
“We are independent, because we can move away from the needs, we are always advising on the needs of the market” Luis Ayanera.
Current situations in Mexico and Latam in the face of the recession in the United States
International environment, Latin America and Mexico
Alberto Aguilar, business columnist, in Sol de México, in addition to collaborating with TV Azteca, having a degree in economics from UNAM.
“This 2023 will be better but without flying bells because this year will not be an easy year for anyone, the main enemy to defeat is inflation, a phenomenon caused by the pandemic, monetary policy is deficient, which is bad news after the crisis”. Alberto Aguilar.
Experts point out that the United States will have a recession for the second and third quarters of the current year, since the inflation that was generated by the imbalances between supply and demand, are inherited from the pandemic, in addition to the variable, from the war in Ukraine, bringing skills to a global level.
However, it is worth mentioning that China generates 25 percent of the global Brito Domestic Product, which means that China has begun to recover, well, now they go out and reactivate their normal life, having an internal rebound and not towards the international bill hand then:
“COVID did not kill, only millions of people, but rather it created an increase in inequality in the world, because with inflation, and rising rates, in addition to less credit, it is more difficult to reduce poverty, while the accumulated wealth, in a few grew”
- advanced economies.
- Emerging economies.
- They are not going to grow.
For purposes in Mexico and Latam, the US recession is not good news, since the Monetary Fund expects it to fall from 0.6 to 0.8. Regarding Mexico, although the peso has been devalued, to 19.50 pesos per dollar, if it is maintained, it will only depend on rising interest rates in the USA.
“In Mexico, the current government did not implement aid plans as such, in the face of the health emergency, “each one with their coup”, an aspect that caused the national productive apparatus to lose a million companies, mostly SMEs, also losing a million of jobs, causing us to now work more and earn less”. Alberto Aguilar.
While informality grows by one million 87 thousand jobs annually, according to the IMSS, jobs register 25 million new jobs, it can be noted that it was thanks to informality that economic activities could be maintained, although these are poorly paid and in the future they will represent poor big people.
Such is the current problem caused by the recession in the United States, which is expected to be until 2027 for investment in Mexico to recover, reaching levels prior to that recorded in the pandemic, while they point out that the per capita income level of the Mexican, recovers until a year later, in 2028.
Arturo points out that these will be some of the most complicated issues for Mexico and Latam:
- Inflation and resistance will be around 5.4 percent.
- Low growth of the economy, high interest rates.
- Little job growth.
- Expected maximum economic growth, over 1.4 percent.
- Challenges of the state, in terms of free trade, within the energy and agricultural part.
- Uncertainty and withdrawn investments.
- Public finances down.
Can it be capitalized? inspiring?
Mexico faces a big problem, derived from insecurities on the road and floor rights and various security problems, which refers to a failed rule of law, an aspect that complicates the growth of national trade, which is why to survive they must know the variables then:
“Variables are to know, analyze and be able to act” Arturo Aguilar.
Conference: Artificial Intelligence and its Effect on Public Relations
Álvaro Rattinger, CEO and speaker at Merca2.0, a leading medium in the marketing industry in Mexico, will address the challenges and opportunities of the new role of communication and PR.
“The use of artificial intelligence has become increasingly powerful, thanks to the use of programs such as “ChatGPT”. Alvaro Rattinger.
China is currently the leader in investment in artificial intelligence with 622 billion dollars in 2021, while the US reached only 599 billion, in addition, China owns the majority of patents, figures that indicate the great impact within of growth promoted by these technologies.
That is why, by 2030, robots are expected to arrive at home, since the scope of investments is expected to be millions of dollars, managing to include collaborative robots on a daily basis, encouraged by Artificial Intelligence, a technology that promotes a growth of 3.4 percent in the service industry.
Álvaro points out that there are various facets of the integration of AI, within daily and professional life.
- Reactive machines: you ask it for a task and it does it.
- Machines that form a memory source: analyzing data to provide an answer.
- Partially conscious machines: interaction with chatbots and problem solving processes.
- Fully conscious machines: semi-autonomous robots.
“However, the value of communication becomes fundamental, thanks to the analysis of the past with the future, an aspect that AI tools cannot yet take place, so we are still far from an AI that can link three faces,” in addition that the point is not that the tools are wrong, but how they are used”. Alvaro Rattinger.
Álvaro points out that the use of these technologies reduces human error, since the correct use of these tools allows to reduce the risk of errors, within the communication processes, an aspect for which in the communication sectors, the models technologies such as “ChatPT” serve to increase productivity by up to 15 percent.
Although, it is worth mentioning that this type of technology still has a serious social lag, for example, these technologies cannot serve minorities since currently the available data does not allow it, therefore one of the main needs in terms of development of interpretive AI, is the “social protection”.
These are also some of the following challenges to take into account in the use of these technologies:
- Diversity and inclusion.
- Impartiality biases, since the user assumes that the AI is intelligent and is carried away by what has been said, taking it as the truth.
- Consider the most recent data.
- Ethics in the use of content. “Well, in a world of problems such as inequality and insecurity, this information is passed to data, which is designed and interpreted, to reach an end user.”
However, data provided by Mckinsey indicates that 32 percent of companies consider that the greatest risk of AI is how it affects the reputation of a firm, an aspect that will allow work in crisis retention to grow.
In the same way, Álvaro points out that regarding the use of Artificial Intelligence, there are various trends such as:
- Adaptive artificial intelligence.
- Investments in improving operational efficiency and customer experiences.
- Personalization of the contents for the impact to the users or final consumer.
That is why it must be taken into account that the use of these technologies has various benefits in terms of communication sectors, the main one being to reduce costs and increase productivity, since it is estimated that it can grow by up to 15 percent.
However, it should be considered that the use of technologies such as ChatGPT, is still far from replacing the human part of communication, since “ChatGTP” is good for writing, but this tool should only be used for text correction and not as content creatives.” Due to the rat of an updated data.