Five chapters. One single movement.

I started in 1999 as a junior designer at Buena Imagen TV. Five years later I was running the Design and Animation Department at the CM& newscast; between 2005 and 2010 I did the same for RCN News. I learned to communicate with the discipline of time and brand: produce a hundred pieces a week without losing coherence or fidelity to the newscast behind it.

There was no room to stay in the “creative” bubble: every decision was operational, financial and brand-related. This is where I learned that communicating well is a discipline, not a talent.

I co-founded Netbangers in January 2007. A boutique digital agency in Bogotá, specialized in mass-consumer brands. In nineteen years we collected awards at Effie, FIAP, New York Festivals and Cyber, built our own audio and video studio, and developed proprietary digital audit and dashboard methodologies. That was the root of my financial, operational and real marketing discipline — years before AI was a topic.

But it was also where I saw the erosion. With the rise of social media, clients turned everything into chasing likes. SEO stopped mattering to them. The day-to-day became producing hundreds of pieces that didn’t last more than five hours of life. There was no purpose. That was producing digital trash with good craft.

My conviction that you build from real pain, not to sell more, wasn’t born in a book. It was born from being fed up with the opposite. Netbangers closed for me in May 2026.

In 2018 I founded Custom Built Show, Latin America’s first custom motorcycle festival. It started because I modify my own motorcycles and, working with workshops in Bogotá, I realized those builders weren’t being paid like artists — they were treated like mechanics. To me they were making art on two wheels, and no one was paying them as such.

For the show to be taken seriously I discovered something uncomfortable: I couldn’t have local judges. The shops weren’t going to feel respected if the jury came from here. So I went abroad and got Marlon Slack, writer at Pipeburn — the most important custom motorcycle publication in the world. I don’t think the builders ever fully believed me until the day I told them I was on my way to their workshop with “the gringo” from Australia. That’s the day I earned their respect. And that’s the day the show truly began.

Two years later, in the middle of the pandemic, we ran the festival with five judges, one per continent. The point wasn’t the prizes: it was that the builders had finally started to understand how good they were.

I had to fly in an Australian judge for a guild to believe in itself. That single line captures, better than any other, LATAM’s problem with its own worth.

As I was leaving Netbangers, the first project I built was an e-commerce for pet food. I had been playing with AI since 2022. By late 2023 I started thinking something key: beyond a chat interface, this had to translate into real service value.

The experiment that cracked it open: with my team we built a customer service agent for that e-commerce. Not a clumsy bot like the ones we already knew. It was an assistant capable of recommending food by breed, age and illness of the pet, giving prices per portion and computing the best price per size for a given reference. While everyone was seeing a chatbot, we built an assistant that tells you what to feed your dog by breed and illness, at what price per portion.

That’s the difference between using AI and solving a problem with AI. Navigamo was born from there. Today I’m co-founder and LATAM Director. We build AI solutions that improve lives and create real efficiencies for LATAM companies.

In July 2025 I took on the South America Regional Directorship of The AI Collective. The largest AI community on the planet: more than 200,000 members, more than 25 chapters, partners like Anthropic, Microsoft, Nvidia, Amazon, Perplexity and Meta. Its mission: to be the human counterweight in an era of AI acceleration — rebuild trust, global collaboration and alignment with human values.

Taking on the region is coherent with what I’ve been thinking: LATAM can be a power on its own terms. Not by replicating the playbook of the North, but by recognizing an edge that is ours — knowing our own problems firsthand. The model is a commodity. The terrain is not.

Métase en mi cabeza started in April 2025. One live episode a week, ~60 minutes, with leaders building the present and future of the region: former CEO of Google Colombia, former ICT Minister, Caracol VP, founders. AI with a human lens, not a technical one.

Pertinente is the most recent. Just me, every day, the four news items that matter on AI, business and geopolitics in the region. No guests, no smoke. The goal: that business owners and leaders understand where money and innovation are heading.

The story ends here, but only in chronological order. This is actually where the rest begins: content is the door. If what I say is useful, we’ll talk about your board or your stage.