Narayan AmmachchiThe Werthein Group, a prominent Argentine holding company with a diverse portfolio, has announced its foray into the artificial intelligence sector with the launch of Illumia, a new startup focused on developing humanized digital agents for businesses.
The Buenos Aires-based firm has invested a substantial $40 million in the venture.
Unlike conventional chatbots that rely on scripted responses, Illumia’s platform leverages generative AI to facilitate natural, empathetic conversations. This approach aims to empower customers to resolve issues on their own terms, thereby improving satisfaction and loyalty.
The first major deployment of Illumia’s digital agents is slated for June at DirecTV facilities. This initial rollout will provide a real-world testbed for the technology and its ability to streamline sales and customer service functions.
Under the leadership of tech industry veteran Daniel Figueirido, Illumia boasts the capability to handle tens of thousands of simultaneous interactions.
While the Werthein Group initially focused on sectors such as agribusiness, food, beverages and insurance, the conglomerate has strategically diversified its portfolio since 2003 to include digital technology.
Reports say Illumia has already established a significant regional presence, with offices in Brazil, Mexico, Colombia, Chile, Ecuador, Peru, Uruguay, and Puerto Rico, in addition to its home base in Argentina.
The Werthein Group’s substantial investment is expected to inject greater competition into Argentina’s digital sector, which has already seen the emergence of tech firms like Mercado Libre and Globant.
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