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At the Americas Summit 2025, Erick Martínez from Grupo Coppel tackled one of the biggest questions leaders are facing today:
How can we adopt AI at scale without losing the human side of our organizations?
From a massive Mexican retail group with thousands of employees and over a million candidates a year, Erick shared how they’re introducing AI in recruitment and beyond—without turning people into “collateral damage” of digital transformation.
Erick starts with a simple reflection:
For many of us, AI “appeared” with ChatGPT.
But in reality:
Then, the snowball effect:
What used to feel like sci-fi now runs silently in the background of our lives.
Erick breaks it down in a very practical way.
AI is great at:
But humans still bring what AI doesn’t:
So the key question isn’t “AI or humans?”
It’s: How do we combine both to create more value?
One of the strongest points in Erick’s talk is about leadership responsibility.
When headlines say “Company X lays off 5% due to AI,” it’s normal for employees to feel afraid.
Leaders, especially in HR and tech, have to:
Grupo Coppel plays in a high-volume league:
Without automation, this scale of recruitment would be impossible.
AI and automation help them:
Not to replace recruiters—but to let recruiters focus on high-value conversations and decisions.
Erick shares two key focus areas:
With around 600 recruiters nationwide, Coppel needs consistency:
“We want interviews in Tijuana to be aligned with interviews in Cancún.”
AI supports:
AI is also used to:
And again, the goal isn’t to “let people go”—it’s to redirect their time toward:
Erick’s core message is simple and powerful:
At Grupo Coppel, that translates into a clear strategy:
use AI to free humans from repetitive work so they can do more of what only humans can do.
And that’s where the real transformation happens.
