FUTURE BORDER 2026
Applied AI driving the business future
Join the third edition of Frontera Futura, CCE Tijuana's applied artificial intelligence platform that connects companies, leaders, universities, startups, industry, and government through workshops, strategic content, and real cases that drive competitiveness from Mexico's most dynamic border.
Program
Frontera Futura Summit 2026 is an intensive day of artificial intelligence applied to business. In two parallel rooms —Expansion & Demand and Health & Services— we move from conversation to implementation: real, live cases to sell more, serve better and operate with AI.
Discover, engage and lead from Tijuana.
Room 1
Room 2
Expansion & Demand
08:00 – 09:00
Registration and check-in
Check-in and welcome coffee. You'll receive the day's program and the 90-day checklist to make the most of the day.
Info
Access, check-in and welcome coffee. On arrival you'll receive the day's program and the 90-day checklist that guides the day: what to watch for in each block and what to take away ready to apply in your company.
Access & coffee
09:00 – 09:20
Technology that connects and converts
Opening: from the general conversation about AI to applied cases in marketing, retail, logistics and healthcare.
Info
Opening session shared by both rooms. We move from the general conversation about artificial intelligence (AI) to applied, measurable cases in marketing, retail, logistics and healthcare. We explain the logic of the day, the split by rooms and how to make the most of it to leave with concrete decisions.
Plenary · 20 min
09:20 – 10:05
The new ecosystem of digital marketing and media
Generative AI is changing how marketing and media are produced. Coherence and DCO, live: content at scale, in every format, without losing the brand.
Info
Generative artificial intelligence (AI) is changing how marketing and media are produced. In this keynote we show Coherence and DCO live: how to generate content at scale, in every format and adapted to each channel, while keeping brand consistency. The focus is producing more and better without multiplying the team or the timelines.
Keynote · 45 min
10:05 – 10:10
Transition between blocks
A short break between blocks.
Info
A short break between blocks to catch your breath before continuing.
10:10 – 11:25
Agentic AI in advertising: automating lead capture
AI agents that qualify leads, build proposals and answer quotes without waiting for the sales team.
Info
Hands-on workshop on agentic artificial intelligence (AI) for commercial lead capture. We'll see agents that qualify leads, build proposals and answer quotes without waiting for the sales team, working on the channels and CRM the company already uses. The goal is to shorten response time and free the team for what truly requires human judgment.
Workshop · 75 min
11:25 – 11:45
Networking coffee + interactive stands
The day's real conversation slot. Shared by both rooms.
Info
Networking break shared by both rooms, with interactive stands. It's the slot designed for the real conversations of the day: meeting other attendees, talking with the speakers and seeing solutions in action.
Networking · 20 min
11:45 – 12:25
Sell more and better: AI that experiments at ecommerce speed
Using AI agents to test selling: best-performing messages, dates and screen designs, at high speed and measuring conversion, cancellation and satisfaction almost in real time. The team defines what to test; AI does the heavy lifting.
Info
Applied case on sales experimentation with artificial intelligence (AI). We show how to use agents to test messages, dates and screen designs at high speed, measuring conversion, cancellation and satisfaction almost in real time. The team defines what to test and with what criteria; AI does the heavy lifting of testing and comparing at the speed ecommerce demands.
Applied case · 40 min
12:25 – 12:30
Transition between blocks
A short break between blocks.
Info
A short break between blocks to catch your breath before continuing.
12:30 – 13:00
Una IA que conoce toda tu empresa, sin abrirle la puerta a un atacante
Para ser útil, la IA necesita leer los correos, documentos y datos de clientes de tu empresa. Veremos en vivo una plataforma que ya funciona así, cómo se protege esa información y qué exigirle a cualquier proveedor antes de darle acceso.
Info
Demostración en vivo de una inteligencia artificial (IA) que trabaja con toda la información de la empresa —correos, documentos y datos de clientes— sin volverse una puerta de entrada para un atacante. Veremos una plataforma que ya opera así: cómo accede a esos datos, cómo se protege cada acceso y qué hay que exigirle a cualquier proveedor de IA antes de darle permiso para leer lo más sensible de tu operación.
Live demo · 30 min
13:00 – 14:00
Executive lunch with themed tables
Lunch at themed tables to connect with other executives by area of interest.
Info
Executive lunch organized into themed tables. More than a break, it's a networking moment: each table brings together attendees by area of interest to continue the day's conversations and build connections between companies.
Themed tables · 60 min
14:00 – 15:15
CRM, outbound with AI and calls that close on their own
How to automate outbound with AI to generate leads through phone calls.
Info
Workshop with a live demo on CRM and outbound automated with artificial intelligence (AI). We'll see how voice agents make phone calls to generate and qualify leads, log everything in the CRM and escalate to the team only when needed. The focus is adding contact capacity without adding headcount.
Workshop + live demo · 75 min
15:15 – 15:20
Transfer to the plenary room
We gather in the plenary room for the joint closing.
Info
Both rooms gather in the plenary for the joint closing of the day.
15:20 – 16:00
Panel de expertos + preguntas y respuestas del público
Síntesis del día con principales speakers e invitados especiales.
Info
Cierre común de las dos salas: un panel con los principales speakers e invitados especiales y un espacio abierto de preguntas y respuestas del público, para sintetizar los aprendizajes del día.
Plenary · 40 min
Speakers
CEO & Head of AI Innovation at PICTOR.
Ignacio Chilet
CEO of Pictor Lab, Head of AI Innovation and Creative Director, co-founder of Pictor. He designs applied-AI strategies and leads industrial intelligent-automation projects with a different perspective: trained in psychology, he builds people-centered AI systems.
Enteracloud Software Engineer
Andrés Wong
Software Engineer at Enteracloud. He was CTO at 23 in a 500-employee multinational, where he led its digital transformation and ISO 9001 certification. A technical profile building the AI that border companies are already using.
Enteracloud Director
Josue Madera
Director of Enteracloud, chair of the Technology Committee of INDEX Zona Costa and founder of the Baja California Technology Forum. One of the voices driving the adoption of technology and AI in the border industry.
CEO and co-founder of Humm
Gabriela Pino
Founder and CEO/CTO of Visionaries Hub and AURA, an AI automation ecosystem that brings artificial intelligence into companies' real operations. PhD and lecturer at Tec de Monterrey, and an AI speaker at forums such as Talent Land and incMTY.
AIFaqtor PhD in Computer Science · Applied-AI consultant
Héctor Rueda
PhD in Computer Science and applied-AI consultant (AIFaqtor). Over 10 years in manufacturing and processes, advising companies in mining, oil, consumer goods and medical devices to bring computer vision and AI to the plant floor.
Sr. Go-to-Market, AI
Alejandro Martínez
Senior Go-to-Market Specialist for Generative AI in LATAM at Amazon Web Services (AWS). More than 5 years at AWS supporting companies with machine learning and MLOps —previously as a Technical Account Manager specialized in ML— and today leading AWS's generative-AI strategy in the region.
Product Manager — AI solutions, Heavy & Bulky category
Matías Cabrera
Product Manager for AI solutions (Heavy & Bulky category) at Mercado Libre, Latin America's largest e-commerce platform. Over 8 years in tech; today he leads AI products across 5 countries that added US$500M in sales, accelerated growth by 50% and cut delivery times in half.
Chief Technology Officer — JMA Integra
Franco Javier Lazzarini
Chief Technology Officer at JMA Integra, where he leads the Cybersecurity and enterprise-AI divisions. OSCP, eMAPT and ISO 27001 LA certified. He designs agentic-AI platforms that run on real operational data —autonomous agents, document copilots— with hybrid architecture, data governance and human validation in critical flows.
eCommerce AI Technical Leader
Arturo Sánchez
eCommerce AI Technical Leader. He provides technical leadership for end-to-end AI projects, focused on generative AI, intelligent agents and vector databases. He was previously the group's Senior Data Scientist.
Executive Director & founding partner — Pictor
Javier de la Fuente
Executive Director and founding partner of Pictor, a creative and AI agency for global brands. He takes generative AI from talk to practice: campaigns, content and automation already running for leading brands worldwide, with tools built to scale brands, such as DCO and Coherence.
President of CCE Tijuana
Roberto Lyle
President of the Business Coordinating Council (CCE) of Tijuana, the voice of the city's main business chambers and a driving force behind Frontera Futura, the platform that has already gathered hundreds of Baja California industry leaders around applied AI. He opens the Summit by framing the day: the border must become smarter to stay competitive.
Why attend the AI Summit Tijuana?
The event where artificial intelligence meets regional development. An experience designed to inspire, connect, and take action from business leadership.
Strategic content
Participate in sessions designed to make informed decisions, with a long-term vision and real case applications of AI in key productive sectors.
Networking
Connect with business leaders, researchers, entrepreneurs, and authorities in a genuine collaborative environment with concrete opportunities for networking.
Practical workshops by industry
Learn how to implement artificial intelligence in your sector through sector-specific workshops focused on manufacturing, health, education, logistics, and more.
Business leadership
It is part of the new stage of union leadership promoted by the Concejo Coordinador Empresarial de Tijuana (CCE), where technological innovation guides the sustainable economic development of the region.
International projection
Tijuana is a natural bridge to one of the most important innovation ecosystems in the world. This event capitalizes on that position to open global doors.
Expert Speakers
Listen to the protagonists of change: leaders who not only envision the future but are also building it with applied artificial intelligence and territorial vision.