AI startup Primero raises US$12 million to scale enterprise deployments in Latin America

Primero, an AI transformation startup, raised US$12 million in a Seed round co-led by Kaszek and General Catalyst to expand its enterprise AI deployments in Latin America.

The company, founded by José Murillo and Andrés Rosales, along with Santiago Buenahora, is focused on helping companies integrate artificial intelligence into their core operations. Its investors also include Definition, Conviction, 8VC, and angel investors associated with FEMSA, Bimbo, Aeroméxico, among others.

Primero raises capital to scale its enterprise AI deployments

The new funding will allow Primero to strengthen its hiring plans and expand deployments with enterprise customers across the region.

At the heart of its offering is Primia, a platform designed to connect fragmented enterprise systems while encoding each company’s specific business processes. This allows AI agents to access the context they need to execute complex, auditable workflows across different operating environments.

Primero already works with clients such as SmartFit, Terpel, Verde Valle, and Mexico City’s economic development agency. Its customer base spans sectors including fitness, fuel retail, food, public-sector development, manufacturing, logistics, financial services, construction, and healthcare.

Primia addresses fragmentation in enterprise data and processes

The investment comes at a time when companies across Latin America continue to face a persistent challenge: critical data, business rules, and operational processes are often spread across legacy ERP and CRM systems, finance systems, and storage.

Primero’s approach goes beyond adding a chatbot or standalone productivity tool. The company is developing an operational intelligence layer designed to provide AI agents with the company-specific context they need to operate across these fragmented systems.

This approach places Primero within a broader shift from AI experimentation to organization-wide implementation, where the ability to integrate models into existing operations, redesign workflows, and deliver measurable results has become increasingly important.

AI adoption shifts from experimentation to enterprise implementation

According to the McKinsey survey of 2026, 54% of companies with annual revenues exceeding US$1,000 million are scaling AI across their organizations, while 40% are scaling AI agents in at least one function.

However, only 37% report any positive impact on EBIT. These figures reflect the ongoing challenge of turning AI adoption into measurable business results and underscore the importance of implementation, workflow redesign, and return on investment for both technology providers and their enterprise customers.

In this context, Primero is focused on integrating AI into complex business processes rather than limiting its use to isolated applications.

“Selling software used to be more like a leap of faith. With AI, you can sell outcomes.”—José Murillo, co-CEO of Primero

Primero highlights the growing enterprise AI opportunity in Latin America

The funding also reflects the emergence of enterprise AI adoption in Latin America as a market in its own right, rather than simply an extension of U.S. software distribution.

General Catalyst’s participation brings a U.S. institutional investor with experience scaling technology companies into Primero’s investor base. Meanwhile, the founders’ backgrounds at companies such as Meta, Goldman Sachs, McKinsey, 8VC, Robinhood, and Microsoft connect Primero to U.S. technology and capital networks.

For Mexico and the Latin American market more broadly, this round directs capital toward one of the most complex layers of AI adoption: integrating artificial intelligence models into companies’ core operations.

This is particularly relevant in sectors where legacy systems and manual processes remain common. Primero’s customer base and expansion plans position the company to tackle the challenge of connecting fragmented enterprise infrastructure with AI agents capable of operating within company-specific processes and workflows.