On July 8, 2026, the Forbes Game Changers Innovation Summit took place in Buenos Aires—one of Latin America’s largest forums dedicated to innovation, artificial intelligence, and the transformation of modern business. The event gathered executives of international corporations, startup founders, investors, technology experts, and thought leaders who are shaping the future of the global economy today.
The world is experiencing an unprecedented period of change. Artificial intelligence, automation, robotics, and digital ecosystems are no longer just complementing business processes—they are fundamentally changing approaches to management, product creation, customer interaction, and company growth. These very challenges and opportunities became the main theme of this year’s summit.
Artificial Intelligence as the New Business Operating System
One of the key discussions of the forum was the panel “AI as Infrastructure: The New Operating System of Business,” which featured representatives from L’Oréal Groupe Cono Sur, Medicus – Sanatorio Otamendi, and Wonderful Cono Sur.
The speakers emphasized that artificial intelligence has already ceased to be a standalone technological tool. Today, it is becoming a fundamental infrastructure for business development, impacting productivity, creativity, operational efficiency, and decision-making speed.
Special attention was paid to the practical application of AI in marketing, medicine, and customer service. Thanks to the analysis of massive datasets, companies are gaining the ability to understand consumer needs more deeply, personalize services, and create new business models.
The panel participants stressed that in the coming years, artificial intelligence will become as basic a business infrastructure as the internet or cloud technologies once did.
A separate block of the summit was dedicated to the topic of venture capital and the development of startup ecosystems.
Representatives from Newtopia VC, Shorta, El Cero Km, and Massotti Ventures discussed promising investment areas and key trends in the innovation market.
According to the experts, today’s most disruptive solutions are born at the intersection of large corporations and tech startups. It is this collaboration that allows combining the speed of innovation with the scale and resources of large companies.
Of particular interest was the discussion on how corporate venture funds help create new products, open new markets, and accelerate the digital transformation of businesses.
The End of the Product Era: The Beginning of the Era of Intelligent Services
One of the most compelling topics of the forum was the panel discussion “The End of the Product: The Era of Intelligent Experiences.”
Representatives from Despegar, Mastercard Argentina, and Philip Morris Argentina shared their case studies.
The participants noted that today’s consumer no longer chooses just a product or service. They expect a personalized experience that adapts to their individual needs in real-time.
Today, companies are actively using artificial intelligence, digital platforms, and data analytics to create a unique customer journey. It is precisely the ability to understand customer needs and react to them quickly that is becoming the new competitive advantage.
The experts emphasized that the future belongs to businesses capable of creating not just products, but a comprehensive experience of interaction with their customers.
Another important topic of the summit was the transformation of the customer’s role in modern business.
During the panel “Customers as Main Characters: From Users to Co-creators,” representatives from Unilever and Dia Argentina shared practical cases of interacting with the audience through digital platforms, online communities, and instant feedback tools.
According to the speakers, modern brands can no longer build communication in a one-way format. Customers want to participate in product creation, influence company decisions, and be part of the brand ecosystem.
That is why co-creation between business and consumer is becoming the new model of value creation in the 21st century.
Significant attention from participants was drawn to the panel “Welcome to the Post-Agency Era,” dedicated to the future of the advertising industry.
Representatives from Monks spoke about how generative artificial intelligence, automation, and digital technologies are changing traditional approaches to marketing.
The experts noted that the classical model of advertising agencies is gradually transforming. Integrated teams, data utilization, the speed of executing ideas, and the ability to create content in real-time are coming to the forefront.
In the new reality, competitive advantage lies not only in creativity but also in technological agility.
Innovations That Change Lives
A particularly inspiring moment of the forum was the speech by Nicolás García Mayor—founder of Cmax System Inc.
During his presentation, he shared the story of creating innovative solutions for humanitarian missions and disaster relief.
His projects help provide temporary housing, water access, and basic infrastructure to people affected by natural disasters and humanitarian crises in various parts of the world.
This speech served as an important reminder that true innovation is measured not only by profit or technological achievements, but by its real impact on people’s lives.
Despite the rapid development of technology, one of the central themes of the summit remained the role of humans in the future economy.
Forum participants emphasized that even the most advanced algorithms cannot replace human creativity, emotional intelligence, strategic thinking, and the ability to adapt to new conditions.
It is these skills that are becoming the primary value in the era of artificial intelligence and will define the success of future companies.
Special attention was paid by experts to talent development, continuous learning, and the shaping of new leadership competencies required to operate in conditions of rapid change.
The Future Is Created by Those Who Do Not Fear Change
The Forbes Game Changers Innovation Summit 2026 proved once again: innovation is no longer a competitive advantage—it has become a necessary condition for business survival and growth.
The world is entering a new era where artificial intelligence is becoming an integral part of corporate infrastructure, and success is defined by a company’s ability to quickly adapt, reimagine its business models, and create value for people.
The main conclusion of the forum is obvious: the winners of the future will not be those who simply implement new technologies, but those capable of combining innovation, human potential, and strategic vision to create a world of new opportunities.
The Forbes Game Changers Innovation Summit in Buenos Aires served as a platform for dialogue between business, technology, and society, demonstrating once again that the future is already here—and it is being shaped by leaders who are ready to change the rules of the game.
Author: Olena Zhukova
Photo: from the author’s archive