Grupo Bimbo Between Transcendence and Transformation

This year I did say, 'Wow, this has already changed.' And it really is a very profound effect, unlike anything I had ever experienced in all my time managing the company. I already created my first agent — call it whatever you like — in the world of Copilot, which is the one we use because it is more protected for the company's network. And every day I am amazed at how it helps me in my daily life, answering in seconds things that used to take me a long time, or where I didn't have clarity about how I was being answered, whether about company matters or personal ones. My invitation to everyone is: don't watch this from a distance, because it is going to reach you — or it already has. Dive in, go at it hard to understand it, to manage it, to go deep, because professions are going to change. You can't watch this from afar. You have to get in very hard and see how things unfold, because they are going to change at a dizzying pace, in ways we still don't realize today.

Well, yes, everything is changing a great deal, Rodrigo, and we are going to face, especially with artificial intelligence, new challenges and new ways of managing our day-to-day. What we do is work a lot with field operations, and we seek to have the leaders — myself included — be very close to what is happening where we operate: visiting our bakeries, being at the sales or distribution centers, talking with the people who are running the operation and, above all, understanding whether the strategy is working or not and what we do to transform it, because everything moves every day — consumers, customers, and competitors themselves.

And that closeness to the field is what I believe allows us to understand whether there are new opportunities, new threats, and whether what we designed as strategy and are executing is being validated in reality. And obviously, well, the indicators, the financial results also point the way, right? And well, that is what has worked for us to date.

We don't know what the world of tomorrow will be like, but we are quite certain that the closer we are to where things are happening, the better chance we will have of at least hearing about or seeing the new challenges.

The other advantage we have — an advantage in terms of understanding new trends — is our international operation. That large network of teams working all over the world is feeding back to you on what is working. The disadvantage is that being so large, we often lose that speed that allows quick decisions to be made, because big companies become complicated.