In Latin America, the business agenda shows greater continuity with previous editions, but with significant movements. Reputation retains a central place as an asset of trust, legitimacy and value protection, especially in contexts where institutional distrust, polarisation and social pressure condition the relationship between companies and stakeholders.

Artificial intelligence is rapidly gaining prominence and is becoming an increasingly relevant priority for business transformation. However, its advance is not interpreted only in terms of efficiency or innovation, but also in terms of its implications for trust, ethics, employment, reputation and the relationship with stakeholders.

Talent management and ways of working are also gaining importance. The need for new capabilities, specialised profiles and more flexible organisational models becomes especially relevant to activate technological transformation and strengthen future competitiveness.

MAIN CHALLENGES ON THE LATIN AMERICAN AGENDA

• Reputation remains a structural asset. Its importance reflects the need to build trust in complex environments, where business legitimacy increasingly depends on the coherence between what the organisation promises, does and demonstrates.

• Al is advancing as a cross-cutting priority. Its development opens up opportunities for efficiency and innovation, but requires governance frameworks, training and risk management to avoid negative impacts on trust and reputation.

• Talent is gaining relevance as a lever for transformation. The region needs to strengthen capabilities, attract specialist talent and prepare teams for more digital, collaborative and adaptive work models.

• Communication and purpose maintain a critical role. In contexts of greater polarisation and distrust, consistent, purpose-led communication and active listening are key to sustaining the relationship with stakeholders.

• The management of intangibles requires greater professionalisation. The development of metrics, internal capabilities and crosscutting coordination models will be decisive to connect reputation, communication, purpose, sustainability, brand and public affairs with business strategy.

Latin amErica: REPUTATION, Al AND TALENT MANAGEMENT AS STRATEGIC PRIORITIES