People First, Data Smart: A CIO’s Vision for Sustainable Innovation

Insights from Hugo Canudas at CIOMeet

At CIOMeet, we believe innovation is only as powerful as the people behind it. In a recent conversation with Hugo Canudas, a senior technology leader operating in the Latin American market, he offered a grounded and forward-thinking perspective on the evolving role of the CIO—and how leadership must prioritize both digital transformation and human experience.

Human Experience as the Foundation

Hugo’s organization—rooted in the food and beverage industry—defines itself as “people serving people.” For him, the most urgent challenge isn't purely technological. It’s internal: improving the experience of employees. A satisfied team delivers a better customer experience.

"Digital transformation starts with internal transformation," Hugo emphasized. Empowering employees with flexible, tech-enabled scheduling tools—similar to how Uber drivers manage availability—enhances workplace satisfaction and operational efficiency. His philosophy is clear: positive internal culture fuels external success.

Strategic Digital Priorities

While AI and automation dominate headlines, Hugo’s roadmap focuses on foundational digital pillars:

1. Data-Driven TransactionsWith over 100 million customer transactions a year, the priority is making every interaction measurable. Kiosks, apps, and personalized platforms are key to capturing buyer behavior and building a digital customer identity across all touchpoints.

2. Personalized Retail ExperiencesInspired by Starbucks and Wendy’s partnerships with AI, Hugo’s team is leveraging machine learning to correlate customer profiles with preferences—even mood—at the point of sale. From voice recognition at the drive-thru to smart product recommendations, AI augments—not replaces—the human connection.

3. Cross-Brand IntelligenceManaging multiple brands across Central America (e.g., Starbucks, Wendy’s), Hugo highlighted the need for a maturity model of digital transformation. That means understanding not just customer touchpoints, but everything from supply chain logistics to store construction—where efficiency, data, and delivery timelines matter.

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AI: A Tool, Not the Goal

Rather than viewing AI as a stand-alone objective, Hugo frames it as the natural evolution of automation. “It’s just a better way to do what we’ve always tried to do,” he explains. From early decision trees to today’s predictive learning, AI is about leveraging more and better data—faster.

He’s pragmatic about the cloud, too. Moving away from on-premise systems isn’t just about cost or security—it's about enabling access to the tools necessary to support AI and large-scale data operations.

Driving Team Alignment

Transformative tools are only useful when teams are aligned. Hugo shared a simple but powerful truth: his leadership team of 120+ people represents over 100 years of collective company experience. That kind of institutional knowledge enables faster pivots and deeper understanding of the company’s long-term vision.

But experience alone isn’t enough. Embracing agile methodologies, product thinking, and breaking down silos is what keeps mature companies adaptable. "We don’t build projects. We build products with a lifecycle," Hugo said, highlighting the need for continuous iteration.

Final Thoughts

The future of CIO leadership isn’t about chasing shiny objects. It’s about building the infrastructure—both human and digital—to evolve sustainably. Hugo Canudas’s approach is clear: understand the business deeply, invest in your people, and use tech to enhance—not replace—the value they bring.

Join us at the next CIOMeet to hear more from leaders like Hugo and explore how people-first innovation is transforming industries. For more information on CIOMeet, your exclusive ticket to CIO connections, integration and advancement, Contact Harshil Shah at any time. We have new conferences all over the country where CIOs come together to collaborate, discuss and navigate the ever changing world of information.