abutton
Close menu
Accessibility Menu
Bigger text
bigger text icon
Text Spacing
Spacing icon
Saturation
saturation icon
Cursor
big cursor icon
Dyslexia Friendly
dyslexia icon
Reset
Logo Softtek

 

 

Digital Innovation Summit

Think Again_Value_3

11  13 February 2026
Cancun, MX


Logo Softtek

 

Digital Innovation
Summit

Think Again_Value_3

11  13 February 2026
Cancun, MX

SUMMIT HIGHLIGHTS
Watch highlights
from previous Summits

About

This year’s theme, “Think Again. Value, not effort.”, challenges us to embrace the new AI reality and rethink the role we play for our clients and organizations. Our worth isn’t defined by how hard we work, but by the clarity and insight we bring. The true differentiator lies in how we think—with greater intention, precision, and empathy. It’s not about speed or volume; it’s about uncovering hidden challenges, identifying leverage points, and the moments where human judgment makes the difference.

At our 13th annual Digital Innovation Summit, we’ll explore how leading organizations are redefining roles and impact by combining human insight with intelligent technologies. With keynote sessions from Nelson Dellis, 6-time USA Memory Champion and Memory Coach, and Jonathan Brill, Forbes Top 50 Futurist and Innovation Strategist, this year’s summit is an invitation to pause, reflect, and act—smarter.

 

About

This year’s theme, “Think Again. Value, not effort.”, challenges us to embrace the new AI reality and rethink the role we play for our clients and organizations. Our worth isn’t defined by how hard we work, but by the clarity and insight we bring. The true differentiator lies in how we think—with greater intention, precision, and empathy. It’s not about speed or volume; it’s about uncovering hidden challenges, identifying leverage points, and the moments where human judgment makes the difference.

At our 13th annual Digital Innovation Summit, we’ll explore how leading organizations are redefining roles and impact by combining human insight with intelligent technologies. With keynote sessions from Nelson Dellis, 6-time USA Memory Champion and Memory Coach, and Jonathan Brill, Forbes Top 50 Futurist and Innovation Strategist, this year’s summit is an invitation to pause, reflect, and act—smarter.

 

Speaker 

Agenda

 

ACamino
Wed, Feb 11
5:00 pm
Cocktail Reception (Foyer; outside Conference Room)

5:45 pm
Opening Remarks/Welcome
• Alex Camino, CMO, Softtek
• Blanca Treviño, President & CEO, Softtek

6:10 pm
(Keynote) Remember It! Techniques for Improving Your Competitive Edge

Read more

No matter what you do, memory is a part of it—and improving your memory will make you better at what you do. With technology keeping track of just about everything, we find ourselves flexing our memory muscles less. With highly interactive demonstrations of his own championship memory, Nelson Dellis shows how you can keep your brain sharp by increasing your memory skill to make you more productive, efficient and successful.

You’ll learn tips and techniques that you can immediately use to improve mental performance and memory at your organization. Being able to remember details about clients, employees and product features, or recall lists and data is something that would benefit us all in the workplace. Nelson shows leaders how to exercise their brains in order to optimize brain health and be the master of their own memory!

• Nelson Dellis, 6-time USA Memory Champion; Memory Coach

7:00 pm
Dinner (poolside)
Thu, Feb 12
8:00am
Driving Results: Softtek Updates
• Alex Camino, CMO, Softtek
• Jaime Palacios, Chief Value Discovery Officer, Softtek
• Gonzalo Martin, Data & AI Offering Director, Softtek
• Alberto Anaya, AI Solutions Specialist, Softtek

9:00am
Bring Home the Bacon: Building the Digital Business Dream Team

Read more

When it comes to delivering real impact, anyone can implement technology— but it takes a mix of the right mindset, culture, strategy, business alignment and the right partner that’s willing to get in the kitchen to really make a difference. Join the CIO of Smithfield Foods as they share how a hands-on, business-savvy approach transforms IT from a back-office function into a force that drives measurable results. Learn how understanding the business, speaking its language, and building the right teams and partner ecosystem can move initiatives from pilots to production. Whether you’re rethinking your team structure, engaging new partners, or scaling initiatives from pilots to production, this session will give you practical strategies to ‘bring home the bacon’— creating efficiency, innovation, and value that sticks.
• Andee Bovis, SVP of Information Technology, Smithfield Foods

9:40am
**Break**

10:00am
Clean Up on Aisle 12: Rethinking the Customer Journey

Read more

PriceSmart is tidying up its “aisles” and reimagining the member experience—linking digital and in-club touchpoints, modernizing systems, and turning data into smarter moves. With a forward-thinking approach and strong collaboration with partners, they’re creating a seamless, personalized journey that puts members front and center. Join this session to see how a warehouse-style operation can stack up as a model for loyalty, efficiency, and value—lessons any business can grab off the shelf.

• Wayne Sadin, CIO, PriceSmart

10:35am
(Panel) No Cash, No Limits: The Invisible Engine of Digital Business

Read more

What happens when a payment platform processing over 5,000 transactions per second intersects with global banking leaders shaping millions of daily digital interactions? In this panel, executives from PROSA and Banorte discuss how AI, platforms, and human expertise combine to power secure, high-volume digital ecosystems. From fraud prevention to modern cash and payment models, the discussion offers CIOs across industries practical lessons for building speed, resilience, and trust at scale.

• Salvador Espinosa, CEO, PROSA
• Francisco Martha, Managing Director, Digital Business, Banorte
• (Moderator) Carlos Funes, Managing Director, Banking & Financial Services, Softtek

11:10am
**Break**

11:35am
The SAFe Journey to Business Value: A Marathon of Sprints, Not a 100 Yard Dash

Read more

Transformation isn’t a sprint—it’s a marathon made of sprints. At Maritz, the journey toward value streams and product domains unfolds one PI at a time, demanding tight alignment between product and finance and a steady rhythm set by quarterly increments. In this session, VP of Product Engineering Bill Barclay breaks down how engineering teams are structured, the roles of LACE and DOCE, and how team coaches differ from Scrum Masters—spotlighting Softtek’s training as the “water stations” that keep everyone energized along the way. You’ll learn how every business justification maps back to the P&L and a clear business owner, and get practical guidance on when to push, when to pause, and how to make sure your marathon of sprints delivers real, measurable business outcomes.

• Bill Barclay, VP, Product Engineering, Maritz

12:10pm
(Fireside chat) Uncorking GenAI: A Fresh Take on Growth, Creativity & Operations

Read more

Join Anushil Kumar, Head of Product & Solutions at Constellation Brands, for a candid fireside chat on how GenAI is transforming business growth, creativity, and operational excellence. We’ll explore how leading organizations are embedding AI into critical domains like sales, marketing, and supply chain—unlocking productivity, sharper insights, and faster execution. Expect behind-the-scenes perspectives on what’s working, what’s scalable, and how AI is reshaping decision-making. Walk away with practical ideas for maturing your AI capabilities and driving real business impact.

• Anushil Kumar, Head of Product & Solutions, Constellation Brands
• (Moderator) David Jimenez, Managing Director, CPG, Softtek

12:45pm
**Lunch**

2:45pm
(Panel) Generations in Sync: Leading the AI Orchestra

Read more

Leading AI adoption today means more than rolling out new tools—it requires aligning multigenerational teams with different expectations, risk tolerance, and relationships to technology. Leaders from retail, aerospace, and higher education share candid lessons on building trust, enabling two-way learning, and driving digital change that sticks. Practical, human, and refreshingly honest. 

• Kerry Pauling, former CTO, Walmart / CEO KP4 Solutions
• Kevin Chenal, S. Software & Data Engineering Manager, Dassault Falcon Jet
• Renato Cayuela, Director of Community Applications, Yale University
• (Moderator) Mayela West, Account Director, Softtek

3:20pm
**Break**

3:40pm
Operating for Speed & Service: The Great Balancing Act

Read more

Behind every great travel journey is a tricky balancing act: the instant pull of retail and duty free matched with the elevated service of experiential dining. In this fireside chat, Dave Stubbs unpacks how Avolta fuses these fast moving worlds as part of its Destination 2027 strategy—delivering experiences that are both quick and memorable. We’ll cut straight into how Avolta staffs and energizes teams with different rhythms while keeping the brand sharp and the business strong, with crisp takeaways on workforce agility, tech powered scheduling, and leadership moves for any industry juggling complexity.

• Dave Stubbs, CTO, Avolta North America
• Ricardo Gonzalez, Managing Director, Hospitality, Softtek

4:15pm
Creating Real Value: People, Process, and Intelligent Automation

Read more

Creating value doesn’t just happen—it takes focus, execution, and a willingness to adapt. In this session, Gautam Moorjani, Chief Innovation Officer at Orion180, breaks down what it really takes to deliver value in today’s environment. The key? Start with people, then process, and finally technology—and make sure everyone’s on board for the journey. Gautam will explain why technology alone falls short without cultural change, how intelligent automation is reshaping traditional industries, and why strong partnerships matter more than ever. You’ll also hear how nearshore collaboration brings the agility, talent, and shared experience needed to scale innovation—without losing the human touch.

• Gautam Moorjani, Chief Innovation Officer, Orion180

4:50pm
Happy Hour
Fri, Feb 13
9:00am
Kick-off Day 3

9:05am
AI & the Octopus Organization

Read more

The age of AI is upon us. How can your business use it to grow?

Over the next five years, the gap between companies that integrate AI and those that merely experiment with it will spell the difference between survival and extinction. The companies who are willing to embrace change, fundamentally shift mindsets, and adapt at lightning speed will dominate.

In a world of constant change, resilience is no longer enough. Organizations must evolve beyond endurance to agility—developing the capacity to sense market changes early, respond intelligently to customer needs, and adapt faster than competitors. Agility is not about moving faster; it’s about thinking faster—through decentralized intelligence, AI-augmented decisions, and empowered teams at every level.

This means rethinking the traditional hierarchical model and imagining an organization structured like an octopus. While it has a central brain for strategy and oversight, each arm has its own mini-brain—autonomous, responsive, and deeply aware of its market surroundings. A neural ring coordinates these nodes in real time, allowing the institution to make rapid, informed decisions across its entire system—often faster than the central brain could alone.

This isn’t theory.  Brill has studied organizations already moving in this direction, guided dozens of transformations, and drawn on over a million workforce surveys. What he found is clear: success comes not from simply automating tasks, but from reimagining how organizations function at every level.

• Jonathan Brill, Forbes Top Futurist and Innovation Strategist

9:55am
Softtek Agentic Outcome Engineering

Read more

A look at Softtek’s approach to using agentic AI for building trustworthy, enterprise‑ready software that translates directly into measurable business outcomes. Learn how we balance autonomous capabilities with clear accountability to maintain the transparency and predictability today’s engineering demands.

• Agustin De La Maza, Chief Solutions Officer, Softtek
• Jose Antonio Macias, VP Digital Services, Softtek

10:35am
**Break**

10:50am
(Panel) Innovation for the Rest of Us (Sorry, 'Magnificent 7')

Read more

Not every organization has the scale or swagger of the Magnificent 7—and that’s what makes this conversation real. In this cross-industry panel, technology leaders from sectors like automotive, energy, building materials, beverages, and hospitality share how they’re driving transformation through smart prioritization, sustainability-minded innovation, and operational resilience. From modernizing core systems to rethinking customer and employee experiences, they’ll reveal the practical strategies and future-ready ideas that move the needle outside the Big Tech bubble—insights any CIO, CTO, or tech leader can take straight into their roadmap.

• Clayton B. Beale, IT Director, Business Applications, James Hardie
• George Edwards, Director, Airport CX Technology, United Airlines
• Larry Haskell, SVP & CIO, Progress Rail, A Caterpillar Company
• (Moderator) Stephanie Moore, SVP, Marketing, Softtek

11:25am
Fasten Your Seatbelts: AI with a Human Touch

Read more

Clean Up on Aisle 12: Rethinking the AI can feel like a nonstop flight to buzzword city—but at Southwest Airlines, it’s grounded in people, not hype. Nicola Smith, Senior AI Programs Advisor shows how the airline is weaving AI into customer journeys and employee experiences without losing the human warmth that makes the brand iconic.

• Nicola Smith, Senior AI Programs Advisor, Southwest Airlines

12:00pm
End of Event

Hotel_image

Hotel_Logistics


Rated one of the top 15 adults-only resort in the world, Secrets The Vine Cancun is located on one of the world's most picturesque beaches of the Caribbean Sea. Featuring an all-inclusive concept, this beautiful oceanfront resort has jaw-dropping views of the Caribbean and Nichupte Lagoon.

Getting there: Airport-hotel-airport transportation for the Digital Innovation Summit will be provided by the organizers.

For questions or concerns, please contact Irma Trevino at irma.trevino@softtek.com

Hotel_Logistics


Rated one of the top 15 adults-only resort in the world, Secrets The Vine Cancun is located on one of the world's most picturesque beaches of the Caribbean Sea. Featuring an all-inclusive concept, this beautiful oceanfront resort has jaw-dropping views of the Caribbean and Nichupte Lagoon.

Getting there: Airport-hotel-airport transportation for the Digital Innovation Summit will be provided by the organizers.

For questions or concerns, please contact Irma Trevino at irma.trevino@softtek.com

Hotel_image

Register

Foto-Blanca-Registro
 
© Valores Corporativos Softtek S.A. de C.V. 2025