Ana Margarita Albir Sarmiento, CEO of ADL Digital Lab*, a digital development company for companies in all sectors, announces new products and services for 2025 and points out that more sectors will benefit from tools based on artificial intelligence.
What were ADL’s achievements in 2024?
Apart from the growth in numbers, the most important thing is the consolidation of the human digital transformation, a work methodology leveraged on innovative technological tools, based on knowing people and companies, and that has meant significant investments in technology to enable this type of knowledge.
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What type of technology tools do they use?
In these five years, for example, we have created our 360 customer knowledge platform, called Augusta. It allows you to know the client from the financial and non-financial dimensions and generate unique products in the market. Another example is Matilde, our digital marketing platform, which leverages that knowledge to be able to microsegment and hyperpersonalize advertising with types of advertising that only Mathilde can do.
What results are there to show?
We have generated growth in the companies we work with and in these five years we have $223,000 million in operation, in projects that we are managing.
How many companies are you working with, are they only from Grupo Aval?
At this moment we are making digital transformation efforts with 28 companies that are not only from the Aval Group.
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And from what sectors?
These 28 companies have an important component of the financial sector, also health, such as the CTIC (Cancer Treatment and Research Center). We work with media, tourism, oil and gas. Our technological platforms are used by companies inside and outside the group (Aval).
How do they help companies?
There are two main categories. There are the Augusta and Mathilde intelligence knowledge platforms. What Mathilde does for companies is offer the most cost-efficient way of scheduling on the market. For the companies we work with, they have reduced the acquisition cost by 42% on average and a 20% increase in effectiveness. It is the most effective and cost-efficient option in the regimen that exists in the country. Something similar is achieved with Augusta, which is the customer knowledge platform that enables the analytics aspects for a company, from real-time reporting that executives require, to the administration and governance of analytics models that data scientists require. . All of these are the back platforms.
On the front platforms, which are our CarroYa, Metrocuadrado, Seguros ADL ecosystems, they enable the possibility of reaching these customers. For example, Metrocuadrado, with real estate agencies and construction companies, which are clients of the portal to be able to reach customers directly and learn consumer habits.
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Better customer experience, more sales. What other elements do they play?
Yes. Empowerment, because the best customer experience is a part of the recipe, but this issue for the customer is having the best recommendations, with the best price of products that can be accessed in the friendliest way.
What are they doing with the dale! digital wallet?
We are supporting dale! in the area of intelligent digital marketing where we have helped identify audiences that have a particular relationship with the wallet, for example shopkeepers, where it is growing a lot. The fact that it has that best offer is what explains the growth it gives it! has with the shopkeepers.
In 2025, open finance comes, the Bre-B immediate payment system. How do you see the evolution of the digital sector?
The new regulation of immediate payments and Open Data will be interesting. Brazil has been a very important inspiration for the issue of immediate payments in the country and that is something that yes or no, that we as a group believe benefits Colombians. In 2025 ADL has several plays in terms of new ecosystems that we are going to launch.
And in technological news?
I see a significant acceleration in generative artificial intelligence with a potential relevant impact on customer experience such as automation in the backend. This explains that ADL in 2024 was the Fintech company with the most recognitions in generative artificial intelligence in the country. We have 800 employees, all Colombians, in 21 departments.
HOLMAN RODRÍGUEZ MARTÍNEZ
Portfolio Journalist
*ADL Digital Lab is part of the business group that owns the El Tiempo Publishing House, to which Portafolio belongs.
