Former CEO turned author, speaker, and builder exploring how AI changes work, leadership, and opportunity.

I'm particularly interested in a group that gets much less attention in the AI conversation: the people who won't actively seek AI out.

Not developers. Not power users. Not early adopters.

The millions of workers who will use AI only when someone puts it in front of them — through their employer, their phone, WhatsApp, government services, or the software they already use.

AI for the Rest is, for now, a concern and an open question rather than a project with answers:

What happens to the people who won't actively adopt AI unless someone brings it to them?

I'm interested in understanding who they are, what keeps them from adopting AI, what happens to them during this transition, and how technology can reach them without requiring them to become AI enthusiasts.

• AI adoption beyond early adopters
• The future of work for non-technical workers
• AI accessibility and inclusion
• The adoption gap between people, companies, and countries
• How open-source AI can reach people who don't think of themselves as "AI users"
• Latin America and emerging markets

I'm an economist, former entrepreneur and former CEO of Officenet / Staples Latin America.

After leaving corporate life, I became an author and speaker focused on leadership, technological change, and the future of work.

I was named LinkedIn Top Voice for Latin America in 2018 and have built a community of more than 100,000 followers there.

I've spent much of my career thinking about how organizations and people deal with technological change.

Now I'm interested in what may be the biggest one yet.

📙 La Venganza de los Nerds (2012) — The story of an introvert who became a leader — and what I learned along the way about leadership, people, and being yourself.

📗 Soy Solo: Historias honestas de liderazgo para ser feliz en el siglo XXI y más allá (2018) — Honest stories about leadership, work, change, and finding your own way to build a fulfilling life.

📘 Sé tu propio CEO (2024) — A framework for taking ownership of your career and continuously eliminating, automating and delegating work.

📕 Cómo RAJAR a tu jefe (2026) — Leadership doesn't only happen top-down. A book about influencing organizations from wherever you are.

We spend a lot of time thinking about what AI can do.

I'm increasingly interested in a different question:

Who is thinking about the people who aren't thinking about AI?

I don't have the answer. That's precisely why I'm interested.

If you're researching this, building something for these people, have seen the problem firsthand, disagree with the premise, or simply have an idea I should consider, I'd like to hear from you.

This is a question I want to explore openly.

🌐 Website 💼 LinkedIn 📷 Instagram 🐦 X / Twitter

Ideas, criticism, examples and unexpected connections are welcome.