Lateral Unit at the SAIMO + CEIM 2025 Congress: Innovation and Future of Research

On October 16th, Lateral Unit participated in the SAIMO + CEIM 2025 Congress in Buenos Aires, an event that brought together specialists and leading figures in experience research and management from across the region.

As sponsors of the event, we shared our vision on how experience research and management are evolving in a constantly changing world.

During our participation, we presented two papers that we consider key to the future of the discipline:

• Empowering our internal research teams to gain agility and efficiency.

• Large-scale AI-driven research: the future is now.

The Congress was a unique opportunity to learn, connect, and discuss the strategic role of experience management in decision-making and organizational transformation processes.

At Lateral Unit, we gained valuable insights and inspiration to continue supporting organizations throughout Latin America in managing impactful experiences.

We thank Ignacio Peirano, Ignacio Pfingsthorn, Flavia Lioi, SAIMO, CEIM and all the participants for making this meeting an enriching experience.