This session is a candid conversation between the CEO of Juguettos and its Chief AI Officer. In a one-on-one format, José Luis Díaz explains—from the CEO’s perspective—what led him to invest in artificial intelligence at a 46-year-old toy cooperative with 269 brick-and-mortar stores, what he hopes to achieve, and what results he’s already seeing. Gerardo Casas responds from the CAIO’s perspective: which projects are underway, what methodology is being used, and why AI isn’t just a promise for the future at Juguettos, but a business driver that’s already delivering results. Nine projects. Nine months.