Intcomex and Inovait transform event engagement with AI and real-time insights

August 6, 2025

Many conferences leave attendees feeling overwhelmed as they juggle paper agendas, instantly forget names, and struggle to recall what exactly happened in meetings. Important conversations often get lost in the shuffle, letting opportunities slip through the cracks.

Intcomex, an organization with operations across Latin America and the Caribbean, wanted to change all of that. Known for supporting a broad ecosystem of partners and customers across sectors, from cloud services to physical infrastructure, the company has earned a reputation for weaving data and intelligence into every layer of its operations.

In partnership with Microsoft and Inovait––a specialized AI and Cloud Solution Provider–– Intcomex set out to bring that same intelligence to their flagship customer event. Instead of the standard event experience, Intcomex envisioned one where AI-driven, real-time insights empowered attendees to make the most of every session, meeting, and interaction.

Reinventing the event experience

Designing a real-time engagement layer with Inovait and Azure AI

To bring the vision to life, Intcomex partnered with Inovait, a Microsoft Solutions Partner specializing in AI and cloud transformation. Together, they built NATALia, an intelligent event assistant embedded in the official event app and powered by Microsoft Copilot Studio and Azure. The solution blended physical signals and digital intelligence to create a real-time engagement layer across the event.

To start, cameras with intelligent video capabilities were installed throughout the venue, using facial recognition and movement tracking to identify where attendees were and how they moved through the event space. With that much sensitive data involved, security and privacy were built into the design from the start. The team used anonymized identifiers and limited access to personal information––and is making plans for even stricter controls in future versions.

All of this data was then streamed into Azure Event Hub, flowed through Azure Stream Analytics, and stored in an Azure SQL Database. From there, Azure Machine Learning models analyzed behavioral patterns—such as time spent at specific booths, session attendance, and previous purchase history—to extrapolate attendees’ interests.

Those insights powered personalized interactions with NATALia. Through the app, attendees could check their agenda, revisit meeting notes, or ask for summaries of keynotes and sessions. If they hadn’t yet visited a relevant vendor or area, NATALia would make a real-time recommendation––essentially acting as a concierge to help them make the most of the event. After the event, attendees received custom recaps with key takeaways, links to content, and reminders of new opportunities.

NATALia's benefits extended to Intcomex staff as well. When meeting a customer, for example, reps could ask NATALia for instant customer insights—including divisions the customer had previously interacted with, purchase history, and relevant solutions to pitch. Instead of relying on guesswork, teams could start conversations with meaningful, personalized context. In addition, heatmaps built from the video data helped the team identify where interest was peaking so they could respond in real time, sending additional staff to high-traffic zones to provide assistance where it was most needed.

Measurable impact and a roadmap for expansion

In the end, the results spoke volumes. More than 350 people attended the Intcomex event, including 180+ customers from countries across Latin America, including Mexico, Chile, Colombia, Peru, and Panama. Attendees and staff lauded the event's ease, organization, and insights.

From the Intcomex perspective, the ability to cross-sell and upsell during the event was invaluable. Erick Sosa, Guatemala Country Manager and Americas Partner Development Manager at Microsoft, emphasized how the system helped surface offers based on behavior and interest—not just existing customer data. “You can cross-sell on the solution very easily... It’s not just what the customer is interested in now, but what’s adjacent and relevant across all our vendor lines,” he said.

Intcomex and Inovait are already at work on version 2.0 of the solution. Key goals for the next iteration include expanding support for multiday and post-event scenarios, enhancing anonymization and data security, and adapting the platform to other regional events across Latin America.

They also see potential for turning parts of the solution into a bundled offering—particularly the AI assistant, biometric integration, and scheduling tools. “This isn’t just a solution for Intcomex,” said Daniel Ospina, Strategy Lead at Intcomex. “It’s a new model for event engagement that could be applied anywhere.”