Omilia Taps Veteran Exec to Conquer LatAm's CX Market with Agentic AI

ATHENS, Greece – July 02, 2026 – Omilia, a global player in AI-driven customer service, has announced a significant strategic offensive into Latin America and Iberia, appointing seasoned technology executive Armando Trivellato as its new Executive Vice President of Growth for the region. The move signals an aggressive push to capitalize on what the company identifies as a critical market inflection point, betting that its advanced Self-Learning Agentic CX platform can succeed where first-generation automation has stalled.

Trivellato, a 25-year veteran with a deep history in the region's tech landscape, is tasked with building Omilia’s commercial presence from the ground up. His mandate covers go-to-market strategy, partner ecosystem development, and enterprise sales across Latin America, Spain, and Portugal—markets showing accelerating demand for sophisticated AI solutions in core sectors like finance, utilities, and telecommunications.

A Market at an Inflection Point

The timing of Omilia's expansion is no accident. The customer experience market in Latin America is on a steep growth trajectory, with the cloud-based contact center segment alone projected to surge from USD 2.22 billion in 2024 to over USD 14 billion by 2033. This explosive growth is fueled by rapid digitalization and a customer base that increasingly expects seamless, efficient service. However, this boom has also exposed a critical weakness in the existing technology stack.

Many enterprises across the region have invested heavily in initial automation solutions like basic chatbots and IVR systems, only to hit a frustrating performance plateau. This is the inflection point Trivellato highlighted in his appointment. “The contact center market in Latin America and Iberia is at a genuine inflection point,” Trivellato stated. “Enterprises here have invested heavily in first-generation automation and hit the same ceiling everyone hits - containment stuck in the mid-60 percents and no clear path to improvement.”

This “containment ceiling” represents the portion of customer queries that can be fully resolved without human intervention. A 60% rate means four out of every ten customers must be escalated to a human agent, negating many of the cost and efficiency benefits of automation. This is particularly acute in sectors like financial services, where the regional market for AI agents is growing at a staggering 32.6% CAGR, and in utilities, where legacy systems often hinder effective customer communication. Omilia is betting that its technology offers the breakthrough these companies are desperately seeking.

Beyond the Bot: Omilia's Agentic AI Gambit

Omilia’s strategy hinges on a core technological differentiator: its Self-Learning Agentic CX platform. The term “Agentic AI” signifies a move beyond the rigid, script-based logic of traditional bots. Instead, it describes an autonomous system capable of understanding complex goals, breaking them down into tasks, and learning from every interaction—both automated and human-assisted—to continuously improve its performance.

This self-learning architecture is what the company claims allows it to shatter the 60% containment ceiling. By analyzing the entire customer journey, the AI can understand nuance, context, and intent in ways that its predecessors cannot. It’s a vision of a truly intelligent virtual agent, not just a glorified FAQ menu. The company’s confidence is backed by massive scale. “Omilia handles 3 billion calls a year,” said CEO and Co-Founder Dimitris Vassos. “Our platform is running inside some of the largest financial services, utilities, and QSR brands in the world. That proof of scale travels well and the demand we’re seeing across Latin America and Iberia confirms it.”

This capability is particularly compelling in a competitive landscape populated by major players like Genesys and Five9. While these firms also offer sophisticated AI-powered solutions, Omilia is framing its value proposition around a fundamentally more advanced and autonomous AI core, coupled with multi-layered anti-fraud capabilities—a critical feature for the financial institutions it targets.

The Growth Architect: A Veteran's Playbook

To execute this ambitious strategy, Omilia has placed its trust in Armando Trivellato, a leader whose career is a roadmap of growth in the target regions. His resume includes senior roles at technology giants like Avaya and Poly, but his most recent tenures at Five9 and Atento are particularly telling. At Five9, a key competitor in the Latin American cloud contact center market, he was Vice President for Iberia and Latin America, playing a pivotal role in opening strategic markets. His experience there directly aligns with deploying advanced, cloud-native CX solutions.

His time as Head of Tech Sales at Atento is equally significant. Atento is a dominant force in the Latin American CX outsourcing market, holding nearly triple the market share of its closest competitor during his likely tenure. Leading the growth of its technology services portfolio placed him at the center of the region’s shift toward AI and automation. This background provides him with not only deep enterprise relationships but also an intimate understanding of the operational pains Omilia aims to solve.

“I’ve spent 25 years selling and building CX technology across this region,” Trivellato commented. “I’ve rarely seen a platform with this combination of proven results at enterprise scale and a genuine self-learning architecture. The opportunity here is significant and the timing is right.” His endorsement lends powerful credibility to Omilia's technological claims, framing his move as a calculated decision based on a unique market opportunity.

The Strategic Blueprint for Ibero-America

Unlike a company reinforcing an existing stronghold, Omilia is embarking on a focused campaign of market creation and capture. Trivellato’s appointment is the starting gun for a strategy centered on building a robust commercial presence, forging a network of local and regional partners, and driving direct sales into enterprise accounts. The mission is clear: translate Omilia’s global success with brands like Capital One and Taco Bell into tangible wins in the Ibero-American market.

This path is not without its challenges. The competitive environment is fierce, and navigating the diverse regulatory and cultural landscapes of over 20 countries in Latin America, plus Spain and Portugal, requires surgical precision. Furthermore, many potential clients are burdened with legacy IT infrastructure, which can complicate the integration of cutting-edge AI platforms. A key part of Trivellato's role will be to educate the market on the distinction between basic automation and the transformative potential of agentic AI.

This strategic push aligns with broader industry trends identified by analysts at firms like Gartner, who predict a doubling of technology spending on AI within customer service organizations by 2028. Omilia is not just following a trend; it is making a high-stakes, calculated bet that its technology and leadership are the right combination to unlock immense value in a region standing at the crossroads of digital transformation. With Trivellato at the helm, the company is poised to demonstrate whether its agentic AI is truly the key to the future of customer experience in Ibero-America.