From Google to ChatGPT: Guatemala’s Digital Map Revealed by the ILB Data Tour
The ILB Data Tour revealed how Guatemala’s digital landscape is evolving, from internet and social media use to AI, GEO and online brand visibility.
Just a year ago, few Guatemalan companies were asking what an algorithm thought of them. Today, that question no longer sounds strange. In fact, it has become one of the questions keeping communications and corporate executives across the region awake at night.
With this concern as a starting point, ILB Metrics and Agencia Tres Puntos organized a new edition of the ILB Data Tour under the theme “The Progress of Digital Society in Guatemala.” The event brought together business leaders and professionals to take a closer look at the changes already shaping how people access information, form opinions and choose brands.
A More Connected Country Than It May Seem
The numbers help put the issue into perspective. In Guatemala, nearly 12 million people — around six out of every 10 inhabitants — already use the internet, while 11.7 million have at least one active social media account.
More Guatemalans are connected than ever before. While that sounds like good news, it also raises an important question for every brand: Do we really know what that audience does once it is online?
That was precisely what the event explored: who makes up Guatemala’s digital audiences today, which social networks they prefer, how the use of artificial intelligence is growing and how visible brands and business leaders are within this landscape.
From Appearing on Google to Appearing in ChatGPT’s Answers
One of the most discussed shifts was this: having a presence on Google is no longer enough. Traditional SEO is giving way to GEO (Generative Engine Optimization), which refers to how a brand can be mentioned when someone asks ChatGPT, Gemini or Perplexity a question instead of using a traditional search engine.
It is a quiet shift, but one capable of completely redefining the rules of the game.
“Today, it is inevitable to talk about hyper-personalization and the increasingly everyday use of artificial intelligence agents that already serve customers, follow up on sales opportunities, adjust campaigns on the go and even generate content. What was recently an experiment has become the daily operation of many companies across the region,” said Ileana Figueroa, CEO of ILB Metrics.
When Data Stops Being a Number and Becomes a Decision
Having information is not the same as knowing what to do with it, and that was ultimately the central theme of the event.
ILB Metrics presented the diagnosis: where each brand currently stands digitally, what gaps it has compared with its competitors and which opportunities it may be missing.
Agencia Tres Puntos then showed how to turn that snapshot into a structured communication and reputation strategy.
One looks at the map; the other draws the route.
Corpotek: From Local Player to Regional Reference
The event included a case study that brought the concepts to life: Corpotek.
Based on a diagnosis by ILB Metrics and a communication strategy developed alongside Tres Puntos, the company moved from being perceived as a local venture to positioning itself as a regional reference in the LED technology industry. It was not a matter of luck or an isolated campaign. It was the combination of properly interpreted data, effective public relations and evidence-based decisions.
The result speaks for itself, but the deeper lesson is what matters most: data is only valuable when it helps answer what needs to be fixed and what needs to be leveraged.
This is not the first time ILB Metrics’ analytical approach has demonstrated a real impact on organizations. Just a few months ago, the consulting firm was recognized for the third consecutive year at the TechBehemoths Awards, a ranking that evaluates more than 54,000 technology companies worldwide, of which only 3.5% receive a distinction.
That is a significant achievement for a firm founded in Guatemala and competing in the same arena as global consulting companies.
Understanding the Present to Anticipate the Future
For Mariela Paiz, partner at Tres Puntos:
“Digital transformation is no longer an issue exclusive to IT or marketing. It is now connected to corporate reputation, public relations, customer experience and, ultimately, to whether a company will remain relevant five years from now.”
The partnership between ILB Metrics and Tres Puntos aims precisely to bring these conversations to more organizations across the region, so that decisions are made with data on the table rather than relying solely on intuition.
Because in an environment that changes so quickly, understanding data is no longer a luxury. It is simply the first step toward staying part of the conversation.
