---
title: "Building the team most comfortable with AI in a fashion house — Marsanne Studio AI watch"
description: "The North America director of Groupe ETAM describes how he transformed his Mexican team's use of AI through culture, agents and report automation."
url: "https://marsanne.studio/en/ai-watch/building-the-team-most-comfortable-with-ai-in-a-fashion-a4c824/"
lang: "en"
---

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Case study · 6 October 2026

# Building the team most comfortable with AI in a fashion house

Original title, in Spanish: “Creando el equipo más fluido en IA en una casa de moda”

**Publication**

Mexico Business News (Mexico)

**Author**

Unsigned

**Published on**

6 October 2026 · read in the page structured data

## Summary

Alexandre Bartra, North America managing director of Groupe ETAM, explains how in 2026 he built the team most comfortable with AI in his group, in Mexico. Starting from the observation that around 15% of his team used AI as a mere substitute for Google, he led a four-step programme (basic training, internal champions, workshops by function, external automation), bringing the team to work entirely with Claude, Microsoft Copilot and Higgsfield. E-commerce reports, logistics tracking, purchasing recommendations and board presentations are now automated by AI agents. He cites EY's Work Reimagined 2025 survey: 93% of Latin American workers already use AI but only 5% at an advanced level, leaving up to 40% of productivity gains untapped, and points out that employees with extensive AI training are 55% more likely to leave their organisation.

Summary based on the full text of the article.

[Read the article on Mexico Business News →](https://mexicobusiness.news/es/ecommerce/news/creando-el-equipo-mas-fluido-en-ia-en-una-casa-de-moda)

## Figures cited

-   5 %
    
    Share of Latin American workers using AI at an advanced level
    
    Latin American workers, EY Encuesta Work Reimagined 2025
    
    > « el 93% de los trabajadores en América Latina ya usan IA, pero solo el 5% la usa a un nivel avanzado »
    
    Source: EY, Work Reimagined 2025 Survey
    
-   93 %
    
    Share of Latin American workers already using AI
    
    Latin American workers, EY Encuesta Work Reimagined 2025
    
    > « el 93% de los trabajadores en América Latina ya usan IA, pero solo el 5% la usa a un nivel avanzado »
    
    Source: EY, Work Reimagined 2025 Survey
    
-   40 %
    
    Share of AI-related productivity gains not realised in Latin America
    
    Latin American workers, EY Encuesta Work Reimagined 2025
    
    > « lo que deja hasta el 40% de sus ganancias de productividad sin realizar »
    
    Source: EY, Work Reimagined 2025 Survey
    
-   15 %
    
    Share of the team using AI at the start of the programme
    
    Author's team at Groupe ETAM, early 2026
    
    > « alrededor del 15% de mi equipo usaba IA, principalmente como sustituto de Google »
    
-   55 %
    
    Increased likelihood of leaving the organisation among employees with extensive AI training
    
    Employees receiving more than 81 hours of AI training per year, EY study
    
    > « EY descubrió que los empleados que reciben más de 81 horas de capacitación anual en IA tienen un 55% más de probabilidades de dejar su organización »
    
    Source: EY
    

## Classification

**Country**

Mexico

**Company size**

All sizes

**Industries**

Retail and distribution, e-commerce

**Companies**

Groupe ETAM (deploys AI), Anthropic (Claude) (supplier), EY (study author), Microsoft Copilot (supplier), Higgsfield (supplier)

**Keywords**

fashion, e-commerce, company culture, ai training, ai agents, report automation

Entry written by Marsanne Studio from the cited article, with the help of an AI model (claude-sonnet-5). The rights to the article and its illustrations belong to Mexico Business News. Entry translated from French by Claude Sonnet 5.5.