Startup Spotlight: Promtior
Harnessing Generative AI from Uruguay to reach the rest of the world.
Jul 22, 2024 · 5 Minute Read 
Emiliano Chinelli, a computer engineering graduate from La Universidad Católica de Uruguay, is the Co-Founder and CEO of Promtior. With over 10 years of experience in the startup ecosystem, Emiliano has held significant roles such as the first Technology Director at dLocal and a key position at Trafilea, one of the largest media marketing companies in the United States. Recently, he served as the CTO of Tiendamia, a cross-border e-commerce company operating in 17 countries. While in Tiendamia, Emiliano identified a gap in the organizational adoption of AI technologies, leading to the idea of Promtior with his business-savvy partner, Joaquin Avalos, now the CBO of the company.
Every new technology sparks a wave of innovation, and Promtior aims to capture this value. Read on to learn what the team is doing and how their story began:
Q: What was the initial idea that led to the creation of Promtior? What did that process look like?
A: Since I was a kid, I knew I was destined for a career in technology. After 15 years working for tech companies, mostly startups, I was tired of the routine. In 2021, even before the launch of ChatGPT, I began exploring Generative AI technologies, which reignited my passion and connected me back to my childhood dreams. At that time, I was leading a team of 90 tech professionals within a company of 400 workers, generating $100 million in revenue. We started to experience those growing pains, and like any other CTO, I was seeking new technologies to create an advantage. I searched for consultants to help us implement Generative AI at an organizational level but couldn’t find any. This realization presented a business opportunity, so I reached out to Joaco, and we decided to start a business together. When ChatGPT was released in November 2022, it confirmed our decision to focus entirely on Promtior.
Q: Can you describe some of the biggest challenges you faced as the founder of Promtior?
A: The AI field currently feels like quicksand; the platforms are immature. Even major companies like Apple are taking risks by integrating AI into their devices. The biggest challenge is making wise decisions amidst such disruption. New technologies often seem like gold, but many turn out to be plastic. It’s crucial to stay focused on our strategy and keep the team committed to continuous improvement, learning, and development.
Q: What sets Promtior apart from others in the market? What unique value proposition do you offer?
A: Like many other Generative AI companies, we don’t have a moat. However, our senior team of founders have extensive experience in building complex systems in large teams within challenging markets. This gives us an advantage when working with clients, as we understand their pains and fears regarding new technology implementation. This has become a big commercial differentiator, and we’ve already grown to 25 clients, adding two more each month. After a year of uncertainty, our deep knowledge of Generative AI and organizational adoption has set us apart. We aim to commercialize this service through a book we plan to publish annually, staying ahead of the curve and providing valuable insights to our clients.
Q: What role do you see Promtior playing in the broader tech ecosystem over the next five years?
A: I believe we are still not at the ideal time globally to build tech products. Promtior is focused on Generative AI, so instead of creating products, we aim to continually reinvent our service. Whether we have a team of 1,000 or 50 in five years, the goal is to be the best option for businesses needing to reinvent themselves, providing clear and precise guidance.
Q: What has been a personal mantra?
A: I’m a big fan of Robert Greene’s “The Laws of Human Nature,” especially the chapter on attitude. My mantra is that the only thing that is truly mine and unchangeable by others is my attitude. This philosophy is central to Promtior’s values, emphasizing the importance of a positive attitude.
Joaquin Avalos, Co-Founder and CBO at Promtior & Emiliano Chinelli Co-Founder and CEO at Promtior
Q: Tell us about your journey with Mana Tech. What was your experience in the accelerator program? How do you feel about being part of Miami’s growing tech community?
A: Initially, Promtior focused on selling technology to the US. However, as we experienced significant growth in the Latin American market, we lost focus on the US. Thanks to Mana Tech and their program with Microsoft, they helped us shift back to prioritize entering the US market. Also, the Microsoft AI Latino Immersion Program and the Miami tech ecosystem accelerated our progress, helping us gain our first US leads.
Miami serves as a crucial gateway for Latin American companies to enter the US market. Sharing the similar time zones and cultural features makes it easier to operate. The growing Hispanic presence in Miami reinforces our strategy and provides a supportive community.
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