Franchises in Mexico: nearly 40% already use AI

Digitalisation is gaining ground in Mexico’s franchise sector: seven in 10 franchises have a digital strategy and nearly 40% use artificial intelligence, according to the Mexican Franchise Association (AMF). The figures show that these tools are already part of brands’ operations, with applications ranging from e-commerce to data analysis and inventory management.

Digital strategy: more than selling online

According to AMF figures published on 15 October by El Tiempo Monclova, Mexican franchises’ digital strategies can include e-commerce, digital marketing and an omnichannel approach. Their scope therefore extends beyond opening an online shop or maintaining a social media presence.

The seven-in-10 figure indicates the existence of a strategy, but does not mean that all brands use the same tools or have reached an equivalent level of technological development. Nor does it put a digital marketing initiative on the same footing as an operation that integrates different customer service and sales channels.

For anyone considering joining a franchise, this distinction matters: the existence of a digital strategy is a starting point for asking how it works, which activities it covers and what support each outlet receives. The overall percentage is no substitute for reviewing an individual brand’s business model.

Artificial intelligence in day-to-day operations

The AMF also reports that nearly 40% of franchises use artificial intelligence to optimise activities such as data analysis, inventory management and decision-making. These applications relate to running the business, rather than solely to communicating with the public.

The two indicators should be considered separately. Having a digital strategy does not necessarily mean using artificial intelligence. Equally, using AI does not in itself demonstrate a complete transformation of a franchise’s processes.

The published information does not quantify any savings, sales increases or improvements in profitability resulting from these tools. The adoption figure should therefore not be interpreted as a guarantee of financial results. Its relevance lies in identifying which functions are incorporating technology across the franchise sector.

When assessing an investment, it is worth turning this information into specific questions: what problem does the tool solve, what data does it need and who is responsible for using it? It is also useful to distinguish between resources managed by the brand and those the franchisee would have to manage.

Technological progress alongside outlet expansion

The adoption of digital tools coincides with expectations of growth in physical outlets. The AMF forecasts a 6% increase in the number of outlets by the end of 2026. Among the factors supporting this forecast, it cites spending linked to the football World Cup and the alliance between franchise organisations in Mexico, the United States and Canada.

The association identifies food and drink, personal care, health and beauty, and pet products and services among the fastest-growing areas. This diversity makes it unwise to assume that the same technological solution will be equally useful across all business models.

It is important to keep these two indicators separate: the forecast for new outlets and the rates of digital adoption. The figures presented do not establish that artificial intelligence is driving the expected growth, nor do they detail how its use is distributed across different sectors.

What to check before choosing a franchise

For the franchise sector, the figures provide a reference point for the presence of technology in Mexican businesses. For a prospective franchisee, their practical value lies in guiding a review of the franchise offering, without confusing the availability of technology with proven performance.

Before deciding, it is worth requesting a demonstration of the tools included, clarifying their costs and finding out what training is available. The practical conclusion is straightforward: assess technology by its specific role in the outlet and the support provided alongside it, not simply by the artificial intelligence label.