Villanueva centralizes operations with Creatio platform

Argentina-based Villanueva has implemented Creatio across its nationwide branches to unify customer interactions, standardize commercial processes, and improve operational visibility. The move sets up the multi-business company to add agentic AI on top of structured workflows and connected data.

Why it matters: - Villanueva is moving from branch-by-branch execution to a centralized operating model. - The shift gives the Argentina-based company a single view of customer activity, commercial processes, and operational performance across its nationwide branches. - The new structure is designed to support agentic AI, which depends on consistent workflows and connected data to work at scale.

What happened: - Creatio announced that Villanueva successfully implemented its agentic CRM and workflow platform across the company’s branches in Argentina. - The rollout was completed in partnership with H&CO. - The implementation unified operations across Villanueva’s industrial distribution and multi-business commercial operations. - Villanueva integrated Creatio with SAP Business One and internal e-commerce systems.

The details: - Before the rollout, Villanueva’s branches operated independently. - The company had limited visibility into customer interactions. - Villanueva lacked a consistent way to track execution across locations. - As the business expanded, that gap constrained coordination, service quality, and decision-making. - Creatio now provides a centralized environment for managing customer interactions. - The platform standardizes commercial processes across distributed operations. - The system also improves real-time visibility into commercial activity. - The integration connected previously fragmented data into a single operational view while preserving continuity with existing systems. - Marcos Frossasco, Technology Manager at Villanueva, said the company needed to understand what was happening across branches and with customers. - Frossasco said Creatio gave Villanueva the flexibility to build and manage its processes.

Between the lines: - Villanueva’s move reflects a broader challenge for multi-location businesses: AI and automation are hard to scale without structured processes underneath. - The company’s approach suggests it is using workflow discipline first, then layering AI agents on top of that foundation. - Creatio’s no-code and process orchestration tools position the platform as both an operational system and a base for future AI use cases. - Frossasco said structured processes are necessary because AI lacks context without them.

What's next: - Villanueva plans to expand into agentic AI capabilities. - The company expects AI agents to be embedded directly into workflows. - Those agents are intended to handle customer interactions, support decision-making, and maintain consistency at scale. - Creatio said its combination of no-code flexibility, process orchestration, and agentic AI helps Villanueva move toward a scalable, controlled operating model. - Readers can learn more about Villanueva’s experience with Creatio via the full case study