MADRID, SPAIN – Atento, one of the world’s top CXM/BTO providers, has refreshed its brand identity to reinforce its position as a leader in business transformation outsourcing (BTO).
The new identity comes with a clear tagline: Augmented by AI. Driven by people.
With this, Atento can “make CX technology more accessible, more human, and more transformative,” which not only supports its clients but also empowers them in their respective industries.
We are ready to make a tangible difference in the global market, building a legacy of innovation and success.
— Pablo Sánchez, Atento CMO
What This Means for Atento
The new identity signals the company’s vision to be recognized as a partner in full-scale business transformation, with a sharper focus on AI, technology-driven solutions, and consulting expertise, while keeping people at the center of experience.
With more than 150 clients already using Atento’s BTO model, it’s clear that the company helps businesses thrive in demanding markets by “democratizing access to advanced technological solutions while always keeping the human touch.”
The move also reflects the changing nature of outsourcing itself. Clients are no longer looking for providers that simply handle support tasks. They want partners who can help them innovate, simplify complexity, and create real business impact. Atento’s rebrand captures this shift and positions the company as a leader in the next era of outsourcing.
By combining people, AI, and consulting under one clear narrative, Atento is making a claim: the future of outsourcing is about transformation.
