The future of tolling in Mexico: how PASE transforms the experience of 4 million users with AI

In mobility, efficiency isn't only measured in the seconds it takes to cross a toll plaza — it's measured in how responsively and personally a brand serves its users. With 4+ million active customers and 80% of Mexico's tolling market, PASE is the undisputed leader. Keeping that position required evolving from infrastructure provider to travel-experience partner.

PASE — in strategic alliance with Peregrino and Insider One — executed an ambitious digital transformation that turns raw data into durable competitive advantage.

§ 01 — the challengeDismantling the anonymous-customer enigma

Millions of daily transactions flow smoothly, yet a significant share belongs to anonymous customers — unknown behavior, needs and travel patterns. Peregrino and Insider One applied AI to intelligently and safely identify the profiles behind those accounts, turning isolated databases into a precise map of customer knowledge.

"A leader's technological maturity shows when AI is used not as a marketing accessory but as the backbone of its service."

§ 02 — the solutionOmnichannel orchestration and real-time support

The project rebuilt automated flows for the key use cases — balance top-ups, crossing disputes, invoicing, account statements — with exact, immediate answers.

The most disruptive piece: real-time integration between AI and technical support. When a case needs a specialist, the handoff to a human happens frictionlessly with all gathered context. Users never repeat their problem; resolution times drop sharply.

§ 03 — what's nextBeyond the toll: complementary value services

With commercial, operations and support connected, PASE can now design predictive complementary services — travel insurance, localized roadside assistance, personalized offers — raising the perceived value of the PASE tag and building a technological moat around its leadership.