---
title: BizTechReports sits down with 11:59 CEO, Alex Castro
description: Alex Castro discusses the importance of prioritizing process over technology and people for successful AI integration in mid-market businesses.
image: https://blog.1159.ai/hubfs/Blog%20Featured%20Image%20Template%20(42).png
---
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# BizTechReports sits down with 11:59 CEO, Alex Castro
**11:59** · March 21, 2025
In a recent interview, our CEO, Alex Castro, spoke with Lane Cooper, Editorial Director at [BizTechReports](https://www.biztechreports.com/), about why mid-market executives should prioritize process over people and technology when integrating AI into their operations. According to Castro, a well-defined process framework is the foundation for successful AI adoption—it helps organizations make the most of their technology investments and empowers their teams to thrive. He cautions that even the best tools and talent can fall short without established processes, leading to inefficiencies and missed opportunities. Castro's insights serve as a strategic guide for executives looking to navigate the complexities of AI implementation and drive long-term, sustainable growth in their organizations.
Check out the full interview [here](https://www.biztechreports.com/news-archive/2025/3/6/mid-market-executives-must-prioritize-process-over-people-and-technology-in-ai-driven-operations-alex-castro-ceo-of-1159).
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