--- title: "About New Discovery Agency | AI-first in Ciudad Juárez" description: "New Discovery Agency is an AI-first agency based in Ciudad Juárez, working across the Borderplex since 2013." url: https://newdiscovery.agency/about/ language: en --- About NDA # Built on the border. Run on AI. _Accountable to people._ New Discovery Agency is an AI-first agency based in Ciudad Juárez, working across the Borderplex. Since 2013 we have moved from video production to immersive technology to AI systems. Today we work through two units: Growth and Innovation. [ Growth](https://newdiscovery.agency/growth/)[ Innovation](https://newdiscovery.agency/innovation/) Since 2013 [Start an engagement →](https://newdiscovery.agency/contact/) Our story ## A history of _adapting on purpose._ Jonalex Herrera started building websites for businesses in Ciudad Juárez. In 2013 he and Liz Pasillas founded New Discovery Media in Miami, a production house making branded content for brands and artists. Miami pushed them into accelerators, 360° video and interactive storytelling. In 2018 they came back to Juárez, where industry and culture meet, and turned that experimentation into VR training for manufacturers, a VR documentary on migration and an augmented-reality map of the city's history. Each time the market changed, we changed what we build. Today that means AI systems that help organizations get found, respond and grow, and programs that help their people use AI well. We run our own agency on those same systems. Mission ## We help organizations modernize how they attract, manage and scale opportunity, and how their people learn, by building AI-backed systems we run with human judgment. AI does the heavy lifting. Our team stays accountable for every result. Vision ## A Borderplex where any business, school or institution, whatever its size, can operate with the same intelligent systems as the world's leading companies. We started in Ciudad Juárez, and we build for the whole region. How we operate ## AI-first. _Human-accountable._ Five commitments we hold ourselves to, in public. 1. 01 ### AI does the work. People sign off. We run our own planning, research, content and reporting on AI agents. A person on our team reviews anything that reaches a client or the public. 2. 02 ### We tell you when it's AI. Our AI chat says it is an AI from the first message. AI-generated images keep their provenance data. We follow the transparency rules of the EU AI Act (Art. 50) even where the law does not yet require it. 3. 03 ### Proof you can check. Every number we publish links to its source. Industry benchmarks are labeled as benchmarks, never as our results. 4. 04 ### Careful with your data. Sensitive information stays on infrastructure we control whenever possible; outside AI models only see what a task needs. 5. 05 ### Research first, systems over campaigns. Every engagement starts with market research, then gets built as a system that keeps learning, not a campaign that resets. Two units ## One agency, _two ways in._ Growth Systems that help organizations get found, respond, and win. Market intelligence, web development, SEO and GEO, paid acquisition, and content production. Also AI-ONE, our AI-backed revenue system that answers, qualifies, books, and follows up with every lead. Recent work - [Union Promotions](https://newdiscovery.agency/case-studies/union-promotions/) - [SEISA Medical](https://newdiscovery.agency/case-studies/seisa/) [Explore Growth →](https://newdiscovery.agency/growth/) Innovation Technology that helps people learn, train, and decide. Augmented, virtual, and mixed reality for industry and culture, AI fluency programs for teams and institutions, and AI consulting. Recent work - [CANACO Juarez · Microsoft · Seccion de Software](https://newdiscovery.agency/case-studies/foro-ia-pymes-canaco/) - [The Promise](https://newdiscovery.agency/case-studies/la-promesa/) [Explore Innovation →](https://newdiscovery.agency/innovation/) The founders ## The people _accountable for the work._ ![Jonalex Herrera speaking on stage at TEDx Ciudad Juárez](https://newdiscovery.agency/assets/press-kits/news-images/jonalex-herrera-tedx-ciudad-juarez-talk.jpg) TEDx Ciudad Juárez ### Jonalex Herrera Co-founder · Systems, immersive & AI architecture Born in Caracas and based in Juárez since 2002\. Filmmaker (NMSU) turned technologist. He leads NDA's systems, immersive and AI architecture. TEDx Ciudad Juárez 2024: _Identidad cultural de migrantes a través del arte y tecnología_. [Watch the TEDx talk →](https://newdiscovery.agency/news/jonalex-herrera-at-tedx-ciudad-juarez-2024/) ![Liz Pasillas during her TEDx Ciudad Juárez talk](https://newdiscovery.agency/assets/press-kits/news-images/liz-pasillas-tedx-ciudad-juarez.jpg) TEDx Ciudad Juárez ### Liz Pasillas Co-founder · Clients, commercial & AI fluency programs From Ciudad Juárez. Producer and operator who leads client engagements, the commercial side, and AI fluency programs. TEDx Ciudad Juárez: _Lo que sucede cuando empezamos a liderar desde lo que ya somos_ (published May 27, 2026). [Watch the TEDx talk →](https://newdiscovery.agency/news/liz-pasillas-at-tedx-ciudad-juarez/) Timeline ## How we got _here._ Milestones from our history, from freelance web work to an AI-first agency. Where we have one, each milestone links to the story, case study or coverage behind it. 30 milestones 20122013201420162017201820192020202120222023202420252026 1. Before 2013 Company ### Freelance web development in Juárez Jonalex Herrera builds websites for local organizations: the base layer of what becomes NDA. 2. 2013 Company ### [New Discovery Media founded in Miami](https://newdiscovery.agency/news/apuestan-negocios-por-nuevas-tecnologias/) Jonalex Herrera and Liz Pasillas found a branded-content production house in Miami, Florida. Read more → 3. 2014 Growth ### [Music productions for ViX](https://newdiscovery.agency/case-studies/canciones-vix/) Branded music content with David Bisbal, Paty Cantú and Juan Magán. Read more → 4. 2016 Growth ### [Walt Disney World production for ViX](https://newdiscovery.agency/case-studies/vix-disney-world/) On-location branded production in Orlando. Read more → 5. 2017Aug Company ### [CREATE accelerator at Miami Dade College](https://newdiscovery.agency/news/create-demo-day-idea-center-miami-dade-college-2017/) Jonalex Herrera and Liz Pasillas finish The Idea Center's CREATE accelerator at its Demo Day. Read more → 6. 2017Sep Company ### [VoyageMIA profiles the founders](https://newdiscovery.agency/news/voyagemia-jonalex-herrera-liz-pasillas-new-discovery-media-miami/) First long-form press profile of the Miami chapter. Read more → 7. 2018Feb Company ### [Startup Nation Conference in Miami](https://newdiscovery.agency/news/startup-nation-conference-miami-2018/) Liz Pasillas speaks in the augmented and virtual reality session and pitches to more than 30 investors. Read more → 8. 2018Oct Company ### [WIN Lab Miami accelerator, Babson College](https://newdiscovery.agency/news/win-lab-miami-babson-college-2018/) Liz Pasillas is one of 18 founders in Babson College's five-month WIN Lab accelerator for women. Read more → 9. 2018Nov Innovation ### [Miami New Media Festival](https://newdiscovery.agency/news/miami-new-media-festival-2018-jonalex-herrera-liz-pasillas/) The founders' interactive work is shown in the festival's new media and VR section; The Promise also screens at an interactive media festival. Read more → 10. 2018Dec Company ### [Back to Ciudad Juárez](https://newdiscovery.agency/news/jonalex-herrera-hacen-de-juarez-su-hogar/) The founders arrive on 18 December 2018 and re-anchor the company in Juárez, where industry and innovation meet, refocusing as an integrated agency. Read more → 11. 2019 Company ### [New Discovery starts working in Juárez](https://newdiscovery.agency/news/apuestan-negocios-por-nuevas-tecnologias/) Work starts in Juárez with digital content, positioning and immersive solutions for local firms. Read more → 12. 2020 Innovation ### [Johnson & Johnson immersive center](https://newdiscovery.agency/case-studies/johnson-johnson/) VR and AR training for J&J in Juárez: 14 simulations for Biosense Webster and a mixed-reality portfolio platform for Ethicon. Read more → 13. 2020 Company ### [Rebrand to New Discovery Agency](https://newdiscovery.agency/insights/a-decade-of-new-discovery-agency-from-industry-digitization-to-2023-momentum/) The name catches up with the work: strategy, media, digital platforms and emerging technology under one agency. Read more → 14. 2020Dec Company ### [El Diario covers the Juárez pivot](https://newdiscovery.agency/news/apuestan-negocios-por-nuevas-tecnologias/) Regional press documents immersive onboarding for maquiladoras, virtual expos and Ruta Norte. Read more → 15. 2021 Innovation ### [Ruta Norte: a VR documentary on migration](https://newdiscovery.agency/case-studies/ruta-norte/) An immersive documentary that puts viewers face to face with migrant stories at the border, backed by BRP. Read more → 16. 2021 Company ### [Back in the room: Media, Tech and Film](https://newdiscovery.agency/insights/2021-the-return-year-for-new-discovery-agency/) After a remote 2020 the team reunites in Juárez, organized at the time as three units: Media, Tech and Film. Read more → 17. 2021Aug Company ### [MexicoIndustry profiles Liz Pasillas](https://newdiscovery.agency/news/liz-pasillas-es-una-innovadora-de-la-industria-juarense/) Liz is featured as an innovator in Juárez industry. Read more → 18. 2022Jul Innovation ### [Juárez Aumentada wins EKÁ Naweame support](https://newdiscovery.agency/news/juarez-aumentada-selected-in-the-eka-naweame-call/) The AR heritage project is one of 46 winners of Chihuahua's EKÁ Naweame culture call, with BRP as sponsor. Read more → 19. 2022Oct Company ### [New Discovery Technology Solutions S.A.S. is incorporated](https://newdiscovery.agency/news/new-discovery-technology-solutions-incorporated/) The company is incorporated in Mexico. Since then, all operations run from Ciudad Juárez under it. Read more → 20. 2022Nov Innovation ### [Bosch Innovation Day](https://newdiscovery.agency/news/new-discovery-at-bosch-innovation-day/) Immersive systems demonstrated to an industrial audience. Read more → 21. 2023Mar Innovation ### [Querétaro Automotive Cluster and a new strategic plan](https://newdiscovery.agency/news/new-discovery-at-queretaro-automotive-cluster-directors-meeting/) Immersive training and inspection presented to automotive directors, while the team sets a continuous-improvement plan toward 2030. Read more → 22. 2023Nov Innovation ### [Juárez Aumentada tours community centers](https://newdiscovery.agency/news/juarez-aumentada-en-rueda-de-prensa-cultura-conectada-y-centros-comunitarios/) 'Cultura Conectada' takes the AR archive to community centers. A permanent kiosk at La Rodadora followed. Read more → 23. 2023Dec Growth ### [Ten years, and a turn toward AI and automation](https://newdiscovery.agency/news/new-discovery-at-inbound-growth-mx-2023-nda/) NDA marks a decade and speaks at Inbound Growth MX on SEO, AI and automation: the seeds of today's Growth unit. Read more → 24. 2024 Company ### Refocus as an AI-first agency NDA starts rebuilding its services, and its own operations, around AI and automation. 25. 2024Jul Innovation ### [Grand prize at The Bridge Accelerator](https://newdiscovery.agency/news/new-discovery-agency-wins-grand-prize-at-the-bridge-accelerator-program/) Trainlight, NDA's no-code immersive training platform for manufacturing, wins the top prize and US$10,000 in seed capital. Read more → 26. 2024Sep Company ### [Jonalex Herrera at TEDx Ciudad Juárez](https://newdiscovery.agency/news/jonalex-herrera-at-tedx-ciudad-juarez-2024/) A talk on migrant cultural identity through art and technology. Read more → 27. 2025 Innovation ### [AI Fluency Program: 175 learners](https://newdiscovery.agency/case-studies/ai-fluency-program/) Students and teachers at CECyTECH build working AI concepts for community challenges, with Frente Norte, FICOSEC and SIDE. Read more → 28. 2025 Growth ### [AI-ONE launches](https://newdiscovery.agency/case-studies/ai-one-deployment/) NDA's AI-backed revenue system: it answers, qualifies, books and follows up with every lead. Read more → 29. 2026 Company ### [Two units, one AI-first operating model](https://newdiscovery.agency/case-studies/foro-ia-pymes-canaco/) NDA organizes into Growth and Innovation and runs its own planning, research, content and reporting on AI systems with human oversight. First AI forum for SMEs with CANACO Juárez. Read more → 30. 2026May Company ### [Liz Pasillas's TEDx Ciudad Juárez talk is published](https://newdiscovery.agency/news/liz-pasillas-at-tedx-ciudad-juarez/) TEDx Talks publishes her talk on leading from who we already are. Read more → Drag the line, or use ← → to move through it Proof you can check ## Numbers with _a source._ Every figure links to where it comes from. Counts of published work update on every publish. - 13 years since New Discovery Media was founded in Miami in 2013 [Source →](https://diario.mx/juarez/2020/dec/08/apuestan-negocios-por-nuevas-tecnologias-577550.html) - 175 students and teachers in one AI fluency cohort [Source →](https://newdiscovery.agency/case-studies/ai-fluency-program/) - 60 heritage sites in augmented reality in Juárez Aumentada: 40 monuments and 20 historic centres [Source →](https://newdiscovery.agency/case-studies/juarez-aumentada/) - 14 VR and AR simulations explored in our early industrial work [Source →](https://newdiscovery.agency/insights/second-strategic-meeting-nda-adapting-for-2030/) - Grand prize The Bridge Accelerator 2024, won by Trainlight with US$10,000 in seed capital [Source →](https://t-hub.mx/noticias/360/gana-agencia-local-de-vr-en-the-bridge-accelerator) - 2 state awards (EKÁ Naweame), for Ruta Norte and Juárez Aumentada [Source →](https://newdiscovery.agency/case-studies/juarez-aumentada/) - 2 TEDx Ciudad Juárez talks by our founders [Source →](https://www.ted.com/tedx/events/58287) - 37 published case studies [Source →](https://newdiscovery.agency/case-studies/) - 70 published insights [Source →](https://newdiscovery.agency/insights/) - 48 news and press entries [Source →](https://newdiscovery.agency/news/) Recent highlights ## Recognition and _public moments._ [All news →](https://newdiscovery.agency/news/) - [ Community · June 2026 Juárez x Venezuela: direct aid after the earthquakes ](https://newdiscovery.agency/news/juarez-x-venezuela-direct-aid-campaign/) - [ Speaking · May 2026 Liz Pasillas on leading from who you already are ](https://newdiscovery.agency/news/liz-pasillas-at-tedx-ciudad-juarez/) - [ Ecosystem · April 2025 Smart Tech Alliance took Juárez's case to government ](https://newdiscovery.agency/news/smart-tech-alliance-juarez-2025/) - [ Appointment · February 2025 Liz Pasillas took office at CANACO's software section ](https://newdiscovery.agency/news/liz-pasillas-canaco-software-section-president-2025/) Selected work ## Case studies and _writing from the field._ [All case studies →](https://newdiscovery.agency/case-studies/) ### Case studies 6 - [ Innovation Frente Norte · FICOSEC · SIDE · CECyTECH AI fluency at cohort scale, with educators, students, and civic institutions learning in the same room. An AI Fluency cohort across CECyTECH campuses trained students and teachers side by side, and closed with working outputs. Read case study → ](https://newdiscovery.agency/case-studies/ai-fluency-program/) - [ Growth Client — Confidential From fragmented spend to a single acquisition system. NDA rebuilt a fragmented acquisition stack into one AI-ONE-powered system, improving pipeline quality while reducing reporting and attributi... Read case study → ](https://newdiscovery.agency/case-studies/ai-one-deployment/) - [ Innovation Juarez Aumentada Augmented reality as civic infrastructure — from city capture to permanent exhibition. Monuments, plaques and historic sites captured in augmented reality, then installed permanently for the public at La Rodadora. Read case study → ](https://newdiscovery.agency/case-studies/juarez-aumentada/) - [ Innovation Johnson & Johnson AR training for healthcare procedures, built for clarity under constraint. Johnson & Johnson used an Innovation AR training application to support safer, more scalable personnel learning during a high-constraint per... Read case study → ](https://newdiscovery.agency/case-studies/johnson-johnson/) - [ Innovation Trainlight Trainlight turned immersive industrial training into a no-code product story the market could understand. Trainlight combined no-code immersive training, manufacturing use cases, and accelerator momentum into a clearer product narrative for the m... Read case study → ](https://newdiscovery.agency/case-studies/trainlight/) - [ Innovation CANACO Juarez · Microsoft · Seccion de Software The first AI forum built for SMEs in Juarez, designed to make artificial intelligence feel practical, not theoretical. The first AI forum for small businesses in Ciudad Juárez: a keynote, five flash talks and live demos, with CANACO and Microsoft. Read case study → ](https://newdiscovery.agency/case-studies/foro-ia-pymes-canaco/) ### Further reading - [ AI · Innovation · 2025 What 175 students taught us about teaching AI from first principles. Running a cohort from zero to working app in weeks requires a different curriculum framework than most institutions use. Read → ](https://newdiscovery.agency/insights/teaching-ai-first-principles/) - [ Agency · History · 2023 A decade of New Discovery Agency: from industry digitization to the momentum of 2023 Ten years from production work to a multi-unit operating model, and what changed inside the company during 2023. Read → ](https://newdiscovery.agency/insights/a-decade-of-new-discovery-agency-from-industry-digitization-to-2023-momentum/) - [ Agency / Strategy · 2023 The strategic vision behind New Discovery Agency How New Discovery aligned its team, sharpened its industrial direction and built a more disciplined operating model. Read → ](https://newdiscovery.agency/insights/the-strategic-vision-behind-new-discovery-agency/) Next step ## If the work resonates, _the next step is a conversation._ Tell us what you want to grow, or what your team needs to learn. A person from our team reads every request. [Start an engagement →](https://newdiscovery.agency/contact/)