LATINOS AND AI
Latino Entrepreneurs and Youth leading AI Usage
Just as Latinos lead the charge as early technology adopters, AI is no different. A recent study by the Latino Business Action Network revealed among employer firms with at least $10,000 in revenue, Latino-owned businesses are aware of and implement AI at twice the rate as non-white business owners.
In general, Latinos are the most excited about AI. According to recent data from Kantar:
• 50% of Latinos say, “I’m excited by the potential of generative artificial intelligence (e.g., ChatGPT, Gemini, Copilot, etc.)” compared to 36% of Black Americans and 36% of nonHispanic whites.
• 32% of Latinos say, “I would consider having a close personal relationship with a lifelike artificial intelligence,” compared to 26% of Black Americans and 20% nonHispanic whites.
Additional Insights
Hispanic Data Points at Your Fingertips
The HMC 2025 Hispanic Market Guide is the most comprehensive resource on the U.S. Hispanic market, featuring research and insights from HMC, Kantar, Nielsen and Latino Donor Collaborative.
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