HMC data also shows strong enthusiasm for generative AI — about half of Latinos say they are excited about the potential of tools like ChatGPT and other AI platforms, significantly higher than other groups.
What does this mean for marketers and brands? Simple: The Hispanic market isn’t just shaping culture and consumption — it’s helping shape the future of technology.
AI will change how people search, shop, create content, communicate, and interact with brands.
And if Latinos are early adopters, early creators, and early entrepreneurs in AI, then once again, the Hispanic market isn’t following the future — it’s helping build it.
If your brand is thinking about AI but not thinking about Latinos, you’re already behind.
