How to Adapt Your Marketing to Latin Americans’ Attitudes toward AI
 In Consumer and Retail

Valentina Duque
Marketing Manager
AMI

In Latin America, artificial intelligence has become part of consumers’ everyday lives. It is no longer a cutting-edge technology used by only a few. How many Latin Americans, exactly, use artificial intelligence (AI)? Although the data varies from one source to another, we can say with a solid degree of certainty that more than half of the Latin American population already uses AI.

According to surveys by Bain & Company,1 65% of consumers in Latin America use AI, with Colombia and Peru leading the way (59% and 57%, respectively). And if we zoom in on generations, Gen Zers comfortably lead with 62% AI adoption, closely followed by millennials (57%).


Data from Omdia’s Digital Consumer Insights 2024 survey is even more striking: 76% of respondents in Brazil and 70% in Mexico reported using ChatGPT or similar generative AI services such as Gemini, exceeding the global average of 66%.2

The Google and Ipsos survey (2025)3 is the only one to show less encouraging but still solid results: in Mexico, 44% have used AI in the last 12 months, followed by 39% in Chile and 35% in Brazil.

The data highlights an interesting paradox:

Although Latin American consumers are using AI, they do not trust it.

Latin American consumers see AI as a practical ally, but emotionally they still don’t trust it. According to consumer perception surveys:4

  • 44% of Latin Americans are concerned that AI could spread false information.
  • 38% of Latin Americans fear losing their jobs because of AI.
  • 35% of Latin Americans still don’t feel ready to use it.

Marketers should take note, because even though consumers interact with AI, they are uncomfortable with brands doing so as well. Worldwide, 6 out of 10 consumers believe that, with the advancement of AI, trust will be the most important attribute of any company.5

This is not just a simple fact, it is a warning to brands that automate without explaining “how” or “why”.

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Current Use of AI Among Consumers in Latin America

The use of AI in Latin America is focused on everyday tasks. According to the Google/Ipsos survey, with data from Brazil, Chile, and Mexico, consumers are using AI for:

  • Entertainment (🇧🇷 80% 🇨🇱 86% 🇲🇽 85%)
  • Education or school help (🇧🇷 72% 🇨🇱 74% 🇲🇽 73%)
  • Assistance with personal projects (🇧🇷 71 % 🇨🇱 75 % 🇲🇽 74 %)
  • Support at work (🇧🇷 78 % 🇨🇱 74 % 🇲🇽 73 %)

AI is even beginning to establish itself as an information source, although this is still at low levels. According to the LatAm Journalism Review, 6% of Latin Americans get their news from artificial intelligence tools; specifically, they use chatbots such as ChatGPT to access news.6

Globally, the most prominent uses of artificial intelligence when consuming content provide clues about user expectations in terms of marketing:7

  • Automatic summaries (27%)
  • News translation (24%)
  • Content recommendations (21%)
  • Chatbots to answer questions (18%)

The situation is the same in Latin America. However, human intervention is also essential for building credibility. Colombia is a case in point, as mentioned in a Reuters study:8 “[Colombians] feel more comfortable when AI is used as a tool under the primary supervision of journalists or producers—for example, to produce summaries or translations—than when it generates information on its own with little human intervention”.

Consumer Reactions to the Use of AI in Marketing

AI is still a work in progress and lacks established credibility in marketing.

A YouGov study in Mexico reveals which uses of AI by brands generate the most rejection among consumers:9

  • 53% are uncomfortable if a brand uses virtual ambassadors instead of real people
  • 48% disagree with advertising messages being written by AI
  • 46% reject AI choosing product images or distribution channels

Conclusion? Consumers accept that marketers use AI, as long as we don’t rob the brand of its humanity or replace all talent.

This does not mean that automated marketing is banned. But it does require new rules: transparency in use, human presence where it matters, and a clear narrative about why.

A New Mindset for Marketers in the Region

Don’t hide the use of AI, explain it. New generations don’t demand that everything be 100% human, but they do want to know when and how AI is used.

The human element is central. This is especially true in creative pieces: texts, voices, faces, design. The human touch continues to make a difference.

Use AI for functional purposes, not emotional ones. Consumers welcome recommendations, search assistants, and time-saving tools. But when it comes to selling a story or a value, they still prefer people.

Build trust through transparency. It’s not enough to avoid mistakes. Today, brands earn their reputation by explaining what they did and why—and this especially applies to the use of AI.

Latin America is adopting AI at a rapid pace. But it has not yet placed its trust in it. And for marketers, that is the critical line: winning over consumers’ emotions without losing their respect.

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Next Steps

Contact us to find out more about how your customers feel about AI usage and what they expect: we can design a study to provide these answers.

Another option is mystery shopping your AI systems to report back on performance.

Or we could go further to help you understand how you can build trust among your customers when it comes to your company’s tools and systems that use AI.

With more than 600 studies delivering consumer insights for Latin America, we’re well-versed in helping companies understand their customers better so they can grow, protect and measure their businesses.

Sources:

  1. Rodríguez, M., Perez de Rosso, A. (2025). ¿Cómo están pensando, sintiendo y actuando los consumidores latinoamericanos? Bain & Company ↩︎
  2. Agnese, S. (2024). Inteligencia artificial en Latinoamérica: oportunidades y desafíos. In ASIET Magazine (December 2024), pages 25-26 ↩︎
  3. Google/Ipsos Multi-Country AI Survey 2025 – Topline ↩︎
  4. Rodríguez, M., Perez de Rosso, A. (2025). ¿Cómo están pensando, sintiendo y actuando los consumidores latinoamericanos? Bain & Company ↩︎
  5. Salesforce. (2024). State of the AI Connected Customer ↩︎
  6. Pennacchio, K. (June 17, 2025). Content creators and online video surpass traditional media in Latin America, new report finds. LatAm Journalism Review ↩︎
  7. Reuters Institute, University of Oxford. (2025). Reuters Institute Digital News report 2025 ↩︎
  8. Reuters Institute, University of Oxford. (2025). Reuters Institute Digital News report 2025 ↩︎
  9. Tan, S. (June 4, 2024). AI-generated advertising: How do consumers around the world feel? YouGov ↩︎


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Valentina Duque Marketing Manager
Valentina has over a decade of experience in content strategy, SEO, and inbound marketing. She contributes to market research and project development across AMI's practices. She holds master's degrees in Creative Writing and Digital Marketing.
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