Think AI translation is your golden ticket to the Latino market? Think again.

Many brands are jumping on the AI bandwagon, using tools like Chat GPT to craft content for the fast-growing Spanish-speaking Latinos and bilingual audiences.

But here’s a hard pill to swallow: AI translation doesn’t always mean a home run in authentic engagement. 😓

Why? Because connecting with the Latino market is NOT just about language. It’s about understanding nuances, culture, and emotions. It’s about crafting messages that resonate, not just translate.

The potential of artificial intelligence has captured the imagination of companies seeking to expand their reach to Spanish-speaking and Latino consumers. With its ability to quickly translate content into multiple languages, AI seems like a golden ticket to tap into this lucrative market.

But relying solely on AI translation would be a mistake.

My belief is that while AI has incredible capabilities, its true potential comes from integrating human expertise. We cannot forget that language is nuanced, shaped by culture, geography, and context. Subtle voice and emotional resonance get lost in translation.

There are many strategies you can put into action that can help you create a successful plan to reach and engage bilingual and Spanish-speaking Latinos. For example, using the right prompts and learning how to maximize the potential of the array of AI tools available in the market, it’s the right approach.

Consider these statistics:

• The Latino population in the US has spending power of over $1.7 trillion annually (Source: Statista)
• 30% of US Latinos are not fluent in English (Source: Pew Research)
• Spanish language marketing that resonates culturally increases engagement by over 30% (Source: ThinkNow Research)

It’s clear that while AI translation provides quick access to Spanish content, that alone is not enough to genuinely engage this audience.

Take this example: A direct AI translation of “Sign up for our newsletter” resulted in “Regístrese para nuestro boletín informativo.” But native speakers noted this phrasing seemed overly formal and corporate.

With human guidance, it was adjusted to “Suscríbase a nuestro boletín” for a more conversational and friendly tone.

That’s why is important to guide and empower leaders and visionaries on the full scope of AI, not as a replacement for humans, but as a tool to augment them. How to best leverage AI while crafting messaging that deeply resonates with the Latino community is a long-term strategy that requires experts behind a computer screen.

With strategic human oversight, AI becomes an invaluable partner in:

• Catching errors in translation that could cause embarrassment or offense.
• Providing multiple phrasing options to find the one that fits best within a cultural context.
• Maintaining branding voice and personality throughout translations.
• Identifying regional differences in dialect and word use across Latino communities.

AI alone cannot achieve the nuance needed for effective outreach. But combined with human creativity and expertise, it has immense power to transcend language barriers and establish meaningful connections.