Tony Gonzalez is Co-Founder and CEO of Mundial Media, a leading contextual marketing platform focused on multicultural audiences.

We just wrapped up Hispanic Heritage Month, a time to celebrate the vibrant culture, history and contributions of the Hispanic community. But beyond the celebrations, brands and leaders must focus on how artificial intelligence (AI) is shaping our future and the role Hispanics will play in it. Those seeking to engage authentically with this audience must go beyond recognizing culture—they must ensure that AI-driven solutions are inclusive of and beneficial to the Hispanic community year-round. Failure to do so could have significant consequences, particularly in a world increasingly influenced by AI technologies.

The AI Divide And Hispanic Inclusion

As a Mexican-American, I take great pride in my heritage. However, I also understand the importance of looking ahead, especially as AI continues to reshape industries and daily life. While Hispanic Heritage Month is a time to reflect on Hispanic culture, it also provides an opportunity to address growing concerns about how we are represented—or, more concerningly, misrepresented—in AI development and decision-making processes.

We’ve already seen companies facing consequences for using exclusionary AI-driven systems. A notable example is Rite Aid. In 2023, the Federal Trade Commission banned the company from using facial recognition technology for five years after it used AI software that unfairly targeted people of color, leading stores to falsely identify customers as criminals.

Such examples highlight how poorly designed AI systems can reinforce harmful biases and further marginalize underrepresented communities. They underscore the importance of having diverse voices involved in the development of AI technologies. AI algorithms are only as good as the data they are trained on, and if Hispanic voices are absent from that data, our stories and experiences will continue to be marginalized.

This is a wake-up call for brands and leaders. If Hispanics are not involved in AI decision making, you risk misrepresenting, misidentifying or outright excluding us from the benefits of new technologies. I believe that AI should be a force for good, amplifying Hispanic voices and ensuring that our stories and perspectives are represented in the technologies of tomorrow.

The Consequences Of AI Exclusion

The dangers of excluding the Hispanic community from AI decision making go far beyond advertising. AI is already transforming sectors like healthcare and finance. If Hispanics are not at the table helping design these systems, we risk being disadvantaged by biased algorithms that could perpetuate inequalities.

Consider the potential impact of biased AI in hiring practices or financial services. AI-driven recruitment tools, for example, could filter out qualified Hispanic candidates due to datasets that don’t account for cultural nuances. Similarly, AI used in loan approval processes could result in biased lending decisions that disproportionately deny credit to Hispanics. These could be very real outcomes of allowing AI systems to be developed without proper representation from the communities they affect.

Building An AI-Powered Future Together

The AI revolution is here, and brands cannot afford to leave the Hispanic community behind. Brands that want to build trust and loyalty with Hispanics must go beyond short-term Hispanic Heritage Month celebrations and invest in long-term strategies that prioritize AI inclusion.

Here are some strategies brands can use to stay engaged with the Hispanic community as AI evolves:

• Invest in AI education and training: AI is creating new opportunities across industries, but without the right training and education, many in the Hispanic community could be left behind. Brands and companies can help address the digital skills gap by investing in education and training programs that equip Hispanics with the skills needed to thrive in a future shaped by AI. For example, you could offer tailored programs that focus on practical skills in AI and technology, targeting both employees and the general public. This might include workshops, mentorship opportunities and online courses in Spanish to make learning accessible for diverse segments of the community.

• Develop inclusive AI systems: Brands need to ensure that AI platforms and algorithms reflect the diversity of the Hispanic experience and avoid perpetuating harmful stereotypes. Diverse data inclusion is a foundational part of this: It involves collecting and using datasets that represent a wide range of Hispanic backgrounds, cultures and experiences to avoid reinforcing stereotypes and ensure accurate outcomes​. Forming inclusive development teams is another critical step: Make sure your teams include Hispanic individuals in the design and development processes, allowing for a broader understanding of cultural nuances and community needs​. Community engagement is also key: Actively engage with Hispanic communities through consultations and partnerships to gain insights into their unique experiences and perspectives, informing more culturally sensitive AI solutions.

• Tell authentic, AI-driven stories: Amplify Hispanic voices and narratives by leveraging AI-driven content creation tools to help generate authentic stories that resonate with the community. Additionally, you can use social media analytics to identify and promote influential Hispanic voices, ensuring their perspectives are highlighted in marketing campaigns.

• Partner with AI innovators in the Hispanic community: Collaborate with Hispanic organizations, nonprofits and tech leaders who are working to bridge the AI divide.

• Ensure that the Hispanic community actively participates in creating and shaping AI: This is critical to avoid the consequences of biased systems that could exclude or misrepresent Hispanics. Prioritize inclusive hiring practices that actively seek out diverse talent, and implement mentorship programs that empower Hispanic professionals within the tech industry. Additionally, fostering partnerships with Hispanic-focused organizations and providing platforms for their voices in AI development can help integrate their perspectives into the technology​.

As the Hispanic population grows and younger generations blend their heritage with a tech-driven future, brands must adapt. It’s time to go beyond temporary campaigns and tentpole events and focus instead on year-round engagement and investment in AI technologies that truly represent and empower the Hispanic community.

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