The artificial intelligence market (AI) covers a wide range of applications, such as voice recognition, image processing and autonomous vehicles. Includes software, hardware and services that allow organizations to develop and implement IA applications.
He experienced rapid growth in recent years thanks to technological advances and the increase in investment. It is projected that the size of the market of AI reach US $ 244,220 million in 2025, but what the most calls lAttention is its growth rate: 27% annual until 2030, which will result in a market volume of US $ 1 billion in 2031.
The market. Consumers are increasingly looking for products and services based on AI, such as virtual assistants and chatbots, to speed up their daily tasks and improve their general experience. This trend is due to a transition towards comfort and efficiency, as well as a growing dependence on technology in our daily lives and also for the desire to obtain information and decision -based decision, capitalizing on the enormous amount of data available in the digital age.
The concrete thing is that AI is already part of our daily lives, from what we see and listen to what we share. The images generated by AI, which are viralized as Ghibli style portraits or humanized dogs, seem harmless, but have a hidden cost: according to the University of Copenhagen (2023), a single image can consume up to 20 times more energy than a google search. While its use grows, the paradox is evident: the AI awakens enthusiasm, game and efficiency in certain tasks, but also generates concern and in Latin America, this tension is reflected in a particular way.
According to last data Trendlab of the consultant Youniversal72% of consumers in the region recognize that AI will impact their lives in the coming years and 53% feel worried or confused against this impact. A little joke and a little seriously, in the groups and interviews people express to ask AI things with a “please and thanks”, In part because it is a custom of interface with others and partly to “be in good terms” with the AI, in case the future “dominates us.” As always, behind a joke, there may be a truth or fear.
When talking with consumers regarding what the impacts they imagine, the first fear is more “selfish” and has to do with the fear of being replaced or having worse working conditions (72%). In a lot of lesser extent, 36% issue for information manipulation (false news) and the loss of human control over key decisions. PFinal and to a lesser extent, a growing ethical concern about algorithmic bias and the use of personal data without consent appear, with 22%. In the latter point, fears have to do with the loss of autonomy in the sense that “deepfakes” until social prejudices replicate, and then fear is not only what I do, but to whom the program … and for what purposes.
The networks. It is also recognized that not everyone has the same level of connectivity, devices, digital literacy or technical knowledge, so the AI runs the risk of reinforcing the gap between those who can take advantage of it and those who remain outside, a critical situation for Latin America and its structural gaps.
As compensation for these fears and structural factors, what most rescue the consumers in the region in relation to the AI is their diagnostic power in medicine and their power to be an intelligent co -pilot working together with humans to provide efficiency, be able to remove patterns and speed to processes, But adding to warmth, empathy and human treatment, factors in which, for the moment, they consider that people surpass the machines.
Although training arises to learn to “prompt”, the general perception is that AI is already part of the present and will be even more. ANDn Latin America, its adoption grows mainly in recreational and creative environments, and also as an assistant in daily life: from planning a trip to cooking with what is in the refrigerator. When consuming, many use it to compare expensive products such as cars or cell phones, or interact with brands of brands, although less than 50% feel that they solve their consultations well. It is also being used to make automatic translations
The AI gains popularity among young people aged 15 to 30, digital natives who experience with filters, content generators and visual tools. It is common on platforms such as Tiktok, Instagram or Reddit, where it is integrated into hyper custom challenges and narratives. It is also adopted by creators, influencers and designers to produce content or expedite creative processes. In contrast, its use is lower among women, older people and sectors with low connectivity, marking a generational and gender digital gap.
Latin America not only consumes AI, it also creates it, adapts and reinvent the own identity. With technical and creative talent, the region has the potential to export inclusive and culturally relevant solutions. But to achieve this, it should not be thought only as something that reaches the region, but as an opportunity to export solutions with Latin American look: ethical, creative and sensitive to our cultural peculiarities.
Understanding the fears and contradictions that a new technology awakens is the condition so that it can advance in an inclusive, sustainable and humanly relevant way. In a region that combines talent, inequality and resilience, building a fair relationship with artificial intelligence will be one of the greatest challenges and opportunities.
For brands, AI represents a double challenge: communicate its use ethically and accessible and take advantage of its potential to create personalized and inclusive experiences, closing digital gaps in the region.
*Ximena Díaz Alarcón is the director of Youniversal, research consultant and trends.
By Ximena Díaz Alarcón
