A recent AI survey commissioned by Intuit QuickBooks in August 2023 found that 86% of its 1,000 Hispanic and Latino respondents are using artificial intelligence at work — with 38% reporting they use it every day.
Read on to find out how Hispanic and Latino small businesses are using AI and where they see its greatest potential.
The insights above are from an online AI Survey commissioned by Intuit QuickBooks in August 2023. In total, this survey had 2,000 respondents over the age of 18, all of whom are either small business owners or decision makers (defined as having 0-100 employees). To ensure the survey provided a sufficient number of responses for the report above, half of the total number of respondents are either Hispanic (674 — 35% of the total) or Latino (326 — 16% of the total).
Among the Hispanic and Latino survey respondents, 47% are women and 53% are men (the same gender split as the other cohort). Roughly 1 in 6 are business owners (17%) while the remainder (83%) are decision-makers within small businesses, including CFOs and CTOs. The majority (87%) either work for or own businesses with employees, while the remainder (13%) work for or own businesses which do not have employees.
By generation, the largest cohort (48%) of Hispanic and Latino respondents were Millennials (age 27-42). Overall, in comparison to other cohort of respondents, Hispanic and Latino respondents were younger, on average, than their counterparts; with 69% being under the age of 42 compared to 63% of the other cohort.
As described in the full survey methodology available here, before answering the survey, the respondents were given a short list of examples of common AI applications (such as ChatGPT, Grammarly, translation services, video editing software, and data analytics tools). This likely explains why the reported usage rates are higher (above 80%) than in other recent surveys commissioned by Intuit QuickBooks, which only briefly touch on this topic and do not provide the additional context.
Percentages have been rounded to the nearest decimal place so values shown in charts and graphics may not add up to 100%. Responses were collected using Pollfish audience pools and partner networks with double opt-ins, random device engagement sampling, and post-stratification based on census data to ensure accurate targeting and results. Respondents received remuneration.
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