Claritas Reports Higher AI Adoption Among U.S. Hispanic Households

CINCINNATI, Oct. 20, 2026 /CourierPR/ -- Claritas, a leading marketing optimization platform, has released its 2026 U.S. Hispanic Market Report, revealing that Hispanic households are adopting artificial intelligence (AI) at a higher rate than non-Hispanic households. The findings highlight the rapid evolution of the Hispanic consumer market, which is growing in both scale and diversity.

According to the report, Hispanic households are using AI for education and research at a rate of 32.5%, compared to 10.5% among non-Hispanic households. Personal assistant use also shows a significant gap, with 30.2% of Hispanic households reporting usage compared to 9.3% of non-Hispanic households. Additionally, Hispanic households are more likely to use AI for travel planning, productivity, meal planning, photo editing, and art and music.

The report projects that the U.S. Hispanic population will exceed 71 million in 2027, representing 21% of the U.S. population and more than 90% of total U.S. population growth over the next five years. By 2032, the Hispanic population is projected to surpass 78 million, underscoring the growing influence of this demographic.

Other key findings from the report include: - Hispanic households have an estimated $2.7 million in remaining lifetime consumer spending. - The share of Hispanic households earning $100,000 or more annually has risen nearly 5%. - Significant Hispanic population growth is occurring in new markets such as Boston, Seattle, Jacksonville, and Charlotte. Boston's Hispanic population has grown 75% since 2010. - The Hispanic population is becoming more diverse, with Venezuelans now outnumbering Ecuadorians among U.S. Hispanics. - Claritas' updated Hispanic Language Preference model identifies five segments based on language preference, offering a more nuanced view of Spanish- and English-language audiences. - Claritas' CultureCode® Hispanicity segmentation examines differences across acculturation, country of origin, life stage, socioeconomic characteristics, and shopping and lifestyle behaviors.

The findings illustrate a U.S. Hispanic population that is expanding in both scale and diversity, while demonstrating distinct behaviors across technology adoption, language, culture, geography, and economics. The 2026 U.S. Hispanic Market Report provides marketers with a detailed look at the demographic, economic, cultural, and behavioral trends shaping the Hispanic population, including population growth, country of origin, acculturation, language preference, household income, lifetime spending, and AI adoption.