Findings are from a DDIA poll of 3,000 Latinos conducted in September 2024, the full findings of which were released in February 2025

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TAKEAWAYS: Latinos & Artificial Intelligence

The Digital Democracy Institute of the Americas (DDIA) partnered with YouGov to conduct a nationally representative poll of 3,000 U.S. Latino adults, from September 6 to September 30, 2024, in English and Spanish. 

The poll explored the five key topics below. This document outlines takeaways from the highlighted areas:

  1. Familiarity and belief in a series of misinformation narratives and claims, including over time.

  2. Changes in levels of trust in elections, and efficacy and vote intention since the primaries.

  3. Agreement with new election-specific claims about Kamala Harris and Donald Trump.

  4. Sentiments around immigration-related topics.

  5. Updated views on generative-AI technologies and regulation.


U.S. Latinos and AI

  • U.S. Latino Attitudes Toward AI Broadly 

    • As was the case in the first March/April poll of Latinos DDIA conducted, Latino attitudes toward AI remained mostly ambivalent in September, with 31% viewing it as a positive development, 27% seeing it negatively, and the rest remaining neutral.

  • Adoption of AI Tools 

    • Among Latinos in the U.S. regular gen-AI use remains modest but is increasing. In September, 20% of Latinos we polled reported using ChatGPT on a regular basis. This percentage was 15% in March/April 2024. Use of other tools, including Dall-E, Stable Diffusion, and others is far lower.

  • Trust in the Accuracy of AI 

    • Among Latinos, trust in the accuracy of gen-AI outputs among users has also grown, from 60% in March/April to 66% in September.

  • Concerns About AI

    • While many Latinos are hopeful about AI's potential—for example, 56% believe it can enable medical discoveries and 44% see it as a tool to enhance productivity—concerns about its economic impacts are far more prevalent. 

      • 66% of the 3,000 Latinos polled in September 2024 agreed that AI will “take jobs away from ordinary people.” 

      • Policy preferences reflect this caution - 69% in September agreed on the urgent need for AI regulation, compared to 68% in March/April.

Below DDIA breaks down the findings of this September 2024 wave of polling, and includes the results from March/April for comparison.

AI Usage

Question: Do you use any of the following tools on a daily basis? Select all that apply.

  • ChatGPT:

    • 15% use in Wave 1

    • 20% use in Wave 2

  • "Never used any of these tools":

    • 50% in Wave 1

    • 42% in Wave 2

Overall Sentiment

Question: Do you believe that artificial intelligence technology is a [positive, negative,] or neutral development in society?

  • Positive sentiment:

    • 27% in Wave 1

    • 31% in Wave 2

  • Negative sentiment:

    • 27% in both waves

  • Neutral sentiment (“Neither positive nor negative”):

    • 47% in Wave 1 

    • 42% in Wave 2

Economic Impacts

Question: I’m worried that artificial intelligence will take jobs away from ordinary people.

  • Agree/Somewhat Agree:

    • Wave 1 total: 66% (21% strongly agree, 23% agree, 22% somewhat agree)

    • Wave 2 total: 66% (21% strongly agree, 23% agree, 22% somewhat agree)

  • Neutral (“Neither agree nor disagree”):

    • Wave 1: 21%

    • Wave 2: 19%

  • Disagree/Strongly Disagree (remainder):

    • Wave 1: 14%

    • Wave 2: 15%

Trust in AI

Question: (Asked among users only) How much do you trust artificial intelligence applications (e.g., ChatGPT, Bard/Gemini) to provide accurate output?

  • Trust/Somewhat Trust:

    • Wave 1 total: 60% (18% trust, 42% somewhat trust)

    • Wave 2 total: 66% (17% trust, 49% somewhat trust)

  • Neutral (“Neither trust nor distrust”):

    • Wave 1: 29%

    • Wave 2: 23%

  • Distrust/Strongly Distrust (remainder):

    • Wave 1: 11%

    • Wave 2: 11%

Stricter AI Regulations

Question: There is a pressing need for stricter regulations and oversight of artificial intelligence technologies.

  • Agree/Somewhat Agree:

    • Wave 1 total: 68% (27% strongly agree, 23% agree, 18% somewhat agree)

    • Wave 2 total: 69% (26% strongly agree, 24% agree, 19% somewhat agree)

  • Neutral (“Neither agree nor disagree”):

    • Wave 1: 24%

    • Wave 2: 24%

  • Disagree/Strongly Disagree (remainder):

    • Wave 1: 10%

    • Wave 2: 7%

AI’s Perceived Impact on Productivity

Question: Artificial intelligence will make us more productive and efficient.

  • Agreement (Strongly agree + Agree + Somewhat agree):

    • Wave 1: 43%

    • Wave 2: 44%

  • Neutral (“Neither agree nor disagree”) responses:

    • Stable at 29%

  • Disagreement (remainder):

    • Wave 1: 28%

    • Wave 2: 27%

AI and Medical Discoveries

Question: Artificial intelligence will increase our ability to develop new medicines and technologies.

  • Agreement (Strongly agree + Agree + Somewhat agree):

    • Wave 1: 53%

    • Wave 2: 56%

  • Neutral (“Neither agree nor disagree”) responses:

    • Wave 1: 32%

    • Wave 2: 29%

  • Disagreement:

    • Stayed stable at 15%

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