Enterprising Women 2025 Awardee it is not the whole story. AI can help entrepreneurs brainstorm ideas, draft content, translate copy, summarize customer feedback, and work more efficiently. Thryv reported that small business AI adoption rose from 39 percent in 2024 to 55 percent in 2025, and that content generation was one of the top uses among small businesses using AI.2 That growth is important, but AI is still only as effective as the strategy, context, and judgment behind it. If a business has not defined its brand voice, audience, offer, and values, AI will not create that foundation. The goal is not to produce more content for the sake of being everywhere. The goal is to communicate with clarity, consistency, and intention. The same principle applies to multilingual marketing. Reaching customers in Spanish, or in any other language, is not just a translation exercise. Nielsen reported that 56 percent of Hispanics wish they saw more representation while scrolling social feeds, rising to 63 percent among Spanish speakers; yet less than one percent of digital ad spend from U.S. online retailers went to Spanish-language websites in the first quarter of 2025.3 That gap should make business owners pause. If your audience is bilingual or Spanish-speaking, visibility means more than appearing online. It means being understandable, culturally aware, and respectful of how people communicate and make decisions. AI can assist, but founder judgment must lead. The future of marketing will continue to change. Platforms will rise and fall. Algorithms will shift. AI tools will become faster and more sophisticated. The businesses that thrive will treat digital visibility, social media, and strategic branding as connected priorities, moving from searchable to shareable to trusted. Because visibility may help people find you, but trust is what makes them choose you. SOURCES 1. Sprout Social, The State of Social Media 2026: https://sproutsocial.com/ insights/the-state-of-social-media/ 2. Thryv 2025 AI and Small Business Survey: https://www.businesswire.com/news/ home/20250717239434/en/AI-AdoptionAmong-Small-Businesses-Surges-41-in2025-According-to-New-Survey-from-Thryv 3. Nielsen, Hispanic Consumers Overindex on Streaming Consumption: https://www.nielsen. com/news-center/2025/hispanic-consumersoverindex-on-streaming-consumption-versusrest-of-u-s-new-nielsen-report-finds/ ESTHER IGNACIA AGUILLON is Founder and CEO of Ognimod Creative Solutions. enterprising Women 83
RkJQdWJsaXNoZXIy MzA5OTEy