Refuel Agency Study: Afro-Latino Consumers Lead in AI Adoption, Show Brand Loyalty

Princeton, NJ – Refuel Agency has released its 2026 Multicultural Explorer study, establishing Afro-Latino consumers as a standalone segment for the first time. Previously categorized broadly, Afro-Latino respondents emerged as the most AI-forward group, with a 31% adoption rate of tools like Gemini.

This demographic also shows strong family orientation and a preference for home-based leisure activities like cooking and entertaining. Despite their leading edge in AI adoption, Afro-Latino consumers demonstrate significant brand loyalty, challenging assumptions that heavy digital research automatically translates to frequent brand switching.

The research highlights that both Afro-Latino and Hispanic respondents exhibit lower rates of single-person homeownership and a higher propensity to rent. This finding has implications for sectors including financial services, retail, and local market planning.

Refuel Agency conducted the study with 2,600 Afro-Latino respondents, matching the scale of its Hispanic and Black segments. The larger sample sizes reflect a growing demand for rigorous, proprietary data from a diverse client base.

The study's insights will directly enhance Refuel Agency's AI models, improving the company's capabilities in targeting, planning, and measuring performance for multicultural campaigns.