• by Laurie Sullivan  @lauriesullivan, April 10, 2025

Microsoft Copilot will soon offer more culturally authentic ways to embrace support across the Latina community with the addition of two new native Spanish-speaking voices, Elm and Alder, in Copilot Voice.

Once available, anyone can select Elm or Alder in their voice settings. Whether they are speaking Spanish, English, or both, can experience a more familiar and natural dialogue as if they are conversing with a native Spanish-speaking friend. 

Within a voice conversation, users can try Copilot Vision, which allows Copilot to see what they are seeing or browsing and talk with Copilot and get help or advice exactly where they need it. Copilot Vision is available in the Edge browser, Copilot for iOS and Android apps in the United States. 

A Microsoft study found 56% of Latina moms using AI agree that the technology has become a "member of their parental support village that they never thought they needed."

Advertisers need to understand the importance of this cultural shift. For generations, Latina moms have relied on wisdom and guidance from their mothers and grandmothers (abuelas), but findings from a Microsoft study released this week found artificial intelligence (AI) has joined the “village” as a new member by pairing traditional wisdom with technology.

Family members typically look toward the mothers for support, with 70% turning to them for parenting guidance, according to the survey. Less than 10% currently rely on AI for support.

The survey also highlights the growing role of AI in the lives of Latina moms, particularly for practical needs and creative inspiration. About 60% surveyed report using AI-powered technology for everyday tasks.

Entertainment at 57%, personal growth at 56%, work-related tasks at 51% and language translation at 46% are the most common use for AI by Latinas.

Among respondents using AI-powered technology, 38 use it for parental guidance — suggesting that AI appears to be an emerging source of emotional support. Some 67% of Latina moms cite the convenience of availability each and every hour of the day as the top reason they would use AI more than advice from other people.

Forty-eight cite AI as being a nonjudgmental source of support, and 34% of Latina moms cite stress management and the ability to ask sensitive questions without being judged as top benefits of using AI for parenting support.

As personalization in AI creates individual experiences, it can be a new tool for Latina moms who are navigating the delicate balance between tradition and modernity when raising bicultural children and passing on important cultural values and traditions. 

More than half of survey respondents cited family recipes (58%), culturally relevant moments (52%) and preservation of native language (43%) as areas where AI can serve as a bridge between honoring the past while embracing the future.

Microsoft helps moms balance traditional values with modern resources, showcasing how technology can complement their parenting journey.

Leading up to Mother's Day, Microsoft partnered with social media creators and their abuelas to showcase how AI has attracted them. Through a concept called Abuela-Approved AI, moms were introduced to ways AI can streamline their lives and expand support circles.