Multicultural Explorer study

Princeton, N.J. – September 24, 2026 -- Refuel Agency has introduced Afro-Latino consumers as a standalone research segment for the first time, finding this group leads all measured multicultural audiences in AI tool adoption at 31%, using platforms such as Gemini.

Afro-Latino consumers combine top AI adoption with strong home-centered habits

Despite ranking highest in AI tool usage, 58% of Afro-Latino respondents live in households with children and show a strong preference for entertaining and cooking at home, according to the 2026 Multicultural Explorer study. Refuel's analysts said this combination of digital-forward behavior and traditional household patterns made the segment impossible to keep classified under a broader "other" category.