Today, Artificial Intelligence (AI) is becoming a key element in the global work ecosystem. It automates tasks that previously took hours, anticipates trends with just a click, and enables teams to work more agilely. But—and this is a big but—in a region as diverse as Latin America, there’s something no machine can fully replicate: the cultural context. This is where the magic of a communications agency that understands the importance of the human component in automation comes in.
The future of communication isn’t about replacing people with algorithms, but about intelligently combining them. So, what happens when AI meets the complexities of LATAM? We’ll tell you about it below.
One region, multiple realities
Unlike other regions of the world, Latin America cannot be summed up in a single language or a unified set of cultural values. Although we share Spanish and Portuguese as predominant languages, local variations completely change the game. Content that sounds natural and effective in Mexico City may seem stiff in Buenos Aires, or even confusing in Lima.
This is where a communications agency in Latin America must be especially careful. An AI model trained in “neutral Spanish” can make gross errors that undermine a brand’s credibility. Idioms, cultural references, and social sensitivities are not universal. They require local oversight, judgment, and, above all, people who live in that context.
Therefore, relying on technology without a human component of validation is not only risky, it’s counterproductive. The result: generic messages that don’t connect with anyone.
Humanized automation
At MarketCross, we’ve adopted what we call a “humanized automation” approach. We use AI for tasks that are repetitive, voluminous, or time-sensitive: media clipping, initial press release writing, coverage reports, or data aggregation. But we never let the machine have the final say.
There’s always a human professional reviewing, editing, adapting, and calibrating. Because it’s not just about doing more things faster. It’s about doing them better. AI provides the first brushstroke, but the team provides the nuance, strategy, and sensitivity.
This blended model also frees up valuable time for our specialists to focus on what really moves the needle: strengthening relationships, creating meaningful narratives, and planning for the long term.
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It also allows us to respond more quickly without sacrificing depth. For example, an automated alert about negative coverage can be triggered in seconds, but it’s a professional who assesses whether it warrants a public response, a message adjustment, or direct contact with key journalists. Technology acts as a radar, but human judgment defines the course.
And no less important: this balance between human and machine reinforces client trust. Knowing that behind each delivery lies editorial judgment, business knowledge, and cultural sensitivity provides a value that no pure automation can replicate. This is where the difference between proper service and a true strategic alliance is made.
Emotional intelligence remains key
In the world of public relations, it’s not all about data and algorithms. Successful campaigns in Latin America often depend on subtle factors: knowing when to release a press release, how to deal with a specific journalist, or what tone to use in the midst of a social crisis.
All of this requires something that AI can’t yet replicate: empathy, intuition, and human experience. In this region, where relationships matter as much as content, a communications agency that relies exclusively on technology is missing out on a fundamental part of the job.
Emotional intelligence isn’t a programmable function. It’s a skill that develops over time, with real contact, with active listening. And when combined with AI tools, it becomes an unbeatable competitive advantage.
The risk of over-automation
In an attempt to “optimize” resources, many brands are falling into the trap of over-automation. They use automated generators to create press releases, send mass emails without personalization, and launch content without prior local review. The result is predictable: generic, disconnected, and worst of all… irrelevant materials.
Journalists and regional stakeholders are especially sensitive to these types of errors. They immediately detect whether a message was mass-produced or whether someone actually took the time to understand the context. Instead of building trust, these types of actions generate rejection.
Therefore, automating without a strategy, oversight, and local judgment can do more harm than good. The challenge is not to do more, but to do better.
Automation with intention: the MarketCross model
Our approach is based on a simple belief: technology should serve people, not the other way around. That’s why at MarketCross, we design processes where AI is used as an ally, not a replacement.
For example:
Writing initial drafts: We let AI propose structures, but we always manually adapt final messages.
Sentiment analysis: Tools give us a general overview, but human judgment determines whether a piece of content is truly favorable or neutral.
Machine translations: These are used as a basis, but are then reviewed by local experts to respect the tone and intent of the message.
This model not only improves final quality but also strengthens brands’ credibility. Because in LATAM, authenticity is non-negotiable.
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FAQs: Everything you wanted to know about AI and PR in Latin America
¿Can AI completely replace a communications agency in Latin America?
No. It can automate specific tasks, but it cannot fully understand or adapt to the cultural context of the region. Human oversight remains essential.
What benefits does automation bring to cross-marketing?
Agility, efficiency, real-time monitoring, and greater responsiveness to unexpected events. But only if used judiciously and with human support.
How should a communications agency combine AI and human talent?
Designing processes where AI does the mechanical work and professionals handle adaptation, strategy, and local validation. This combination is what generates real impact.
Does automation put jobs at risk in a communications agency?
Not necessarily. In fact, it can free professionals from routine tasks so they can focus on strategic issues. The human role doesn’t disappear; it’s redefined.
Why is it important to have a local presence despite having global technology?
Because audiences respond to messages that understand their reality. And that can only be achieved with teams that know the terrain, the language, and the cultural codes.
AI with a Latin soul
AI is not the enemy. Nor is it a magic wand. It’s an incredibly powerful tool that can transform the way we work in a communications agency. But in a region like Latin America, with so many nuances and cultural richness, automation isn’t enough: we must contextualize.
A communications agency in Latin America that combines technology with human sensitivity is better prepared to connect, excite, and influence. It’s important to be clear about this: people and technology go hand in hand, and the synergy between them is essential to forging the foundations of the future. And the future isn’t yet here: the future is today, and now.
About MarketCross
We are a global public relations agency that since 1996 has been helping to create connections between great brands and their audiences in an innovative and personal way, enhancing their reputation and narrative to drive business outcomes.
Our track record of co-constructing with more than 300 clients from diverse cultural backgrounds and industries has given us a unique perspective for delivering customized and effective strategic communications solutions to anywhere in the world.
Our team of experts, located in major cities around the world, combines a global outlook with in-depth local market experience and a sense of curiosity that transcends borders and ensures that they stay abreast of the changes and trends occurring in different markets and societies.
MarketCross has received several different international awards including the Latin America Excellence Awards (2016 and 2018), Eikon Chile (2022), Eikon Argentina (2023), Eikon Internacional (2023 and 2024).
