Artificial intelligence is transforming how companies create, market and communicate with customers, yet experts say technology alone will not determine which businesses succeed. Research found that 88 percent of organizations report using AI in at least one business function, although many remain in early stages of scaling the technology. At the same time, demographic shifts are creating new opportunities for companies capable of understanding increasingly diverse consumer groups. The Latino Donor Collaborative’s U.S. Latino GDP Report, authored with researchers from Arizona State University’s W. P. Carey School of Business, found that the U.S. Latino economy reached $3.6 trillion in 2022, underscoring the importance of cultural insight in business strategy.
Jorge Perez built his marketing career at the intersection of these two transformations, first by helping businesses connect with Hispanic audiences and later by exploring how AI can expand entrepreneurial opportunity.
After arriving in the United States from Venezuela with limited English and no established professional network, Perez built his career by identifying opportunities where he believed businesses were overlooking potential.
“When you start with nothing, you learn fast. You adapt fast. You don’t have another option,” Perez says. “Opportunity is always there. The difference is most people are not looking in the right places.”
That mindset would later influence the creation of the brand JP Director, and his marketing agency On Point Productions Agency, which Perez says has generated more than $220 million in client revenue. His work has focused heavily on helping businesses better understand Hispanic and Spanish-speaking consumers in the United States, a market he believes many companies have historically underestimated.
Starting from scratch forced him to build resilience in real time. Every obstacle became a moment of recalibration. He learned to read situations quickly, identify where others hesitated and move with conviction.
“Leaving Venezuela and coming to the United States allowed me to recognize that, as an immigrant, I have a lot of value to add,” Perez explains. “Creating JP Director and On Point Productions Agency is only the beginning.” That belief became the foundation of his approach to business and growth.
Perez believes many businesses have historically approached the Hispanic and Spanish-speaking audience primarily through translation rather than deeper cultural understanding.
“Language is only the surface,” Perez says. “If you don’t understand the culture, you don’t understand the customer.”
For Perez, cultural knowledge became a key element of effective marketing. As a Spanish speaker who built his career between two cultural environments, he believes his experience gave him insight into how businesses can communicate more effectively with Hispanic audiences.
“I see both worlds,” he says. “I understand how Hispanics think, how they buy, how they connect. That changes everything in marketing.”
The opportunity, Perez argues, extends beyond language. He believes businesses that take the time to understand cultural preferences, values and behaviors are better positioned to build trust with consumers.
“There is a huge opportunity right now,” Perez says. “If you are already successful in English, imagine what happens when you open the door to a market that is growing every day.”
The U.S. Hispanic consumer market has become an increasingly important focus for businesses as demographic growth, rising purchasing power and evolving consumer behaviors reshape how brands approach marketing. For Perez, the lesson is that companies need to look beyond traditional assumptions about who their customers are and where future growth may come from.
“An American speaking to Americans is powerful. A Hispanic speaking to Hispanics is powerful,” he says. “But when you understand both, you create something much bigger.”
As marketing continues to evolve, Perez has also turned his attention toward another major transformation affecting businesses: artificial intelligence.
AI tools are rapidly changing how companies approach content creation, advertising and customer engagement. Perez believes entrepreneurs who learn to integrate these technologies effectively will have new opportunities to compete, regardless of company size.
“The important thing is that you don’t have to be scared about AI,” Perez says. “If you apply the right methodology, you can be a winner.”
He views AI as a way to expand human capability rather than replace entrepreneurial decision-making. In his view, the technology can help individuals spend less time on repetitive tasks and more time focused on strategy, creativity and relationships.
“AI is giving people time,” Perez says. “Time to think, time to create, time to grow.”
A key area of focus for him is the use of AI avatars and automated content systems. These tools, he argues, allow individuals to maintain a consistent and scalable presence across platforms. “Before, you needed a team,” he says. “Now, one person with the right tools can compete at a very high level.” This democratization of marketing capability aligns with his broader philosophy that growth should be accessible to those willing to act. Perez believes AI-driven solutions give entrepreneurs the ability to amplify their voice, create content more efficiently and build stronger connections with audiences without traditional barriers to scale.
Perez argues that these tools are especially valuable for small businesses and individual entrepreneurs who previously lacked the resources available to larger companies. He believes early adoption can provide an advantage as businesses continue adapting to an increasingly digital marketplace.
“This is for everyone,” Perez says. “Small businesses, entrepreneurs, creators. If you start early, you have an advantage that compounds over time.”
His experiences working at the intersection of culture, marketing and technology have also inspired an upcoming book titled The Future of Advertisement with AI. Perez describes the project as an effort to provide entrepreneurs with practical strategies for navigating a rapidly changing business environment.
“I want to give people a system,” he says. “Something they can follow and win with.”
Although Perez’s career has included extensive work helping companies connect with Hispanic audiences, he says the lessons in the book are intended for entrepreneurs across industries and regions. He plans to explore how businesses can combine emerging technology with a deeper understanding of their audiences.
“This is not only about one market,” Perez says. “It’s about understanding opportunity wherever it exists.”
For Perez, technology alone will not determine which businesses succeed. He believes adaptability and cultural awareness will remain essential as companies compete in a global economy.
“Many people don’t realize how different markets think,” he says. “If you take the time to understand that, you are already ahead.”
Looking ahead, Perez hopes to encourage entrepreneurs to approach change with curiosity rather than hesitation. His own journey, from Venezuela to building a career in the U.S. marketing industry, has shaped his belief that opportunity often emerges when people are willing to explore unfamiliar territory.
“Where you come from is not your limit,” Perez says. “It’s just your starting point.”
As businesses navigate a future shaped by artificial intelligence and changing consumer expectations, Perez believes the entrepreneurs who succeed will be those who recognize emerging opportunities and adapt before the market demands it.
“The world is changing very fast,” he says. “If you don’t change with it, you stay behind.”
