In today’s fast-paced world, Latina moms are finding new ways to balance tradition and modernity. Imagine having a trusted companion who understands your cultural roots and offers practical, nonjudgmental support. Enter Microsoft Copilot, your modern-day “comadre” (a Spanish term of endearment often used to describe a close and trusted friend), pairing the traditional wisdom of abuelas with the efficiency of technology.
Microsoft’s Abuela-Approved AI campaign aims to inspire Latina moms to embrace the power of AI to support their motherhood journey.
Embracing tradition with a tech twist
For generations, Latina moms have leaned on the wisdom and guidance of their mothers and abuelas. These incredible women have been the backbone of their families, offering advice, support, and love. But in today’s tech-driven world, AI has emerged as a new member of the parenting village, blending traditional wisdom with modern efficiency.
Abuela-Approved AI celebrates the intersection of technology and modern-day motherhood. campaign brings together real Latina moms and abuelas to show how Copilot can help them navigate the complexities of parenting with confidence and strengthen family bonds. Never a replacement for traditional advice, Copilot could be the modern-day “comadre,” helping provide practical, creative, emotional, and cultural guidance that even abuelas approve of.
AI + modern-day motherhood: Copilot as your everyday ally
Central to the campaign are the results of a new Microsoft survey that underscore the growing role of AI in the lives of Latina moms. Of the Latina moms surveyed who currently use AI, 56% agree it is “the newest member of their parenting village they never knew they needed.”
Overall, Latina moms are embracing AI as a complement to traditional support systems in four key areas:
- Practical assistance: 60% of Latina moms use AI for everyday tasks like entertainment (57%), personal growth (56%), work-related activities (51%), and language translation (46%). Copilot helps moms organize their day-to-day duties, from shopping and school schedules to meal prep and homework assistance.
- Creative inspiration: Copilot serves as a “creative thought partner,” helping moms with ideas for family gatherings, self-care rituals, school projects, and even starting a side business. It’s like having a brainstorming buddy at your fingertips. More than 30% of Latina moms are using AI to help reduce stress and mental load.
- Emotional support: 38% of Latina moms use AI for parental guidance, appreciating its objective and nonjudgmental perspective. Whether it’s advice on delicate parenting situations or just a confidant to share thoughts with, Copilot is there 24/7. About two-thirds (67%) of Latina moms cite convenience (24/7 availability) as the top reason they would use AI more than advice from other people, and about half (48%) mention AI being a nonjudgmental source of support.
- Cultural connection: For Latina moms, cultural relevance is key. More than half of survey respondents use AI to preserve family recipes (58%), celebrate culturally relevant moments (52%), and maintain their native language (43%). Copilot beautifully blends tech with tradition.
Bringing moms and abuelas along the journey
Now through May, Microsoft has teamed up with Latina mom creators across the US to put Copilot to the test. This includes Jeannette Reyes, internet personality, lifestyle creator, mom and podcast host; Michelle Disla, food enthusiast and recipe creator; Jennifer Lee, comedy content creator; and Damaris de la Cruz, lifestyle creator and shopping expert. Through a social content series, these creators will show moms how AI can streamline their lives and expand their circle of support in ways their own moms approve of. Follow their journey and learn more about Copilot as a modern-day parenting comadre through their social media.
Join the conversation
Microsoft invites all moms to try Copilot and join the conversation online using #AbuelaApprovedAI to share how it has become your modern-day “comadre.”
Microsoft Copilot is available for free via mobile app for iOS and Android, on Microsoft Copilot + PCs, for Mac, and on the web.