Press release ·
"The main obstacle is understanding": an AI-powered tool aims to simplify everyday work for SMEs
Original title, in Spanish: ““La principal barrera es el entendimiento”: una herramienta con IA busca simplificar el día a día de las pymes”
- Publication
- La Nación (Argentina)
- Author
- Victoria Menghini
- Published on
- 11 September 2026 · read in the page structured data · updated on 11 September 2026
Summary
Argentine company Gurú has launched Luna, a free AI-powered virtual assistant for SMEs that can answer WhatsApp messages 24/7, create social media content, manage a calendar and send email marketing campaigns. According to Santiago Nieto Orbe, Gurú's commercial director for Latin America, the main obstacle to AI adoption by SMEs is a lack of understanding of the technology. The article cites a Gurú figure according to which only 8.7% of organisations in Latin America have reached an advanced level of generative AI implementation. Luna was developed thanks to a Google grant that involved 12 engineers, and already has 550 business users. The article also mentions a 181% increase in access to major e-commerce sites via ChatGPT in Argentina, according to Comscore.
Summary based on the full text of the article.
Read the article on La Nación →Figures cited
-
181 %
growth in access to major retailers via ChatGPT from desktop computers in Argentina
Argentina, year on year, desktop access
« en la Argentina el acceso a los principales retailers globales a través de ChatGPT desde dispositivos de escritorio creció un 181% interanual »
Source: Comscore
-
8.7 %
share of Latin American organisations that have reached an advanced level of generative AI implementation
Latin America
« solo el 8,7% de las organizaciones en Latinoamérica alcanzó un nivel avanzado de implementación de IA generativa, según datos de Gurú »
Source: Gurú
-
550 companies
number of companies using the Luna assistant
Luna customers, as at the date of the article
« Hoy, ya hay 550 empresas que utilizan Luna. »
-
60 %
share of searches carried out via AI tools rather than traditional search engines
not specified
« El 60% de las búsquedas ya son en IA »
Classification
- Country
- Argentina
- Company size
- SMEs
- Industries
- All industries, or industry not specified · Retail and distribution, e-commerce
- Companies
- Comscore (study author), Gurú (supplier), Google (supplier)
- Keywords
- smes, virtual assistant, whatsapp, digital marketing, latin america, generative ai
Entry written by Marsanne Studio from the cited article, with the help of an AI model (claude-sonnet-5). The rights to the article and its illustrations belong to La Nación and its author. Entry translated from French by Claude Sonnet 5.5.