---
title: "\"The main obstacle is understanding\": an AI-powered tool aims to simplify everyday work for SMEs — Marsanne Studio AI watch"
description: "Gurú launches Luna, a free AI assistant to help Argentine SMEs manage messages, content and marketing."
url: "https://marsanne.studio/en/ai-watch/the-main-obstacle-is-understanding-an-ai-powered-tool-aims-to-simplify-bf8d3a/"
lang: "en"
---

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Press release · 11 September 2026

# "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](https://www.lanacion.com.ar/autor/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 →](https://www.lanacion.com.ar/economia/IA/la-principal-barrera-es-el-entendimiento-una-herramienta-con-ia-busca-simplificar-el-dia-a-dia-de-nid11092026/)

## 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.