Bridging the AI Gap: Empowering Entrepreneurs in the Global South
In El Salvador, Ana Emilia Figueroa Hernández never imagined that technology—let alone artificial intelligence (AI)—would become a key tool in her handmade jewelry business. But today, thanks to TechnoServe, she’s harnessing AI to expand her brand, streamline operations, and create engaging social media content.
At 31, Ana Emilia Figueroa Hernández has dedicated the last three years to building Michu, her artisanal jewelry brand. She grew up in a family of entrepreneurs, learning resilience from her grandfather, a textile merchant. Though Emilia pursued marketing in college, financial constraints forced her to drop out before graduating. She later worked at a financial institution, but the rigid structure left her wanting more.
“I didn’t want to be an employee anymore—I wanted something of my own,” Emilia shared. The pandemic gave her an opportunity: she and her sister launched a face mask business, selling handmade masks that could be matched with outfits. “It was a boom at the time,” she recalled. But when mask mandates were lifted, demand vanished.
Her sister transitioned to making sportswear, while Emilia discovered jewelry-making, immersing herself in learning new techniques and materials. Yet, growing her brand wasn’t easy.
The Missing Piece: Digital Skills for a Changing World
Selling jewelry was different from selling masks. “It wasn’t something people bought every day,” Emilia explained. She struggled to market her business online and was repeatedly turned away from local entrepreneur fairs, where competition for space was fierce. Building her brand required more than craftsmanship—it required visibility, digital skills, and strategic marketing.
That’s when she found CRECE Academy, an online training platform designed to help small businesses in Latin America bridge the knowledge gap. The academy was launched as the next stage of CRECE tu Empresa, a program that supported thousands of entrepreneurs over eight years. CRECE Academy modernizes that legacy by offering fully digital, practical training for small businesses, making high-quality learning accessible anytime, anywhere.
Through CRECE Academy’s program, Emilia gained access to training that transformed how she approached social media. “Before, I thought selling online was just about posting a product and waiting for people to buy. But I learned it’s about understanding customer needs and making sure they find you.”
AI Tools for Small Businesses: A Success Story from Latin America
One of Emilia’s most impactful discoveries was ChatGPT. “I had seen it on Instagram reels, but I didn’t really understand how it worked,” she admitted. “The modules at CRECE Academy helped me understand its potential, and I fell in love with the tool. It’s the best thing that has happened to me because it helps in so many daily tasks.”
With AI, she streamlined content creation, automated social media planning, and even generated compelling captions and responses to potential customers. “Before, my content was flat—just product photos and simple descriptions. Now, I use AI to create engaging reels, write captions that attract attention, and structure my posts more effectively.”
The impact was immediate: “My views have increased significantly,” Emilia said. “People are paying more attention to my content, even when I just do voiceovers. Before, I was struggling to get noticed. Now, I have more engagement and more sales.”
Scaling AI Training for Entrepreneurs in Emerging Markets
The success of entrepreneurs like Emilia reflects a broader shift. CRECE Academy is at the forefront of bringing AI tools to small businesses in Central America, bridging a knowledge gap that has left many entrepreneurs at a disadvantage in the digital age.
CRECE Academy is part of TechnoServe’s broader EdTech initiative, a digital training platform designed to scale the organization’s impact. Leveraging decades of expertise in entrepreneurship and digital learning, TechnoServe is offering projects an easy-to-adapt tool to train and support entrepreneurs worldwide. Through EdTech, small business owners gain access to cost-effective, high-quality training that helps them develop the skills and networks needed to grow and sustain their businesses.
According to Milagro Menjívar, product manager for TechnoServe’s EdTech initiative, one of its goals is to make AI and other digital tools more accessible. “Many entrepreneurs had heard of ChatGPT, Canva, and CapCut, but they didn’t know how to use them strategically in their businesses,” she explained. “We’re not just teaching them to use AI; we’re teaching them how to apply it to real business challenges.”
TechnoServe’s EdTech initiative was launched to scale digital training across Latin America and Africa, making technology-based solutions available to more entrepreneurs. Bruno Vicenzi, project manager of the initiative, emphasized its significance: “AI tools are already widely accessible. Not adopting it means falling behind quickly in any industry. Entrepreneurs who use AI—even the free versions—gain a competitive edge.”
AI and Economic Empowerment: Opportunities for Growth
While AI tools have been a breakthrough for marketing, CRECE Academy is working on expanding its applications to finance, sales strategy, and business operations. “Once entrepreneurs get comfortable using AI for marketing, we can introduce them to using it in other disciplines,” said Vicenzi.
For Emilia, the knowledge she’s gained is just the beginning. “Before, I struggled with how to organize my posts. Now, I have a structured content plan using AI, which helps me be more consistent,” she shared. She envisions scaling her business, opening a brick-and-mortar store, and eventually hiring employees.
Despite challenges, she remains determined. “I almost gave up and moved abroad, but I decided to give Michu one more chance,” she said. “Now, I see it growing. AI is part of that growth—it’s helping me turn my business into something bigger.”
Thanks to CRECE Academy, Emilia and other entrepreneurs are proving that with the right tools, even the smallest businesses can compete, innovate, and thrive in the digital economy.
