Eva Longoria is putting her name behind a new global campaign from Lenovo and Intel, while warning that artificial intelligence is already unsettling the media and creative industries. The actress and producer is the face of Backing Every Business, an initiative built to connect like-minded entrepreneurs through business twinning.
For a select number of founders, the campaign offers mentorship from Longoria, a boost to their profile, AI-powered technology and $10,000 in grant funding. The aim is simple: help small businesses find practical support and new contacts in a market where access can decide whether an idea grows or stalls. Longoria said her own confidence was shaped long before Hollywood, by the women around her growing up. She said she was raised with her aunt and her mum, who she described as independent, intelligent and educated, and that she always knew she would be successful even if she did not know which industry would take her there.
That outlook has carried into much of her public work. Longoria said her life's work has been about supporting female entrepreneurs, and that she has especially pushed for Latino communities while working with small businesses through the Eva Longoria Foundation. Her involvement with Backing Every Business fits into a wider business portfolio that already includes being part-owner of Mexican football club Club Necaxa and an investor in women's club Angel City FC. She said she likes diversifying her work, but added that acting remains the center of it all.
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The campaign arrives as Longoria is also thinking about a different kind of disruption. She said AI is at the forefront of everybody's mind in the media landscape, and that people are trying to work out whether it will help make better content or replace jobs. What worries her most is the manufacture of news and information, especially images that can inflame communities and countries against one another even when they are not true. That concern gives the campaign a sharper edge: it is about helping entrepreneurs use new tools, while also being clear-eyed about the risks attached to them.
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Longoria's answer is not to retreat from new technology or from the different roles she has taken on. She said the tent pole of her circus is still acting, but that she believes people have to do things that are authentic to who they are. On Backing Every Business, that means using her profile to widen the path for founders who might otherwise be overlooked. For Longoria, the lesson from her childhood still holds: success was never a question of if, only where.
