Marketers Need New Strategies to Fight Cultural Divisiveness

Building trust through data and human intelligence

Trust in storytelling is the game changer. Even Yann LeCun, the AI ​​scientist of Meta, admitted that some AI models will never compensate for the functioning of the human mind; Qualitative will require equal billing with quantitative, if not more.

Real-life conversations are critical in checking lived experience against what is reported in a study or survey. This also extends to focus group tests to ensure different perspectives are heard. These measures help identify inconsistencies while adding more depth to individual thought processes. The communal curiosity of the human mind is key.

In addition, agencies must take the lead in development proprietary AI systems adapted to cultural analysis. A Study of Salesforce revealed that 40% of marketers lack access to real-time data on specific communities, often relying on outdated insights or intuition.

As AI developments continue to accelerate, we must be at the forefront of developing models that better reflect cultural contexts. No one wants the doctrine of disparate impact knocking on their door, so we need to look beyond using AI to mitigate the biases inherent in current algorithms. This proactive approach positions agencies as stewards of ethical and inclusive marketing.

Steps towards unity in marketing

Creating change requires simple steps and action to move forward in the game.

First, have honest consultations with brands to prioritize cultural nuance in audience insights; Honest conversations are needed to understand how a brand sees its current audience—and whether it sees its consumer in a fundamentally different way than the consumer sees itself.

Overcomplicated assumptions about each target’s attributes, such as their political stance or personal ideology, affect how a brand segments its audience. Reset your approach when building identity profilesstarting from distinctive psychographic and demographic classifications. It will unlock a bigger commitment.

Evaluate data capture protocols, both in-house and from the client, to assess to mitigate biases and ensure inclusiveness. Update with the privacy rules of a brand: If important data is redacted, agencies are not able to build a fully informed profile of different audiences and cultures.