By Iris Yim
The world of multicultural marketing faces a double-edged challenge – the aftermath of the affirmative action ruling and the often-overlooked AI revolution. Last week, I attended the 2023 ANA multicultural marketing conference in Las Vegas, where the focus remained largely on diversity, equity, and inclusion (DEI), particularly in the wake of recent legal implications. Surprisingly, discussions about AI’s impact on multicultural marketing were absent, including vital topics like retail media and adtech’s involvement in the multicultural landscape.
In stark contrast, the Advertising Week events this week have been buzzing with AI conversations. It’s no secret that AI has been on the marketing scene for a while, but generative AI is poised to revolutionize hyper-personalization. Imagine ads localized with translations, voiceovers, and casting tailored for specific audiences, not just globally but in the multicultural US market. The catch, however, is understanding what “authenticity” means when it comes to AI-generated content. Can AI truly create authentic and culturally relevant material? And what does AI and hyper-personalization hold for the future of multicultural marketing?
But here’s where the story gets exciting! At the ANA conference, a chance conversation with exhibitors from Context, an AI products provider, shed light on the potential of AI. They mentioned that their services were currently tailored for companies, but here’s the kicker: AI is accessible to individuals too! I decided to test the waters and reached out to ChatGPT for assistance in promoting my blog.
The results were eye-opening! From audience profiling and content ideas to campaign strategies, social media promotion, email marketing, and more, AI demonstrated its potential. It generated an entire digital campaign to boost blog traffic. The possibilities seem limitless.
Generative AI can empower individuals, in-house marketing teams, and micro-influencers to create highly personalized and engaging content. This leads us to question the role of traditional marketing agencies and PR firms. Can AI effectively execute multicultural marketing? While we might not have all the answers now, it’s evident that AI is rapidly evolving.
As we venture into the future, I hope to see more discussions around the intersection of AI and multicultural marketing in upcoming diversity and inclusion conferences. Ignoring the transformative potential of AI is simply not an option if multicultural marketing is to flourish and adapt in the years ahead.
Read the full article here.
In case you’re wondering, yes, this post is generated by ChatGPT. I did go through and edited it though.