You’ve developed a new product, and the launch campaign has taken off. The ad is witty, memorable, and resonates perfectly with your audience. Sales climb, feedback is glowing, and you’re ready to expand globally. In an effort to create culturally relevant marketing, you decide to use artificial intelligence (AI) to repurpose your ad campaign to reach this new audience. But as you bring this winning campaign to new regions, the response shifts. The message that connected so well in your local market suddenly sparks confusion, discomfort, and possibly even embarrassment or offense abroad.
This scenario isn’t just hypothetical — it’s a recurring theme in global marketing. From Coca-Cola’s infamous “tadpole” translation mishap in China to the “Come Alive” Pepsi Generation slogan, which was interpreted in Taiwan as promising to resurrect one’s ancestors, brands have often learned the hard way that what works in one region may completely miss the mark in another. Even with today’s advanced technology, cultural nuance still requires something more than repurposing content, data, and automation.
The Value of Cultural Awareness in Marketing
Marketing across cultures is about more than translating words — it’s about understanding and reflecting each audience’s unique values, identities, and social dynamics. This process, known as localization, involves tailoring content, messaging, and imagery to align with the cultural context of each market. Studies consistently show that diverse representation in advertising isn’t just ethical; it’s good for business. For instance, according to a report from Statista, 68% of U.S. adults believe brands are responsible for promoting diversity. Additionally, findings from MRI-Simmons’ The State of the Hispanic American Consumer 2024 indicate that Hispanic audiences are more likely to support brands that represent their cultural identity. While these statistics focus on U.S. consumers, it’s important to note that these sentiments are not exclusive to this country.
Representation matters. When brands show an authentic understanding of their customers’ identity and values, it creates a connection that goes beyond the product or service itself. Diverse voices and perspectives aren’t just “nice-to-have” — they’re a business imperative that impacts the bottom line.
Where Artificial Intelligence Fits In
Artificial intelligence (AI) has made localization easier. It lets brands translate language, suggest relevant images, and analyze audience preferences with unprecedented speed. It enables brands to scale their messaging globally, tailoring content for different regions efficiently. However, accuracy is a different story. While AI can identify patterns and automate tasks, it doesn’t truly “understand” culture. For example, AI might suggest symbols that are neutral or positive in one culture but offensive in another. AI is a powerful tool for processing data, but cultural resonance still requires human understanding to ensure that campaigns are both accurate and meaningful.
Moving Forward: A Balanced Approach
“There’s an element of culture that must be lived to be fully understood,” says Sequoia Houston, CEO of Sur-Ryl Marketing. Diverse human perspectives bring the empathy and lived experience that AI simply can’t replicate. Team members with direct cultural insight can catch potential issues or add meaningful context that expands on an idea, ensuring that campaigns resonate authentically with audiences. Even with data-driven insights, the nuances of cultural sensitivity require human intuition and experience to navigate.
AI’s capabilities offer incredible potential for scaling and adapting marketing efforts across cultures, but it works best when paired with human insight. Diverse teams provide the cultural awareness that AI lacks, helping to shape campaigns that are both respectful and resonant. By combining AI’s efficiency with human empathy and curiosity, brands can create campaigns that transcend borders, build genuine connections, and resonate deeply. Moving forward with optimism and genuine understanding will be key to building meaningful connections in an interconnected world.