Last week I had the privilege of attending the Hispanic Marketing Council’s 2024 Annual Summit, where industry leaders met in NYC to discuss key strategies for effectively connecting with multicultural audiences and leveraging technological advancements in marketing. 

I also had the opportunity to share the stage with Francisco “Pancho” Cardenas, Principal of Digital Strategy & Integration at LERMA, to speak about the pivotal role of personalized, culturally relevant communication strategies through the lens of rapidly advancing Artificial Intelligence (AI) technology.


Snapshots from our session together

Below are two main takeaways from our session at the summit:

Personalized and Culturally Relevant Marketing:

Consumers today have a strong expectation for personalized communications from brands, recognizing the substantial impact personalization has on both revenue growth and consumer loyalty. Tailoring advertisements to incorporate specific cultural references has been shown to resonate significantly with multicultural audiences, highlighting the importance of establishing connections with diverse communities. While AI serves as a critical tool in enhancing personalization efforts beyond language barriers, it is essential to acknowledge that AI cannot fully replace the human elements of creativity and emotional depth in marketing strategies.

Balancing AI Advancements with Human Creativity:

While AI demonstrates promise in swiftly generating innovative ideas, copy, and images, it’s crucial to recognize the irreplaceable nature of human creativity rooted in emotions, intuition, and subjective experiences. Concerns about AI potentially overshadowing creative roles emphasize the necessity of preserving human emotional depth and intuition in creative expression. Navigating the changing terrain of generative AI and image creation requires thorough training and vigilant scrutiny to address biases within models, highlighting the importance of collaboration among industry peers to ensure AI reflects diverse perspectives while actively working to mitigate reinforcing biases.

Looking ahead, striking a delicate balance between AI capabilities and human creativity will be increasingly essential for crafting impactful personalized marketing campaigns that resonate with diverse audiences. With technology progressing rapidly, our ability to balance AI innovation with human ingenuity will drive the creation of impactful and engaging experiences that connect with consumers on a deeper level—yielding measurable business results.

Reach out to me directly if you’d like to discuss the impact of personalization for your brand:

Risa Crandall, SVP CPG Strategy and Sales at Aki