Generative AI tools are far from perfect, often lacking the most up-to-date information or cultural nuance, but they are improving at a clip. For now, limitations in understanding regional linguistic differences are causing headaches for multicultural agencies and potential pitfalls for marketers trying to reach a wide, diverse audience. Agencies are turning to more manual processes to verify and train these AI models to avoid alienating consumers. Without requisite and intentional training, these problems will only self-perpetuate.

“The language gap can create risks for brand executions with varying impacts across industries,” said Andrew McKernan, group vice president of content and consumer experience strategy at Razorfish. A travel and hospitality brand wanting to interact with visitors who speak French and Spanish can’t rely on an English-language experience with supplemental translation.

“We need to ensure that we are addressing people with authenticity and cultural competence,” he added.

Read more:

Ostwal, T. (2023, November 13). How Marketers Are Navigating AI’s Language Gap. AdWeek. https://www.adweek.com/media/how-marketers-are-navigating-ais-language-gap/