The use of Artificial Intelligence (AI) in marketing has been on the rise, with reports projecting a surge in global market revenue for AI in marketing from $27.4 billion in 2023 to $107.4 billion in 2028. Marketers are using AI to fine-tune their programmatic media buying, determine the winners of in-market tests and predict potentially profitable audiences for marketing purposes. AI is now even taking on the role of content creator, with companies feeding AI with inputs from various sources to create custom images and copy for creative testing.
The Pitfalls of AI in Marketing
Despite its potential, the use of AI in marketing has its pitfalls. AI tools can contain inherent biases and perpetuate racism. A case in point was the recent controversy surrounding the partnership between Levi’s and fashion studio Lalaland.ai. The announcement of AI-powered digital fashion models was met with fierce criticism, especially from models of color who already face a lack of representation. Many questioned the decision to create artificial models instead of hiring real models, calling it “lazy,” “problematic,” and “racist.”
X_Stereotype: Combining Data, Culture, and Insight to Drive Effective Advertising
Larry Adams, the founder and CEO of X_Stereotype, recognized the need for unbiased AI in marketing. X_Stereotype is an AI-powered platform designed to drive effective advertising while creating a less racist and more inclusive world, fueled by a truthful, inside perspective of today’s diverse experience. Adams, a seasoned marketer, was always invested in driving effective advertising through data, culture, and insight. He teamed up with entrepreneur Phil Alexander to commission a full study with neuroscientists, psychologists, and other specialists to create algorithms that calculate 40 new psychometrics.
X_Stereotype uses predictive analytics to gauge the performance of content across different races and cultures, offering 40 comprehensive metrics for content, including emotional impact, bias, inclusion, and purchasing intent. By recognizing bias in content, X_Stereotype aims to predict the public’s reaction to an asset, generating an insights scorecard that identifies potential racial bias and risk factors. The platform has been used by companies such as FanDuel, Chipotle, J&J, Bob Evans, and P&G, and has been used in many settings, from early concepts to commercials featured in the Super Bowl.
X_Stereotype’s market research efforts generated over 4 million data points, providing a multitude of aspects of our diverse audience sets. Companies can use X_Stereotype’s platform to gain the predictive power of AI as they pursue their business goals. The platform has doubled ad effectiveness while reducing costs by providing clear, actionable insights earlier in the process.
Adams’ mission is to remove bias from marketing by creating a marketing culture that values diversity and sees that it’s good for society and business results. X_Stereotype is on a mission to provide unbiased AI in marketing through combining data, culture, and insight to drive effective advertising.
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