Frequently Asked Questions
Why can't we just augment our general market work?
You can and many brands do. But if your goal is to genuinely engage multicultural audiences (and increasingly, digitally-native audiences leveraging AI tools), you have to start with them first. Changing casting in an ad or tweaking some marketing messages may not be enough. In addition, generative AI sometimes speeds up creative output, but it can't replace the deep cultural insight, empathy and community-based frameworks that we bring to the table.
How do you use AI or generative AI in your work?
We deploy AI-powered tools for data immersion (such as pattern recognition, natural-language processing, sentiment-analysis), and generative AI when appropriate (for ideation, prototyping creative concepts, automating certain dashboard outputs). But AI is a tool, not a replacement. Our cultural intelligence, ethnographic frameworks and human-first strategy remain at the core of everything we do. We always validate AI-assisted outputs through human insight and embed the cultural frameworking essential to effective multicultural engagement.
How do you ensure AI-driven work stays culturally sensitive and authentic?
Authenticity doesn't just happen, no matter how good the algorithm is. Our methodology blends three pillars: cultural frameworking (deep context mapping), immersive research (live and digital ethnographies, including generative-AI-augmented transcripts or conversational data), and human creative execution (strategies and outputs that reflect culture, not just data). For any generative AI output, we overlay our cultural filters, client checks and human review to ensure brand-ahead tone, relevance and resonance.
