■ Verification is crucial: AI models are designed to generate plausible content, not to be accurate or truthful. All AI sources, citations, and output must be verified and labeled; there is no need to hide the AI support you use. ■ Cultural consultation as standard practice: Build relationships with cultural consultants before campaigns launch, not after backlash. Budget time and money for market research as a non-negotiable part of the creative process. ■ Protect your data & IP: Create an AI Policy for your organization establishing usage protocol, responsibilities, and protection of sensitive data. ■ Train your team: Educate your team on media literacy, fact-checking, subject matter expertise, and responsible AI management. They should be adept in recognizing bias in content, whether generated by AI or by people. ■ Accountability mechanisms: Establish clear processes for identifying and addressing harmful content. Accept responsibility when cultural missteps happen. Cultural authenticity cannot be automated. It requires human understanding, experience, and genuine relationship-building. In time, this will also spell opportunity for original, critical thinking—just as desktop publishing initially resulted in badly designed brochures, there will be a need for “fixing campaigns” poorly developed with AI. For brands that want to connect meaningfully with diverse audiences, intentional discernment is essential to balancing AI efficiency with real-world human experience. DEBORAH GARRY is a speaker, content contributor, and founder and CEO of BBG&G, a full-service award-winning marketing agency. Debbe has more than 30 years of multicultural marketing and branding experience and is a Certified Account Planner and Marketing Automation Specialist. A recipient of the 2025 100 Women to Know in America, Debbe is an Enterprising Women Advisory Board Member whose agency utilizes evidence-based strategy to help companies generate leads, achieve goals and accelerate growth. Connect with Deborah at www.bbggadv.com. ESTHER POULSEN is an author, speaker, and Enterprising Women Advisory Board Member. She is the founder and Chief Executive Officer of Raare Solutions LLC, an award-winning agency specializing in Customer Engagement and Marketing Operations. Connect with Esther at www.raaresolutions.com. Both authors are previous recipients of the Enterprising Women of the Year Award. enterprising Women 95
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