AI and DEI: Do inclusive ads speak to the culture? An examination of marketing advertisement’s efficacy to Gen Z consumers

Jose Neil Hortillo, Keira Moore and Sha’Mira Covington
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Jose Neil Hortillo: Assistant Professor of Marketing, College of Management, University of the Philippines Visayas, Philippines
Keira Moore: PhD, North Carolina State University, USA
Sha’Mira Covington: PhD, University of Georgia, USA

Journal of Financial Compliance, 2018, vol. 1, issue 4, 81-93

Abstract: This paper analyses the effectiveness of artificial intelligence (AI)-generated advertisements focused on inclusive marketing among Gen Z consumers, particularly emphasising diversity, equity and inclusion (DEI). Through two studies, a web-based survey using AI-generated images assessed perceptions of inclusivity among 105 participants from diverse backgrounds and a content analysis from an open-ended survey question. Results showed a significant difference in perceived inclusivity, with multiethnic representations deemed to be more inclusive than monoethnic ones. A word-cloud analysis highlighted key themes such as ‘Different’, ‘Represented’, ‘Body’ and ‘Race’, suggesting that inclusive marketing should go beyond race and ethnicity to embrace broader forms of representation. While limitations in perceived inclusivity were noted, the study provides valuable insights for brands aiming to align with Gen Z’s focus on cultural sustainability, ethics and social values. The paper recommends further research to improve methodological rigour and explore broader demographic inclusivity to reinforce the importance of authentic representation to engage Gen Z consumers who prioritise social and ethical responsibility. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

Keywords: Gen Z; inclusive marketing advertisements; subjective social inclusion; self-congruence; artificial intelligence; AI (search for similar items in EconPapers)
JEL-codes: E5 G2 K2 (search for similar items in EconPapers)
Date: 2018
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