Stacie de Armas on AI in Diverse Marketing
Stacie de Armas, Senior Vice President of Inclusive Intelligence & Innovation at Nielsen, recently sat down with Aaron Kwittken, CEO of Stagwell Marketing Cloud and founder of PRophet in Cannes at Stagwell’s Sport Beach, to discuss the evolving role of AI in marketing, particularly in relation to diverse audiences. As Nielsen’s SVP of Diverse Intelligence & Initiatives, de Armas leads research and development of inclusive thought leadership and business initiatives.
It becomes clear that the transformative potential of AI in understanding and engaging diverse audiences is key, “AI allows us to delve deeper into the nuanced behaviors and preferences of diverse communities,” she states, highlighting how advanced data analytics can uncover insights that were previously inaccessible. For example, Nielsen has reported in their “Nielsen Attitudes on Representation in Media, 2024” study that AAPI and Hispanic audiences are more likely than the general population to use large language models such as ChatGPT.
De Armas explains that one of the key benefits of AI is its ability to process vast amounts of data rapidly, identifying patterns and trends that human analysts might miss. “With AI, we can analyze content consumption patterns across various demographics, providing brands with a more detailed and accurate picture of what resonates with different communities,” she says. The impact of this approach is that over 60% of audiences say they are aware that AI is being used to create news articles, social media posts, television storylines, and advertisements based upon Nielsen’s study with AANHPI and Native Americans leading at 73%. The effects of this awareness are unclear. A considerable percentage of audiences, 44%, believe they could easily recognize AI generated content most of the time or always.
She also addresses the importance of inclusivity in AI development, stressing that the technology must be designed with diverse perspectives in mind to avoid biases. “It's crucial that we have diverse teams working on AI solutions. This ensures that the algorithms reflect a broad range of experiences and viewpoints,” de Armas notes.
One of the most compelling parts of the conversation centered around the ethical considerations of AI in marketing. De Armas points out that while AI offers significant advantages, it also poses challenges, particularly in terms of privacy and data security. “We must ensure that the use of AI is ethical and respects the privacy of individuals. Transparency and accountability are key,” she asserted.
In her role at Nielsen, de Armas has been a trailblazer in advocating for diverse representation in media and marketing. Her insights into AI underscore the importance of leveraging technology to foster inclusivity and representation. As she aptly put it, “AI has the power to bridge gaps and bring us closer to understanding and celebrating our diversity.”
De Armas’s visionary approach to integrating AI with a deep commitment to diversity, equity, and inclusion are evident in her work and her advocacy in forward-thinking initiatives that not only benefit businesses but also promote a more inclusive and equitable society.
