In our first episode of “Under the Hood,” we took a comprehensive look at how Sphere’s Marketing Copy employs system prompts to finely tune text and image outputs. These mechanisms help your marketing campaigns resonate with your target audience.
In this second installment, we aim to pull back the curtain on an issue that is often the elephant in the room: bias in AI outputs. We’ll also discuss strategic ways to minimize these biases, ensuring more nuanced and culturally relevant marketing collateral.
It’s pivotal to understand that a model is only as good as the data it has been trained on. With a large number of Language Learning Models (LLMs) trained predominantly on English digital data, there’s an inadvertent Western-centric lens applied to their understanding of global markets. This not only skews the model’s perspective but can also propagate an outdated grasp of current trends.
In the realm of digital marketing, nuances matter. An ad that resonates in New York may fall flat in Tokyo. This inherent bias in LLMs means the outputs are not always universally applicable or culturally sensitive. Therefore, there’s a growing need for models that can adapt and understand specific markets, not just generalize them.
At Sphere, we adopt a multi-pronged approach to surmount this limitation, from offering contextual grounding to utilizing explainability tools. By enhancing our models with a nuanced understanding of markets and evolving brands — insights gained from Quilt.AI’s trend trackers — we’re broadening the scope of what AI can achieve in digital marketing.
In the custom versions of our upcoming app, Product Ideation, Product Ideation, we take things a step further. Product Ideation is designed to streamline your R&D process and supercharge innovation workshops. By fine-tuning the model to align with a client’s existing brand strategy, industry trends, and product portfolio, we ensure that the generated product concepts and briefs are not just relevant, but also deeply insightful and nuanced.
Stay tuned for the imminent launch of Product Ideation, and feel free to reach out if you’re interested in a customized ML model for your brand.
synthesizing vast data into actionable insights that reflect each market's unique cultural and economic backdrop
grasping the distinct consumer perspectives that these diverse regions offer
Curated digital profiles:
-Instagram, Twitter, and TikTok (US)
-Weibo and Douyin (China)
Pulled 400 million unique searches to estimate the growth of each segment
Used Quilt.AI’s Sphere language and image capabilities to categorise lifestyle areas into specific segments
These consumers are confident, bold, and comfortable with modern masculinity. They also often turn to social media to express their personal style and interests.
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Actionable Insight: Collaborate with high-profile fashion influencers to create vibrant, trend-setting campaigns that resonate with this segment's desire for attention and admiration.
Highly image-driven, these individuals often seek validation through their appearance and are likely to engage heavily with both grooming and fashion products.
Actionable Insight:Leverage digital marketing strategies that feature before-and-after visuals and testimonials that showcase the transformative power of the products
These men aim to be recognized as modern, open-minded, and sensitive – embodying the image of "the woke good guy" in today's society by actively participating in movements related to activism and gender equality.
Actionable Insight:Design marketing campaigns that highlight their participation in these movements, showcasing products that enable them to express and amplify their desired social identities.
They value beauty while still maintaining traditional masculine ideals of what it means to be good-looking. These men also tend to seek out methods of maintaining their youthful appearances.
Actionable Insight:Market products that boost physical appeal and suit active lifestyles, and focus on dynamic marketing that highlights masculine elegance.
Despite seeing gender in traditionally binary terms, these men aren’t afraid of behaving in more feminine manners. They own their uniqueness and tend to be deeply loyal to brands that affirm their identity.
Actionable Insight:Focusing on brand narratives that celebrate individuality and personal expression will better engage this segment. Brands can also offer personalized services to maintain their commitment.
Despite seeing gender in traditionally binary terms, these men aren’t afraid of behaving in more feminine manners. They own their uniqueness and tend to be deeply loyal to brands that affirm their identity.
Actionable Insight:Focusing on brand narratives that celebrate individuality and personal expression will better engage this segment. Brands can also offer personalized services to maintain their commitment.
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