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Branding and Identity Through Culturally Sensitive GenAI
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Author(s): Soumen Ghosh (Global Institute of Management and Technology, Krishnanagar, India), Rupam Hazra (Global Institute of Management and Technology, Krishnanagar, India), Partha Paul (Global Institute of Management and Technology, Krishnanagar, India)and Parag Chatterjee (Global Institute of Management and Technology, Krishnanagar, India)
Copyright: 2026
Pages: 28
Source title:
AI-Driven Decision-Making for Diversity, Equity, and Inclusion in Marketing
Source Author(s)/Editor(s): Theodore Tarnanidis (International Hellenic University, Greece)
DOI: 10.4018/979-8-3373-6731-6.ch005
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Abstract
Generative Artificial Intelligence (GenAI) is redefining branding by enabling large-scale, personalized, and creative content generation. However, in a global marketplace, cultural sensitivity is essential to ensure that AI-generated messages resonate authentically with diverse audiences. Culturally aware GenAI systems recognize and respect local customs, language nuances, and societal values, avoiding stereotypes and misrepresentation. By integrating diverse datasets, cultural expertise, and ethical oversight, brands can create inclusive narratives that strengthen trust, loyalty, and emotional engagement. This chapter explores the intersection of cultural intelligence and GenAI in branding, examining its role as both a strategic tool and an ethical responsibility. It also addresses challenges, risks, case studies, and future directions for building meaningful, culturally attuned brand identities.
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