AI and DEI: Do inclusive ads speak to the culture? An examination of marketing advertisement’s efficacy to Gen Z consumers
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/.
The full article is available to subscribers to the journal.
Author's Biography
Jose Neil Hortillo is an assistant professor of marketing at the College of Management, University of the Philippines Visayas, teaching Marketing Research and Data Analytics in Marketing. He had held executive positions in multinational companies within various industries such as market research consulting, energy, banking and information technology. His research interests include tourism marketing, consumer behaviour, knowledge management, personal finance and e-governance. He obtained his Doctoral Public Administration and Bachelor of Science in Business Economics degrees from the University of the Philippines Diliman and his master’s degree in business management from the University of the Philippines Visayas.
Keira Moore earned her PhD in textile and apparel, technology and management from North Carolina State University. Her research focuses on consumer behaviour with a focus on race, anti-racism and inequality studies, particularly as they relate to the purchasing patterns of marginalised consumers. She examines how these patterns intersect with marketing strategies and brand management practices to encourage more inclusive and culturally responsive approaches. Her work seeks to equip brands and marketers with the necessary insight to authentically engage with diverse consumer communities.
Sha’Mira Covington is a scholar-curator and an assistant professor in fashion at the University of Georgia with an interest in Africana studies and sustainability within the fashion-industrial complex. Her research explores the cultural, historical, social and political significance of fashion, dress and fashion media within the contexts of colonial dominance, anti-colonial resistance and processes of decolonisation.
