Incorporating AI into marketing requires a deliberate and nuanced approach.
Failing to do so will result in alienating customers and worse, erode trust.
Al-Gasawneh et al. (2025) shared 6 ways to address cultural nuances when using AI for marketing within Jordan:
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On honoring traditional values while leveraging technology:
The unique Jordanian landscape offers a distinctive environment for AI applications, where traditional cultural values meet technological advancements. AI implementations need to be thoughtfully designed to honor Jordan’s communal social framework, religious factors, and family-centered decision-making processes, while also taking advantage of contemporary technological possibilities.
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On language and communication considerations:
This demands that AI systems are created with features that support Arabic language processing, including both Modern Standard Arabic and regional dialects, while also addressing cultural subtleties in communication and business practices.
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On trust and personalization in e-commerce:
In sectors such as e-commerce, customer service, and digital marketing, the application of AI must be customized to fit local preferences for personal interactions in business, respect for hierarchical social norms, and the critical role of trust in commercial relationships.
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On balancing automation with human engagement:
The effectiveness of AI implementations often relies on finding a proper equilibrium between automation and human engagement, especially in areas where personal connections are of great significance.
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On digital literacy and inclusivity:
This necessitates the development of solutions that function well despite different levels of internet access, usage patterns of mobile devices, and technical know-how among diverse demographic groups. AI systems should feature user interfaces that are culturally fitting and accessible to both technologically adept urban individuals and more traditional communities.
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On ethical considerations in AI adoption:
The influence of these ethical considerations on performance can be seen in measurable outcomes like trust metrics, engagement levels, and customer lifetime value, where effective privacy measures and bias reduction are often linked to better marketing success.
As marketers, which of the above have you started prioritizing to integrate cultural sensitivity into AI tools?