Ifeanyi Dibia urges advertising industry to challenge cultural biases in AI
By Zion Rufus
Ifeanyi Dibia, a notable figure in the advertising industry, took the stage at the Cannes Lions Festival to discuss the profound impact of culture on advertising.
During a thought-provoking conversation hosted by Black at Cannes, and moderated by Marissa Nance, Founder and CEO of Native Tongue Communications, Dibia provided inspiring perspectives and expert insights into the symbiotic relationship between creativity, cultural diversity, and global impact.
His insights shed light on the early stages of artificial intelligence (A.I.) and the potential for cultural biases encoded within it, as he emphasized the importance of rewriting these biases to create culturally relevant stories that truly resonate with consumers.
According to the expert, AI, particularly in its nascent stage, may perpetuate cultural biases and stereotypes.
“Most of the machine learning that A.I is built upon would definitely have human biases encoded into it. Which is normal,” he said, noting that with time and active engagement, humans have the opportunity to rewrite these biases and enable A.I. to comprehend shared experiences and values.
According to Dibia, only when A.I. understands and appreciates cultural diversity can it be harnessed to craft narratives that connect deeply with consumers. By unraveling the potential of A.I. to transcend biases, advertisers and brands can tap into the transformative power of culturally relevant storytelling.
He also commended the recent surge of bold and brave campaigns by brands and agencies, citing the Trophy Reclaim Your DNA campaign and “The Soot Life Expectancy” by X3M Ideas as shining examples.
The iconic Trophy Stout “Reclaim Your DNA” campaign spearheaded by AB InBev and Dentsu Creative Africa which garnered international recognition for its compelling message and innovative approach, was the first-ever Nigerian brand to be shortlisted for the Cannes Lions International Festival of Creativity.
Meanwhile, Nigeria’s advertising industry achieved a groundbreaking milestone when X3M Ideas, a leading Nigerian advertising agency, emerged the first-ever Nigerian agency to win a Cannes Lions award.
“There’s a lot of improvement and we are seeing more bold and brave campaigns by brands and agencies,” Dibia said, adding that these campaigns, which resonated with audiences and achieved success at Cannes, serve as a testament to the growing trend of pushing boundaries and connecting with consumers in innovative ways.
Joining Dibia and Nance on the panel was Doug Muir, the Executive Creative Director of Proof. Together, they explored the untapped potential of cultural diversity across various industries, spanning from arts and entertainment to business and technology.
Together they emphasized that embracing diverse cultures fuels innovation, drives creative excellence, and opens doors to new ideas, perspectives, and markets. Their collective expertise shed light on the power of cross-cultural collaboration in shaping a vibrant global landscape.
Ifeanyi Dibia is a renowned global creative and winner of the prestigious Cannes Lions The Brief competition in 2022. He had previously served as the Associate Creative Director at X3M Ideas and he is currently part of Elbkind Reply, one of Germany’s leading digital agencies based in Berlin.
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