Diverse Data Matters: Unpacking AI, Culture, and Inclusivity at BlackWeek

Despite the power of AI, Zekeera Belton, Vice President of Customer Success & Cultural Strategist at Collage Group reminded the audience that human oversight is still critical — especially when it comes to cultural representation. “AI is a tool to enhance our work, not replace it,” she explained. It’s not enough to gather surface-level insights — Belton stressed that cultural fluency should be at the heart of any AI-driven strategy. Brands should dive deeper, examining things like multi-generational family dynamics within Hispanic communities or the nuances of Black consumer behavior.

“You can’t just say ‘Latinos love their families’ and leave it at that,” Belton said. “It’s about understanding the layers of cultural specificity.” These are the nuances AI models can’t yet grasp without diverse, high-quality data, and that’s where human intervention still matters most.