Why AI Needs Culture
10 November 25
In the creative world, AI has proven to be a valuable collaborator. It helps designers, strategists, and writers work faster-analyzing data, generating variations, and enhancing precision in image-making. Yet in branding, AI should be seen not as a creator, but as an assistant. It supports the process, but the essence of a brand—its story, meaning, and emotion—remains a deeply human craft.
Still, even as AI becomes more adaptive, one crucial aspect remains out of reach: culture. Culture is not a dataset—it’s context, values, and shared experiences that shape how people think and behave. When AI interprets culture purely through patterns and statistics, important nuances can be lost. A design or message that seems perfectly logical to an algorithm might feel insensitive, misplaced, or even offensive in a cultural context.
But this limitation could be an opportunity. By integrating culture into AI systems, we can help them see beyond trends and into meaning. For AI to serve as a truly helpful collaborator, humans must first understand the cultures that shape their own perspectives, and use that understanding to help AI interpret audiences more accurately. When we teach AI how culture moves, evolves, and connects people, it can become a more reliable creative ally—one that amplifies understanding instead of flattening it.
Still, careful consideration is key when using AI to creatively represent culture. A single oversight can easily turn into a cultural misstep. For instance, in one campaign, Volvo’s AI-generated ad for Saudi Arabia attempted to localize its imagery by featuring traditional shemagh headwear. The intention was to connect with local culture, but the execution fell short; the visual details were inaccurate, and the representation felt superficial to the local audience. It’s a reminder that even with the best intentions, cultural storytelling through AI still requires a human lens to ensure authenticity and respect.
On the other hand, KFC’s “Heritage Museum Series” campaign in China showed how AI can be used thoughtfully. The brand leveraged AI to reimagine its products as ancient Chinese artifacts, blending modernity with heritage in a visually compelling way. What made it work wasn’t just the technology—it was the sensitivity in execution, supported by a clear understanding of local culture. The result celebrated tradition instead of exploiting it.
The future of branding lies in this balance. AI can accelerate our thinking, but it cannot replace our sense of empathy or cultural awareness. Understanding culture is, and will always be, a human responsibility. The more we deepen that understanding, the more capable AI becomes of supporting our creative process with accuracy and respect. It may not yet be created from scratch—but when culture becomes part of how it learns, AI can help us create brands that connect more meaningfully with the world.
Milestone, the award winning brand consultant in Indonesia believes in this collaboration between human sensitivity and technological innovation. By combining strategic thinking, cultural depth, and creative experimentation, we use AI not to replace human creativity, but to elevate it. Let’s shape the future of branding together!