The Power of Inclusive Marketing in the Age of AI

Editor’s note: This post is part of the LinkedIn Collective, which is designed to inspire excellence and success for all B2B marketers. The Collective will offer groundbreaking thought leadership and content resources informed by LinkedIn data and insights, our team of experts, and leaders across the B2B marketing industry.

As AI continues to dominate our daily lives, with technology shaping our perceptions and driving cultural narratives, marketers have a profound opportunity to exercise their influence for positive change. With this new digital landscape, it becomes increasingly evident that the images we create not only reflect but also shape our collective consciousness. Nowhere is this more apparent than in the portrayal of gender roles and representation.

Consider this: when you search online for a doctor or a CEO on the internet, what do you see? Chances are, the majority of images on your screen are of men. This subtle yet pervasive bias in search results reflects a broader issue in our society—the underrepresentation of women in positions of authority and expertise. But this is not a reflection of reality; it's a reflection of the historical biases embedded in our algorithms and perpetuated by the media.

According to a recent study, 83% of girls and young women say they have women leaders they admire as role models. Yet, only 7% of women in online ads were portrayed in professional settings in 2022 (source). Meanwhile, Wikipedia is one of the leading sources for teaching the algorithm, yet only 19% of the platform's entries for “notable” leaders are women. It is within our grasp to not just elevate women, but to showcase them for the dynamic, multifaceted leaders that they are. This goes beyond mere representation; it's about authenticity and empowerment by showcasing a more nuanced and inclusive portrayal of women in their campaigns.

At its core, marketing is about storytelling. It's about shaping perceptions, influencing attitudes, and driving behavior. And in the age of AI, where algorithms dictate what we see and how we see it, the stories we tell have never been more important. As marketing leaders, when we choose to feature women prominently in our work, we are not just selling products; we are shaping cultural narratives and redefining societal norms. However, this isn’t just about ticking off a box, it’s about inspiring women, across all industries, in all stages of their careers to take a leap into the unknown. Whether it’s a young woman in school deciding what field to pursue, or a seasoned professional with decades under her belt looking to upskill and reskill. When you see another woman doing it, you can visualize “Yes, I can do this, too.” After all, if you can see her, you can be her.

Imagine a world where every young girl sees herself represented in the images she encounters—the scientist discovering new cures, the CEO leading a multinational corporation, the athlete breaking records on the field. By portraying women in positions of leadership and authority, marketers can inspire the next generation to dream bigger, aim higher, and shatter glass ceilings.

 The impact of inclusive marketing goes beyond gender equality—it has tangible business benefits as well. Research has shown that diverse and inclusive companies are more innovative, more profitable, and more resilient in the face of change. By embracing diversity in their marketing efforts, companies can tap into new markets, connect with a broader range of consumers, and drive long-term growth.

So how can marketing leaders harness the power of inclusive marketing to shape the future of AI? It starts with intentionality and awareness. It means consciously choosing to feature women in leadership roles, both in front of and behind the camera. It means challenging stereotypes and biases at every turn and striving for authentic and representative storytelling.

It also requires collaboration and accountability. This means actively seeking out diverse voices and perspectives, fostering a culture of inclusivity, and holding themselves and their peers accountable for progress.

As we work towards a more equitable future, it's essential for marketing executives to prioritize diversity and inclusion in all aspects of their work. It’s up to us to cast women in leadership roles and ensure their stories are authentically portrayed with nuance, complexity, and respect. The opportunity to challenge outdated stereotypes and amplify diverse voices is at our fingertips, we just have to seek it out.

Together, we can elevate and celebrate a more inclusive and equitable media landscape—one where women are not just seen, but lauded as the leaders, innovators, and agents of change we know they are. Let's seize this opportunity to inspire the next generation of women leaders and build a brighter, more inclusive future for all. The power to make a difference is in our hands.