A few months ago, clothing brand Levi's faced significant backlash for incorporating AI-generated models in its online marketing campaigns. The controversy stemmed from the company's partnership with Lalaland.ai, a firm specializing in creating AI-generated fashion models. Levi's aimed to "create a more inclusive, personal, and sustainable shopping experience" by showcasing diverse body types and skin tones. However, critics quickly labeled the company as "lazy," "problematic," and even "racist," arguing that Levi's could have employed real models from diverse backgrounds instead of artificial

ones. This incident underscores the profound impact of social media in shaping public opinion overnight.

It’s beyond any reasonable doubt that the influence of the online world and social media means that even a minor oversight can severely damage a brand's reputation. Marketing professionals can no longer rely on assumptions or gut feelings. Instead, they must turn to the most reliable source of information: customer data. This approach goes beyond simply doing the right thing or being politically correct; it ensures that advertisements resonate effectively with the target audience.

It is well understood that data provides valuable insights into the target audience, enabling organizations to forge stronger connections with potential customers. This results in higher conversion rates, greater customer loyalty, an influx of new customers, and increased customer satisfaction. In light of this, we are pleased to present our yearly special issue focused on technology solutions providers. We welcome your feedback and thoughts on this edition.