Last year, Levi's faced significant backlash for using AI-generated models in its online marketing campaigns. The controversy arose when the company partnered with Lalaland.ai, a firm specializing in creating AI-generated fashion models. Levi's stated that their goal was to "create a more inclusive, personal, and sustainable shopping experience" by showcasing diverse body types and skin tones. However, critics quickly labeled the move as "lazy," "problematic," and even "racist," arguing that Levi's should have employed real models from diverse backgrounds instead.

This incident highlights the unparalleled impact of social media in shaping public opinion overnight.

In today's digital age, it's crucial to ensure your advertisements hit the mark. The influence of the online world and social media means that even a minor oversight can severely damage your brand. 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 is essential for effective and responsible advertising.

Today, we know that data provides valuable insights into the target audience, enabling organizations to forge stronger connections with potential customers. This results in higher conversion rates, increased customer loyalty, acquisition of new customers, and enhanced customer satisfaction. In light of this, we are pleased to present our annual special issue focused on Country Managers. We welcome your feedback and thoughts.