U.S. HISPANIC
Michelle Savoy of Numatec: How AI Is Changing Multicultural Marketing
5 de septiembre de 2025
Michelle Savoy is the CRO of Numatec, who's Cognitive AI platform PrismaIQ is changing the way media is curated for multicultural audiences in the US
As third-party cookies disappear and privacy regulations eliminate ethnicity-based targeting, multicultural marketing is undergoing a major transformation. The traditional approach of segmenting by demographic identifiers is no longer feasible. Today, brands need new tools to connect authentically with diverse audiences—tools that don’t compromise privacy but still deliver cultural relevance. The solution lies in context and media indexing—and AI is making it smarter than ever.
WHY CONTEXT IS THE NEW CURRENCY
Contextual marketing has long existed, but its resurgence is fueled by the deprecation of user-level identifiers. Instead of following individuals across the web, marketers can now focus on the environment—the content people engage with, the themes trending in their communities, and the cultural signals embedded in those interactions. For multicultural marketing, this shift is critical because identity isn’t static—it’s expressed dynamically through language, media, and cultural moments.
For instance, understanding that someone is consuming content about Lunar New Year, Diwali or even LMX gives brands a clear signal to engage in a culturally resonant way—without personal data. This is context in action: reaching people based on what matters to them now, not on their census data or who they were categorized as yesterday.
HOW AI TRANSFORMS CONTEXT INTO INTELLIGENCE
What makes this possible at scale is AI-driven media intelligence. Historically, contextual advertising relied on basic keyword matching, which often missed nuance. AI changes that by applying semantic understanding to media. Natural Language Processing (NLP) can interpret text tone, while computer vision can analyze imagery and video for cultural cues, inclusive representation, and brand safety.
AI-powered media indexing goes deeper by creating rich metadata layers for every piece of content. Instead of tagging a video simply as “sports,” an AI engine can detect that it features a soccer highlight, identify the presence of Spanish commentary, and recognize a sponsorship moment tied to a cultural event. This level of detail unlocks new targeting capabilities without violating privacy norms.
Moreover, these cognitive AI systems can track cultural signals in real time. They identify trending topics within specific communities—say, the rise of a regional music genre or a viral challenge—and recommend placements where brand messages will feel authentic. This predictive intelligence allows marketers to participate in cultural conversations as they happen, rather than playing catch-up.
THE FUTURE OF MULTICULTURAL MARKETING: CONTEXT + CULTURE
As privacy reshapes digital advertising, brands face a choice: cling to outdated identity-driven strategies or embrace context as the foundation of engagement. With AI, context isn’t just about where an ad appears—it’s about understanding cultural relevance at a granular level and scaling that insight across platforms.
For multicultural marketers, this is a breakthrough. It means campaigns can be inclusive and culturally aligned without collecting sensitive personal data. By leveraging AI for semantic analysis, predictive trend detection, and media indexing, brands can turn context into a competitive advantage—building authentic connections in a cookieless world.
In short, the future of multicultural marketing isn’t identity-based; it’s contextually intelligent.
By
Michelle Savoy
CRO of Numatec
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