Under the Hood of Marketing Copy: Mitigating AI Bias

2 min readAug 28, 2023

Sphere’s Guide to Culturally Inclusive, Bias-Minimized Marketing

In our first episode of “Under the Hood,” we took a comprehensive look at how Sphere’s Marketing Copy employs system prompts to finely tune text and image outputs. These mechanisms help your marketing campaigns resonate with your target audience.

In this second installment, we aim to pull back the curtain on an issue that is often the elephant in the room: bias in AI outputs. We’ll also discuss strategic ways to minimize these biases, ensuring more nuanced and culturally relevant marketing collateral.

It’s pivotal to understand that a model is only as good as the data it has been trained on. With a large number of Language Learning Models (LLMs) trained predominantly on English digital data, there’s an inadvertent Western-centric lens applied to their understanding of global markets. This not only skews the model’s perspective but can also propagate an outdated grasp of current trends.

In the realm of digital marketing, nuances matter. An ad that resonates in New York may fall flat in Tokyo. This inherent bias in LLMs means the outputs are not always universally applicable or culturally sensitive. Therefore, there’s a growing need for models that can adapt and understand specific markets, not just generalize them.

At Sphere, we adopt a multi-pronged approach to surmount this limitation, from offering contextual grounding to utilizing explainability tools. By enhancing our models with a nuanced understanding of markets and evolving brands — insights gained from Quilt.AI’s trend trackers — we’re broadening the scope of what AI can achieve in digital marketing.

In the custom versions of our upcoming app, Product Ideation, Product Ideation, we take things a step further. Product Ideation is designed to streamline your R&D process and supercharge innovation workshops. By fine-tuning the model to align with a client’s existing brand strategy, industry trends, and product portfolio, we ensure that the generated product concepts and briefs are not just relevant, but also deeply insightful and nuanced.

Stay tuned for the imminent launch of Product Ideation, and feel free to reach out if you’re interested in a customized ML model for your brand.

Sphere’s Marketing Copy crafts AI-generated text and images in seconds and effortlessly creates personalized content that resonates with your audience and reflects your brand values.




We are a culturally rooted, AI powered insights firm that converts millions of data signals into human understanding. Visit us: https://quilt.ai