Models In, Culture Out? Protecting the Human Premium in AI-Fueled Research

Models In, Culture Out? Protecting the Human Premium in AI-Fueled Research

A quiet revolution is underway in market research where synthetic personas are increasingly replacing real people as respondents and researchers. These technologies promise speed, cost savings, and efficiencies, but simultaneously trigger a foundational credibility crisis. When AI models rely on Western-centric, backward-looking data, brands risk making million-dollar decisions within a digital echo chamber—divorced from real people, real-time emotion, and situational context.  In this episode of CultureConnect, we delve into what research companies need to do to pivot from being data collectors to becoming the ultimate arbiters of cultural truth so that "growth audiences"—including people of color, the LGBTQ community, and the disability community— do not face increased exclusion in the insights pipeline that fuels everything from creative briefs to policy memos.  Guests:  * Wendi Dunlap: EVP, Business Analytics; Omnicom * Pooja Iyer: Assistant Professor, Department of Advertising, Public Relations & Design; University of Colorado Boulder * Marisa Zalabak: Co-founder Global Alliance for Digital Education and Sustainability * Brandon Graboski: Vice President Research; GLAAD The CultureConnect podcast is hosted by Janelle A. James, US Head of Cultural Intelligence at Ipsos.

Gen Alpha: Digital, Diverse, Determined

This month on CultureConnect, we’re digging into the world of Gen Alpha -- the first generation born entirely in the 21st century. While they are the youngest cohort, their "alpha" status is already felt in the marketplace—driven by an unprecedented digital fluency and a demographic makeup that is rewriting the American mainstream. A panel of experts from psychology, tech, and children's media explores how this "glass generation"—raised on tablets and social-emotional learning—is transforming household spending and brand expectations long before they reach the workplace. Tune in to get an insider view on the future of media, tech, and marketing from leaders shaping the world for Gen Alpha.  Panelists: * Janine Domingues, Senior Clinical Psychologist and Senior Director of School and Community Programs, Professional Training at the Child Mind Institute * Darnell Lamont Walker, Emmy-nominated Children’s TV Writer, Content Creator & Death Doula * Kate O’Loughlin, CEO, SuperAwesome * Jennifer Kotler, UX Research and Content Strategy Lead for the Kids and Family Team at Google The CultureConnect podcast is hosted by Janelle A. James, US Head of Cultural Intelligence at Ipsos.

Ad Sales 2:0: From Impressions To Impact

This month's CultureConnect episode delves into the evolving ad sales landscape, where cultural capital is rapidly taking precedence over chasing impressions. As sales teams pivot towards monetizing authentic cultural moments and passionate engagements, we explore how brands are connecting through culture, the levers to pull when algorithms act as gatekeepers, and closing the cultural loop with the precision of retail media to drive both immediate sales and lasting loyalty. Guests: ●Oswald Mendez, CMO Canela Media ●Audrey Cochran,  VP, Television and Digital Research, UrbanOne ●Karen Vega, Partnership Advisor & Consultant, Former Paramount Advertising   ●Michelle Morgan, Brand Strategy Director, WPP Unite The program was hosted by Janelle A. James, co-chair of the ARF Cultural Effectiveness Council and U.S. Head of Cultural Intelligence at IPSOS.

50-Plus… A New Cultural Flashpoint

While media often spotlights younger generations, this episode of CultureConnect, examines the massive cultural shift happening at the other end of the spectrum. We’ll explore a group many are calling, "Age Disruptors"—a generation of adults 50+ who are defying stereotypes, reclaiming their vitality, and out-earning and out-spending every other demographic. We’ll hear from a panel of experts discussing why the traditional "path to aging" has been permanently detoured focusing on: * Economic Power: With 50+ audiences controlling more than half of all consumer spending, we examine the massive economic cost brands pay when they fail to make this demographic feel truly seen. * The Vitality Revolution: How women 50+ are being reimagined in media, moving from the background to the forefront with energy and agency that defies traditional aging. * The Hip-Hop Pulse: Hip hop recently turned 50, but it remains a heartbeat of modern culture. We discuss how the genre that defined a generation of visionaries and activists continues to power audiences today.  Tune in as we flip the script on aging and prove that the 50+ frontier is one of the most dynamic spaces for brands and in culture today. Guests: * Richard Bell, CEO of Openly Gray * Cassandra Burton, Senior Research Advisor at AARP * Mary Kate Callen, Senior Vice President of Global Ad Marketing & Intelligence at Paramount Marketing * Cara Weiss, Senior Vice President of Research & Analytic at iHeart Media Host: Janelle James, Co-Chair of the ARF Cultural Effectiveness Council and U.S. Head of Cultural Intelligence at Ipsos

The New Luxury Consumer: Winning With Growth Audiences

As we kick off 2026, the "New Luxury" landscape is no longer defined by price tags alone, but by cultural fluency, convenience, and authenticity. In this episode of CultureConnect, we dive into why the most resilient luxury brands and destinations are winning by prioritizing Growth Audiences—cross-cultural consumers who are not only the fastest-growing segments in the U.S. (and overrepresented in Gen Z) but also often the primary architects of global trends. We also discuss the importance of expansive audience reach in everything from customer service to product development and the importance of sustainability, given Gen Z’s preference for vintage and values, immersive experiences, and storytelling. This program is hosted by Janelle A. James, who is Co-Chair of the ARF Cultural Effectiveness Council and the US Head of Cultural Intelligence at Ipsos. Guests: * Huanne Hugh, Vice President of Luxury Fragrances at L’Oreal * Cagney Spears, Director, Global Marketing, Purple Label and Kids, Ralph Lauren * Justin Laborde, Vice President of Thought Leadership at IPSOS