Jason R. Klein – COO and Co-Founder, SeeMe Index
Jason Klein of SeeMe Index reframed “responsible AI” into an advertising mindset during his presentation, by describing it as a growth driver rather than a compliance constraint. He defined responsible AI as the intentional alignment of machine learning with human values to ensure equitable, transparent and accountable marketing outcomes, while at the same time, utilizing the strategy to discover additional opportunities. He argued that traditional segmentation approaches (e.g., “win with Hispanic consumers”) obscure meaningful differences within audiences and limit growth, proposing instead that brands evaluate whether consumers authentically see themselves represented across all brand touchpoints. This reframing shifts AI from a pure optimization tool to one that identifies missed opportunities in representation and connection.
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Jason R. Klein – COO and Co-Founder, SeeMe Index
Jason Klein of SeeMe Index reframed “responsible AI” into an advertising mindset during his presentation, by describing it as a growth driver rather than a compliance constraint. He defined responsible AI as the intentional alignment of machine learning with human values to ensure equitable, transparent and accountable marketing outcomes, while at the same time, utilizing the strategy to discover additional opportunities. He argued that traditional segmentation approaches (e.g., “win with Hispanic consumers”) obscure meaningful differences within audiences and limit growth, proposing instead that brands evaluate whether consumers authentically see themselves represented across all brand touchpoints. This reframing shifts AI from a pure optimization tool to one that identifies missed opportunities in representation and connection.
Jason introduced the SeeMe Index, an AI-driven system that analyzes paid, owned and earned content, products and brand purpose through more than 700 identity and intersectional lenses. The approach combines large-scale AI analysis (including computer vision and LLMs) with inclusive measurement frameworks, such as the Monk Skin Tone Scale, then incorporates expert partnerships (e.g., GLAAD, Unstereotype Alliance) to address AI’s blind spots. In the end, it links inclusivity to business outcomes via external data sources like Circana. The methodology emphasizes identifying where AI introduces bias, using more granular and inclusive measurement systems, and integrating human expertise to fill gaps in AI understanding.
Key Takeaways:
- Responsible AI drives growth, with inclusive brands growing 2.7× faster and inclusive advertising improving both short- and long-term sales outcomes.
- Broad audience segments mask opportunity, as meaningful differences within groups (e.g., Hispanic subsegments or intersectional identities) are often overlooked in traditional targeting.
- AI bias can misrepresent identity, particularly by conflating skin tone with ethnicity, leading to inaccurate targeting and missed connections with audiences.
- Representation gaps persist despite diversity efforts, with deep skin tones receiving disproportionately less screen time than lighter skin tones in advertising.
- More inclusive measurement frameworks unlock insights, as tools like the Monk Skin Tone Scale reveal nuances that legacy systems fail to capture.
- Disability and accessibility are major growth opportunities, with 1 in 4 Americans having a disability and inclusive design (e.g., captions) benefits a far broader audiences.
- Human expertise remains essential, as AI alone cannot fully capture nuanced identities, requiring partnerships and contextual input to ensure accurate and effective measurement.
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Section I of this project focuses on Hispanic preferences, consumption and purchasing behavior for snacks, and Section II is focused on non-alcoholic beverages. Connecting with Hispanic consumers via marketing in Spanish, demonstrating cultural understanding and offering snacks, beverages and other products from their home countries has proven effective for convenience stores. Section III provides additional details. Section IV provides broader research on Hispanic food shopping and consumption trends. Research revealed that non-Hispanic consumers enjoy Hispanic handheld and
portable snacks and foods, as well as spicy Latino flavors, which represents an
opportunity for brands and convenience stores.
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