In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Dubai-based tech company Yango has unveiled Yasmina, an emotionally intelligent AI assistant fluent in Arabic. It speaks to the demand for hyperlocal chatbots that are attuned to cultural nuances and the proliferation of AI as empathetic companions, not just machines of convenience.

Bridging the language gap of Anglophone generative AI, Japan is launching its own LLM. As AI innovation proliferates, people expect technology to be tailored towards their cultural needs, and brands can expect an uptick in hyper-specific preferences when it comes to digital touchpoints.