Last year, Levi's encountered significant backlash for utilizing AI-generated models in its online marketing campaigns. The controversy stemmed from the company's partnership with Lalaland.ai, a firm specializing in AI-generated fashion models. Levi's aimed to "create a more inclusive, personal, and sustainable shopping experience" by showcasing diverse body types and skin tones. However, critics quickly labeled the company as "lazy," "problematic," and even "racist," arguing that Levi's could have employed real models from diverse backgrounds instead of artificial ones. This

incident underscores the profound impact of social media in shaping public opinion overnight.

Today, it is essential for advertisements to be precise and impactful. The pervasive influence of the online world and social media means that even minor oversights can significantly damage a brand's reputation. Marketing professionals can no longer rely on assumptions or intuition; they must utilize the most reliable source of information: customer data. This approach not only ensures ethical and politically correct practices but also guarantees that advertise-ments resonate effectively with the target audience.

It is proven beyond any reasonable doubt that, today, data provides valuable insights into the target audience, enabling organizations to forge stronger connections with potential customers. This results in higher conversion rates, increased customer loyalty, acquisition of new customers, and enhanced customer satisfaction.

We are pleased to present our annual special issue focused on business leaders in Malaysia. We welcome your feedback and thoughts.