What Happens When AI Gets to Define Culture?
This is the basis of what some call algorithmic identity. It is self-expression shaped by machine learning rather than personal context. Over time, this doesn’t just reflect taste. It starts to define it.
Fashion makes this visible. Trends like “clean girl” or “mob wife” circulate through Indonesia, Brazil, and the U.S. Not because they fit the culture, but because they scale. Pinterest’s style generator and Shein’s StyleDNA serve suggestions that often ignore climate, modesty norms, and regional textiles.
Music and language follow the same pattern. Spotify’s AI DJ and TikTok’s sound library push global hits to the top. Local artists and cultural soundscapes often get filtered out.
Some platforms are starting to shift course.
Zalora, a fashion e-commerce platform in Southeast Asia, is building AI systems that adapt to local context. Recommendations adjust based on climate, cultural norms, and festive calendars. During Hari Raya, the platform surfaces styles and fabrics tied to tradition, not just trend.
Shopee is doing the same with search. Its algorithm now factors in regional dialects, seasonal keywords, and cultural references. During Ramadan in Indonesia, mukenas, traditional snacks, and home décor rise in the feed. This is not the result of ad spend. It reflects how the system has been trained.
AI is not neutral. AI reflects the choices behind it. The brands shaping these systems are deciding what culture looks like next.The brands shaping its outputs are the ones deciding what culture looks like next.
