Bridging the equity gap: How AI-powered digital marketing can transform public health in underserved communities

Bawah, Kendi (2025) Bridging the equity gap: How AI-powered digital marketing can transform public health in underserved communities. World Journal of Advanced Research and Reviews, 27 (2). pp. 551-560. ISSN 2581-9615

Persistent health disparities in the United States continue to undermine public health progress, particularly in Black, Hispanic, immigrant, and low-income communities. While systemic issues in clinical access remain a concern, an equally critical and often overlooked barrier is the failure of public health communication strategies to resonate with these populations. Traditional, one-size-fits-all campaigns frequently neglect linguistic diversity, cultural nuance, and community-specific behaviors, resulting in widespread disengagement and mistrust. This article proposes AI-powered digital marketing as a transformative and ethically implementable tool to close communication gaps and promote health equity. Drawing on recent advancements in artificial intelligence—including natural language processing, predictive analytics, and generative content platforms, public health agencies, school systems, and nonprofit organizations can now deliver hyper-personalized, culturally responsive, and data-informed messaging to underserved audiences. These technologies enable message adaptation based on real-time sentiment, location, media habits, and linguistic preferences, increasing both reach and effectiveness. Case studies explored include AI-driven campaigns in K–12 nutrition programs, multilingual COVID-19 vaccine outreach, and community health center engagement. These examples demonstrate how dynamic targeting and automated content creation can significantly boost public participation, trust, and retention in essential health initiatives. However, the use of AI in public health communication also presents challenges, notably algorithmic bias, data privacy concerns, and the potential for automation to reinforce rather than alleviate inequities. To address these risks, the article advocates for community-informed data governance, algorithmic transparency, and robust human oversight. Ethical design frameworks such as those promoted by WHO, Health Affairs, and the Brookings Institution are recommended as guiding principles for equitable AI integration. The article concludes with a call to action for greater cross-sector collaboration and policy investment in AI-literate, equity-driven marketing infrastructure. When used responsibly, AI-powered digital marketing is not merely a technological upgrade. It is a social imperative. It empowers public health systems to shift from generic outreach to meaningful engagement, ensuring that no community is left unheard, uninformed, or unprotected in the digital age.