On March 20, 2025, Saunders College of Business hosted the McClure Lecture Series featuring Bill Imada, founder and chairman of IW Group, a leading multicultural marketing agency based in Los Angeles.

In his keynote speech, "AI: Artificial, Augmented, and/or Authentic Intelligence. Embracing it all", Bill covered how AI intersects with marketing and culture, touching on the following key themes:

• The Human Touch in AI: While AI continues to evolve, it often lacks the human “final touch.” People are still essential in refining AI to ensure it resonates authentically with customers.
• Balancing Storytelling and Data: Crafting effective marketing strategies means striking the right balance between data-driven decisions and emotional storytelling. Sometimes, leaning into emotion can spark deeper customer engagement.
• "Transadaptation": Rather than direct translation, “transadaptation” uses AI to tailor messaging for diverse, nano-cultures—enhancing authenticity and relevance across audiences.

About The McClure Lecture Series

J. Warren McClure was a World War II Navy veteran and former publisher and owner of the Burlington Free Press. He sold the newspaper to Gannett Co., where he later became the first president of marketing. McClure, who turned to philanthropy in retirement, and his wife, Lois, were important members of the RIT community. McClure served on the RIT board of trustees from 1973 until 1986, was an advisor to the Saunders College of Business, and established the McClure Professorship in Marketing which includes lectures by marketing experts in the field.