New collaboration introduces culturally intelligent, AI-powered solutions for healthcare brands that want to reach the over 40% of Americans who identify as multicultural.
Cross-cultural agency Republica Havas Health and Havas CX have released a new research report in partnership with global research firm M3 MI, highlighting opportunities for healthcare organizations to engage diverse audiences in 2026. The report, titled “Where Culture Meets AI: Scaling the Human-Centered Healthcare Experience,” provides actionable insights to help healthcare brands design AI-powered experiences that are culturally relevant and drive measurable engagement and growth.
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This paper marks the first publication from the Republica Havas Cross-Cultural CX collaboration, a partnership that equips clients across the Havas network with tools to navigate the intersection of culture and technology in healthcare. The report identifies innovative approaches such as AI-driven patient portals that integrate linguistic and cultural context, guiding users through personalized journeys that reflect their communities and identities.
David Shulman, Global CEO of Havas CX, said, “Customer experience is built on understanding people as individuals shaped by culture, context, and community. Our cross-cultural CX practice emphasizes that meaningful experiences must reflect these identities. By embedding cultural intelligence into every interaction, we help healthcare brands deliver relevance that resonates emotionally, socially, and contextually.”
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The offerings from the Republica Havas CX alliance enable healthcare leaders to leverage culturally relevant innovations that foster trust and improve outcomes. The report notes that more than 40 percent of Americans identify as multicultural and that healthcare experiences must feel personally relevant and meaningful to these audiences.
Jorge A. Plasencia, Co-Founder and CEO of Republica Havas and Global Chief Client Officer of Havas Creative Network, added, “Healthcare brands face a rapidly evolving landscape and need partners who can anticipate changes. They need support that combines creativity, technology, data, and cultural insight. Our partnership with Havas CX helps clients strengthen relationships with diverse audiences while achieving measurable business growth. This report is a first step in shaping how consumers interact with healthcare brands and communicate with them.”
The report also explores strategies for embedding cultural intelligence into AI-driven healthcare experiences, addressing misinformation, creating in-language and culturally informed patient journeys, and overcoming barriers related to social determinants of health. It emphasizes the value of proprietary cross-cultural data ecosystems and draws on M3 MI’s extensive research, analyzing a sample of 23,138 patients to understand patterns of cross-cultural healthcare engagement.
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