𝘈𝘱𝘱𝘳𝘰𝘹 𝘳𝘦𝘢𝘥 𝘵𝘪𝘮𝘦: 5 𝘮𝘪𝘯𝘴🕒
Innovations in AI are making it easier for businesses to enhance their agility in the global marketplace. From data analytics to content creation, brands are able to reach more customers and react to market trends faster.
This is putting pressure on marketers to deliver impactful work on a global scale with AI. AI is not currently able to match the creativity of human marketers, and over-implementation can lead to errors or cultural blunders.
However, AI does have a place in marketing, particularly in the localisation and translation of global content. Within reason, anyway, marketers still need to consider the environmental impacts, as well as how much they want AI to be embedded into their content.
AI-powered localisation enables brands to optimise their budgets and strategies, making global content creation more effective and accessible than ever before.
This technology helps companies engage audiences worldwide with content that’s both culturally relevant and targeted.
Brands that embrace AI are enjoying higher ROI from global marketing campaigns, and they’ll be better positioned for the future as the capabilities of AI expand.
What is AI-powered localisation?
Localisation is the process of adapting content to fit the linguistic, cultural and social nuances of a target market. Unlike simple document translation, localisation recognises that language is about more than words. It considers factors like dialects, idiomatic expressions and cultural context.
Until recently, most localisation was done by humans, but without clever investment, businesses have difficulty maintaining effective localisation, especially in a social-media-dominated marketplace that demands rapid reactivity.
AI-powered localisation improves this process by leveraging machine learning algorithms and natural language processing (NLP). Leaps in generative AI technology have enabled AI tools to translate faster and more accurately. And, they’re surprisingly good at interpreting cultural differences.
This balance between machine precision and human expertise is the key, however.
Just to be extra clear, human expertise is paramount in localisation. AI can make translations quicker and more cost-effective, so budgets can be pivoted to more localisation and internationalisation.
We would never recommend using raw AI output, or completely relying on AI for localisation without human oversight.
How AI localisation is changing global marketing
The integration of AI into localisation is a necessity for brands that wish to survive. AI is already redefining how brands approach global marketing.
Here are a few ways this transformation is impacting the way marketers work:
1. Rapid and cost-effective localisation
AI-enhanced machine translation (MT) and machine translation post-editing (MTPE) have made the translation side of localisation faster and more cost-efficient.
Brands no longer need to allocate extensive resources solely for basic translations. AI tools can process large volumes of text in multiple languages in seconds, ensuring companies can quickly adapt their content for international markets.
This is making a big difference in areas that require speed, such as social media marketing.
2. Enhanced cultural sensitivity
Pre-AI translation technology focused solely on translating words (think Google Translate). But AI goes far beyond that. It can incorporate regional dialects, local humour, and culturally significant ideas. More importantly, it’s able to learn and adapt to cultural changes.
AI localisation tools analyse cultural references and suggest appropriate changes to text, images and even colour schemes, improving the content’s appeal to target demographics.
Companies that adopt this level of customisation may see improved customer engagement and brand loyalty.
Again, we must reiterate the importance of human oversight and using professional human linguists where possible. Think of AI more as a tool, rather than something that should be running your cultural adaptation and localisation strategy.
3. Expanding market opportunities
AI localisation boosts competitive advantage by making global outreach more feasible for businesses of all sizes. This capability means that even small and medium-sized companies can aim for international growth without facing prohibitive costs.
For example, a mid-sized UK e-commerce brand looking to enter multiple European markets can use AI-led workflows to adapt product descriptions, marketing campaigns and customer support content quickly and affordably. This can accelerate market entry and allow brands to test the viability of markets at lower risk.
Unlocking new potential for global marketers
To benefit from AI in localisation and translation, marketers must responsibly integrate these technologies into their existing workflows, with the help of a professional translation company, like Wolfestone.
Here are some practical steps for doing so:
- Machine translation-led workflows for speed: Machine translation systems can handle large volumes of content, making it easier to launch simultaneous campaigns in multiple regions. The key to success here is employing MT for non-critical content, such as internal documents, initial drafts of marketing materials and basic informational content.
- Professional linguists for post-editing, and human-led workflows: AI can’t compete with humans when it comes to tone and cultural nuance. For high-stakes content — such as marketing campaigns, product launches and client-facing documents—post-editing by professional linguists is still essential. And, many projects require human-led workflows as a must.
- Develop localisation style guides: Create style guides that outline language preferences, cultural nuances and brand voice for each market. AI can be programmed to follow these guidelines. Update these guides regularly to keep your AI output relevant. As an example, Wolfestone would create customised glossaries, translation memory, and upload brand guidelines.
- Combine AI Tools with Expert Oversight: Human professionals can identify where AI tools fall short and provide the expertise needed for complex projects, such as marketing transcreation or multimedia localisation.
Wolfestone: Leaders in localisation and global content creation
Adopting AI technology in your marketing processes isn’t easy. It is a transformation that involves significant changes to your current human-led processes.
This transition can be risky if your team doesn’t understand the capabilities of the technology. This is why many brands choose to work with professional providers like Wolfestone.
We offer comprehensive localisation and language services backed by AI technology and certified linguists. Since 2006, we’ve helped dozens of businesses translate and localise engaging marketing materials for global audiences, and we’ve earned over 50 awards and nominations in the process.
Contact us today to learn more about expanding your global presence and strengthening the impact of your marketing efforts with AI-led localisation and translation.
𝘒𝘦𝘪𝘳𝘢𝘯 𝘩𝘢𝘴 𝘣𝘦𝘦𝘯 𝘸𝘳𝘪𝘵𝘪𝘯𝘨 𝘢𝘣𝘰𝘶𝘵 𝘭𝘢𝘯𝘨𝘶𝘢𝘨𝘦 𝘴𝘰𝘭𝘶𝘵𝘪𝘰𝘯𝘴 𝘴𝘪𝘯𝘤𝘦 2021 𝘢𝘯𝘥 𝘪𝘴 𝘤𝘰𝘮𝘮𝘪𝘵𝘵𝘦𝘥 𝘵𝘰 𝘩𝘦𝘭𝘱𝘪𝘯𝘨 𝘣𝘳𝘢𝘯𝘥𝘴 𝘨𝘰 𝘨𝘭𝘰𝘣𝘢𝘭 𝘢𝘯𝘥 𝘮𝘢𝘳𝘬𝘦𝘵 𝘴𝘮𝘢𝘳𝘵. 𝘏𝘦 𝘪𝘴 𝘯𝘰𝘸 𝘵𝘩𝘦 𝘏𝘦𝘢𝘥 𝘰𝘧 𝘔𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘢𝘯𝘥 𝘰𝘷𝘦𝘳𝘴𝘦𝘦𝘴 𝘢𝘭𝘭 𝘰𝘧 𝘰𝘶𝘳 𝘤𝘰𝘯𝘵𝘦𝘯𝘵 𝘵𝘰 𝘦𝘯𝘴𝘶𝘳𝘦 𝘸𝘦 𝘱𝘳𝘰𝘷𝘪𝘥𝘦 𝘷𝘢𝘭𝘶𝘢𝘣𝘭𝘦, 𝘶𝘴𝘦𝘧𝘶𝘭 𝘤𝘰𝘯𝘵𝘦𝘯𝘵 𝘵𝘰 𝘢𝘶𝘥𝘪𝘦𝘯𝘤𝘦𝘴.
