BlogsIt's Not Hype, It's Here: AI is Revolutionising Global Content Creation
Scaling a brand internationally has always been a balancing act. How do you maintain a consistent global identity while making sure content feels local and relevant? Traditional localisation methods are too slow, too expensive, and often inconsistent, leaving brands struggling to engage audiences in new markets.
AI-powered localisation is changing that. Machine translation, automated content adaptation, and AI-driven insights are giving brands the ability to deliver high-quality, culturally relevant messaging at unprecedented speed. But in our opinion, AI isn’t a silver bullet. Used without strategy, it can create generic, tone-deaf content that misses the mark.
At bbd, we know that AI works best when it enhances human creativity, not replaces it. Here’s how brands can harness AI to drive global engagement faster and smarter.
Written by Laurence Cornwall-Watkins, Managing Director, Bright Blue Day.
5 minute read
25th February 2025
How to Succeed in AI-Powered Localisation at Speed and Scale
1. AI Can Translate, But Brand Voice Needs a Human Touch
Machine translation has come a long way, but it still struggles with nuance, brand tone, and cultural context. AI should be used to handle the heavy lifting, but final refinement should always be human-led. We train AI models with brand-specific terminology and keep local teams involved to ensure authenticity.
2. Scale Without Losing Relevance
Scaling content across multiple markets doesn’t mean copy-pasting the same message everywhere. AI-powered localisation allows brands to adapt messaging for each region while keeping the core brand identity intact. Using Smart Intelligence to deliver AI-driven market insights, brands can adjust content based on audience sentiment, local trends, and cultural preferences.
3. Build AI Into Your Workflow, Not Just Your Output
Many brands think of AI as a last-minute tool for translation rather than an integrated part of their content pipeline. The real efficiency comes when AI is used at every stage. From content planning to creation, adaptation, and performance tracking, AI should be embedded throughout. Brands that integrate AI into their entire content ecosystem can launch in multiple markets at the same time without delays.
4. Automate, But Don’t Overlook Human QA
AI-driven localisation should increase speed, not decrease quality. A rigorous QA process is essential to catch misinterpretations, cultural sensitivities, and brand inconsistencies before content goes live. We have created hybrid AI-human workflows, where AI handles volume and human editors ensure quality.
The Future of AI-Powered Content: Faster, Smarter, More Relevant
AI-powered localisation is not just about translation, it’s about intelligence. The next evolution will see AI-driven predictive localisation, where brands can forecast content needs in each market before they even arise.
The brands that win in the global marketing race will be the ones that: • Use AI to enhance localisation, not just automate it. • Build AI into their entire content process, not just as a final step. • Create AI-driven market insights that drive strategic localisation decisions.
Speed isn’t enough. Smart, culturally relevant localisation is what will drive real engagement.
How We Can Help
At bbd, we help brands scale content globally without sacrificing impact, speed, or authenticity.
Through our Smart Craft framework, we:
Blend AI-driven localisation with human creativity to maintain brand voice.
Develop AI-powered workflows that accelerate content delivery.
Use predictive analytics to ensure brands stay ahead of cultural shifts and market trends.
AI is not hype. It’s the unfair advantage that global brands need. Want to scale without compromise? Let’s talk.
