Unlock Global Success by Leveraging AI Globalization Strategies

Don’t Get Lost in Translation: Leverage AI Globalization to Successfully Expand Into New Markets

In the history of marketing, there is no shortage of translation fails. Whether companies were encouraging people to eat their own fingers or promising to resurrect the dead, their marketing mistakes got them a lot of unwanted attention.

While these brands have since made sure not to repeat their mistakes, they all serve as an example of why due diligence is critical in marketing. The organizations had the resources available to identify which consumers want what, when they want it, and where, but they failed to account for the cultural differences between countries and cultures.

Fortunately, AI can help keep you from making the same error.


Mistranslations Are Becoming a Thing of the Past

For businesses to succeed globally, their messaging must appeal to international consumers. Thanks to AI globalization language models, this is now possible. The field of natural language processing and machine translation has been evolving at a rapid pace, leading to more accurate and contextually aware language models.

For example, transformer models such as OpenAI’s GPT-3 and Google’s BERT are capable of producing very high-quality translations by effectively utilizing context and semantics. Machine translation models, multilingual models, statistical machine translation models, and customized translation services can also translate, but their uses tend to be more specialized.

Despite the significant progress being made with this technology, AI isn’t infallible. Contextual understanding, idiomatic expressions, and specialized domains can pose challenges for AI translation systems. For this reason, businesses should still evaluate the results and consider postediting for accuracy.


How Do Companies Reach Global Markets With AI?

With all the technological advancements, businesses have begun to understand the potential of AI and its language models in reaching broader markets across cultures and languages. It’s become an efficient and effective tool for communication, content localization, and overall customer engagement.

Here are just a few examples of what the technology can be used for:


1) E-commerce localization

If you want to enter a new market, AI can assist in localizing your e-commerce platform. It gives product listings, payment gateways, reviews, and other important elements a once-over to ensure they’re in the correct language.


2) Market research

AI-driven sentiment analysis can gauge consumer sentiment in different languages, helping businesses adapt their strategies to reach global markets based on regional feedback and preferences.


3) Multilingual content creation

Businesses need to churn out a lot of content to stay top of mind, and this amount will grow exponentially when they go global. AI can help generate content across multiple languages, going so far as to create marketing materials, product descriptions, blogs, and articles — all tailored to specific audiences in a consistent brand voice.


4) Localized content and marketing campaigns

Because so much nuance goes into language localization, word-for-word translations generally don’t resonate with speakers of the target language. Fortunately, AI can analyze these nuances and localize marketing campaigns to specific cultures. It can modify the messaging, visuals, and even timing to better appeal to target audiences.


5) Cultural sensitivity analysis

Going hand in hand with marketing localization is the ability of AI to analyze content for potential cultural sensitivities. This can help you ensure that messages are appropriate and well-received in different cultural contexts.


6) Real-time translation, transcription, and subtitling

AI-driven translation services enable businesses to provide real-time translations of their websites, apps, customer support interactions, and more. Similarly, AI transcription and subtitling tools can automatically transcribe spoken languages as is or translated. With this technology, users from different linguistic backgrounds can access your content and easily communicate with you.


7) Customer support and chatbots

Chatbots have been providing customer support for more than a decade. Thanks to AI, this support now comes in various languages. AI-powered bots will respond in the same language to any language entered into the chat.


8) Social media engagement

Regardless of the language, AI can analyze social media conversations and identify any trends or sentiments that can later be used to tailor engagement strategies to reach global markets.


9) Cross-cultural communication

The last thing any business needs is to get off on the wrong foot in a new market. AI can provide language-specific etiquette and communication guidelines for leadership teams before engaging with potential partners and clients.


10) Legal and compliance

Language models can help businesses navigate legal documentation and compliance requirements in different regions by providing accurate translations and interpretations of legal texts.

While social media might love marketing translation fails, the well-intentioned businesses that experience them don’t. For some brands, a clumsy first step into another market could be their last. AI can help ensure that nothing is lost in translation.