How AI can be used in global marketing

It’s no small challenge to duplicate a successful marketing campaign across languages and cultures. But if you’re focused on global growth, that’s exactly what you have to do. Here’s some good news: advances in artificial intelligence (AI) are making it easier than ever for marketers to expand their international reach without sacrificing quality.

Yet many still aren’t sure this new technology can really do what humans do so well. Can AI really adapt to cultural differences? How dependable is it for maintaining your brand’s voice? The answers depend on how AI is used, but when deployed effectively—with guidance from human experts—it can do all this and more.

Let’s examine in more detail how AI can simplify global marketing and accelerate your brand’s international success.

AI-powered translation does the heavy lifting for you

AI-powered translation has become an essential tool for marketers looking to reach global audiences quickly. There are two types of translation that rely on artificial intelligence: Neural machine translation (NMT), which has been in use since the 2010s, and the newer large language models (LLMs), of which ChatGPT is the most famous. NMT relies on deep learning to translate content by recognizing patterns in bilingual data. LLMs, on the other hand, are trained on vast datasets to find information and generate content. But they can also translate content they’re given from one language to another.

Both types can greatly speed up the translation process, but each has its strengths and weaknesses. NMT is a mature technology- it’s predictable and fairly reliable, with 95% reliability. Plus, after almost a decade, we can anticipate where it’s likely to run into trouble. But it struggles with rare languages, and its translations sometimes sound unnatural.

LLM translations sound more natural, and they do better with low-resource languages because they don’t require vast amounts of bilingual data for training. However, they are also more likely to contain major errors, omissions, and biases, and their output is somewhat more unpredictable.

Both types are most accurate when used with human supervision in the form of engine training, post-editing, and prompt engineering. And AI translation is not the best fit for every type of marketing content-it still doesn’t always handle nuance and subtlety as well as a human can. A language services provider (LSP) can help you evaluate which AI solution is the best fit or decide whether or not your project is suited to AI translation at all.

When to use AI versus human translation

For high-volume, low-stakes content like product descriptions or social media posts, AI translation is a great choice. For more complex materials, such as marketing copy or regional newsletters, machine translation with post-editing (MTPE) combines AI efficiency with human oversight to ensure brand consistency and cultural relevance. MTPE can result in double (or more) productivity when compared to translating from scratch.

However, when dealing with highly creative, legal, or sensitive content, human translation is essential to preserve meaning, tone, and accuracy across different markets. AI translation and AI plus post-editing free up resources for this type of content while still allowing brands to meet consumers’ expectations of being able to shop and browse in their own languages.

Scale video content with AI: fast, natural, and in any language

According to HubSpot, 61% of companies say time and bandwidth are their biggest struggle with video marketing, and 44% point to team size and resources. As the number of languages and cultures you’re targeting grows, so do these headaches.

New AI tools can help in all of these areas. In fact, AI is revolutionizing how brands create in-language video and voiceover content, making it possible to scale in ways that were never feasible before.

Here are four examples:

• Automated dialogue replacement (ADR) tools use advanced speech recognition to analyze lip movements and sync dubbed audio perfectly with the video. This allows for smoother, more natural dialogue in different languages.
• Voice cloning enables brands to replicate voice actors’ voices digitally. This allows the same voice to be used across multiple languages while preserving the actor’s unique qualities.
• Neural machine translation (NMT) paired with text-to-speech (TTS) engines takes script translation to the next level. NMT delivers a reliable translation, and TTS engines produce natural-sounding speech, even accounting for lip-sync and timing.
• AI-assisted dubbing software can automate translations, suggest voice actors, and even optimize lip-sync adjustments, offering brands a seamless way to create high-quality, multilingual video content.

These AI advancements not only solve the logistical challenges of scaling video content but also open new possibilities for brands to engage authentically with global audiences in their own languages.

For example, Cadbury used AI to clone (with permission) popular Bollywood actor Shah Rukh Khan, and then to allow local store owners to add their store name to make it seem like the actor had created an ad specifically for their store.

AI-powered chatbots speed up routine customer service queries

AI-powered chatbots are transforming the way businesses handle customer service, offering efficient, 24/7 support in any language. These intelligent virtual assistants provide quick, accurate responses to customer inquiries—whether simple or complex—using advanced natural language processing. Chatbots, like those powered by ChatGPT, can manage multiple conversations at once, allowing businesses to scale their support operations without sacrificing quality.

This isn’t about leaving humans out of the loop completely, however. By automating routine tasks, AI-powered chatbots free up human teams to focus on higher-priority issues, improving both operational efficiency and overall customer satisfaction.

IKEA’s AI-powered chatbot, “Billie,” is a prime example of how AI can scale global customer service without replacing human support. Available in several languages and running 24/7, Billie handles routine queries—such as product information, recommendations, and even basic design advice—across multiple time zones. Since its rollout, Billie has resolved 47% of customer inquiries. And IKEA’s call center workers? They’re still there, but they’ve now been trained to offer personalized design consultations.

Create and automate personalized marketing campaigns at scale with AI—in every market

AI is reshaping global marketing, helping brands create targeted campaigns that align closely with audiences in different regions. By crunching massive amounts of consumer data—like buying habits, preferences, and cultural trends—AI helps businesses fully understand the preferences and behaviors of specific demographics, breaking down markets by language, region, or behavior. It can spot which products sell best in certain areas and tweak your ad copy to match local tastes. This means your ads hit the right people with the right message, driving better results.

AI also cuts down on repetitive marketing tasks, from posting on social media to running email campaigns and tracking results. It frees up your team’s time while keeping your brand consistent worldwide. With predictive insights, AI can even help you stay ahead of trends, giving you the edge to adjust your strategy before the market shifts.

For example, Coca-Cola is using AI to personalize and automate global marketing content across 100+ markets. By utilizing AI-powered tools and a vast 3D object library, they can quickly create localized, multilingual ads that remain brand-compliant. This technology allows them to streamline content creation, delivering highly relevant visuals and messages at unmatched speed. With AI, Coca-Cola adapts campaigns for each market, staying responsive to global audiences while boosting efficiency for their marketing teams.

Create local content for every market with generative AI

Traditional content creation is time-consuming and resource-intensive. Multiply that by the number of markets you’re targeting, and it can quickly become a roadblock to international expansion.

Generative AI is changing the game by automating content creation at a scale and speed that was previously out of reach. It can produce everything from social media posts to product descriptions in the local language, making it a powerful tool for brands handling large volumes of content across multiple platforms. This is particularly useful for global marketing, where AI can rapidly generate localized, multilingual content that fits each market.

Beyond automation, generative AI ensures consistency with your brand’s voice, while customizing content to feel personalized and relevant for each target audience. This balance helps maintain your brand identity across different regions while connecting with local markets. Its ability to adapt to trends keeps marketers nimble and makes it easier to stand out in a crowded marketplace with campaigns that grab attention.

For example, L’Oréal uses generative AI to scale content across its 37 beauty brands, crafting localized messaging that stays true to brand identity but speaks directly to local markets. This technology enables global companies to quickly produce relevant, customized marketing materials for each region, allowing them to meet the growing demand for personalized content without losing their brand’s unique voice.

What you need to know about AI marketing and data privacy

When using generative AI for personalized marketing, privacy and security are key concerns. AI models often pull data from online sources, but responsible handling is essential. Before training, data must be anonymized by removing personal details like names and addresses to protect user privacy.

To build trust, businesses need to prioritize transparency, obtain explicit consent, and comply with data protection laws. Balancing innovation with privacy safeguards is critical for using AI ethically so your business stays on the right side of applicable regulations and maintains consumer trust.

What’s next for AI in global marketing?

AI is poised to reshape global marketing, making it easier to reach diverse audiences. From automating translations to crafting personalized ads in multiple languages, AI will streamline how brands connect across borders. As the technology advances, it will handle local cultural differences better, delivering more relevant messaging while keeping global consistency intact.

At Acclaro, we use AI alongside human expertise to help brands grow internationally. Let’s talk about how we can support your global marketing efforts and keep your messaging clear and effective worldwide.