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Localization & AI: Impacts on Global Marketing

Lokalise is a language management tool that makes it easy for marketers to manage and collaborate on multilingual projects in one place. Say goodbye to spreadsheets, manual uploads and downloads, and files lost in your inbox. Instead, manage multilingual projects end-to-end with integrated CMS and project management tools that keep content moving back and forth and marketing projects moving forward. 

“Language launches are one of the most personal and meaningful things we can provide for users—it reduces barriers to entry, empowers local toolmakers, and allows an entire region of humans to feel like our product is theirs.”

Emma Yee Yick, community builder at Notion

I saw this on LinkedIn and 100% agree.

Launching your product or service in a new language is a way for companies to serve customers in a language they speak so that interactions feel natural. It’s how global-first companies create very personal customer experiences, become more accessible, and drive growth in new markets.

I would even argue that language is the foundation of personalization, so getting it right matters. But, as a marketer, how often do you think about reaching more audiences through language and localization?

Personalizing with a customer name is a great first step, but to connect with your audience even further, you need to speak the same language, literally. In fact, based on a survey of 8,709 global consumers in 29 countries in Europe, Asia, North America, and South America, CSA Research found that 76% of online shoppers prefer to buy products with information in their native language. In addition, 40% will never buy from websites in other languages.

When you speak to customers in their language, they feel included, pay attention, and are more likely to interact with whatever you’re selling.

Still, language is often overlooked in global growth marketing strategies. There’s a perception that translation and localization require a lot of time, effort, and cost—time and money that marketers deem better spent on shorter-term initiatives.

But…in case you haven’t noticed, times are a-changin’.

AI-Powered Localization and Translation

AI-powered generative tools for translation and localization will likely have a huge impact on global growth marketing strategies because they make it easier, faster, and more accessible. Marketing teams can adapt content more efficiently without using up all their time or making a huge dent in their budgets. Of course, language launches still involve hard work.

Localizing your brand to reach new audiences is not covered by translation alone.

Local payment preferences need to be installed and configured, new communications and branding work needs to be done to make sure your existing brand appeals to its new audience, plus legal frameworks and data protection need to be complied with. The bureaucracy and paperwork can seem endless.

But what’s great about generative AI tools, compared to machine translation tools like Google Translate, is that AI tools don’t just translate, they consider context. This helps close the gap between translation and localization—terms that are so closely related they’re often used interchangeably.

With translation, you’re adapting a message. With localization, you’re adapting an experience. For example, when it comes to numeric differences, like currency, units of measure, and date and time formats, you’ll need to adapt these to local preferences.

There’s still a long way to go in terms of what generative AI for translation and localization can do, but the era of machine-translated content that’s consistent, on-brand, and accurate is already here.

Lokalise + Iterable Integration for Generative AI Translation & Localization

The Lokalise + Iterable integration lets you seamlessly translate and localize your templates quickly and at scale.

Connect to Lokalise to sync email, SMS, and in-app messages, and push templates from your Iterable project to your Lokalise project—where you can translate and proofread your content. Once translations are complete, you can send localized templates back to Iterable.

Lokalise has released a bunch of new AI features so you can deliver localized content that’s:

  • On brand and consistent. You can add your style guide, glossary, and tone of voice guide to make sure your translations are on brand.
  • Translated with context. You can add screenshots and descriptions. For example, describe where the copy will go. Is it for a CTA or in-app message?
  • Ready in minutes. Translate hundreds of phrases in a matter of minutes with just one click, and set up automations and translation memory to localize more efficiently.
  • Translated your way. With AI suggestions, you can rephrase, shorten (perfect for limited character space), and choose from variants with just one click.
  • Quality assured. Post-editing translations can take forever—not with AI. You can review translations and create a QA report in seconds instead of hours.

Translation and Localization are the New Personalization

Building deeper personal and meaningful customer relationships starts with language. Even YouTube stars like MrBeast and Adam Waheed are using AI to speak different languages and ‘supercharge’ audience growth.

By dubbing their videos into different languages, MrBeast and Adam are making their content more accessible to people who may not understand English. Adam takes it a step further by dubbing with the same voice, inflections, and emotions so that his content feels authentic to local subscribers.

Localization is like one of those lightbulb moments when you say to yourself, “Why didn’t I think of this before?” It’s almost too obvious to be overlooked. While customers feel more closely connected to brands that speak their language, translation, and localization also help attract new customers that would have otherwise been unreachable. Now, with generative AI making it easier to localize and translate, there’s never been a better time to adapt your content for different markets.

Connect with more people in different parts of the world to make your brand more relatable. By doing so, you’ll drive global growth.

Interested in learning more about the Iterable and Lokalise integration? Schedule an Iterable demo today.

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