The rapid evolution of artificial intelligence (AI) is transforming how international marketers approach content creation, localization, and global campaign management.

In a recent webinar hosted by Welocalize, industry experts Hugh McCallion, Bruno Herrmann, and Lahcène Guerrouj shared valuable perspectives on how AI is reshaping multilingual marketing. The discussion revealed the transformative potential of AI and the critical importance of maintaining human expertise in global marketing strategies.

The Changing Role of International Marketers

The marketing landscape is fundamentally shifting as AI technologies become increasingly integrated into everyday workflows.

“Generative AI is making marketers technologists, even sometimes not consciously, just because they are now using tools and services that are generatively enabled,” noted Bruno Herrmann, a consultant specializing in global content operations and product strategy.

This transformation extends beyond simple automation. International marketers are finding themselves at the intersection of content creation, technology, and cultural adaptation. The key lies in effectively leveraging AI while maintaining the human elements that make marketing resonate across different cultures and languages.

Marketing professionals must develop new competencies while maintaining their core communication and market knowledge expertise. They need to understand both the capabilities and limitations of AI tools in marketing.

AI as an Enabler, Not a Replacement

One crucial insight from the discussion is the importance of viewing AI as a complementary tool rather than a replacement for human expertise.

Lahcène Guerrouj, Head of Content at Neom, emphasizes this: “AI is an added value. It cannot replace people. We still need to rely on human experts.”

“AI is an added value. It cannot replace people. We still need to rely on human experts.”

This perspective is particularly relevant for international marketing, where success depends on a nuanced understanding of local markets and cultural contexts. AI can enhance efficiency and scale operations, but the strategic direction and cultural insights must come from human experts.

The Language Challenge in AI Implementation

The varying effectiveness across languages is a significant consideration in implementing AI for international marketing. Herrmann explained, “The impact will not be the same across all languages. What about the low-resource languages? And when I say low-resource, I mean languages for which training data is scarce or is not of high quality.”

“The impact will not be the same across all languages. What about the low-resource languages? And when I say low-resource, I mean languages for which training data is scarce or is not of high quality.”

This disparity in language resources presents challenges and opportunities. While AI might excel in major languages like English, French, or German, marketers must maintain different approaches for markets with less AI-ready language resources. This reality underscores the importance of maintaining human expertise in language and cultural adaptation.

Measuring Success in AI-Enhanced Marketing

The effectiveness of AI in marketing must be measured through concrete metrics that align with business objectives.

“If you can get to market quicker, that’s the real name of the game.”

Hugh McCallion from Welocalize’s Solutions team suggests that time-to-market might be more crucial than cost savings: “If you can get to market quicker, that’s the real name of the game.”

Guerrouj added, “The main KPI is output — the impact it has on the business. You want quality that drives impact. And I think one of the best ways to monitor that is by using A-B testing, where you can use your traditional workflow and one led by AI, and you will see which one drives the biggest impact.”

Strategic Implementation for International Marketers

For marketing professionals looking to leverage AI effectively, several key strategies emerged from the discussion:

• Maintain content ownership: International marketers must retain control of content decisions rather than ceding authority to technical teams. This ensures that marketing objectives and brand voice remain consistent across markets.
• Focus on data quality: The effectiveness of AI tools depends heavily on the quality of training data. Marketers should be involved in data selection and validation to ensure optimal results.
• Balance efficiency with effectiveness: While AI can significantly improve productivity, the focus should remain on delivering impactful, culturally relevant content that resonates with target audiences.

The Future of International Marketing

As AI technology continues to evolve, the role of international marketers will become increasingly sophisticated. “Look at AI as a feature and a feature that is going to be useful more or less in a workflow,” advised Herrmann.

This perspective helps frame AI as one component of a broader marketing strategy rather than a complete solution. Success in international marketing will continue to depend on combining technological capabilities with human insight and creativity.

The future of international marketing involves AI, but the role of technology will be to enhance rather than replace human expertise. By maintaining this balance, marketing professionals can leverage AI’s capabilities while ensuring their campaigns remain authentic, culturally relevant, and effective across global markets.

For global brands looking to enhance their international marketing capabilities, understanding this balance between AI enablement and human expertise will be crucial for success in an increasingly complex global marketplace.

Taking the Next Step in AI-Enabled Marketing

As organizations navigate this evolving landscape, partnering with experienced language service providers becomes increasingly important. Welocalize combines deep expertise in marketing localization with advanced AI capabilities to help global brands deliver impactful, culturally relevant content across markets.

Ready to enhance your international, multilingual marketing strategy? Contact Welocalize to learn how we can help you leverage AI effectively while maintaining authentic connections with your global audience.