In today’s rapidly evolving retail landscape, personalisation is key. As more retailers look to global markets, the challenge of creating relevant and engaging content across different languages and cultures becomes increasingly important.
To better understand how marketers can leverage AI to enhance the localisation of retail campaigns, DeepL, a Language AI company, developed a white paper titled The executive guide to AI-enabled communication and global retail. The white paper aims to shine a light on how retailers can make the most of AI to drive sales during the upcoming shopping season, such as back-to-school shopping and holiday shopping.
The white paper also discusses how the use of AI-powered localisation is enabling brands to maintain consistency, build trust, and deliver tailored experiences to customers worldwide.
It also reveals that many retailers are already using generative AI (GenAI) to personalise content and improve the shopper experience.
Retailers reap the benefits of AI localisation
According to recent studies, 75 per cent of international shoppers prefer to buy products online in their native language. Meanwhile, nearly 60 per cent of non-English-speaking consumers rarely or never make purchases from English-only websites. These statistics paint a clear picture: without localisation, brands risk alienating a significant portion of their potential audience.
Retailers who embrace AI localisation are already seeing the benefits, according to DeepL’s findings. By automating the process, they can quickly and consistently translate marketing materials, product descriptions, and user-generated content into multiple languages.
This not only speeds up time to market but also ensures that content remains cohesive and in line with the brand’s identity across all regions.
A major advantage of AI-driven localisation is its ability to standardise communications while also allowing for customisation where necessary. This reduces the likelihood of customer confusion or frustration, as shoppers are met with clear, understandable information that resonates with them on a personal level.
Language AI streamlines marketing campaigns
One of the most compelling use cases the white paper makes for AI in localisation is the creation of marketing assets for a global audience.
Traditionally, retail marketing teams would collaborate with brand managers, copywriters, and external agencies to produce assets for a product launch or a new collection. The process of translating these materials for different markets could be slow and costly, often involving bilingual employees who were pulled away from other tasks, or external agencies whose translations might not always be consistent.
According to DeepL, AI has changed this dynamic entirely. The company finds that by using Language AI, marketing teams can now create or refine assets in one language and then systematically translate them into multiple languages at once. This automation ensures faster and more consistent translations, allowing employees to focus on crafting compelling content rather than getting bogged down in the translation process. The result? More effective marketing materials that resonate with local audiences and ultimately drive sales.
According to research by DeepL, the top use cases for Language AI include creating content in multiple languages and communicating in languages where there is little to no proficiency. Marketing, advertising materials, external communication, and even internal messaging are among the most frequently translated content types.
Language AI’s benefits to CX and conversions
AI localisation isn’t limited to marketing campaigns. Retailers can leverage it to translate user-generated content such as blogs, testimonials, and community discussions, helping to foster a more inclusive and engaging customer experience.
It can also be used for search engine optimisation (SEO) and search engine marketing (SEM), translating keywords and meta descriptions to improve visibility in local search results, and localising pay-per-click ads for higher relevance and click-through rates.
By integrating LanguageAI into these processes, retailers can ensure that their communications are not only consistent but also culturally relevant, ultimately enhancing the shopper experience.
The overarching argument that DeepL’s white paper strives to make is that as retail continues to evolve in the digital age, one thing is clear: businesses must adapt or risk falling behind.
Nearly half of retail CEOs believe that their companies will not survive the next decade without embracing change. Localisation, powered by AI, is one of the most important tools retailers have at their disposal to succeed in an increasingly global market.
