Your content can also ‘make magic’, ‘resonate’, and ‘empower’: the effects of digital transformation on branding

Digitalisation and the rise of artificial intelligence (AI) are reshaping how companies manage and optimise their content strategy resulting in a real transformation of the industry. These are the trends that stood out for us at Tech for Retail in Paris.

 

AI and Branding: Redefining Marketing and Communication Strategies in Global Markets

At Kobalt Languages, we are looking closely at the profound impact AI is having on branding, marketing, and communication strategies for companies operating in global environments. This post delves into how AI can serve as a transformative tool in this space, while emphasising that its implementation requires careful management in order to achieve the desired results without posing risks to your business.

 

1. Globalisation Evolves: A Global Landscape with Local Demands

Europe’s fashion sector, which contributes €162 billion to the EU's GDP and generates 1.7 million jobs, is deeply influenced by international dynamics. Brands are no longer simply competing to lure in local consumers—they are striving to become leaders in diverse markets such as Asia, the Americas, and the Middle East.

Consumers have also become increasingly sophisticated in their shopping experiences. They expect personalised digital interactions that resonate with them emotionally, while brands face mounting pressure to cut costs and optimise resources. According to The State of Fashion 2025 report by BoF and McKinsey, AI is playing a pivotal role in automating processes, while executing it effectively remains a challenge.

 

2. AI and Content Management: A New Era of Mass Adoption

AI is emerging as a vital tool for managing global content. From generating tailored texts to optimising multilingual campaigns, this technology holds the potential to revolutionise how brands approach their digital assets.

 

What can AI do?

• Automate repetitive tasks:
  Generate product descriptions, advertisements, and emails tailored for different languages and audiences.
  Analyse consumer data to identify patterns and market-specific trends.
• Personalisation at scale:
  Adapt messages to cultural preferences and local consumption habits, enhancing content relevance.
• Speed and efficiency:
  Significantly reduce the time required to launch global campaigns.

The Risks: Mass Production of Content
One trend highlighted in Nimdzi’s The 2024 Nimdzi 100 report is the expected surge in content creation due to AI-driven efficiency. At Kobalt Languages, while we are staunch advocates of using technology, we also prioritise evaluating its risks and mitigating potential downsides.

Though efficient, AI-generated content  can often lack the authenticity and emotional depth required to maintain a brand’s uniqueness. Risks such as tone standardisation, hallucinations, and biases can lead to customer disconnect. As seen in discussions like Brand Experience in the Luxury Sector at Tech for Retail, these shortcomings could make iconic brands like Nike, Zara, and Chanel appear indistinguishable.

 

3. Brand Experience: Why It Remains a Strategic Asset

In the age of AI-driven standardisation, we often ask ourselves: is brand management losing its relevance? Is the essence of copywriting under threat? The most critical question is, Is the brand as a strategic asset in decline?

Our answer is a resounding no.. Brands are navigating a phase of transformation and disruption. Over time, as Steve Jobs famously said, we will ‘connect the dots’ and understand the journey.

The brand as a strategic asset emerged to identify, differentiate, and create preference in a crowded marketplace. Humans are inherently social beings, influenced by trust and emotional connection. Christmas ads don’t promise efficiency, and advertising campaigns rarely focus on statistical analyses of the best deals—they appeal to emotions, the cornerstone of decision-making.

Metrics like NPS, engagement, and loyalty indicators remain crucial because brand experience—how we connect with customers at every touchpoint—continue to be a vital pillar for any organisation.

 

4. Brand Uniqueness: The Core of Global Content Management

Industries like fashion, jewellery, and beauty heavily rely on creativity and identity. Their value propositions are intangible yet powerful, creating a shared emotional space. Every brand has a unique DNA that must shine through in every customer interaction, from social media posts to online catalogues.

Global content management faces the challenge of preserving this meticulously built identity while adapting to local cultural nuances. We’ve all heard amusing or embarrassing anecdotes about ‘innocent misunderstandings’ between regions. But it’s not just about understanding; it’s about strengthening one of the most important intangible assets of a business in a fiercely competitive global market.

The valuation of brands like Apple, Zara, Tesla, and Louis Vuitton demonstrates the magnitude of this challenge and opportunity.

 

5. How We Do It

Our Approach:

• Building localised narratives:
  We adapt content to resonate with the cultural sensibilities of each market, integrating references, tone, and style that feel authentic.
• Centralised management with local flexibility:
  We develop global strategies implemented locally with tailored adjustments to maximise impact.
• Omnichannel optimisation:
  We ensure brand consistency across all channels, from e-commerce platforms to social media and customer support systems.

AI alone cannot guarantee content quality. Emotional and strategic nuances remain beyond its scope. A brand’s uniqueness lies in its subtleties, and that’s where our team makes the difference.

 

Ready to transform your global content strategy?
Contact us today and discover how we can help you elevate your brand in the global market!

Foto de Kristian Egelund en Unsplash