Marketing teams have long faced a challenge when expanding into new regions. Translating and localising campaigns often meant weeks of back and forth with agencies, multiple rounds of edits and a significant budget. Generative AI is now changing that process. Brands such as IKEA and a range of B2B firms are using AI assisted translation and cultural adaptation tools to launch multilingual campaigns in days rather than weeks.
The pressure to move faster
Global competition means brands can no longer afford lengthy localisation timelines. Seasonal promotions, product drops and fast moving trends require messaging that feels native to each market. Traditional workflows, while thorough, often lack the speed that modern marketing demands.
Generative AI tools trained on vast multilingual datasets now allow marketers to produce first draft translations in minutes. Beyond simple language conversion, these systems can adjust tone, style and even references to better suit local audiences. Human oversight remains crucial, but the process becomes far quicker and more efficient.
IKEA’s regional rollouts
IKEA is a strong example of this in action. The retailer frequently runs campaigns across Europe and Asia with product names, descriptions and messaging that need to resonate in different cultures. Recently, IKEA used a generative AI translation tool to draft copy for a new kitchen storage range. Instead of waiting for individual teams in each country to start from scratch, the AI produced high quality versions in over a dozen languages within hours.
Local marketing managers then reviewed and fine tuned the text, adding cultural nuances and ensuring brand tone stayed consistent. This approach cut production timelines significantly, allowing IKEA to launch the campaign across multiple regions simultaneously. The faster rollout meant that social media, email and in store promotions were aligned, creating a stronger global impact.
B2B brands entering new markets
It is not just consumer brands seeing benefits. A leading industrial software provider used AI translation to support a rapid entry into Latin American and Middle Eastern markets. The company needed to adapt product documentation, website content and sales decks for each region.
Using a generative AI platform, the team created first pass translations that already reflected technical terminology and industry context. Local staff then verified accuracy and added sector specific phrases. What would have taken months was completed in under three weeks, allowing the sales team to start conversations and attend events with materials that felt native to each audience.
Why this matters for marketers
Speed to market is often a decisive advantage. With AI handling the bulk of translation, brands can test messages, launch campaigns and gather feedback much sooner. It also enables more frequent updates, so content can evolve with trends or customer feedback without significant delays.
Cost is another factor. While human review is still essential, the volume of manual translation work is reduced, freeing up budgets for media spend, creative development or additional markets.
Key considerations
A glimpse of the future
The use of generative AI for translation and localisation is only going to grow. IKEA’s speed in rolling out campaigns and the agility shown by B2B firms entering new regions prove that marketers no longer have to choose between quality and pace. With the right processes, they can have both.
For brands aiming to expand their global presence, these tools offer a powerful way to communicate authentically with audiences in every market while meeting the rapid pace of modern marketing. It is a new era where language is no longer a barrier but a gateway to faster growth.
