AI in action: how companies are moving from exploration to execution in 2024

In this edition, we cover some of the most important developments in AI, translation, corporate training, and content creation.

Whether you’re looking to leverage new technology, improve your global communication strategies, or enhance your training programs, there’s something here for everyone.

Packed with valuable insights and practical tips, this newsletter will help you stay informed and ready for the challenges ahead.

We start with AI in action, where we explore how businesses are transitioning from experimenting with AI to fully integrating it into their operations to drive meaningful results.

Then, we take a look at transcreation—the art of adapting content across cultures, not just translating words.

Learn how successful global brands avoid costly communication mistakes and maintain their brand message in every market.

We also break down how to successfully create multilingual training programs that resonate with an international workforce.

Discover the key steps to ensure your training is both culturally relevant and effective, no matter where your teams are.

Finally, we dive into humanizing AI, showing how to make AI-generated content feel more authentic and emotionally engaging.

In a world increasingly driven by automation, this balance is essential for creating content that truly connects with your audience.

Keep reading to explore these trends in-depth and find actionable strategies you can apply in your own business.

In 2023, businesses across industries began to dip their toes into generative artificial intelligence (AI), exploring its potential to revolutionize processes.

However, 2024 brings a new focus: delivering tangible results.

Companies are now making strides toward embedding AI solutions into their operations, ensuring that their investments are not just exploratory but actively driving business value.

According to a recent Bain & Company survey, by early 2024, 87% of companies had already deployed or were piloting generative AI in various forms, such as software code development, marketing, and customer service.

With companies investing an average of $5 million annually in AI initiatives, there’s a clear commitment to making AI work for them.

But how does this shift impact the world of translation, corporate training, and content creation?

Let’s explore these sectors and their relationship with AI as we move toward more meaningful applications.

Translation: bridging global communication gaps with AI

As companies implement AI in broader areas, translation services are witnessing significant transformation.

Generative AI’s ability to process and understand large datasets means that translations are becoming more accurate and nuanced, reducing the gap between languages and cultures.

AI is already being deployed in real-time translation tools that support international teams, removing barriers that once hampered global collaboration.

While human translators are still vital for context and cultural nuances, AI-enhanced translation tools can expedite workflows, making projects more scalable.

Companies that integrate AI into their translation processes can offer faster turnaround times, ensuring that language barriers do not slow down global business operations.

With 60% of companies considering AI a top priority in the next two years (Bain & Company), it’s clear that leveraging AI in translation is more than just a trend—it’s becoming a necessity for businesses looking to operate across borders efficiently.

Corporate training: personalized learning at scale

Corporate training is another area where AI is driving results.

Traditionally, training programs have been one-size-fits-all, but with AI, we’re seeing the rise of personalized learning experiences that cater to individual employee needs.

Generative AI can analyze an employee's performance, learning style, and skill gaps, then recommend training modules that are tailored to their specific requirements.

The Bain survey shows that companies are becoming more deliberate in their AI implementations, focusing on real value rather than hype.

In corporate training, this means that AI-powered platforms are not just about delivering content but ensuring that the content is relevant and actionable for each employee.

For organizations, this translates to more effective training programs that yield higher retention rates and improved performance outcomes.

AI allows businesses to scale their training efforts without sacrificing the quality of education, providing employees with the tools they need to succeed in an increasingly complex business environment.

Content creation: AI-enhanced creativity

Generative AI is making waves in content creation by automating repetitive tasks, enabling creative teams to focus on more strategic and high-value activities.

The Bain & Company survey revealed that many companies are already using AI for marketing, product differentiation, and customer service, and these applications are only set to grow.

In the realm of content, AI can generate everything from basic copy to more complex pieces like product descriptions, social media posts, or even detailed reports.

While AI-generated content still requires human oversight for quality and tone, it can significantly reduce the time it takes to create a first draft, freeing up creative professionals to refine and perfect the message.

Moreover, as third-party AI tools become more sophisticated, companies are likely to buy rather than build their own content creation solutions.

This shift will allow businesses to tap into advanced AI capabilities without the upfront development costs, enhancing their ability to produce high-quality content at scale.

Conclusion: the future of AI is here—and it’s impacting every industry

As we look ahead to 2024, the conversation around AI is shifting from potential to performance.

Companies are no longer just experimenting with AI; they are embedding it into their operations to drive real business value.

From translation to corporate training and content creation, generative AI is already making an impact, and the next few years will only see these technologies mature and become more integrated into our everyday workflows.

However, it’s crucial for organizations to have a clear strategy for how they will extract value from AI.

As Bain & Company’s survey indicates, while many companies are investing heavily, only 35% have a well-defined vision for how AI will deliver tangible business outcomes.

Those that prioritize strategic planning and invest in the right tools and resources will be well-positioned to lead the AI revolution in their respective industries.

By staying informed and making deliberate decisions, businesses can ensure that their AI initiatives are not just a fleeting experiment but a sustainable driver of growth and innovation.?

If you want to see Bain & Company’s complete article access:? https://www.bain.com/insights/ai-survey-four-themes-emerging/ ?

Transcreation: the secret to getting global communication right

In today’s interconnected world, communicating across borders is essential for business growth.

But effective communication isn’t just about translation—it’s about ensuring that the message resonates in different cultural contexts.

This is where transcreation becomes critical.

It’s not simply about finding the right words, but about crafting the right message for each audience, while preserving the original intent and impact.

When brands don’t consider the nuances of culture and language, mistakes happen.

And those mistakes can be costly.

But when done right, transcreation creates meaningful connections that elevate global communication.

The pitfalls of ignoring transcreation: a marketing slogan gone wrong

One famous example of a communication blunder occurred when a major U.S. car manufacturer tried to expand into a Latin American market.

The company, known for its rugged, durable cars, launched one of its most popular models with the slogan “Nothing can bring it down,” highlighting the vehicle’s strength and reliability.

However, when they translated the slogan into Spanish for the launch in Latin America, the phrase came across as “It won’t go down.”

While that might sound harmless in some contexts, in certain Spanish-speaking countries, the phrase is a colloquial expression for impotence.

This unfortunate translation turned what was supposed to be a strong, dependable image into something embarrassing and entirely off-brand.

The result? Instead of associating the vehicle with power and endurance, local consumers were left with an unfortunate implication that cast doubt on the product's reliability.

Sales of the model suffered, and the company had to do damage control to regain trust and reframe the campaign with a more culturally appropriate message.

This case highlights why transcreation is so important: it’s not just about translating words, but about conveying the same emotional and cultural meaning across different languages.

A success story: Coca-Cola’s transcreation triumph

In contrast, some brands have mastered the art of transcreation.

Coca-Cola’s “Share a Coke” campaign stands as a perfect example.

What began as a simple idea—replacing the Coca-Cola logo with popular names—became a global phenomenon thanks to strategic adaptation.

Instead of just translating the names for different markets, Coca-Cola took a thoughtful approach to transcreation, customizing names and phrases to fit local cultures.

In China, where printing personal names on merchandise isn’t as common, they used phrases like “Friend” and “Classmate,” creating an equally personal connection in a culturally appropriate way.

This approach ensured that the emotional impact of the campaign remained the same, regardless of the market, resulting in widespread engagement and brand loyalty around the world.

Coca-Cola’s ability to retain the essence of its message while adapting it to local contexts showcases the power of transcreation when done right.

How technology is shaping transcreation

While transcreation remains largely human-driven, technology is beginning to play a supporting role in shaping the process.

Artificial intelligence (AI) and machine learning tools are now assisting with translations and providing insights, but they are not equipped to handle the full creative adaptation required for successful transcreation.

AI can manage technical aspects—like ensuring consistency in terminology or generating initial translations—but human expertise is still essential for capturing cultural nuances and emotional tone.

This partnership between technology and human creativity allows businesses to efficiently manage global communication while ensuring that their message feels authentic to each audience.

The vital role of transcreation in global communication

The purpose of transcreation is clear: to ensure that a message is not just understood, but felt and embraced across different cultures.

It’s about delivering communication that is relevant, resonant, and respectful of local nuances.

Businesses that invest in transcreation can avoid the costly mistakes of poor translations and reap the benefits of stronger connections with their audiences.

As the world becomes more interconnected, the importance of getting communication right the first time is more critical than ever.

Transcreation is more than just a linguistic tool—it’s a strategic approach that ensures a brand’s message crosses borders without losing its meaning.

When done thoughtfully, it transforms communication into connection, helping businesses build trust and loyalty in new markets.

How to successfully create multilingual training for a global workforce

In today's interconnected business landscape, companies are more global than ever, making multilingual and multicultural training essential.

Whether you're training a team across multiple countries or developing e-learning modules for an international audience, creating content that resonates in various languages and cultures comes with unique challenges.

But with the right approach, you can avoid common pitfalls and ensure your training program delivers value to all participants, regardless of location.

Let’s break down the key steps to successfully developing multilingual training, highlight the specific challenges that come with it, and how to overcome them.

Step 1: Understand the audience

Before diving into content creation, it's essential to understand the cultural and linguistic backgrounds of your target learners. Multilingual training isn’t just about translating content—it’s about making it culturally relevant. What works in one market may fall flat in another.?

Start by gathering information on your learners’ language preferences, learning styles, and cultural expectations. This insight will inform how you structure the training, which examples you use, and even the tone of the content.

Pain Point: Failing to consider cultural differences can lead to disengagement. For example, certain idioms or humor might not translate well into other languages or cultures.?

Solution: Focus on neutral and universal language. Avoid using slang, metaphors, or culture-specific references that may not resonate with global audiences. Instead, use clear, direct language that can be easily adapted for each market.

Step 2: Plan for translation early

Translation is a core element of any multilingual training, but it’s crucial to consider it from the beginning. When you’re planning and developing the original content, always have translation in mind. This will help you create materials that are easier and more cost-effective to translate later.

One common mistake is designing highly interactive or overly complex content that’s difficult to translate or localize. For example, if your training relies heavily on videos with fast-paced dialogue or contains complex industry-specific jargon, translating this material can be both time-consuming and costly.

Pain Point: Last-minute translation leads to rushed, poor-quality results, which may confuse learners.

Solution: Collaborate with translation teams from the outset. Providing them with glossaries of key terms, style guides, and clear instructions will ensure a smoother process. Using plain language and simple sentence structures will make the translation more accurate and effective.

Step 3: Use localization, not just translation

While translating text is important, localization goes a step further by adapting the content to make it culturally relevant. For instance, images, colors, or gestures used in one country may have different meanings in another. Localizing the training ensures that learners in each region feel the material is made for them.

Pain Point: Content that is directly translated without localization risks misunderstanding or appearing irrelevant in different regions.

Solution: Involve local subject matter experts who can adapt training materials, examples, and visuals to fit the cultural context. For example, while a case study in the U.S. might focus on individual achievement, a similar story in an Asian market might emphasize teamwork. These small adjustments will make the content more relatable and engaging.

Step 4: Choose the right technology for multilingual training

Choosing a learning management system (LMS) that supports multiple languages is critical. Many businesses overlook the importance of a platform that can seamlessly handle different languages, resulting in technical difficulties that frustrate learners.

Pain Point: Learners may encounter errors if the platform doesn’t support multiple languages or if translations are inconsistently applied across different modules.

Solution: Opt for an LMS that allows you to upload content in various languages, with easy navigation between them. Make sure the platform supports text direction for languages like Arabic or Hebrew, and that it can handle different character sets for Asian languages. Testing the training content across different devices and languages will help ensure a smooth user experience.

Step 5: Test with real users

Before rolling out the training to a global audience, it’s crucial to test it with users from each language group. This helps identify any inconsistencies or cultural mismatches and ensures that the translation is accurate.

Pain Point: Skipping the testing phase often leads to overlooked errors, resulting in lower engagement and a poor learner experience.

Solution: Run pilot programs with small groups of learners from each region. Collect feedback on both the content and the platform, and make adjustments as needed. Involving real users early on helps avoid costly revisions later.

Common mistakes and how to avoid them

1. Overcomplicating the content: training content that is too complex or filled with jargon can be difficult to translate and may not resonate with international learners.

Fix: Stick to simple, clear language and concepts that can easily be understood and adapted.

2. Assuming translation equals engagement: just because content is translated doesn’t mean it will engage the learner in the same way.

Fix: Consider cultural context, learner preferences, and localization to make sure your training content is not just understandable, but also engaging.

3. Ignoring ongoing support: it’s not enough to deliver multilingual training once. You need to provide continuous support and updates as languages evolve, and your company grows into new regions.

Fix: Establish a process for updating and maintaining multilingual content. This could include working with a dedicated translation partner or using technology that allows for easy content updates.

Final thoughts

Multilingual training is essential for businesses with a global workforce.

When done right, it ensures that all employees, regardless of their language or location, receive the same high-quality learning experience.

By planning ahead, focusing on localization, and testing the content with real users, companies can avoid common pitfalls and deliver training that drives results.

In the end, the goal is simple: to provide training that’s not just understood but truly connects with learners across different regions and cultures.

Humanizing AI: how to make ChatGPT content connect on a deeper level

Artificial intelligence is transforming how businesses communicate, and tools like ChatGPT are now part of the content creation process for many companies. From automating responses to generating content, AI can be a powerful asset. But while it excels at efficiency, one area where AI can fall short is in creating humanized, emotional content that resonates with audiences.

So, how do you avoid becoming just another Buzz Lightyear on the shelf?

Here are some practical tips to make ChatGPT’s content more humanized and help build stronger connections with your readers and stand out in the toys section!

1. Start with a clear understanding of your audience

Before you can craft any meaningful content, whether generated by AI or a human, it’s crucial to understand who you’re speaking to. Defining your audience goes beyond demographics—think about their values, pain points, and the type of communication style they respond to. Do they prefer a casual, conversational tone, or something more formal and professional?

When using ChatGPT, feed it detailed prompts that reflect your audience’s needs. The more specific the guidance, the more the AI will deliver content that feels aligned with your audience’s expectations.

Tip: Instead of inputting a generic prompt like "Write a post about remote work," try something more targeted, such as "Write a conversational post about how remote work can improve work-life balance for busy professionals, focusing on time management tips."

2. Inject empathy into the content

One of the biggest challenges with AI is that it doesn’t inherently understand human emotions. But you can guide it toward creating more empathetic content by including emotional context in your prompts. Highlight the emotions you want the reader to feel, and structure the message in a way that acknowledges their challenges.

For example, if you’re writing about corporate training, frame the content around the audience’s concerns—like how training can often feel overwhelming—and then offer solutions in a supportive tone.

Tip: Use prompts like "Write about how employees can overcome the anxiety of starting new training programs and provide reassurance with actionable tips."

3. Use conversational language

AI-generated content can sometimes come across as robotic or too formal, which is a quick way to disconnect from your audience. Encourage ChatGPT to use a conversational tone, similar to how you’d speak to someone in person. This helps create a more natural and relatable flow to the content.

Short sentences, contractions, and direct language work well here. Avoid jargon or overly complex phrases unless necessary, and ensure the tone matches the way your audience typically communicates.

Tip: Ask ChatGPT to “write as if you’re talking to a colleague” or “make this explanation friendly and simple to understand.”

4. Add a human touch with personalization

AI thrives on patterns and generalities, but audiences respond better to personalized content. You can bridge this gap by adding a personal touch or storytelling to the content. Even though AI can’t generate personal experiences, you can guide it to craft scenarios that reflect common real-world experiences.

For instance, when writing about leadership, you can ask ChatGPT to focus on relatable workplace scenarios that leaders face, making the advice feel more personal and relevant.

Tip: Use prompts like “Create a scenario where a new manager is struggling with team communication and offer practical advice to improve.”

5. Emphasize emotional outcomes

AI-generated content often focuses on facts, but facts alone rarely spark emotion. To make your content more engaging, focus on the emotional outcomes that your audience is looking for. Whether it’s the relief of finding a solution to a problem, the excitement of a new opportunity, or the motivation to take action—incorporate these elements into the content.

You can do this by guiding ChatGPT to consider how the audience feels at different stages of their journey and addressing those emotions directly.

Tip: Try asking, “Write about how employees can feel more empowered after completing a challenging training program, and what that means for their personal growth.”

6. Encourage dialogue and connection

One way to humanize AI content is to make it feel interactive and engaging. Encourage ChatGPT to write in a way that sparks conversation or invites readers to reflect on their own experiences. Instead of one-sided information, focus on asking questions or prompting action.

For instance, in a post about AI’s impact on work-life balance, you could end by asking, “How has AI helped or hindered your ability to manage your work? Share your experience in the comments.”

Tip: Add interactive elements to your prompts like, “Ask the reader to share their thoughts on the challenges of adapting to new technology in the workplace.”

7. Review and refine for a human touch

Finally, while AI can generate content quickly, it’s important to review and refine what’s created to ensure it feels human. Edit the content with a focus on tone, flow, and emotional impact. This is where you can truly make ChatGPT’s work your own by adding personality, adjusting the tone to match your brand’s voice, and ensuring it reflects real-world understanding.

AI can handle the heavy lifting, but your expertise and final touches are what transform it into something truly engaging.

Final thoughts: finding the balance between AI and human creativity

ChatGPT is an incredible tool for creating content efficiently, but to truly connect with an audience, human input is essential. By taking a thoughtful approach, you can guide AI-generated content to be more empathetic, personalized, and emotionally engaging.?

In the end, the goal is simple: to combine the speed and scalability of AI with the authenticity and connection that only human-driven content can provide.