In today’s increasingly-congested marketplace, customer experience is becoming a dominant factor. A Gartner study found that 80% of firms expect a top-notch customer experience to be a principal competitive advantage.

For corporations doing business internationally, providing the very best customer experience possible requires additional effort. A survey revealed that 76% of shoppers prefer information of their native language, no matter their level of English proficiency.

While this, in principle, might sound complex, it doesn’t must be so. Because of the growing adoption of generative AI tools resembling ChatGPT, businesses now have the capability to tailor their go-to-market communications and make them available in multiple languages.

By considering outside the box, organizations can leverage generative AI to, because the old adage says, think global and act local, and boost their prospects for international growth.

Here’s how.

#1: Streamline the market adaptation process

Generative AI has an incredible production capability, having the ability to create as much as 20 times more original multilingual content while maintaining consistency and quality. The most effective part is that one can accomplish this inside a previously-specified budget.

This efficiency not only enables more practical A/B testing and segmentation processes, but additionally facilitates faster go-to-market (GTM) trials across multiple regions, which reduces costs and shortens the timeline by which the corporate will be able to launch.

Large technological firms haven’t been oblivious to this. For instance, Google and Microsoft have recently launched generative AI capabilities directed to business customers, including copy-and-image-generating tools.

Nevertheless, it is necessary to keep in mind that users trust the content created by other users greater than they do this that’s generated by marketers. It is a reason why review-related sites have develop into extremely beneficial resources all across the board. Social proof stays a key factor that influences a customer’s journey and their decision-making process.

Yet, there may be a catch-22 on this. If an organization is just entering a brand new market, which means they likely have zero locally-generated content to depend on. They haven’t any users that may spread the word out there’s native language.

There’s a way around it, though. AI-powered Intento, a San Francisco-based startup, collaborated with Joom, a European cross-border retailer, to utilize AI to make user reviews available in the possible customers’ local language. The project scope involved thousands and thousands of products right at market launch, and it was extremely successful. Customer satisfaction was boosted, and time-to-market was reduced by 50%.

#2: Rapid roll-out of native-language support for higher productivity

Many elements of communication are more efficient if initially done within the goal buyer’s native language. In one other successful application, one in every of Intento’s clients was in a position to skip through the often lengthy, extensive product feature translation and transcreation process, and use AI to mechanically generate latest content and descriptions within the required language. This allowed a high-GMV product line to be expanded across five different geographies, and to realize a top position inside them, between the highest 3% and 10% selling products.

Multinational food company Subway is one other case study that’s price . Through the starting of the COVID-19 pandemic, most businesses–especially people who trusted retail or in-person transactions, which vanished overnight–needed to digitize at an especially fast pace.

Before that happened, Subway had a two-week, in-person course to onboard franchisees. To accommodate the emerging restrictions, Subway immediately transitioned the course to at least one that might be accomplished through several eLearning modules. Using Intento’s platform, Subway customized a series of AI models, choosing the top-performing AI system per language, and made the materials available to franchisees worldwide. This saved Subway over $1.5 million, in addition to two years of labor.

#3: Using completely personalized messages from the get-go

Through AI, brands can send consumers artfully-personalized messages from the very starting. Nike is one in every of many fashion corporations that’s already capitalizing on this, and within the tech world, Adobe has recently announced AI integration to personalize digital experiences within the cloud. This will likely be a rare tool for marketers, who will now give you the option to tailor their campaigns and interact with customers in a more engaging way. Other iconic corporations, like Coca-Cola, have signed direct deals with OpenAI, to accentuate its already compelling promoting and marketing efforts.

With the help of generative AI tools, corporations can bring the “magic” back into their communications, and create messages that appeal to consumers’ feelings, maximizing the probabilities that they’ll opt-in for a purchase order. And, as mentioned, the indisputable fact that they’ll do it in the customer’s own language further compounds the effect. This allows businesses to, greater than promote services, construct relationships, and strengthen the trust and loyalty required to sustain a client-provider relationship over time.

#4: Going beyond text–harnessing the ability of audiovisual communication and customised avatars

Written language isn’t the one way by which generative AI can assist leverage effective go-to-market strategies. Along with this, to successfully enter a brand new market, corporations must learn to talk to potential customers in a way that’s visually appealing for them. Ideal local models have different characteristics–resembling eye shape, height, skin color, etc–and the design of the proper avatar will be streamlined through generative AI tools.

It will be significant to say that, as these tools keep developing, more opportunities will open up. For instance, in the long run, we see the potential for incorporating video and voice into these tailored approaches, which is able to further enable the scalability and localized transfer of communication. For instance, we could see a Nespresso commercial featuring George Clooney’s voice translated to any language. This strategy might be optimized to extend a product’s appeal by tagging it to a preferred celebrity, and having this public figure connect with the target market in a way that they’ll relate to them.

Final Thoughts

In conclusion, generative AI is a rare tool that will be leveraged to develop successful go-to-market strategies that may think globally and act locally.

By generating content that is offered within the potential user’s native language, optimizing the design of local avatars, and appealing to their values, interests, and culture, corporations can reduce the time involved in launching their services in a brand new market, and further drive international growth.

Generative AI tools, if used appropriately, streamline the market adaptation process. Moreover, by enabling personalized messaging from the get-go, brands can use these progressive technologies to construct trust and a two-way relationship with consumers, which solidifies the needed loyalty and identification required to construct a long-lasting and thriving community and customer base.