Transcreation isn’t just creative translation. It means understanding a whole campaign, its goal, its market, its competitors, then rebuilding the idea so it works naturally for a local audience, even when the final line looks nothing like the original.
AI can be useful before the writing starts: summarising campaign context, researching competitors, checking what’s already being said in a market. Once a strong creative route exists, it’s useful again, generating variations and alternative directions fast.
What AI isn’t well suited to is originating the first idea. That still needs a writer with genuine cultural instinct, someone who knows when a line is technically correct but sounds like nobody would actually say it. The workflow that works: Human. AI. Human. A person starts the idea, AI helps develop it, and a person chooses, refines and takes ownership of the result.
There’s a real risk if that order gets reversed. When everyone leans on the same tools trained on the same volume of existing content, campaigns start to sound the same: polished, safe, forgettable.
That’s exactly why good writing and strong linguistic judgement matter more now, not less. Producing another option is easy. Knowing which one is actually right for a market still takes someone who understands it.
Read more here: https://lnkd.in/p/d7tCfdt6
