Earlier this year, I was given an AI-generation content project with an easy-to-face fraud: adopt email messages for international audiences.
This was not my first time when I went globally. With the experience working on the MBA and the World Advisory Project in Portugal, I have already seen how messages come out differently in terms of culture, tone and language. But this was my first time that this lens was applied to the AI content breed in the role of his Martic AI in the Hub Spot – and it was much more complicated than expected.
We already had an AI-Influal email prompt that worked well in English- a complimentary, friendly and familiarity with the context. Challenge? Working in Spanish and French without a robotic, clumsy, or culturally off -base sound.
Looks easy. It wasn’t.
The hidden complexity of “localizing”
We were really asking an AI model what we were doing – mainly trained in English – to speak other languages As naturally there would be a local marketer.
Our first efforts were flat.
Example (original AI output in Spanish):
Here in English what was the purpose we made:
“I saw that you are walking around the platform and you are interested in talking to us. Would you like to meet one of the next days?”
This is the original output in Spanish:
“Estovio Reverseando Toss Interactive Annstra Plataforma Wii Coerry of Rereasury Como to Pinto de Contractive.”
In English, its translation:
“I reviewed your activity and wanted to be your contact point.”
While Grammarally correct, it raised the sound Offensive In Spanish – as we were watching the user very closely. It did not feel natural. A reviewer called it “strange”.
Here is another example:
- The original English intended: “I noticed that you were looking for our platform and expressed interest in connecting us.”
- Original Spanish output: “May Percy Interse to Intrissa Nostros Surveys.”
- Translation in English: “I found your interest in our services interesting.”
Again, it is technically correct, but it is useless and robotic. This is a matter of phrases that stop the reader and go, “Does the boot write it?”
Techway: Even when translation is correct, Head Can be off. And the tone is everything in marketing.
Translation changes in the quick design familiar with language
At this point, I realized that we need more than AI output – we need A system To guide AI to think like a multi -linguistic marketer.
I built Portable Prampot Framework of Language – A systematic gesture that can adapt to the unique grammar, accent and cultural context of each one in languages.
What changed here
Instead of a static gesture, I broke the logic into a variable:
- : Target language (eg, Spanish, French, German)
- : Conscience and head level (“to” vs. “Usted”, “Wos” vs. “TU”)
- : Inbox friendly, discussed, professional
- : Direct vs recommended sentences
- : Enforced where grammar is allowed
We also added clear, specific language rules.
Example (Spanish):
- Use tú Permanently, never usted (Also for our brand too)
- Avoid gendered adjectives Intisido/Interceda When possible when possible
✅ ✅ “Mostraste Inters en …”
❌ ❌ “Estest Intrisso N …”
Example (French):
- Always use vousNot )In B2b messages
- Avoid vague end Intaressé (e)
✅ ✅ “Woos Evaiz Monterey D. Linier …”
❌ ❌ “To TTTS Internet (E) …”
Why does this change make a difference
In English, a friendly CTA may look like:
“Will you be available for a brief conversation on one of the next days?”
We tried to translate it directly into Spanish:
“Coasers Edinder 15 Minutes Parabelller Sobar Lok Essets Baskando?”
It was grammarically correct, but it seemed to be Very comfortable And non -professional in B2B context. Don’t push, a little off tone.
Therefore, we pointed to him being friendly but formalized:
“CT Paris Bayen, Podemos’s Edinder UNA Conversian Brevie Esta Semna.”
Its translation:
“If it works for you, we can schedule a short chat this week.”
Here is another example in French language:
- The original output: “Sohites-Voos Penundry Randies Woos Distresser?”
For,,,,,,,,,, for,, for,,,, for,,,, for,,, for,,,, for,,,, for,,,, for,,, for,,, for,,, for,,, for,,,, for,,, for,,, for,,,, for,,, for,,,, for,,, for,,, for,,,, for,,, for,,, for,,,, for,,, for,,,, for,,, for,,,, for,,, for,,,, for,,, for,,,, for,,,, for,,,, for,,,, for,,,, for,,,, for,,,, for,,, for,,, for,,, for,,, for,,,,, for,,,, for,,,, for,,,, for,, for,.“Would you like to make a meeting schedule to discuss it?”Jes - New version: “Orius-Voos in 20 minutes Vweeer Comment Himsor Spot Port Porter Concrete Woos Eder?” For,,,,,,,,,, for,, for,,,, for,,,, for,,, for,,,, for,,,, for,,,, for,,, for,,, for,,, for,,, for,,,, for,,, for,,, for,,,, for,,, for,,,, for,,, for,,, for,,,, for,,, for,,, for,,,, for,,, for,,,, for,,, for,,,, for,,, for,,,, for,,, for,,,, for,,,, for,,,, for,,,, for,,,, for,,,, for,,,, for,,, for,,, for,,, for,,, for,,,,, for,,,, for,,,, for,,,, for,, for,.“Do you have 20 minutes of time how can hub spots help you practically?”Jes
The second version increases the value in the CTA. Not just time – but the purpose.
To backed it with a stakeholder questionnaire
Localization is not just a linguistic problem – this is a business alignment issue.
To correct this, I made a simple stakeholder intake doctor and shared it with marketing OPS, regional marketers and content edge. The purpose was to quickly align the accents, content limits and regional sensitents.
These are some questions I have asked:
- What level is the formal appropriate in your market?
- Should we avoid gender terms?
- Can we refer to the user’s company or product use?
- How straight should we be in processing?
- Are there idioms, cultural references, or phrases that we should avoid?
We got some beautiful interesting insights.
For example, in some areas, stakeholders are preferred Not To refer to the recipient’s type of company in the copy, though it was common in English (such as, “I saw that you help start up with HR”).
Local replacement became more common:
“Antando Ko Eston Baskando Pharmacing de Majorrous Susus Processive Entrence.” For,,,,,,,,,, for,, for,,,, for,,,, for,,, for,,,, for,,,, for,,,, for,,, for,,, for,,, for,,, for,,,, for,,, for,,, for,,,, for,,, for,,,, for,,, for,,, for,,,, for,,, for,,, for,,,, for,,, for,,,, for,,, for,,,, for,,, for,,,, for,,, for,,,, for,,,, for,,,, for,,,, for,,,, for,,,, for,,,, for,,, for,,, for,,, for,,, for,,,,, for,,,, for,,,, for,,,, for,, for,.“I think you want to improve the internal process.”Jes
The results of this survey helped create clarification between content, OPS, and regional marketing teams – and dramatically reduced our revision cycle.
Final Product: Scale Human Sound Emails
With the latest instant and intake framework, new results were immediate.
Before:
- Original output: “Hola (First Name), Soya Maria de HubSpat. It has Veesto Kogado Nostra Plataforma Paris Ko TE Entrea Nostro Producto.”
- English Translation: “Hi (first name), I’m hitting the hub spot. I have seen you browse our platform and it seems that you are interested in our products.”
After:
- Original output: “Soya Maria de Hub Spot.
- English Translation: “I’m hitting the hub spot. I saw you looking for a platform and want to find out more about how we can help your business.”
And stakeholders responded positively:
- “It seems like someone in our team wrote it.”
- “Perfect tone – natural and local.”
- “There are no gender errors or strange rituals. We can actually use it.”
Even better, we did not need to write separate indicators for each campaign. The same basic framework now strengthens AI-Infiltration Messages in several languages- with a strong standard.
Techway for marketers
Whether you are working on AI copy, global advertising, or multi -linguistic content, I learned here.
1. Just do not translate – localize for intentions.
Literally translations will get you “technically accurate” content. But only localization will make it a land.
2. Use indicators like creative briefs.
Add tone, formal status, CTA styles, gender neutrality, and other language rules as variables. Don’t miss the Nuance on occasion.
3. Make language -informed templates.
Languages behave differently. Plan for things like verb ingredients, abundance, and phrase rhythm.
4. Get opinion soon.
Use a stakeholder intake before breed, not after. Later you will refrain from work and misunderstanding.
5. The purpose of a real, human accent.
If your AI output doesn’t feel like anything You Will write to a user, it will not change. Read it aloud. Will you send?
AI localization is now marketing skills.
This project taught me something that is stuck with me: The future of global marketing Not just about scaling materials – it’s about scaling context.
Companies that succeed with the AI will not be those who produce the most content. They will be the one who will produce The most resonant The content is because they know how to indicate it. And it starts with understanding your customer’s languages - in more than one way.
