In my years managing international marketing campaigns for brands like Dior and Meetic, I’ve seen how easily a global idea can lose its spark once translated across borders.
That challenge became the focus of my Executive Master’s thesis in AI & Innovation: exploring how artificial intelligence can support cultural adaptation in marketing.
AI doesn’t replace intuition or creativity, it enhances them. By analyzing language sentiment, behavior data and content performance, we can uncover subtle cultural patterns that inform how messages should sound, feel and appear in different markets.
For instance, while some audiences respond to emotional storytelling, others value credibility or humor, and AI helps identify those nuances faster and at scale.
But the real success still depends on human interpretation: marketers who understand local context, trust their teams on the ground and can turn insights into authentic narratives.
The future of international marketing, to me, lies in this harmony between technology and empathy.
Because a great campaign doesn’t just travel, it belongs wherever it lands.