TECH AND AI

The lowdown on new AI legislation in Europe - what do international brands need to know?

Last month, the European parliament adopted the Artificial Intelligence Act, “the world’s first binding law on artificial intelligence … [aiming to] combat discrimination, and bring transparency.”  It requires developers to be transparent about the data used to train their models which may affect how Large Language Models (LLMs) collect and process language data. In the United Kingdom, a similar bill is making its way through the House of Lords.

The legislation currently emphasises imagery, but the language industry will also need to take the new framework into account, ensuring their processes and tools adhere to specific transparency and documentation standards within the tight 1-2 year window.

This is likely to impact how language service providers disclose the workings of their AI models to clients and regulatory bodies as the main issue with these models is the training data they are fed with. Language service providers, and by extension the brands they are serving, will need to ensure the AI models they work with use verified data and that generated content is both fact checked for accuracy and safe from a copyright perspective.

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IKEA and PUMA are both going all in on global campaigns in 2024

Earlier this year, IKEA launched its first ever global ad campaign after 80 years in business with the aim of a ‘more consistent voice across the 31 markets it operates in’. PUMA are also looking for a unified message across both countries and categories unveiling their ‘first global marketing campaign in more than 10 years — and the biggest in its 75 year history’ with ‘Forever. Faster. See The Game Like We Do’. The strategy will allow them to capitalise faster on culturally relevant sporting events in this knockout year for sports including the men’s UEFA European Football Championship, Copa América and not least this summer’s Olympic Games.

 

But achieving consistency across multiple markets — bringing a central creative idea to life across different cultures, values & languages, is complex and fraught with potential pitfalls.

 

Over the last 30 years we have helped brands make global campaign platforms work across multiple markets – here’s some tips, but check out the full blog here: don’t waste money on ineffective global creative: here’s how to make it work.

 

1. Adapt your global creative brief with the help of in-market experts 

Working closely with local teams to carry out market-specific research ensures creative ideas are adapted successfully and enables brands to maintain cultural relevance wherever their campaigns appear in the world.

 

2. Consider every single detail

A deep understanding of local market needs should inform every single word of a campaign. Most important is the tagline, which sits in a prime position for most assets.

 

3. Look beyond the words to the images

Do the campaign’s visuals work for all markets or should they be replaced for local adaptation purposes?

 

 4. Prioritise communication and collaboration every step of the way

Global marketers should make the most of their local teams’ expertise and consult them throughout the creative process by sharing initial ideas, wireframes, storyboards, scripts and CMS designs.

 

Get in touch if you have an international campaign you think we can help with.

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