Translation has quickly emerged as one of the most widespread and successful applications of generative AI. In fact, more than 60% of CMOs say their teams have used GenAI for translation in the past year—making it a go-to use case across marketing organizations. And for good reason: GenAI can dramatically accelerate translation workflows, enabling global campaigns to scale faster, with less manual effort, and at a fraction of the cost.
But translation is only one piece of the localization puzzle. Truly connecting with audiences in global markets requires more than converting words from one language to another—it demands cultural nuance, contextual adaptation, regulatory awareness, and even changes in tone, imagery, or product claims. For example, a holiday campaign in Sweden is unlikely to resonate with local audiences if it features background imagery of France’s Eiffel Tower.
It just looks, weird!
That’s why the most forward-thinking marketing teams are looking past traditional localization—and toward a new, intelligent model that allows content to feel as if it were created locally from the start. This blog explores how Vertesia’s GenAI platform helps marketers deliver high-performing, culturally resonant campaigns at global scale.
A Persistent Achilles’ Heel
For large brands operating across dozens of markets, the scale and complexity of global campaigns is staggering. Marketing teams must manage thousands of assets—images, videos, graphics, ad creatives—and adapt each one to fit the language, culture, and regulatory standards of different regions.
To tackle this challenge, many organizations have invested heavily in digital asset management (DAM) systems and other third-party tools aimed at streamlining localization. While these systems are foundational, they often fall short when it comes to scale and nuance—still relying heavily on manual processes to adapt content market by market.
That’s where Vertesia changes the game. Rather than adding another disconnected solution to the marketing stack, Vertesia integrates directly into existing DAM systems as a generative AI engine that automates localization from end to end. The platform actively adapts copy, visuals, and even regulatory language based on the needs of each organization and its target markets. It can suggest culturally relevant imagery, rewrite product descriptions with the appropriate tone and terminology, and flag content that may require legal review in specific regions—all with extraordinary speed and accuracy.
So what does modern, AI-driven localization actually look like in practice? We’ll start with translation, but that’s just the beginning. Here are three key ways the platform enables global marketing teams to deliver content that resonates locally, at scale:
Vertesia’s pluggable API architecture allows marketers to easily tap into multiple best-in-class transcription and translation services— including leading models such as Amazon Transcribe, OpenAI Whisper, and Gladia. The platform can automatically ingest audio, video, or image files and generate highly accurate, fully formed text transcripts.
From there, large language models (LLMs) detect the spoken language, generate multilingual versions, and enrich the output with metadata. The result is content that’s not only accurate and language-ready, but also fully searchable—via traditional keyword search as well as vector-based semantic search. It’s a frictionless first step in building global campaigns that work across markets.
Text can be translated—but images, graphics, and videos need cultural context. That’s where Vertesia’s computer vision and vision-language models come in. The platform automatically generates descriptive metadata for creative assets, making it easier to understand what’s in them—and how they might land in different markets.
The platform evaluates your asset library against your organization’s localization guidelines, tagging each piece with location-specific relevance. Whether it’s flagging color symbolism, cultural references, or compliance considerations, Vertesia transforms DAM libraries into intelligent, localization-aware repositories. By doing this at scale, the platform eliminates hours of manual tagging—freeing up teams to focus on strategy and creative refinement.
Localization adjusts content. Transcreation reimagines it. Vertesia enables marketers to take an original piece of content—say, a holiday ad designed for the U.S.—and rework it so it feels like it was created specifically for campaigns in other target markets like Sweden, Japan, or Mexico.
The platform’s AI agents analyze visual content, suggest changes, and even generate fully transcreated alternatives. That might mean swapping a snowy New England scene with a cozy alpine village in Switzerland, or adjusting visual tone and color palettes to align with regional preferences.
And Vertesia doesn’t just make these changes in a black box—it explains them. With built-in observability, the platform provides clear, traceable reasoning for each adaptation, grounded in brand guidelines, cultural fit, and local preferences. What once required specialized design teams and weeks of back-and-forth can now be done in a fraction of the time—without compromising creative integrity.
Vertesia’s platform is built to support the full spectrum of localization needs—from translating speech and text to adapting visuals, tone, and messaging for specific markets. While translation may be the starting point, Vertesia layers on advanced capabilities like transcreation, automated tagging, visual adaptation, and policy-driven customization—empowering marketers to scale content creation with precision and cultural intelligence.
By bridging the gap between translation, localization, and creative transformation, Vertesia enables global campaigns that resonate across borders—without reinventing the wheel for every region. With GenAI woven directly into your existing systems, translocalization becomes less about manual lift and more about intelligent, scalable automation.
The result? Faster turnarounds, stronger brand consistency, and content that feels authentically local—everywhere it appears.