AI is shaping new content strategies and enhancing localization, yet cultural comprehension still relies on people.

      Credit: TechNode

      The Intelligent Futures: AI’s Global Ecosystems event, hosted by TechNode in collaboration with TECOM and Founders Breakfast, took place in Hangzhou on Thursday. During the second panel titled How AI and Content Design Drive Success in Cross-Border E-commerce, three representatives from multinational tech companies analyzed emerging trends in global digital content strategies and how businesses are adjusting to better connect with users across various markets.

      The panel included Arnaud Frattini, Co-founder of Content Designers China; Anna Potapova, Staff Content Strategist at AliExpress; and Qiaoying Su, Localization Team Lead at OPPO. Drawing on their considerable expertise in content development, brand communication, and localization, the speakers provided insights into the ways AI-powered tools and workflows are transforming global e-commerce platforms.

      The panel moderator indicated that the discussion would concentrate on the intersection of generative AI with the overall content ecosystem, the execution of cross-market content strategies, and the new obstacles Chinese companies encounter as they enter the global market. With the ongoing evolution of short-form video, streaming platforms, and cross-channel content distribution, companies are re-evaluating their content processes and seeking more agile and scalable methods to engage with international audiences.

      The rising significance of content design in China

      Arnaud Frattini mentioned that content design, a relatively nascent field, has attracted increasing attention from businesses in China in recent years. He noted that content has evolved from being merely supplementary to marketing and has now become an integrated component of the overall user experience. As user journeys involve various touchpoints, a coherent content strategy is vital for preserving brand consistency and fostering user trust. He also pointed out that in technology sectors where products are complex and information is dense, the importance of content design and strategy has intensified.

      Adopting a data-driven content strategy and addressing AI integration challenges

      Anna Potapova highlighted that with AI becoming increasingly embedded in the content sector, her team is striving to embrace a more data-driven approach to content creation. “Today’s users are more dispersed than before,” she remarked. “We require not just more content, but the appropriate content—delivered timely, in the right format, to the right audience.” She further noted that while AI tools are enhancing production efficiency, the principal challenge lies in incorporating AI functionalities into existing workflows and aligning them with the company’s overarching brand values.

      From translation to cultural comprehension in localization

      Qiaoying Su asserted that localization for a Chinese tech brand expanding globally now transcends conventional translation. “In different markets, we observe distinctly varied user expectations, value preferences, and aesthetic standards,” she stated. She pointed out that relying solely on machine translation or standardized content no longer caters to the needs of international users. To address this, Oppo has established cross-cultural teams in various regions to ensure core product narratives are conveyed in ways that resonate culturally while maintaining consistent global branding.

      Human understanding remains essential in the content industry

      The speakers also discussed the limits of generative AI applications. While AI is transforming the content industry, they concurred that human involvement is still irreplaceable. Success in content strategy, brand storytelling, or localized messages requires a profound understanding of cultural contexts and the ability to connect with users emotionally—areas where AI has limitations. As AI, globalization, and the content industry continue to intertwine, content teams are confronting unparalleled challenges and opportunities. The panel provided new insights for the industry, aiming to determine how companies can formulate content strategies that are increasingly agile, intelligent, and culturally attuned.

      Jessie Wu is a tech reporter based in Shanghai. She covers consumer electronics, semiconductors, and the gaming industry for TechNode. Connect with her via e-mail: [email protected].