Transcreation and AI in global marketing: A comparative case study of two telecom websites

Abstract

This study investigates transcreation in global marketing through a comparative case study of selected sections of Apple’s and Sunstech’s multilingual websites (English<>Spanish). Using the FACT framework, it evaluates content adaptation, cultural localization, and linguistic strategies. Apple employs a hybrid strategy, blending standardization and transcreation, maintaining structural consistency while adapting key visual and textual elements for cultural relevance. Sunstech, however, relies heavily on standardization, with translation deficiencies affecting its cultural and linguistic resonance. The study also explores AI’s role in transcreation, highlighting its efficiency in handling large volumes of content. However, AI-generated translations often lack cultural nuance and creative adaptation, requiring human intervention to ensure cultural and contextual appropriateness. Ultimately, the study advocates for a hybrid transcreation approach that combines technology with human creativity, enhancing global brand communication and positioning in increasingly diverse and competitive markets.