localisation

Leaders from consumer tech, product, marketing, and AI shared how community-driven thinking, smarter attribution, and practical AI adoption are reshaping sustainable mobile app growth in an era of constant disruption.

Alvaro shares how adaptability, local market understanding, and data-led decision-making help Trip.com bridge the gap between travel inspiration and booking, while building long-term brand value across diverse markets.

Matthieu Tebaus makes it clear: broad assumptions kill growth in MENA. Brands that generalise across countries or even within cities risk wasting spend and missing demand. He sees AI as a partner, not a replacement—empowering planners and sales teams to evolve from admin roles to trusted growth architects.

With the Transcreation for Marketing solution, marketers gain on-brand cultural fluency that scales. The solution helps organisations connect authentically with audiences in every market while safeguarding brand equity.

Discovery is shifting from stores to AI. Optimising product data for LLMs is now the key to winning visibility and sales in 2025.

Smartcat’s AI Agents learn from an organisation’s people, brand guidelines, and feedback, enabling teams across marketing, L&D, product, and engineering to create, translate, and localise content with consistency and control.

The AI suite goes beyond basic automation with intelligent orchestration, helping organisations scale operations faster and reduce manual work.

The report reveals that AI is rapidly reshaping localisation, with over half of companies already adopting it and 81% planning hybrid AI-human models in the next year.

This initiative demonstrates an increasing shift in the localisation industry, where technology and service providers are coming together to deliver smarter solutions.