Globally Speaking

AI has handed marketers speed and scale they've never had before. But is this really a differentiator when everyone has access to the same models?

Emma Fisher, VP of Marketing at RWS, and Sal Mohammed, Head of Answer Engine Optimization (AEO) at LangSync and former Googler, join our latest Cultural Intelligence podcast episode to explore what modern marketing looks like in the age of AI – and why the best campaigns have very little to do with how fast you can generate content.

From "we're all on a rocket ship with no way to get off" to the CMO's evolving role as orchestrator, warrior, and tastemaker (curious yet?), just make sure you buckle up. Emma and Sal dig into the rise of AEO, what it means for brand visibility as search shifts to generative AI, and how Cultural Intelligence shapes whether your content gets surfaced… or ignored.

You'll also learn why relevance, resonance and trust are the only valid metrics when everyone is publishing at the same speed, and why too many content leaders are still measuring success against the wrong scorecard.

If you’re interested in learning more about the ‘Content Unlocked’ report, you can find it here: [https://www.rws.com/about/content-unlocked/lp/ ](https://www.rws.com/about/content-unlocked/lp/)

In this Globally Speaking episode, we sit down with Anne Lepere and Francesca Filanti, Senior Managers in Testing at RWS, to explore what it really takes to make global products feel native, no matter where in the world they're used.

Key topics covered:

* Why localization testing is so much more than translation, but rather where linguistics meets engineering
* The hidden technical work behind the scenes: ADB commands, debug flags, and device setups most linguists never see
* Why testing functionality and language together, not separately, saves clients time, money, and headaches
AI's growing role in localization and why human testers remain the final gatekeepers
* What it takes to scale testing across 300+ native testers, 4,000 devices, and dozens of languages under brutal deadlines

Whether you're building global products or just curious about what happens after "translate" is clicked, this episode will change how you think about the apps and devices you use every day.

Download the case study to learn more: [https://www.rws.com/localization/eig/rws-enables-high-volume-localization-testing-for-a-global-tech-company/ ](https://www.rws.com/localization/eig/rws-enables-high-volume-localization-testing-for-a-global-tech-company/)

"Some brands are really proud - they have thousands and thousands of pages in hundreds of languages. But nobody reads them. Gone are the days when you were translating for the sake of it.”

Ben Faes, CEO of RWS, joins the Cultural Intelligence Podcast for a conversation on what’s reshaping global brand strategy - and why Cultural Intelligence is now fundamental to succeed.

In this episode:

* Why one message no longer works everywhere - and why “American cachet” no longer carries the weight it once did
* How leading global brands stay recognizable without sounding the same everywhere - and why translation alone leaves value on the table
* Why automating everything is the fastest route to creating content nobody reads - and how AI is changing expectations around quality and relevance

This episode explores AI volume versus AI value, meaning at scale, and meeting audiences where they are.

How do you introduce AI into one of the world’s most regulated industries?

Dan Herron, Global VP of Digital Health at RWS, joins the Cultural Intelligence Podcast to discuss how life sciences teams can responsibly apply AI in clinical operations, COAs, and linguistic validation:

* Why life sciences is uniquely complex for AI adoption, and why regulation, bias, and documentation matter so much
* How AI can support faster workflows in low risk areas (green zones), while a human in the loop remains essential for patient facing and regulated content (red zones)
* Why the future of linguistic validation is about responsible modernization, not automation for its own sake

A conversation on AI with guardrails, the human in the loop imperative, and why the industry can’t afford to wait for someone else to go first.

In this Globally Speaking episode, we sit down with Lisa Riemers and Matisse Hamel-Nelis, authors of "Accessible Communications", to explore how to move beyond checkbox compliance and build communication that genuinely works for all.

Key topics covered:

* Why accessibility shouldn’t be just a legal requirement
* The "digital curb cut effect": how accessibility features benefit everyone
* Common myths (no, accessible content doesn't have to be boring!)
* AI as a double-edged sword for accessibility
* Simple habits you can start today

Whether you're a communications pro or just getting started, this episode will change how you think about the content you create.

Find Lisa and Matisse's book "Accessible Communications" here: https://www.koganpage.com/marketing-communications/accessible-communications-9781398621848

It’s also available on Amazon and wherever you buy your books!