Locaria

Cannes Lions this year feels less about whether AI will change our industry -and more about how we use it meaningfully. Excited to be heading there with the Locaria team, alongside Hannes Ben and Nicola Pegoraro, to talk about the future of adaptation, localization, and multilingual content in an AI-powered world. Looking forward to the conversations and new perspectives. If you’ll be there too, let’s connect!

Is centralisation making a comeback in global creative operations? For years, brands have distributed creative production across markets to stay locally relevant. The trade-off was fragmented workflows, duplicated work, and costs that were hard to track and harder to justify. New capabilities in AI, automation, and adaptation technology are changing that calculation. Central teams can now do more, faster, and with greater consistency than local fragmentation ever allowed. The case for bringing creative operations back to the centre is becoming difficult to ignore. Locaria's Global Growth Director, Simon Ambrose, explores why 2026 may be the year global brands rethink how adaptation is structured and what it takes to make the transition work. As Simon said: "Showing good work, getting collaborative and letting people know they're being listened to, that's the key." Check out the full article in Marketing Procurement iQ here: https://lnkd.in/d6A8XryT #GlobalBrands #CreativeOperations #AI #ContentLocalisation #MarketingProcurement

Google has finally come out with an AI optimisation guide. Great! Glad to see they are confirming what I think a lot of us in the industry already thought: GEO is mostly just ‘doing SEO well’. And no need for hundreds of AI generated blog posts! But GEO is about more than this. Google isn’t the only place where people are searching now. It’ll be interesting to see how this develops. And will other LLMs also start engaging with marketers the way Google does, in particular on the organic side? https://lnkd.in/ehqg4far

If AI is using your multilingual content as an input, the quality of that content matters more than ever. It shapes how your brand is found, understood and trusted across markets. Join Locaria for a LinkedIn Live webinar exploring how to protect brand meaning, improve AI search visibility and make multilingual content perform across every market. AI is scaling multilingual content. Is it scaling the right message? 📅 04 June 🕞 3.30pm UK | 10.30am ET 📍 LinkedIn Live Odile Berthon, Rachael Bradley and Lorraine van den Biggelaar will share practical guidance on making multilingual content work harder in the age of AI, with perspectives across Creative Linguistics, Multilingual Marketing and Organic Search. Register below 👇

For years, global brands have had to choose. Centralise creative production for consistency and control. Or distribute it to local markets for cultural relevance and impact. Most have lived somewhere uncomfortable in the middle. In 2026, that trade-off is largely gone. Locaria's Global Growth Director, Simon Ambrose, has written about how advances in creative automation, generative adaptation AI, and synthetic voice are changing the way global creative operations work. Not in theory. In practice, across production models that brands are already testing and scaling. The piece covers how centralised teams are now performing visual localisation at scale using generative AI, how synthetic voice is moving beyond flagship campaigns into social, e-commerce, and B2B, and why the brands moving fastest are the ones treating creative operations as a strategic function, not a production overhead. If you work across global content, creative ops, or multilingual marketing, read the full article on LBBonline - Little Black Book: https://lnkd.in/dUFS7dRE #GlobalBrands #Automation #AI #Adaptation #CreativeOperations

Are you based in Kyiv, Ukraine? We are looking for an Audio Producer who thrives on being the go-to person for both internal teams and clients, taking projects all the way from the first brief to the final delivery. Is this your next role? Or do you know someone who should apply?  👉Apply here: https://lnkd.in/gurKtH58 #Job #VoiceOver #Career #AudioProducer

Proud to share that Locaria has been shortlisted at the Campaign UK Tech Awards 2026! The nomination recognises TranscrAIbe, an AI-driven tool that helps turn audio into clean, subtitle-ready transcripts faster and with far less manual correction, removing a common bottleneck in multilingual content adaptation. The tool was developed by our AI, Automation, Efficiency, and Effectiveness team, led by Claire de Villiers. It is a good example of what becomes possible when innovation is treated as a practical tool rather than a talking point. Congratulations to everyone involved: Thorsten Brueckner, Ahmed Hefny, Laura Pedraza, Taisiia Yakyshyna and Oliver Barham. https://lnkd.in/e28a_U_f #Campaign #Tech #AI #Innovation

BrightonSEO has come and gone! 🤠 A few of the key themes that came up during most of the talks were: Original content 🥱 Funnily enough this isn’t exactly new but often still forgotten: when creating content, provide a new perspective, something unique, a case study or research to share. Or use what you’ve learned from your business and your customers. In the same tune, commodity versus non-commodity was also mentioned a few times. See also this post https://lnkd.in/e2PrgebH TL;DR don’t forget to demonstrate the first E in E.E.A.T. Consistency. 🤓 Be consistent across all platforms, not necessarily in the sense of having homogeneous content, but in the sense of relationships between the platforms and showing up consistently where your customers are. What’s not quite figured out yet is how we truly measure ‘AI Search’ success 🤡 There are a lot of ideas and as many tools, but there’s no industry consensus yet on how we can reliably track performance.  Many talks danced around it, but there’s no clear answer yet. One thing we can all agree on is that having solid SEO is still the foundation. The F word? 🤬 This photo’s straight from my notes during one of the talks. The speaker dropped it so often I eventually started keeping count: roughly 33 F bombs, plus a few sh*ts for good measure 💩 Oops! Not sure it was entirely intentional, but it definitely kept me entertained 🤭

2026 is the year of in-person moments and I’m not missing this one! I hope you’ll join me there: https://lnkd.in/emT3mBC2 I’m also looking forward to having meaningful conversations around: - How centralization systems can help to optimize budgets as content demand scales - The overlooked budget drain behind global content delivery - Content governance across global, multi-vendor ecosystems - Building long-lasting partner and cross-agency collaboration! See you there! #ANAAFM #MarketingFinance #MarketingProcurement #AdFinance #MarketingLeadership #CMO #CFO _________________ Association of National Advertisers

There is a strange friction in paid and organic media at the moment. Content volume is high. Resonance is not. AI has made asset production easy. What it has not made easy is credibility. A lot of what is being published sits in an uncanny valley; grammatically clean, emotionally hollow. The tell-signs are familiar: everything is "seamless," everything "unlocks" something, the em-dash is doing the work of an entire editorial team. In a professional context, these are not stylistic quirks. They are signals that nobody was behind the wheel. When a user encounters messaging with no real linguistic fingerprint, they feel it. They may rarely be able to name it but it shows up in the conversion data. The fix is not more creativity in the abstract sense. It is rigour — what we call Performance Linguistics® at Locaria. A deliberate editorial step that strips out the hyperbole, tightens the rhythm, and ensures the syntax and tone reflect how the reader actually experiences the world, not how a model predicts they would like to be addressed. That editorial layer is then stress-tested; local language iterations run against real audience data until the most credible, cultural version of the message is confirmed, not assumed. This takes longer than one-click automation. In a market that prizes speed, this can feel like a disadvantage. It is not. Efficiency is a false metric if the output fails to make a genuine connection. Publishing more is not the advantage; being the voice that sounds like a person worth doing business with is. Scaling content across paid and organic channels only works when the integrity of the voice survives.