AI-Powered Transcreation in Global Marketing: Insights from Iran

Ghodrat Hassani; Marziyeh Malekshahi; Hossein Davari

doi:10.4312/elope.22.1.203-221

Authors

Ghodrat Hassani Damghan University
Marziyeh Malekshahi Damghan University
Hossein Davari Damghan University

DOI:

https://doi.org/10.4312/elope.22.1.203-221

Keywords:

copywriting , GPT-3, large language model (LLM), marketing translation, transcreation

Abstract

This study examines AI-powered transcreation’s role in improving cross-cultural brand communication. We employed GPT-3 to evaluate AI’s ability to enhance global marketing through improved translation and adaptation of brand messages. Traditional translation methods often fail to capture brand-specific emotional resonance across cultures, but AI tools may address this challenge. Our research compared 10 translation students and 10 professional translators in translating/transcreating brand taglines from Persian to English. An initial test without AI showed professionals outperforming students. After six weeks of GPT-3 training, however, students surpassed professionals, as judged by expert raters using standardized criteria. The findings indicate that targeted AI training can improve transcreation quality. The study also underscores the value of human judgment in crafting prompts and choosing optimal AI outputs. These results also offer insights for translation education, professional training, and global marketing strategies.

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