.svg){kind=logo}
AI Solutions
Additional Services
Case Study: Multilingual Retail Marketing
New AI Content Creation Solutions for a Sports and Apparel Giant
- RESOURCES
“We had an ambitious, if not impossible, content plan to deliver on.… We came to the conclusion we needed to scale with AI.”
—KC Lincoln, Lionbridge Chief Marketing Officer
Lionbridge customers aren’t the only ones facing pressure to pump out greater quantities of multilingual content faster and within existing resources. We’re in the same boat.
So, when Lionbridge’s marketing team figured out how to speed up global content creation using our own internal AI content creation tool, the Lionbridge Content Remix App, our sales team implored us to share how we did it. That’s how our webinar, Break Through Multilingual Content Barriers With AI Innovation, came to be.
The webinar featured the perspectives of Lionbridge experts who are hands-on with the AI content creation solution on a daily basis: Amanda Jayachandran, Creative & Content Director; Phil Kennedy, Director, Global Content Solutions; KC Lincoln, Chief Marketing Officer; and Brendan Walsh, SEO Subject Matter Expert. They presented real-world examples and practical applications of the solution, highlighting the benefits and challenges of using AI in content creation.
Want to watch the webinar in its entirety? Use the button below to access the recording.
Skeptical about using AI from the get-go if you have zero access to resident prompt engineers to help you run it? Worried about a lack of subject matter expertise? You need not worry about these things when deploying the highly user-friendly Lionbridge Content Remix App.
What Is the Lionbridge Content Remix App?
The Lionbridge Content Remix App is an AI-powered multilingual content creation tool. It automates content creation, simultaneously producing content in multiple formats (such as web content, e-commerce materials, newsletters, and more) in one or multiple languages. The result is high-quality globalized content tailored to your audience and aligned with your content strategy.
Why Use the Content Remix App?
Savvy companies (including Lionbridge!) are already effectively using AI content generation solutions like the Lionbridge Content Remix App. Why? Simply put, it helps create multilingual content at scale, reducing the time and resources required to do it.
Intrigued to take this journey? Buckle up and let’s go.
How Does the Lionbridge Content Remix App Work?
Resident Content Remix App guru Phil Kennedy demonstrated how easy it is to use the platform without needing prompt engineers.
- Create a generator template with specific instructions that align with the brand's voice, tone, style, and desired outcomes.
- Input examples to give the AI an understanding of the content outcomes you are trying to achieve.
- Select the Large Language Model (LLM) version you want to use to drive content generation.
- Get the results in one or more languages within seconds.
Moreover, the Lionbridge Content Remix App can work in conjunction with Lionbridge Aurora AI™, our AI-first platform, for maximum automation. In this scenario, Lionbridge can connect directly to your system to retrieve the source information and orchestrate it across Lionbridge’s various technologies, with much of the decision-making automated.
“[The Content Remix App] is a very open user interface, which is purposefully designed that way to enable us to solution for different content requirements and to build different data workflows in and out of the system to enable us to have connectivity and automation, which drives the ability to create content and scale.”
—Phil Kennedy, Lionbridge Director, Global Content Solutions
What Are Some Use Cases for the Content Remix App?
Lionbridge presented two use cases where the Content Remix App is suitable. In each example, the tool enabled Lionbridge to produce high-quality, personalized content that satisfied the growing demand for multilingual content while maintaining brand standards and adhering to SEO best practices.
Marketing team: Scaling content creation
Lionbridge Creative & Content Director Amanda Jayachandran emphasized the common challenge faced by marketing teams — the constant need for new, personalized content in the target audience’s native language — and how the Content Remix App helps fulfill the content requirements of post-webinar events, like this one.
Amanda showed how we used a webinar transcript from a previous session as input for the Content Remix App, enabling it to generate an engaging blog summary with metadata, social posts, and a marketing email in both English and Spanish. Adding SEO keywords and specific instructions, such as word count, target audience, content structure, and other key details, helped produce personalized output. A human review ensured the final product was high quality.
Using the Content Remix App for this marketing initiative allowed team members to spend less time on post-webinar content activities and focus on other urgent matters while still helping Lionbridge increase its visibility and customer engagement.
Content Remix App: Marketing Example Summary
With a single source of content, the Content Remix App can simultaneously generate blogs, social posts, marketing emails, product descriptions, and more in over 70 languages.
The Content Remix App enables you to:
- Embed SEO keywords.
- Specify essential instructions, such as page structure, callout information, key takeaways, and length of content.
- Specify target audiences and tone of voice.
- Provide examples of desired output.
SEO team: Expanding into new markets
In this use case, Lionbridge aimed to expand its reach in China by starting with six dedicated blog posts in Simplified Chinese, specifically tailored to the local market. The otherwise cost-prohibitive initiative was feasible due to the cost-saving nature of the Content Remix App.
This initiative entailed the following steps:
- Review existing content and assess its effectiveness (completed by humans).
- Engage with the local team in China to identify relevant topics for the Chinese market and an SEO resource to conduct in-market keyword research.
- Use the Content Remix App to create dedicated content in Simplified Chinese.
- Utilize the SEO resource to post-edit the AI-generated content to ensure it meets internal quality standards.
Despite human involvement, Lionbridge achieved a 70% savings with the AI-assisted process compared to the cost of traditional human content creation.
The results demonstrate how the use of AI-powered content generation for personalized content tailored to specific markets enables companies to expand their presence in new markets.
What we’ve learned from this is that the combination of AI and human direction and oversight gives us the best value approach for creating new content, particularly in this instance, where we’re trying to create dedicated in-market content, which might have been deemed excessively expensive in previous years.
—Brendan Walsh, Lionbridge SEO Subject Matter Expert
What Are the Challenges of Using AI Content Creation Tools?
While AI content creation offers significant benefits, it also presents challenges for consideration.
One of the primary concerns is ensuring the quality and originality of AI-generated content. There is a risk of producing content that feels duplicated or poorly written, which can negatively impact SEO results and brand reputation.
Content that doesn't reach brand standards comes at a cost, and that cost is customers.
— Amanda Jayachandran, Lionbridge Creative & Content Director
Lionbridge overcomes these potential pitfalls by incorporating human oversight and review into its content creation process. Combining AI with human expertise ensures that the AI-generated content aligns with brand standards and meets the expectations of the target audiences.
Here’s another tip: Be transparent and reference the use of the AI tool (like we did at the end of this blog). Readers will appreciate the transparency, which goes a long way toward trusting you. Learn more about our AI TRUST framework.
What Are the Key Webinar Takeaways?
The use of AI content creation tools, such as the Content Remix App, is now ready for deployment and essential for enterprises to stay ahead of their competition.
The Lionbridge Content Remix App:
- Creates global content at scale, personalized to your target audiences.
- Enables marketers to overcome challenges, including resource limitations.
- Automates content creation to simultaneously achieve content in multiple formats and over 70 languages.
- Assists Lionbridge in expanding its footprint, such as in the Chinese market, and in creating post-webinar marketing materials, including blog posts, social media posts, and marketing emails; it can help you reach your content initiatives, as well.
- Achieves quality and brand alignment with the addition of human oversight.
Interested in exploring other AI-related webinar topics Lionbridge has delved into? Visit the Lionbridge webinars page for a library of webinar recordings.
Get in touch
With AI as part of our DNA, Lionbridge leads the way in delivering innovative AI content services. Want to see how AI — including Lionbridge’s Content Remix App — can enhance your global content strategy by increasing multilingual output and controlling costs? Reach out today to learn more about our global content services and how to leverage them to your benefit.
Note: The Lionbridge Content Remix App initially created the recap blog, which a human then refined.
Fill out our contact form to start a conversation with us.
We’re eager to understand your needs and share how our innovative capabilities can empower you to break barriers and expand your global reach. Ready to explore the possibilities? We can’t wait to help.
