AI-powered transcreation in global marketing : insights from Iran

Hassani, Ghodrat (author), Malekshahi, Marziyeh (author), Davari, Hossein (author)

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.

• Language: English
• Keywords: copywriting, GPT-3, large language model (LLM), marketing translation, transcreation
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: FF - Faculty of Arts
• Publication status: Published
• Publication version: Version of Record
• Publication date: 01.01.2025
• Year: 2025
• Number of pages: Str. 203-221
• Numbering: Vol. 22, no. 1
• PID: 20.500.12556/RUL-180451
• UDC: [81'25:004.89]:659.1(55)
• ISSN on article: 1581-8918
• DOI: 10.4312/elope.22.1.203-221
• COBISS.SI-ID: 271017987
• Publication date in RUL: 09.03.2026

Record is a part of a journal

• Title: ELOPE. English language overseas perspectives and enquiries
• Shortened title: ELOPE
• Publisher: Slovensko društvo za angleške študije, Slovensko društvo za angleške študije, Znanstvena založba Filozofske fakultete Univerze v Ljubljani, Založba Univerze v Ljubljani
• ISSN: 1581-8918
• COBISS.SI-ID: 212890112

Licences

• License: CC BY-SA 4.0, Creative Commons Attribution-ShareAlike 4.0 International
• Link: http://creativecommons.org/licenses/by-sa/4.0/
• Description: This Creative Commons license is very similar to the regular Attribution license, but requires the release of all derivative works under this same license.

Secondary language

• Language: Slovenian
• Title: Transkreacija z umetno inteligenco v globalnem marketingu : spoznanja iz Irana

Abstract

Študija ugotavlja, kako lahko transkreacija (oz. preustvaritev), podprta z umetno inteligenco, izboljša medkulturno komuniciranje blagovne znamke. Z GPT-3 smo ovrednotili zmožnost UI, da s pomočjo izpopolnjenega prevoda in priredbo oglasnih sloganov okrepi trženje blagovne znamke. Klasični prevajalski pristopi pogosto ne zajamejo kulturno specifične čustvene note posamezne blagovne znamke, medtem ko se orodja UI s tem izzivom lahko spoprimejo. V raziskavi je 10 študentov in študentk prevajanja in 10 profesionalnih prevajalcev in prevajalk prevajalo/transkreativno prilagajalo perzijske oglasne slogane v angleščino. V začetnem preizkusu brez pomoči UI so bili profesionalni prevajalci in prevajalke uspešnejši, po šesttedenskem usposabljanju za delo z GPT-3 pa so študenti in študentke po oceni strokovne komisije, ki je upoštevala standardizirana merila, prehiteli profesionalce. Rezultati kažejo, da ciljno usposabljanje za delo z UI izboljša kakovost transkreacije. Študija kaže tudi na pomen človeške presoje pri oblikovanju napotkov in izbiri optimalnih odgovorov UI ter nudi tudi nove vpoglede za izobraževanje prevajalcev in prevajalk, strokovno usposabljanje in globalne tržne strategije.

• Keywords: pisanje oglasnih besedil, GPT-3, velik jezikovni model (LLM), tržno prevajanje, transkreacija