This autumn, Google launched an AI campaign localisation tool in beta inside Google Ads. Meanwhile, Meta recently paused plans for new commercial terms that would make advertisers responsible for what its AI tool creates or changes in their ads through Advantage+ creative enhancements. With so much movement in this space, what is the risk of handing global marketing assets to platforms to be reworked, and how can you protect your brand across markets while using them?
The main appeal is speed, and that speed is real, allowing a team to market in a dozen languages without briefing a dozen markets. On whether the output performs, the evidence points both ways.
A peer-reviewed field experiment this year found AI-generated creative outperforming a professional designer on click-through. On the other hand, a separate paired test pointed the other way on effectiveness, with human-made ads over-indexing the effectiveness benchmark by 11 points but fully AI-generated versions came in five points under. AI creative can win on the metric performance teams are measured on, but human creative still wins on the storytelling and emotion that build the brand.
With most performance marketing teams being asked to cover more markets, more formats and more variants while budgets stay flat, so any tool that takes work off the production line is going to prove its worth. Whether these tools suit your brand is still up for debate, something we unpacked with senior marketers at our roundtable on The Thousand Assets Problem earlier this year.
What these tools do change is where the review sits. There are checks that need to happen on every asset, such as whether a claim is permitted in that market, whether the wording still matches what legal signed off or whether the tone lands the way it's supposed to. These decisions and approvals are now being made quickly in-platform, by a tool you aren't managing.
The risk compounds across markets, because the volume end of a campaign is where market-level variation lives. The hero film gets attention from people who know the brand, but the hundreds or thousands of resized, retitled and regenerated assets that follow do not.
The reason these assets get through review is that the output looks finished. The copy, logo and disclaimer are all there, and the translation is accurate at a glance. But the tool can only use whatever inputs you gave it. Brand guidelines, restricted-word lists and market rules go out of date quickly and have to be comprehensive to be useful. No single approver can be aware of every local market nuance, which means the platform's review step won't cover everything a normal review would.
None of this means switching the tools off, but it does mean deciding what the platform is allowed to change first, and making sure the checks that moved out of your team are visible somewhere you can control.
These tools handle a small slice of localisation: translating and regenerating assets inside the platform running them. But most of what decides whether a campaign lands across multiple markets sits outside that scope.
If you want to set those guardrails for your international marketing before platforms set them for you, get in touch.
This article is for general information only and isn’t legal advice. Rules vary by market and are changing quickly, so take specialist legal advice for your specific situation.