I work for a big CPG on their brand websites in the US. Most of our brands have a Spanish language version of their site with varying degrees of use. With the advances in AI and personalization do you think there's a need for different language brand sites going forward? How do you manage this in your business?

Most people in the World prefer to read in their native language. Even if they speak god English, many buyers will likely be more comfortable and will engage more with a site in their native language.

If you are asking about using AI for translation, I have seen it be effective as part of a publishing workflow, where there is an opportunity to review, edit, and build your own translation dictionary for the unique terms you may be using.

Last, it is important to understand the difference between translation and localization. Translation only changes the language. Localization means the content is adapted to align with a region's culture, values, and value proposition.

Colors, numbers, phrases, and images have different meanings in different parts of the World. Values and buying drivers also likely change. If you are only translating you are missing on important opportunities.

I like to add in Spanish for SEO.

Yes, yes, yes! I can't stress this enough - AI does not and cannot replace a well-planned, well-written, audience-centric web page. We are launching three landing pages for our European users by hiring a copywriter with native language skills. AI cannot replace their thought process and craftsmanship. 

If your business has been successful with different brand languages, I don't see any reason to limit your expansion into other regions. All you need is an awesome writer and a local rep to deal with inquiries or leads. 

There are 4 foundation elements required to localize global content distribution.
1) Global content governance structure, complete with localized resources, responsible for their site in local markets.
2) Global Brand and messaging strategy to determine which content is CPG global vs CPG local.
3) Translation services that are globally managed, content is distributed and optimized locally through the Governance model/structure.
4) Web content management system to enable, organize and manage multiple global websites.  The web CMS will/should leverage AI. 

While AI has made significant strides, I don't believe it is yet at a point where it can replace human translation. The nuances of language, cultural references, and local customs still require a human touch to ensure accuracy and authenticity.

Having separate language versions of a website demonstrates respect for the culture and language of different customer segments. It shows that a brand is committed to serving these customers in their native language, which can significantly enhance user experience and brand perception.

That said, I believe that in the future, AI and personalization can certainly complement this approach by providing more personalized experiences within these language-specific sites.