AI VS FRENCH ADVERTISING

Why would you need a foreign creative copywriter/transcreator if AI can do it all for you?

I am working at the moment for a global iconic fashion brands as a French copywriter. The work is almost non-stop due to the number of collections being produced and promoted on many digital platforms and on its site. All the headlines and copy are translated by AI.

And none of them work in French.

I spend hours rewriting wordplays, witty headlines, and copy aimed mainly at Gen Z. Did you think that AI could do that? Trusting AI with your ads on social is a pretty bad idea.

Not only AI doesn’t get wordplays and idiomatic expression, but when it vaguely does, the transcreation is too long with a choice of words not always appropriate for your target market. Because this is a fickle audience, knowing expressions of the moment is crucial and using them with ability and human intelligent is extremely important. I make the choice, not the robot. It can never be the robot.

Because people from the street do not talk or think like that. AI doesn’t know what I have seen at the cinema, in the street, in the metro, in a conversation or read in a B.D.

Copywriting is a personal sum of all these influences, AI treats everything as data, not mood, influence, art. Simple example: do you think AI knows if you want to say “tu” or “vous” to your target? Actually, it all depends on the product, who is buying, if it’s a product launch or sales. AI cannot make the difference.

Even the CTA button “Shop [product] or [collection] or [the sale]” is completely different in all cases in French. AI has no idea. The work is intense, everything has to revised. I have noticed that in some other languages, the comment “approved” is applied almost to everything AI has written. Not in French. Don’t think you can get away with it if Dutch almost doesn’t need any rewriting.

Learning a foreign language in the UK is on the decline, while global businesses need to communicate in multiple languages. It’s a grave mistake. If your account manager of a global brand cannot make the difference between what AI has written and what a foreign copywriter can produce, your brand is in trouble.

Always use foreign copywriters/transcreators for your global campaigns, and especially French if that’s the case. For more information about my services, what I can do for you and your brand, please visit my website transcreatorsunited.com and request my transcreation handbook for more insights.