Acolad's work with Lacoste has been shortlisted in the Best Use of AI in Content category at the Global Search Awards. The project shows how global brands can scale multilingual content with generative AI while keeping brand voice and quality under human control.
Acolad and Lacoste Recognized for Innovaation in AI-Powered Multilingual Content Creation
The Brand Challenge Behind the Project
Marketing teams at global brands face a familiar tension. They need enough content, in enough languages, to compete in local search without diluting the voice that makes the brand recognizable. Translate too literally and the tone flattens. Automate without oversight and the craft erodes.
Lacoste needed marketing and e-commerce content across 11 markets, from France and Germany to Japan and Korea, while protecting the sporty-elegant tone that defines the brand.
An AI-Native Approach, With Linguists in Control
Rather than translating existing copy, Acolad and Lacoste built AI prompt frameworks that generated content directly in each target language. Each framework was tuned to local search behavior and cultural nuance from the first draft, so pages read as native content rather than adapted translations.
Native linguists reviewed every page before publication. This hybrid model of generative AI paired with expert human review let output scale across markets while the brand voice stayed consistent.
The Results
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Content that once took a year was produced in six months by 2025.
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Production costs fell by 45%.
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Delivery timelines were nearly halved.
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Non-brand organic traffic rose 60% year over year.
The wider outcome was a single consistent brand voice across every market, delivered through a workflow that combined generative AI, expert linguists, and multilingual SEO.
What It Means for Global Brands
The project speaks to a question many marketing leaders are weighing: can AI scale content without hollowing out quality? The answer here depended on keeping people in the loop for the work humans still do best, including judgement, voice, and cultural nuance.
Acolad and Lacoste built a repeatable, scalable framework for AI-powered global content, embedding multilingual SEO directly into the prompts and automating production at scale. It is a model other enterprise brands can apply to their own multilingual digital marketing.
About the Award
Winners will be announced at the Global Search Awards ceremony in September.