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159: Keeping it real: Authentic brand storytelling when AI joins the team
Ready to rethink creativity in the age of AI? Step into our latest episode of the Globally Speaking Podcast, where host Çetin Amirak welcomes Dirk Simpson, Transcreation Lead at Accenture Song, for a compelling exploration of how artificial intelligence is rewriting the rules of creativity and brand storytelling worldwide.
Dirk offers a behind-the-scenes look at how brands connect with people across languages, cultures, and continents. While AI unlocks new levels of personalization, it also raises big questions about authenticity, emotional impact, and cultural sensitivity. Together, Çetin and Dirk dig into the evolving relationship between human creativity and machine intelligence, showing how brands can harness AI’s speed and efficiency without losing the cultural nuance and human touch that make brand stories magical.
Drawing on real-world examples, including the reinvention of iconic campaigns like Coca-Cola’s ‘The Holiday Magic is Coming’, they dive into the risks and opportunities for brands navigating this new era.
How do you keep stories authentic when algorithms are in the mix? Can AI ever match the emotional spark of a great idea? Tune in for bold insights, fresh perspectives, and actionable advice to help your brand’s stories resonate in a world where creativity and technology go hand in hand.
Guests
Dirk is the Transcreation Lead at Accenture Song. He has successfully led multiple international campaign launches from creative origination through to final adaptation and implementation. His background in creative realisation, combined with his understanding of transcreation and new localization technologies gives him a unique perspective on the needs and demands of internationalising cross-cultural campaigns; always with an eye on creative excellence and global regulatory compliance.
Hosts
Çetin Amirak is Director of Strategy and Market insight at RWS. He is an experienced technology leader with over 15 years in the industry. Throughout his career, he has successfully guided technology and service solutions from initial idea through design, development, launch, and continuous improvement. Cetin specializes in enterprise systems consulting, implementation, and solving complex content and localization challenges for clients. Known for his cross-functional leadership, he loves building and motivating high-performing teams to achieve both individual and company goals. His strong track record also includes driving impactful transformation projects that deliver real commercial results.
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