Good localisation starts with what the customer needs to understand. When adapting AI ads across markets, the language, product, offer and visuals need to work together.
Separate fixed and local elements
Keep the product's appearance, brand identity and documented characteristics recognisable across markets. Offers, currencies, delivery terms, sizes and expressions may need local versions. Define both groups before translating the script.
A Danish delivery statement may not apply in Germany. The translator should not invent German terms. Ask the local owner to confirm them and use consistent information in the ad and on the destination page.
Rewrite for spoken language
Read the local script aloud. A sentence that works in English can become long and stiff in Danish. Start with its purpose, then write what someone would actually say. Retain product names and explain technical terms that would otherwise confuse the customer.
Match the script length to the voice and scene. If a translation takes longer, speeding up the voice is not necessarily the answer. Remove repetition, spread the message across more shots or agree a different running time. Captions must remain readable at their display speed.
Check the product sold in that market
Use reference images of the local packaging. Translating a script does not change an English label. If the local item has a different size or shape, change the visuals too. Close-ups deserve particular attention because packaging text is prominent.
Do not turn a synthetic presenter into a fictional local customer. A presenter can explain product characteristics without claiming to have bought or used it. If a real customer story is used, the facts and permissions must cover that use.