AI Localisation: Testing Existing Campaigns in New Markets

For global brands, the ability to take a campaign that works in one market and test whether it will resonate in another is one of the fastest routes to growth. The challenge is cultural sensitivity. Running an original spot filmed in, say, Sub-Saharan Africa or Mexico in front of a UK test audience rarely produces useful data. The cultural disconnect is too great for consumers to respond meaningfully, and the results end up reflecting that disconnect rather than the strength of the underlying creative.

AI localisation solves this. Myth Labs takes an existing campaign film and produces a version that appears to have been made for the target market. At minimum, this means swapping talent to match the ethnicity and appearance norms of the target locale while keeping actions, timing and narrative structure identical. Depending on the brief, localisation may also extend to backgrounds, signage, packaging and props.

Through sustained work in this space, Myth Labs has developed proprietary localisation software, AgentMyth AdLocalise, which streamlines the entire process from talent swapping through to quality control.

How It Works

To start a localisation project, the brand sends the original video file and specifies the target markets. Within a few hours, we return a quote, a timeline and an AI Casting Sheet: an automatically generated selection of talent options for each market, allowing the brand team to choose the AI talent that best fits their vision.

Script translation runs in parallel, including a back-translation for accuracy. We rarely translate word for word. Instead, lines are localised to find the closest equivalent in the target language, maintaining tone, intent and cultural relevance.

Voiceovers for localised testing animatics are typically generated with AI. Where the AI voice does not meet the required standard, we source a human voice actor.

Finalised AI localisation stims are delivered within 3–5 days. We run a stringent quality control process, with particular attention to character consistency across shots. Two rounds of revisions are included as standard.

What Brands Get

Being able to test proven campaigns with accurately localised versions means brands extract significantly more value from existing creative assets, at a fraction of the cost of re-shooting. Cultural nuances are, by their nature, difficult for marketers to judge from a distance. Through an AI localisation sprint, a global brand director can quickly turn one success into many, or catch potential pitfalls before committing budget to a full market entry.

On past projects, we have seen brands discover that a top-performing campaign in one region needed only minor talent and script adjustments to test equally well in three additional markets, turning a single piece of creative into a global asset.