March 14, 2026 — Mumbai
Economic Times Brand Equity has published AI-driven marketing: How global brands are localising and winning, detailing how companies like DBS Bank, Singtel, Kone, and Nestlé use AI to tailor digital strategies to local markets, boosting customer engagement and ROI. The article, shared widely on X on March 13 by @techdivine and @ananthv9, emphasizes AI’s shift from automation to cultural adaptation.
Brand Strategies Highlighted
In AI-driven marketing: How global brands are localising and winning, DBS Bank employs an AI-powered wealth advisory platform customized to Singapore’s regulations and customer goals. Singtel deploys AI chatbots for personalized service based on regional languages and nuances. Kone uses AI for transparent elevator maintenance alerts aligned with Finland’s trust culture, while Nestlé’s Taste AI refines products like sweeter chocolate in Switzerland and Brazil-specific coffee.
“AI has clearly become more of a strategic partner, especially, when it comes to being able to navigate the cultural complexities of meeting customer demands across industries and demographics.”
The piece notes AI fine-tunes to local data, ensuring scalability with cultural sensitivity.
Expert Insights and Quotes
The article states: > “The focus of AI today is to help organisations scale globally while localising intelligently.”
It underscores: > “The global AI success largely depends on local intelligence.”
Related coverage in Senior Executive highlights AI for hyper-localization, with McDonald’s adapting menus, Netflix curating content, and Nike using influencers. > “Global brands aren’t just adapting—they’re handing control back to consumers,” said Amber Brown of Clario.
2026 Trends Alignment
The Digital Marketing Institute’s 2026 trends align with AI-driven marketing: How global brands are localising and winning, noting AI hyper-personalization via agents and search. Examples include Vestiaire Collective’s AI search. > “2026 will be the year we stop talking about just AI automation and start talking about AI elevation,” per Jim Lecinski of Northwestern University.
Recent X discussions reference the ET piece amid AI ad trends (@CampaignME). For more, see related insights.