The Intelligent Futures: AI’s Global Ecosystems, organized by TechNode and co-organized by TECOM and Founders Breakfast, convened in Hangzhou on Thursday. During the event’s second panel, How AI and Content Design Drive Success in Cross-Border E-commerce, three speakers from multinational technology companies examined emerging trends in global digital content strategies and how businesses are adapting to reach users more effectively across markets.
The panel featured Arnaud Frattini, Co-founder of Content Designers China; Anna Potapova, Staff Content Strategist at AliExpress; and Qiaoying Su, Localization Team Lead at OPPO. All three speakers drew on extensive experience in content development, brand communication and localization to offer insights into how AI-enabled tools and workflows are changing the way global e-commerce platforms operate.
The panel moderator said the session would focus on the convergence of generative AI with the broader content ecosystem, the implementation of cross-market content strategies, and the new challenges Chinese companies face as they expand globally. As short-form video, streaming platforms and cross-channel content distribution continue to evolve, companies are reassessing their content pipelines and looking for more agile and scalable ways to communicate with global audiences.
Growing importance of content design in the Chinese market
Arnaud Frattini said content design, still a relatively young discipline, has gained increasing attention from companies in China over the past few years. Content is no longer just an accessory to marketing but has become a structured part of the overall user experience, he said.
As user journeys span multiple touchpoints, a unified content strategy has become essential for maintaining brand consistency and building user trust. He added that in technology sectors where products are more complex and information density is higher, the role of content design and strategy has become even more significant.
Data-driven content strategy and the challenge of integrating AI
Anna Potapova emphasized that as AI becomes more embedded in the content industry, the team is working to adopt a more data-driven approach to content development. “Today’s users are more fragmented than ever,” she said. “What we need is not just more content, but the right content—delivered at the right time, in the right format, to the right audience.”
She added that while AI tools are enhancing production efficiency, the real challenge lies in integrating AI capabilities into existing workflows and aligning them with the company’s broader brand value system.
Localization shifts from translation to cultural understanding
Qiaoying Su said localization for a globally expanding Chinese tech brand now goes far beyond traditional translation. “Across different markets, we see completely different user expectations, value preferences and aesthetic standards,” she said.
Relying solely on machine translation or templated content, she noted, no longer meets the needs of overseas users. To address this, Oppo has built cross-cultural teams in various regions to ensure that core product narratives are expressed in culturally resonant ways while maintaining global brand consistency.
Beyond tech: the content industry still relies on deep human understanding
The speakers also explored the boundaries of generative AI’s applications. While AI is reshaping the content industry, they agreed that the role of humans remains irreplaceable. Whether in content strategy, brand storytelling, or localized expression, effective work requires a deep understanding of cultural context and an ability to resonate with users’ emotions and experiences—areas where AI still falls short.
As AI, globalization, and the content industry become increasingly intertwined, content teams are facing unprecedented challenges and opportunities. The panel offered fresh perspectives for the industry: in a rapidly evolving global content ecosystem, how can companies build content strategies that are more agile, intelligent, and culturally sensitive.
