{"id":903469,"date":"2026-05-04T07:14:33","date_gmt":"2026-05-04T12:14:33","guid":{"rendered":"https:\/\/newsycanuse.com\/index.php\/2026\/05\/04\/94-of-enterprises-dont-trust-ai-to-get-culture-right-theyre-using-it-anyway\/"},"modified":"2026-05-04T07:14:33","modified_gmt":"2026-05-04T12:14:33","slug":"94-of-enterprises-dont-trust-ai-to-get-culture-right-theyre-using-it-anyway","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2026\/05\/04\/94-of-enterprises-dont-trust-ai-to-get-culture-right-theyre-using-it-anyway\/","title":{"rendered":"94% of Enterprises Don&#8217;t Trust AI to Get Culture Right. They&#8217;re Using It Anyway."},"content":{"rendered":"<div xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n<div>\n<p>\n                <bsp-timestamp data-timestamp=\"1776844892000\" data-recent-thresholdinhours=\"1\"><br \/>\n                    <template data-date-tpl>Published [hour]:[minute] [AMPM] [timezone], [monthFull] [day], [year]<\/template><br \/>\n                    <span data-date>\u00a0<\/span><br \/>\n                <\/bsp-timestamp>\n            <\/p>\n<\/p><\/div>\n<p>    <bsp-page-actions><\/p>\n<p>    <\/bsp-page-actions><\/p><\/div>\n<div>\n<p>MAIDENHEAD, England&#8211;(BUSINESS WIRE)&#8211;Apr 22, 2026&#8211;<\/p>\n<p>New research from RWS (RWS.L) has exposed a critical fault line in enterprise AI deployment: the vast majority of content leaders have little to no confidence that AI can handle cultural and emotional nuance across global markets \u2013 yet they are scaling AI-generated content across those same markets regardless. The result is a deepening financial and operational crisis that speed, volume and model upgrades alone cannot fix.<\/p>\n<p><span><a data-gtm-enhancement-style=\"LinkEnhancementA\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&#038;url=https%3A%2F%2Fwww.rws.com%2Fabout%2Fcontent-unlocked%2Flp-2%2F%3Futm_source%3Dbusinesswire.com%26utm_medium%3Dreferral%26utm_campaign%3Dbrand-fy26-asset-download-global-thought-leadership-state-of-global-content&#038;esheet=54519857&#038;newsitemid=20260422103188&#038;lan=en-US&#038;anchor=The+study&#038;index=1&#038;md5=663cd701939110f3997356e20b0e2b9b\" target=\"_blank\" rel=\"noopener\">The study<\/a><\/span>, based on a survey of 200 senior content leaders across the US, UK and Asia-Pacific, finds that while 86% say AI has accelerated content creation, 65% report it has simultaneously slowed localization \u2013 generating a compounding rework burden that is consuming over a fifth of enterprise localization budgets every year.<\/p>\n<p><em>A growing financial burden<\/em><\/p>\n<p>Over a fifth (21%) of localization budgets are lost to rework: content that must be corrected or culturally adapted before it can be deployed in global markets. For a global enterprise spending $5 million on localization, that represents over $1 million lost annually fixing AI\u2019s own outputs from generic models.<\/p>\n<p>\u201cAsk content leaders whether AI can truly handle cultural nuance, and fewer than one in ten say yes with confidence. Yet the same leaders are scaling AI-generated content across global markets regardless,\u201d said Emma Fisher, VP of Global Marketing at RWS. \u201cThe answer isn\u2019t to slow down \u2013 it\u2019s to deploy smarter AI. AI that understands context, culture and brand intent as fluently as it generates content at scale.\u201d<\/p>\n<p><em>The Cultural Intelligence gap<\/em><\/p>\n<p>The research exposes a striking disconnect in how enterprises are deploying AI. 71% of content leaders are using generative AI for translation \u2013 a task AI handles with increasing competence. Only 20% use it for localization, which demands something far harder: the cultural fluency to make content feel native, resonant and relevant in every market. Implementing AI at scale into these already-strained workflows does not resolve the problem. It accelerates it.<\/p>\n<p><em>A dangerous complacency<\/em><\/p>\n<p>Perhaps most striking is the confidence gap the research reveals. Despite 56% of leaders describing their organizations as \u201cmanaging but stretched,\u201d and only one in six saying they are handling content demands well, more than half believe they will cope better in three years\u2019 time \u2013 without significant structural change. RWS\u2019s research suggests this optimism is misplaced. As AI-generated content volumes continue to grow across more languages, formats and channels, the complexity tax will only compound \u2013 unless enterprises embed cultural intelligence into their content operations upstream, before the damage is done.<\/p>\n<p>The research is based on a survey of 200 senior content leaders across the US, UK and Asia-Pacific. Respondents represent large global enterprises responsible for content strategy, localization and digital communications.<\/p>\n<p><em>Access the full report \u2013<\/em><span><a data-gtm-enhancement-style=\"LinkEnhancementA\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&#038;url=https%3A%2F%2Fwww.rws.com%2Fabout%2Fcontent-unlocked%2Flp-2%2F%3Futm_source%3Dbusinesswire.com%26utm_medium%3Dreferral%26utm_campaign%3Dbrand-fy26-asset-download-global-thought-leadership-state-of-global-content&#038;esheet=54519857&#038;newsitemid=20260422103188&#038;lan=en-US&#038;anchor=Content+unlocked%3A+What+enterprise+AI+doesn%27t+know+it%27s+missing&#038;index=2&#038;md5=29b86586b509a9cca7c8d494fb1f4560\" target=\"_blank\" rel=\"noopener\"><em>Content unlocked: What enterprise AI doesn\u2019t know it\u2019s missing<\/em><\/a><\/span><em>.<\/em><\/p>\n<p><em>About us<\/em><\/p>\n<p>RWS is a global AI solutions company empowering the world\u2019s most trusted enterprise AI.<\/p>\n<p>Our proprietary Cultural Intelligence Layer, powered by 250,000 data specialists, cultural and language experts and deep domain professionals, backed by 45+ patents, makes enterprise AI culturally fluent, contextually accurate and secure, ensuring every interaction reflects a brand\u2019s tone, context and customer values.<\/p>\n<p>Through our Generate, Transform and Protect segments, we deliver intelligent content, enterprise knowledge, large-scale localization and IP protection for global growth. Trusted by 80+ of the world\u2019s top 100 brands, RWS provides the confidence, governance and expertise organizations need to deploy AI safely, responsibly and at scale.<\/p>\n<p>Headquartered in the UK, RWS is listed on AIM.<\/p>\n<p>More information: <span><a data-gtm-enhancement-style=\"LinkEnhancementA\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&#038;url=http%3A%2F%2Fwww.rws.com&#038;esheet=54519857&#038;newsitemid=20260422103188&#038;lan=en-US&#038;anchor=rws.com&#038;index=3&#038;md5=462fe5d1092f114360845a0cf7765c76\" target=\"_blank\" rel=\"noopener\">rws.com<\/a><\/span>.<\/p>\n<p>View source version on businesswire.com:<span><a data-gtm-enhancement-style=\"LinkEnhancementA\" href=\"https:\/\/www.businesswire.com\/news\/home\/20260422103188\/en\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.businesswire.com\/news\/home\/20260422103188\/en\/<\/a><\/span><\/p>\n<p> CONTACT: RWS<\/p>\n<p>Denis Davies<\/p>\n<p>Corporate Communications<\/p>\n<p><a href=\"http:\/\/apnews.com\/cdn-cgi\/l\/email-protection\" data-cfemail=\"680c0c091e010d1b281a1f1b460b0705\">[email\u00a0protected]<\/a><\/p>\n<p> +44 1628 410105<\/p>\n<p>KEYWORD: EUROPE IRELAND UNITED KINGDOM<\/p>\n<p>INDUSTRY KEYWORD: FINTECH CONSULTING BANKING DATA MANAGEMENT CONSUMER ELECTRONICS PROFESSIONAL SERVICES ELECTRONIC GAMES CASINO\/GAMING TECHNOLOGY OTHER NATURAL RESOURCES ENTERTAINMENT OTHER ENERGY AGRICULTURE OIL\/GAS NATURAL RESOURCES ENERGY OTHER CONSUMER MOBILE\/WIRELESS GENERAL SPORTS CONSUMER GENERAL ENTERTAINMENT CONSTRUCTION &#038; PROPERTY GENERAL AUTOMOTIVE OTHER COMMUNICATIONS BIOTECHNOLOGY SPORTS OTHER RETAIL MARKETING HEALTH COMMUNICATIONS FOOD\/BEVERAGE FASHION ARTIFICIAL INTELLIGENCE RETAIL TELECOMMUNICATIONS INSURANCE AUTOMOTIVE<\/p>\n<p>SOURCE: RWS<\/p>\n<p>Copyright Business Wire 2026.<\/p>\n<p>PUB: 04\/22\/2026 04:01 AM\/DISC: 04\/22\/2026 04:01 AM<\/p>\n<p>http:\/\/www.businesswire.com\/news\/home\/20260422103188\/en<\/p>\n<\/p><\/div>\n<p> Luz Ramage <br \/><a href=\"https:\/\/apnews.com\/press-release\/business-wire\/94-of-enterprises-dont-trust-ai-to-get-culture-right-theyre-using-it-anyway-44e0d9eb04984f97a4228c50e746286f\" class=\"button purchase\" rel=\"nofollow noopener\" target=\"_blank\">Read More<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Published [hour]:[minute] [AMPM] [timezone], [monthFull] [day], [year] \u00a0 MAIDENHEAD, England&#8211;(BUSINESS WIRE)&#8211;Apr 22, 2026&#8211; New research from RWS (RWS.L) has exposed a critical fault line in enterprise AI deployment: the vast majority of content leaders have little to no confidence that AI can handle cultural and emotional nuance across global markets \u2013 yet they are scaling<\/p>\n","protected":false},"author":1,"featured_media":903470,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[640,39110],"tags":[6172,43764],"class_list":{"0":"post-903469","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-dont","8":"category-enterprises","9":"tag-dont","10":"tag-enterprises"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/903469","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/comments?post=903469"}],"version-history":[{"count":0,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/903469\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media\/903470"}],"wp:attachment":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media?parent=903469"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/categories?post=903469"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/tags?post=903469"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}