Globally Speaking

Hosted by RWS

Business Management Education Language LearningInterviews guests

Website RSS feed

Episodes

173

Latest episode

Aug 2026

Language

About the show

Expert insights on how to unlock global understanding and grow the value of ideas, data and content.

Listen to episodes

60 recent

September 30, 2026

Cultural Intelligence Series - The creative case for cultural intelligence in enterprise AI

A direct translation can be accurate and still creatively dead. Stu Davison, Creative Director at RWS, joins the Cultural Intelligence Podcast to show us what happens to a big creative idea when it has to cross a border, and why the adapted version doesn't always have to be identical to the original. His distinction between translation and transcreation says it all: translation carries the word, transcreation carries the idea. Creative work lives in nuance, rhythm and cultural references. Get that wrong and your big idea doesn't just lose impact, but it can actively damage your brand. Stu also tackles two questions every creative is sitting with right now: what's the one thing AI will never do in the creative process? And what's the most expensive mistake a global brand can make with AI? Spoiler: it's signing off on a global campaign without a single person from the local market in the room…

September 9, 2026

Cultural Intelligence Series - The language specialist’s role is evolving, and enterprise AI depends on it

For years, the localization industry has told a story about speed, cost and quality. But as AI transforms how content is created and translated, that narrative and those metrics alone are no longer enough to define the value of language expertise. In our latest Cultural Intelligence Podcast episode, Maria Schnell, Chief Language Officer at RWS, explores why this moment is unlike any other in the history of language expertise. While many see AI as a replacement for translation, Maria argues that this view fundamentally misunderstands what language professionals actually do. Translation isn't the exchange of words. It's the transfer of meaning, intent, and context from one audience to another. The real value of language expertise lies in understanding culture, nuance, and human communication; capabilities that become even more important as AI becomes more powerful. This episode challenges the industry's long-standing narrative and asks a more fundamental question: what is the true value of language expertise in an AI-driven world? And as AI takes on more of the execution, how can human expertise evolve to guide the systems that increasingly shape global communication?

September 1, 2026

Cultural Intelligence Series - When cultural risk becomes legal risk: IP, compliance and the limits of AI

In IP, getting the language wrong isn't a quality issue but a legal one. James Lacey, CEO of Protect at RWS, joins our latest Cultural Intelligence Podcast episode to talk about something that rarely makes it into conversations about IP strategy: context. Not just the legal context of a jurisdiction, but the full lifecycle context of a portfolio; where every decision, every filing, every ownership update is connected to what came before and what comes next. A Chief IP Counsel James met in Taiwan put it simply: IP is too often seen as a cost centre managing legal rights. The shift is towards treating it as a value centre managing strategic assets. That reframe changes everything, including how you think about where AI fits in. The human in the loop isn't a safety net. It's the whole architecture.

August 12, 2026

Cultural Intelligence Series - Why great products get lost in global markets

Building a story that lands in one market is hard enough. Getting it to work everywhere, simultaneously, is where most global launches fall apart. Erin Roesch, Global Product Marketing Manager, joins the Cultural Intelligence Podcast to talk about what it takes to go global and why the biggest mistake teams are making right now has nothing to do with budget or bandwidth. It's about the story. As a "Builder PMM" who turns complex capabilities into clear positioning, Erin knows that business needs rarely change across markets. What changes is the trigger; the legislation, the culture, the pressure a customer is feeling. And if your story doesn't reflect that, you're not just missing an opportunity. You could be pushing people away without realizing it. Erin brings this to life through her own experience as an American living in the UK, a near-miss campaign launch in Germany, and why one country rarely equals one version. Her closing definition of Cultural Intelligence is worth the listen alone.

July 15, 2026

Cultural Intelligence Series - The CMO view: marketing in a world where AI changes everything

AI has handed marketers speed and scale they've never had before. But is this really a differentiator when everyone has access to the same models? Emma Fisher, VP of Marketing at RWS, and Sal Mohammed, Head of Answer Engine Optimization (AEO) at LangSync and former Googler, join our latest Cultural Intelligence podcast episode to explore what modern marketing looks like in the age of AI – and why the best campaigns have very little to do with how fast you can generate content. From "we're all on a rocket ship with no way to get off" to the CMO's evolving role as orchestrator, warrior, and tastemaker (curious yet?), just make sure you buckle up. Emma and Sal dig into the rise of AEO, what it means for brand visibility as search shifts to generative AI, and how Cultural Intelligence shapes whether your content gets surfaced… or ignored. You'll also learn why relevance, resonance and trust are the only valid metrics when everyone is publishing at the same speed, and why too many content leaders are still measuring success against the wrong scorecard. If you’re interested in learning more about the ‘Content Unlocked’ report, you can find it here: [https://www.rws.com/about/content-unlocked/lp/ ](https://www.rws.com/about/content-unlocked/lp/)

July 9, 2026

More than words: inside the world of localization testing

In this Globally Speaking episode, we sit down with Anne Lepere and Francesca Filanti, Senior Managers in Testing at RWS, to explore what it really takes to make global products feel native, no matter where in the world they're used. Key topics covered: * Why localization testing is so much more than translation, but rather where linguistics meets engineering * The hidden technical work behind the scenes: ADB commands, debug flags, and device setups most linguists never see * Why testing functionality and language together, not separately, saves clients time, money, and headaches AI's growing role in localization and why human testers remain the final gatekeepers * What it takes to scale testing across 300+ native testers, 4,000 devices, and dozens of languages under brutal deadlines Whether you're building global products or just curious about what happens after "translate" is clicked, this episode will change how you think about the apps and devices you use every day. Download the case study to learn more: [https://www.rws.com/localization/eig/rws-enables-high-volume-localization-testing-for-a-global-tech-company/ ](https://www.rws.com/localization/eig/rws-enables-high-volume-localization-testing-for-a-global-tech-company/)

June 22, 2026

Cultural Intelligence Series – The new rules of global success

"Some brands are really proud - they have thousands and thousands of pages in hundreds of languages. But nobody reads them. Gone are the days when you were translating for the sake of it.” Ben Faes, CEO of RWS, joins the Cultural Intelligence Podcast for a conversation on what’s reshaping global brand strategy - and why Cultural Intelligence is now fundamental to succeed. In this episode: * Why one message no longer works everywhere - and why “American cachet” no longer carries the weight it once did * How leading global brands stay recognizable without sounding the same everywhere - and why translation alone leaves value on the table * Why automating everything is the fastest route to creating content nobody reads - and how AI is changing expectations around quality and relevance This episode explores AI volume versus AI value, meaning at scale, and meeting audiences where they are.

June 4, 2026

Cultural Intelligence Series – AI in life sciences - the green zone, the red zone and what comes next

How do you introduce AI into one of the world’s most regulated industries? Dan Herron, Global VP of Digital Health at RWS, joins the Cultural Intelligence Podcast to discuss how life sciences teams can responsibly apply AI in clinical operations, COAs, and linguistic validation: * Why life sciences is uniquely complex for AI adoption, and why regulation, bias, and documentation matter so much * How AI can support faster workflows in low risk areas (green zones), while a human in the loop remains essential for patient facing and regulated content (red zones) * Why the future of linguistic validation is about responsible modernization, not automation for its own sake A conversation on AI with guardrails, the human in the loop imperative, and why the industry can’t afford to wait for someone else to go first.

May 21, 2026

Is your digital communication truly accessible to everyone?

In this Globally Speaking episode, we sit down with Lisa Riemers and Matisse Hamel-Nelis, authors of "Accessible Communications", to explore how to move beyond checkbox compliance and build communication that genuinely works for all. Key topics covered: * Why accessibility shouldn’t be just a legal requirement * The "digital curb cut effect": how accessibility features benefit everyone * Common myths (no, accessible content doesn't have to be boring!) * AI as a double-edged sword for accessibility * Simple habits you can start today Whether you're a communications pro or just getting started, this episode will change how you think about the content you create. Find Lisa and Matisse's book "Accessible Communications" here: https://www.koganpage.com/marketing-communications/accessible-communications-9781398621848 It’s also available on Amazon and wherever you buy your books!

April 16, 2026

Cultural Intelligence Series - What it takes to make enterprise AI work in the real world

When AI POCs shine in isolation… but struggle at enterprise scale. Host Marine Esquenet welcomes Matt Hardy to explore why AI prototypes dazzle in demos yet struggle in production, and how cultural intelligence can bridge that gap. Matt unpacks real challenges: * Why AI POCs look flawless alone but break under production pressures * What separates "working demos" from trusted, adopted enterprise systems * How context, culture, and edge cases redefine "good" across markets Don't miss Matt's practical playbook for scaling AI across markets, functions, and those tricky edge cases. A must for any enterprise leader!