AI Translation vs. Cultural Localization: Why Your Global Brand Needs Both (And How to Get It Right)

Let me tell you about a $70,000 mistake I almost made. When we expanded 787 Coffee beyond Puerto Rico, I thought going global meant translating our menu into English. Hit translate. Done. Wrong. Our "Cafecito con Amor" became "small coffee with affection"—technically correct, culturally dead. That's when I learned: AI gives you words. Humans give you culture. And culture is what makes people buy. Here's the 5-step framework I use to expand into new markets without losing what makes your brand connect.