For years, global communications teams have worked toward consistency.

We want organizations to tell a coherent story across markets. We build common messaging, establish brand standards and try to make sure that whether someone encounters an organization in Minneapolis, Mexico City, Johannesburg or Mumbai, they understand essentially the same thing. I still believe in that discipline.

But AI is introducing an interesting complication.

What works in one media market doesn’t necessarily work in another. And as AI-driven search prioritizes media coverage and changes how audiences discover information, understanding those differences is becoming increasingly important for global brands.