For the past several years, the global communication industry has quietly lived through the generative AI transformation that many sectors are just now encountering. Now the implications are much bigger than translation. As brands scale across markets, AI is reshaping not just content production but global customer experience. The real challenge is no longer output. It’s coherence. It’s cultural alignment. It’s training data. It’s brand perception at scale. This session explores what generative AI means for global communication in a world where digital may be borderless, but culture is not.