{"success":true,"data":{"pressRelease":{"id":"4092","rtpr_id":"nBw7DCdbma","ticker":"RWS","exchange":"LSE","all_tickers":["RWS"],"title":"94% of Enterprises Don't Trust AI to Get Culture Right. They're Using It Anyway.","author":"Business Wire","published_at":"2026-04-22T08:01:00.099Z","article_body":"94% of Enterprises Don't Trust AI to Get Culture Right. They're Using It\nAnyway.\n\nNew RWS research reveals the cultural intelligence gap that's quietly\nundermining enterprise AI at global scale\n\nNew research from RWS (RWS.L) has exposed a critical fault line in enterprise\nAI deployment: the vast majority of content leaders have little to no\nconfidence that AI can handle cultural and emotional nuance across global\nmarkets – yet they are scaling AI-generated content across those same\nmarkets regardless. The result is a deepening financial and operational crisis\nthat speed, volume and model upgrades alone cannot fix.\n\nThe study\n(https://cts.businesswire.com/ct/CT?id=smartlink&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&esheet=54519857&newsitemid=20260422103188&lan=en-US&anchor=The+study&index=1&md5=663cd701939110f3997356e20b0e2b9b)\n, based on a survey of 200 senior content leaders across the US, UK and\nAsia-Pacific, finds that while 86% say AI has accelerated content creation,\n65% report it has simultaneously slowed localization – generating a\ncompounding rework burden that is consuming over a fifth of enterprise\nlocalization budgets every year.\n\nA growing financial burden\n\nOver a fifth (21%) of localization budgets are lost to rework: content that\nmust be corrected or culturally adapted before it can be deployed in global\nmarkets. For a global enterprise spending $5 million on localization, that\nrepresents over $1 million lost annually fixing AI's own outputs from generic\nmodels.\n\n\"Ask content leaders whether AI can truly handle cultural nuance, and fewer\nthan one in ten say yes with confidence. Yet the same leaders are scaling\nAI-generated content across global markets regardless,” said Emma Fisher, VP\nof Global Marketing at RWS. “The answer isn't to slow down – it's to\ndeploy smarter AI. AI that understands context, culture and brand intent as\nfluently as it generates content at scale.\"\n\nThe Cultural Intelligence gap\n\nThe research exposes a striking disconnect in how enterprises are deploying\nAI. 71% of content leaders are using generative AI for translation – a task\nAI handles with increasing competence. Only 20% use it for localization, which\ndemands something far harder: the cultural fluency to make content feel\nnative, resonant and relevant in every market. Implementing AI at scale into\nthese already-strained workflows does not resolve the problem. It accelerates\nit.\n\nA dangerous complacency\n\nPerhaps most striking is the confidence gap the research reveals. Despite 56%\nof leaders describing their organizations as \"managing but stretched,\" and\nonly one in six saying they are handling content demands well, more than half\nbelieve they will cope better in three years' time – without significant\nstructural change. RWS's research suggests this optimism is misplaced. As\nAI-generated content volumes continue to grow across more languages, formats\nand channels, the complexity tax will only compound – unless enterprises\nembed cultural intelligence into their content operations upstream, before the\ndamage is done.\n\nThe research is based on a survey of 200 senior content leaders across the US,\nUK and Asia-Pacific. Respondents represent large global enterprises\nresponsible for content strategy, localization and digital communications.\n\nAccess the full report – Content unlocked: What enterprise AI doesn't know\nit's missing\n(https://cts.businesswire.com/ct/CT?id=smartlink&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&esheet=54519857&newsitemid=20260422103188&lan=en-US&anchor=Content+unlocked%3A+What+enterprise+AI+doesn%27t+know+it%27s+missing&index=2&md5=29b86586b509a9cca7c8d494fb1f4560)\n.\n\nAbout us\n\nRWS is a global AI solutions company empowering the world’s most trusted\nenterprise AI.\n\nOur proprietary Cultural Intelligence Layer, powered by 250,000 data\nspecialists, cultural and language experts and deep domain professionals,\nbacked by 45+ patents, makes enterprise AI culturally fluent, contextually\naccurate and secure, ensuring every interaction reflects a brand’s tone,\ncontext and customer values.\n\nThrough our Generate, Transform and Protect segments, we deliver intelligent\ncontent, enterprise knowledge, large-scale localization and IP protection for\nglobal growth. Trusted by 80+ of the world’s top 100 brands, RWS provides\nthe confidence, governance and expertise organizations need to deploy AI\nsafely, responsibly and at scale.\n\nHeadquartered in the UK, RWS is listed on AIM.\n\nMore information: rws.com\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww.rws.com&esheet=54519857&newsitemid=20260422103188&lan=en-US&anchor=rws.com&index=3&md5=462fe5d1092f114360845a0cf7765c76)\n.\n\n\n\nView source version on businesswire.com:\nhttps://www.businesswire.com/news/home/20260422103188/en/\n(https://www.businesswire.com/news/home/20260422103188/en/)\n\nRWS\n\nDenis Davies\n\nCorporate Communications\n\nddavies@rws.com \n(mailto:ddavies@rws.com) \n+44 1628 410105\n\n\nCopyright Business Wire 2026","article_body_html":"","raw_payload":{"data":{"id":"nBw7DCdbma","title":"94% of Enterprises Don't Trust AI to Get Culture Right. They're Using It Anyway.","author":"Business Wire","ticker":"RWS","created":"2026-04-22T08:01:00.099Z","tickers":["RWS"],"exchange":"LSE","article_body":"94% of Enterprises Don't Trust AI to Get Culture Right. They're Using It\nAnyway.\n\nNew RWS research reveals the cultural intelligence gap that's quietly\nundermining enterprise AI at global scale\n\nNew research from RWS (RWS.L) has exposed a critical fault line in enterprise\nAI deployment: the vast majority of content leaders have little to no\nconfidence that AI can handle cultural and emotional nuance across global\nmarkets – yet they are scaling AI-generated content across those same\nmarkets regardless. The result is a deepening financial and operational crisis\nthat speed, volume and model upgrades alone cannot fix.\n\nThe study\n(https://cts.businesswire.com/ct/CT?id=smartlink&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&esheet=54519857&newsitemid=20260422103188&lan=en-US&anchor=The+study&index=1&md5=663cd701939110f3997356e20b0e2b9b)\n, based on a survey of 200 senior content leaders across the US, UK and\nAsia-Pacific, finds that while 86% say AI has accelerated content creation,\n65% report it has simultaneously slowed localization – generating a\ncompounding rework burden that is consuming over a fifth of enterprise\nlocalization budgets every year.\n\nA growing financial burden\n\nOver a fifth (21%) of localization budgets are lost to rework: content that\nmust be corrected or culturally adapted before it can be deployed in global\nmarkets. For a global enterprise spending $5 million on localization, that\nrepresents over $1 million lost annually fixing AI's own outputs from generic\nmodels.\n\n\"Ask content leaders whether AI can truly handle cultural nuance, and fewer\nthan one in ten say yes with confidence. Yet the same leaders are scaling\nAI-generated content across global markets regardless,” said Emma Fisher, VP\nof Global Marketing at RWS. “The answer isn't to slow down – it's to\ndeploy smarter AI. AI that understands context, culture and brand intent as\nfluently as it generates content at scale.\"\n\nThe Cultural Intelligence gap\n\nThe research exposes a striking disconnect in how enterprises are deploying\nAI. 71% of content leaders are using generative AI for translation – a task\nAI handles with increasing competence. Only 20% use it for localization, which\ndemands something far harder: the cultural fluency to make content feel\nnative, resonant and relevant in every market. Implementing AI at scale into\nthese already-strained workflows does not resolve the problem. It accelerates\nit.\n\nA dangerous complacency\n\nPerhaps most striking is the confidence gap the research reveals. Despite 56%\nof leaders describing their organizations as \"managing but stretched,\" and\nonly one in six saying they are handling content demands well, more than half\nbelieve they will cope better in three years' time – without significant\nstructural change. RWS's research suggests this optimism is misplaced. As\nAI-generated content volumes continue to grow across more languages, formats\nand channels, the complexity tax will only compound – unless enterprises\nembed cultural intelligence into their content operations upstream, before the\ndamage is done.\n\nThe research is based on a survey of 200 senior content leaders across the US,\nUK and Asia-Pacific. Respondents represent large global enterprises\nresponsible for content strategy, localization and digital communications.\n\nAccess the full report – Content unlocked: What enterprise AI doesn't know\nit's missing\n(https://cts.businesswire.com/ct/CT?id=smartlink&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&esheet=54519857&newsitemid=20260422103188&lan=en-US&anchor=Content+unlocked%3A+What+enterprise+AI+doesn%27t+know+it%27s+missing&index=2&md5=29b86586b509a9cca7c8d494fb1f4560)\n.\n\nAbout us\n\nRWS is a global AI solutions company empowering the world’s most trusted\nenterprise AI.\n\nOur proprietary Cultural Intelligence Layer, powered by 250,000 data\nspecialists, cultural and language experts and deep domain professionals,\nbacked by 45+ patents, makes enterprise AI culturally fluent, contextually\naccurate and secure, ensuring every interaction reflects a brand’s tone,\ncontext and customer values.\n\nThrough our Generate, Transform and Protect segments, we deliver intelligent\ncontent, enterprise knowledge, large-scale localization and IP protection for\nglobal growth. Trusted by 80+ of the world’s top 100 brands, RWS provides\nthe confidence, governance and expertise organizations need to deploy AI\nsafely, responsibly and at scale.\n\nHeadquartered in the UK, RWS is listed on AIM.\n\nMore information: rws.com\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww.rws.com&esheet=54519857&newsitemid=20260422103188&lan=en-US&anchor=rws.com&index=3&md5=462fe5d1092f114360845a0cf7765c76)\n.\n\n\n\nView source version on businesswire.com:\nhttps://www.businesswire.com/news/home/20260422103188/en/\n(https://www.businesswire.com/news/home/20260422103188/en/)\n\nRWS\n\nDenis Davies\n\nCorporate Communications\n\nddavies@rws.com \n(mailto:ddavies@rws.com) \n+44 1628 410105\n\n\nCopyright Business Wire 2026"},"type":"article","timestamp":"2026-04-22T08:01:00.171162217Z","server_sent_at_ms":1776844860171},"received_at":"2026-04-22T08:01:00.224Z","source_url":"https://www.businesswire.com/news/home/20260422103188/en/"},"analysis":null,"durationMs":null,"modelName":null}}