Considerations for the launch of AI solutions in new markets

AI-driven solutions are transforming industries worldwide, presenting opportunities for faster data analysis, boosted productivity and improved decision-making. Now, the advent of agentic AI is offering autonomous agents that can analyse vast swathes of data and make accurate decisions with minimal human supervision.

But launching an AI-powered product in a new territory can come with challenges. For example, businesses may need to navigate different regulatory landscapes, including compliance with local data laws and evolving governance frameworks. Additionally, cultural nuances and user expectations around AI may differ, alongside concerns around data usage, reliability, transparency and potential job displacement. It’s a venture that requires careful consideration.

The challenge of localisation goes beyond language

When expanding into new territories, businesses often face a range of unfamiliar regulatory, cultural and operational factors. For AI in particular, these factors are amplified by the pace of technological change and varying levels of maturity in local regulatory frameworks.

At least 69 countries have proposed over 1000 AI-related policy initiatives and legal frameworks around the world, with the global picture continuing to evolve. For example, the UK takes a principles-based and pro-innovation approach to AI regulation. As opposed to one central AI regulator, sector-specific regulators are expected to apply the principles of safety, security and robustness, appropriate transparency, fairness, accountability and contestability to their domains.

Beyond the regulatory considerations, businesses must also appreciate the region-specific concerns about the introduction of AI. In some cases, its use could be welcomed enthusiastically. In others, it might trigger concern around data usage, trust or job displacement. For example, 39% of businesses in the United States have little to no confidence that companies will develop and use AI in a responsible manner, according to stats from the Pew Research Center. Therefore, assumptions that hold true in one country may fall flat, or spark backlash, in another.

Why local expertise makes the difference

This is where local knowledge becomes critical. Local experts can offer a deeper understanding of the environment that a B2B tech brand wishes to enter. They know the rules, the media landscape and the messages that will resonate most with people on the ground.

From a regulatory standpoint, these experts can help businesses navigate compliance with existing laws, while keeping an eye on future developments. They’re also well-placed to advise on how best to talk about AI: what to emphasise, what to clarify and how to build trust. For example, messaging might focus on how a solution aligns with local policies and guidelines, offering reassurance to cautious buyers. It might highlight transparency features or human oversight to ease fears around automation, which can make a big difference in how a product is perceived.

Beyond compliance and customer concerns, there’s also the matter of visibility. A successful product launch needs the right attention from the right voices, whether it’s media, analysts or industry influencers.

Local experts, supported by a lead agency, can help identify key outlets, manage outreach and suggest the most effective formats and narratives for different audiences. They can also make sure performance reporting is consistent across markets, enabling better comparison and tracking of success.

Global opportunities don’t come with a universal playbook

AI will continue to open doors for innovation and business growth, particularly as it grows in sophistication. But global opportunities don’t come with a universal playbook. Whether the strategy is to enter a neighbouring market or launch in a region with completely different expectations, success depends on working with people who know the landscape.

Launching an AI-driven product in a new market? Talk to us today

 

How US B2B tech firms can crack the UK market

The UK and US are closely connected by trade, language and culture. In 2023, the UK imported £57.4 billion of services from the US, making up a fifth of all services imports (19.5%), with the populations of both nations consuming a similar diet of pop culture, films and music.

As a result, US B2B tech firms may look to the UK as the perfect place to grow their presence and establish a footing in Europe. Expanding PR to cover the region can make a real difference, creating brand awareness, capturing audience engagement and establishing credibility. But beneath the parallels are some key cultural nuances that US companies should be aware of if they are to successfully expand across the pond. 

Appreciating the differences

While the US and UK share cultural links, there are some notable differences. As per well-trodden stereotypes, Americans are often direct and value efficiency in communication, while the British can be more indirect, understated and reserved.

As the success of entering a new market can hinge so much on effective communication to target audiences, US firms will need to carefully consider how they authoritatively speak about relevant topics and their products and services in the media.

Systems and frameworks can also be very different. As just one example, while in the US it’s the norm for healthcare to be provided via private insurance, the UK operates the National Health Service (NHS), a publicly funded and publicly provided system. There are also numerous regulations, such as in the finance sector, that will differ from the US-norm.

US B2B tech firms that specialise in these heavily regulated and nuanced sectors may need to consider how to communicate a solution’s benefits specifically for the UK public sector, such as easing the strain on short-staffed institutions and helping to save money. To help traverse these nuances, it’s time to engage with the experts.

Maximising the opportunities

For B2B tech firms in the US looking to break into the UK market, leveraging a lead agency with local expertise is the key to navigating cultural differences. Rather than using broad, one-size-fits-all messaging, a local UK-based agency can create tailored content that speaks directly to the unique culture and business landscape of the region, all while remaining accountable for results and reporting to the lead agency.

Via content types such as press releases, blogs and thought leadership articles, experienced PR professionals can ensure valuable coverage is achieved in key UK publications, online platforms and broadcast media.

Working with experts that have a deep understanding of the UK can ensure that messaging is tailored for local audiences. This could be as granular as tweaking written copy to be in UK spelling, or making more substantial changes so the tone is more likely to resonate with a British audience.

A UK agency can also engage closely with industry experts and analysts, enabling US firms to build new relationships in the region. If content dissemination via social media channels is part of the strategy, engagement with UK-based influencers can serve to amplify the company’s reach among British audiences.

A considered approach

The US and UK may share a common language and cultural influences, but for B2B tech firms looking to establish themselves in the region, a considered approach is needed. Understanding local nuances, adapting messaging and leveraging regional expertise can make all the difference in building credibility and securing engagement.

By working with a UK-based PR agency, US companies can ensure their communications are tailored to the market, such as refining tone as securing media coverage in the right publications. With the right strategy, US firms can successfully navigate the UK landscape.

Are you a US B2B tech firm looking to crack the UK market? Talk to us today.

 

 

A best-in-class approach to building credibility in new markets

Expanding overseas can be exciting for B2B tech firms, but it also comes with plenty of unknowns. The need to navigate differences in culture, media, politics, business practices and regulation can give even the most innovative brands pause for thought.

Questions around local media credibility and establishing a trusted reputation often arise early on. The good news is that a structured approach can lessen many concerns.

By combining local expertise with central coordination, B2B technology companies can confidently set out to claim their share of international success.

Getting a handle on the challenges

Before setting foot in another country, it’s vital to understand the hurdles. Cultural norms may differ widely, influencing exactly how specific messages should be framed.

Public sector procurement differs between countries, for example, and is subject to distinctly different approaches within Europe and in the Middle East where cultural and diplomatic influences are at work. And financial services, for instance, are highly regulated by national as well as international watchdogs.

Also, each region has its own media ecosystem in which journalistic practices differ. Who knows which publications, broadcasts or influencers are best suited to a company’s purpose?

Likewise with trade events. They are easy to find in the calendar but may turn out to be all show and little substance.

Is the answer to engage a different agency in each country or region at huge cost of money and time? Of course not. But the alternative of having a single agency doing everything is hardly likely to provide the flexibility and regional insight required for an effective PR campaign.

Finding a solution

What works best is to employ on-the-ground agencies that know the media landscape intimately, but with overall coordination from one lead agency at the top of the tree.

This approach is agency-agnostic, meaning the lead team collaborates with best-fit local partners, all of which share a focus on measurable success.

Tactics can be tweaked for each market’s cultural and language nuances, and execution is made easier thanks to trusted local relationships and well-established media contacts.

Delivered in this way, campaigns will be cohesive, flexible and cost-effective.

Reaping the rewards

With a centralised team guiding local experts, B2B tech companies can stay agile, control costs and keep their brand identity intact.

Instead of relying on generic messaging, agencies can craft content that resonates with each market’s culture and business environment.

This localisation doesn’t just help brands, it makes life easier for journalists, too. Content that’s relevant and tailored increases the chances of getting meaningful media coverage.

Building long-term relationships with local media and influencers also becomes more natural and intuitive when genuine engagement replaces one-off transactions.

At the same time, brands benefit from consistent reporting and real-time insights, so they know exactly where their PR efforts are paying off and where improvements might be needed. 

Looking ahead

Global markets are always evolving, with new regulations, platforms and cultural shifts emerging all the time. Staying flexible and proactive is essential for maintaining momentum.

With the right balance of central coordination and local expertise, B2B tech companies can build a strong global presence without losing what makes them unique.

This approach isn’t just effective – it’s sustainable, ensuring growth stays on track no matter how the world changes.

Get in touch to understand how our network of experienced B2B tech PR agencies can help you build credibility wherever your business wants to make its mark.

Best practices for global PR Campaigns: Insights from the regions

Whether the aim is to launch a new product or drive growth, cultural nuances, media preferences and regional dynamics play a pivotal role in a global PR campaign’s success. Too often, the one-size-fits-all approach leads to poor results and wasted investment. To help B2B tech brands navigate the differences and make a success of their PR strategy, the WIN PR Group of tech PR agencies has compiled insights from key regions around the world.

General tips for international PR

Regardless of where you are targeting your overseas PR efforts, there are some key guidelines that should underpin any strategy. The first is to avoid homogenisation. A common pitfall can be treating larger regions as monolithic markets. But Europe, for example, is made up of numerous countries with their own cultures and ways of doing things. It’s best to tailor content and messaging to resonate with local audiences in each country. This includes language, tone and culturally relevant examples. A success story from Texas might not appeal to a French journalist unless it includes local or European context.

It’s important to be culturally sensitive with storytelling. Narratives should be customised to match the storytelling norms of the target market, while also remaining true to the brand’s messaging and topics it can authentically comment on. Relationship building is also key. PR isn’t just about the delivery of news, it’s also about nurturing long-term relationships with journalists. Brands need to invest in consistent, meaningful engagement rather than transactional interactions.

Regional insights

With the ground rules established, below are some specific tips and tricks from around the world for best practice international PR:

France

• Customisation is key: French journalists value localised, relevant content. Avoid generic European press releases.
• Relationship-oriented: Focus on building steady relationships rather than aiming for quick wins.
• Tone matters: Subtle, analytical storytelling is preferred. Overly promotional content will likely be dismissed.

Spain

• Clear messaging: Overly complex or promotional language can alienate journalists. Ensure press releases have a clear, newsworthy hook.
• Titles matter: Be cautious with titles like “Vice President”, which carry political connotations in these countries.

Nordics

• A diverse region with varying expectations: The Nordics, while grouped under that unifying name, consist of four distinct markets: Sweden, Norway, Finland and Denmark. Media expectations differ significantly, from acceptance of gifts to restrictions on perks like meals during press trips. Tailored engagement is needed depending on the countries being targeted.

Germany

• Precision is critical: Deadlines, promises and details are taken very seriously.
• Subdued reactions: Success isn’t always met with overt praise. A thoughtful nod often signals approval.
• Professional tone: Keep interactions formal and focused, especially with journalists who value straightforward discussions over small talk.

UK

• Exclusive angles: Providing exclusive insights or timely commentary on breaking news can help secure coverage.
• Spokespeople expertise: Spokespeople need to understand the UK market and its unique challenges or trends.
• Credible pitches: Product pitches should be contextualised with tangible benefits and local success stories for better traction.

Middle East

• Language duality: Most content needs to be in both Arabic and English, so translations need to be accurate and reflect the intended messaging.
• Relevant studies and research: Data and case studies must reflect the regional context. For example, AI adoption in Saudi Arabia is a very engaging topic right now.

A tailored approach to international PR

The WIN PR approach to international PR involves a lead agency in one region engaging and managing other agencies across all the relevant key regions, ensuring that consistent processes are in place for global campaigns. This way, every local agency within the network remains accountable for content, delivery and ways of working and reporting. Consistent reporting on KPIs across regions help B2B tech companies see the tangible results being delivered and to ensure campaigns are on track.

By taking this agency-agnostic approach to global PR campaigns, tech businesses can be confident activities are designed to deliver measurable results and return on investment in every country, bridging the gap between the usual all or nothing approaches.

Interested in hearing more about how the WIN PR Group can help you navigate international PR? Contact hello@winprgroup.com

Local PR strategies for local audiences

Without the necessary local knowledge and contacts, entering a new overseas market can seem like a daunting prospect for B2B technology companies.

It isn’t as simple as replicating the strategy and tactics that have worked so well in the UK. Instead, B2B tech brands need to consider the potential language barriers, cultural nuances and broader technology landscape in the region.

Yet, all too often we see organisations making the vital mistake of opting for a one-size-fits-all approach to international PR.

This can leave international PR campaigns falling flat and unlikely to yield the results firms desire.

After all, brand messaging that resonates with audiences in North America might not have the same impact in Asia due to cultural and linguistic disparities. All it takes is one crucial word in a brand’s key messaging to not translate to change the entire sentiment it is trying to convey.

Consequently, a tailored approach to international PR is needed to ensure companies see return on investment and achieve brand resonance in the markets in which they wish to make headway.

An agency-agnostic approach to international PR

B2B technology companies can take the uncertainty out of international PR by engaging with the experts on the ground. One lead B2B tech PR agency can act as the gateway to a network of trusted, performance-driven agencies in key regions to deliver global reach. This is the agency-agnostic approach.

Access to this network enables B2B technology companies to develop bespoke PR strategies that align with local expectations, yet stay true to the global brand identity. From the outset, organisations can choose the relevant agencies that reside in their target regions. These local partners provide invaluable insights into cultural expectations and etiquette, preferred communication channels and key thought leaders or industry events that can amplify a brand’s message effectively.

Consistent practices and reporting

B2B tech companies needn’t worry that this approach would result in engaging with various different points of contact across agencies. Instead, the lead agency engages and manages agencies across all key regions to ensure consistent processes and effective practices for international success.

Every local agency in the network is held accountable for content, delivery systems, effective ways of working and reporting. Detailed region-specific reports provide clarity as to the results being achieved in each country. Companies can quickly see the ROI across individual regions and as a total figure, alongside market dynamics and consumer behaviour.

Collective strength under the unified standard of an agency-agnostic approach allows technology businesses to seamlessly scale in new markets as needed, with the ability to review and replace PR agencies in any country. This can all be facilitated with one simple contract with the lead agency, removing the constraints of traditional and inflexible global PR contracts. Multiple local agencies within the global network can even be combined to collaborate on a multi-region major campaign.

Extending into international markets

Our agency-agnostic approach to international PR allows B2B tech companies to maintain a unified brand identity while adapting messages to resonate on a regional level. By embracing this approach, B2B tech firms can overcome the challenges of entering a new market and effectively tailor their PR efforts to meet the unique demands and sensibilities of each target region to drive impact.