Marketing has never been more powerful or more relentless. Content is exploding everywhere. Expectations are through the roof. And as marketers, we go way beyond the expectation of keeping up. We’re always trying to move faster. Think bigger. Push the limits. And frankly, we love it!

What makes this industry so exciting is that creativity knows no borders. Great content isn’t confined by format or language; it’s driven by passion, powered by purpose and built to connect with today’s customers that crave connection.

Customers now expect content that’s fast, personal, localised and trustworthy. Whether it’s a product manual in São Paulo or a TikTok ad in Tokyo, they can spot generic a mile off. And if it’s not relevant or doesn’t connect, they’ll scroll right past it.

That’s why our recent brand refresh at RWS goes beyond a pure visual update on how we show up differently. It was a purposeful project to unlock the deeper embodiment of who we are, what we stand for and how we help brands lead in a world where content needs to be faster, smarter and deeply human.

With the pace of technological change over the past two years, and the explosion of content that is being created every day, the future of content doesn’t belong to machines or people. It belongs to those who know how to bring them together. Last year, we introduced our philosophy ‘Genuine Intelligence’ – our unique approach that combines the speed and efficiencies of AI with the insight and precision of human expertise. Only working together can customers meet tomorrow’s content challenges.

Welcome to the Everything Era

We’re living in what I call the Everything Era. Content is being created, translated and adapted across more formats, platforms and languages than ever. From web pages and product listings to voiceovers, chatbots, internal decks and on-screen text, the sheer volume can quickly become overwhelming.

But volume is only half the story. The real challenge is making it all matter, every word, every pixel, every moment. Because in the Everything Era, connection is everything.

Scale and complexity can’t come at the cost of quality, though. One poorly translated sentence or a tone-deaf message can break trust in seconds. And with generative AI in the mix, the risks get even higher. Yes, AI can supercharge content creation, but left unchecked, it can also introduce bias, inconsistency and error at scale.

That’s exactly why Genuine Intelligence matters. It’s the combination of both AI and Human expertise that deliver content that connects and performs.

What “Hello, World” Really Means

Our new tagline, “Hello, World,” might seem simple, but it says a lot.

In the tech world, it’s the first line of code you write. For us, it’s the start of something bigger – a new connection, a new market, a new conversation. It reflects what we do every day at RWS: helping brands communicate with the world in a way that’s authentic, accurate and locally relevant.

With over 45 AI patents and industry-leading platforms like Trados and Language Weaver, we provide automation at speed. But we also have more than 1,800 in-house language specialists and a network of over 40,000 linguists who guide, train and refine the AI models and applications to ensure every output is contextually and culturally accurate.

From Language Services to Content Solutions

Our rebrand signals a broader shift in the market. RWS is no longer a language services provider. We’re a global content solutions partner – helping brands create, transform and protect content across every channel, every format, every market.

Whether it’s launching in 100 countries, localising thousands of assets at scale or keeping messaging consistent across borders, we make it happen – quickly, precisely and always on-brand.

Since 2016, RWS has been a driving force behind Canva’s ambition to make design accessible to everyone, providing expert translation and localization services to enable customers across 190 markets to easily access Canva’s suite of online tools in their own language. We work with Canva’s brand and localization teams to ensure that all aspects of the customer experience are translated to the highest standards. This covers everything from logging into Canva’s website to using design templates, collaboration and planning tools, as well as learning resources.

Built for What’s Next

Our evolution is built on a strong foundation. With more than 60 global locations and decades of experience, RWS is trusted by 80 of the world’s top 100 brands.

We also continue to grow and evolve our proprietary tech platforms with purpose, making it easier for businesses to connect to global audiences. In June, we acquired the IP behind Papercup’s breakthrough AI dubbing technology – known for its unique ability to reproduce a speaker’s tone, pace and emotion.

The acquisition is a strategic step in our wider plan to embed advanced AI across our technology stack, accelerating our ability to support clients with multilingual video, voice and content localization across multiple formats and channels.

Looking Ahead: Speed and Authenticity

If the Everything Era means content is constant and expectations are sky-high, then brands are expected to show up everywhere, instantly and flawlessly. The future of marketing will demand more than just AI-led speed. It will require authenticity. Relevance. Trust.

That’s why Genuine Intelligence sits at the heart of everything we do. It’s our commitment to helping our customers to move faster without sacrificing meaning. It’s how we ensure that every interaction, every word, every voice, every visual feels accurate, human and culturally right, no matter the market or medium.

So, when we say “Hello, World,” we’re inviting you to rethink what’s possible when machine efficiency meets human insight. We’re inviting you to lead in the Everything Era where content –regardless of format, platform, language or market – feels right, feels real and allows brands to  Speak Human, everywhere.