MotionPoint, best known for its website localization tech, is expanding its playbook. The company just unveiled Transcreation for Marketing, an AI-powered self-serve solution designed to help global teams adapt marketing assets—ads, emails, presentations, even social posts—with cultural nuance.

It’s a move that pushes MotionPoint beyond translation and into something closer to cultural marketing. As Evan Kramer, CEO of MotionPoint, put it: “Delivering assets that not only speak the language but reflect the culture and context of each market is the next step in our mission.”

From Translation to Transcreation

Website localization has been MotionPoint’s bread and butter for years, but marketing teams often run into a gap: they may have a perfectly localized site, but the follow-up campaigns—ads, landing pages, social—fall flat if they’re just translated. MotionPoint’s new platform aims to close that gap by keeping tone, brand intent, and emotional resonance consistent across channels.

The tool allows marketers to upload text or documents, which are then AI-adapted for cultural context. Features include:

• AI-driven cultural adaptation for messaging and tone

• Glossaries and brand voice protection to preserve identity and product names

• Optional human review for nuance and authenticity

• Simple upload workflows for assets like PDFs and decks

The end result? A marketing experience that doesn’t just “work” in another language but actually lands with the intended audience.

Why It Matters

Consumers are savvy, and “just translated” content often feels generic, clunky, or even tone-deaf. MotionPoint argues that true global marketing requires parity—where every touchpoint, from a website to an Instagram ad, feels equally on-brand and culturally fluent.

This fits into a bigger trend in martech: brands are investing heavily in cultural personalization as competition for digital attention grows. It’s no longer enough to have localized sites; the supporting campaigns must feel native too.

MarketFully’s Bigger Picture

The launch also ties into the broader strategy of MarketFully, MotionPoint’s parent company. MarketFully wants to be the first platform to unify website translation, transcreation, and content creation under one roof. They call it InContent Marketing—content that’s in-language, in-culture, and in-market.

For marketers stretched thin, that means a chance to scale culturally fluent campaigns without waiting weeks for traditional localization pipelines. “The Transcreation for Marketing solution conserves a brand’s identity and voice while ensuring the content connects,” said Kajetan Malinowski, VP of Product at MarketFully.

If MotionPoint pulls this off, it could position itself as more than a localization vendor—it becomes a cultural intelligence partner for global marketing teams.

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