10 steps to using AI for global expansion – Rove’s proven formula

Artificial Intelligence is transforming how brands think about international growth, but not always for the better. In most organisations, AI is already being used long before it is officially approved. Marketing teams use ChatGPT for listings. Sales upload data into open models.

The intent is right: speed, efficiency, and innovation. The results, however, can be unpredictable, inaccurate, and risky.