Luke Innes, CEO of Creative Translation, joins SlatorPod to discuss how the global transcreation agency puts “human at the heart of the process” of multilingual branding by combining creativity, cultural insight, and strategic use of AI.

Luke recounts his unconventional entry into the language services industry, charting a path from his roots in design to leading Creative Translation. Despite early skepticism around the term “creative translation,” he built a business model that puts creativity at its core, serving global brands with distinctive voices seeking international reach.

The CEO explains that the company’s talent pool includes not just translators, but copywriters, cultural consultants, subject-matter experts, and art directors, tailored to the unique needs of each project.

While large enterprises were once the primary clients for transcreation, Luke notes that AI is lowering barriers and enabling smaller companies to invest in higher-quality multilingual branding.

Luke emphasizes that AI is a productivity tool — not a creative replacement. It supports tasks like workflow automation and translation memory management but cannot replicate the insight and originality of a human linguist.

To prepare professionals for this evolving landscape, Luke founded the Creative Academy. It supports both new graduates and experienced linguists in mastering creative briefs and adopting AI responsibly.