From global brand building, omnichannel user reach, to precise nurturing and conversion, creating a complete marketing chain for Chinese enterprises going global.
ShanghaiMay 19, 2026 /PRNewswire/ — Dentsu, through its integrated transformation and technology consulting service provider Merkle, jointly released with Amazon Web Services (AWS) the “Digital Intelligence Going Global: Brand Internationalization Pathways and Practice Guide in the AI Era” (hereinafter referred to as the “Practice Guide”).
Currently, Chinese brands going global have moved beyond “rough growth” and officially entered an era of “precision cultivation” focused on quality—challenges such as diminishing traffic dividends, rising customer acquisition costs, fragmented data, and difficulties in local adaptation have made traditional extensive advertising models unsustainable. This Practice Guide, centered on “data as the foundation and AI as the engine,” deeply integrates AWS’s leading advantages in cloud, AI, and security compliance, along with Merkle’s industry and marketing expertise, to create a ready-to-use solution for Chinese enterprises going global. It covers the complete marketing chain of global brand building, omnichannel user reach, and precise nurturing and conversion, aiming to reshape the growth path for Chinese enterprises’ global brand expansion.
Merkle and Amazon Web Services (AWS) Co-branding
Global Landscape Evolution: Development Strategies for Going Global Enterprises Have Transformed and Upgraded
Addressing the growth pain points of Chinese enterprises going global, the Practice Guide offers highly actionable core solutions—a “third-party e-commerce + independent website dual-engine” channel strategy, while emphasizing “global unified brand tone + precise local adaptation.” The guide clearly states that the brand official website, as the core private domain carrier, helps enterprises firmly control data autonomy, avoid platform rule risks, and strengthen brand influence; enterprises should also combine target market cultural preferences to formulate differentiated strategies, by integrating omnichannel data and building 360-degree user profiles, making customer acquisition more precise and conversion more efficient.
Full-Stack AI Capabilities + Practical Application Experience, Solving Marketing Challenges for Going Global Enterprises
The Practice Guide leverages AWS’s full-stack capabilities in cloud and AI to provide going global enterprises with end-to-end support from foundational models to application deployment, while also offering comprehensive data governance and security compliance assurance to help enterprises meet regulatory requirements in different regions and mitigate data security and privacy protection risks. The guide also incorporates Merkle’s practical experience in AI applications, clearly breaking down the implementation pathways of AI agents in core scenarios such as personalized marketing, intelligent customer service, content generation, and advertising placement. The Practice Guide proposes the principle of “incremental implementation and human-machine collaboration,” helping enterprises bypass technical barriers, lower the threshold for AI application, and easily solve practical challenges such as insufficient infrastructure and poor data quality, adapting to the diverse AI marketing needs of going global enterprises.
Su Xiaolong, General Manager of AWS Partner and Startup Programs, stated: “AWS has always been committed to empowering the global expansion of Chinese enterprises with leading infrastructure, AI, and security capabilities. We hope that through this guide, we can provide replicable pathways for enterprises of different industries and sizes, effectively reducing trial-and-error costs and helping enterprises achieve efficient and sustainable global growth.”
Derek Huang, CEO of Merkle China, President of dentsu China Customer Experience Management Professional Services, and CEO of dentsu X China, said: “Through deep collaboration with AWS, we have leveraged the integrated advantages of ‘strategy + technology’ to create this guide. We hope to combine Merkle’s industry marketing expertise with AWS’s full-stack capabilities in cloud and AI to provide comprehensive support for going global enterprises, helping them break through growth bottlenecks, transition from ‘relying on platform traffic’ to ‘managing proprietary assets,’ and ultimately achieve a win-win outcome of short-term transaction growth and long-term brand value enhancement.”
Dentsu’s Merkle and Amazon Web Services (AWS) Jointly Release ‘Digital Intelligence Going Global: Brand Internationalization Pathways and Practice Guide in the AI Era’
About Amazon Web Services
Amazon Web Services has always adhered to the principles of customer obsession, accelerating innovation, operational excellence, and long-term thinking. For nearly two decades, AWS has made cloud computing and generative AI accessible to organizations of all sizes across industries, becoming one of the fastest-growing enterprise technology service providers in history. Millions of customers worldwide trust AWS to accelerate innovation, drive business transformation, and shape the future. With industry-leading AI capabilities and a global infrastructure footprint, AWS also empowers developers to turn ideas into reality.
For more information about Amazon Web Services, please visit: www.amazonaws.cn.
About Merkle
Merkle fuels the experience economy. For over 30 years, it has placed “people” at the core of its digital business transformation methodology. As the only integrated transformation and technology consultancy globally that simultaneously deepens data science and business performance, Merkle drives business growth, enhances user engagement, and strengthens customer loyalty through comprehensive, end-to-end experience solutions. With deep professional expertise, Merkle has been recognized by industry analysts as a “Leader” in multiple fields, including digital transformation and commerce, experience design, engineering and technology integration, digital marketing, data science, customer relationship management (CRM) and loyalty management, and customer data management. Currently, Merkle operates in over 30 markets across the Americas, Europe, Middle East and Africa (EMEA), and Asia Pacific (APAC), with more than 16,000 employees.
www.merkle.com
About Dentsu
Dentsu is the global integrated growth and transformation partner for leading enterprises and organizations. Founded in 1901, it now operates in over 120 markets worldwide. With a proven track record of fostering and developing innovation, Dentsu leverages talent within its global brand network to craft impactful, integrated growth solutions for clients. By integrating Media, Customer Experience Management (CXM), and Creative, Dentsu delivers end-to-end Experience Transformation (EX), driven by a Business Transformation (BX) mindset, to promote the transformation and sustainable development of brands, people, and society.
Dentsu, Innovating to Impact.
www.dentsu.com
www.group.dentsu.com