As global markets enter a new phase shaped by generative AI and shifting consumer decision dynamics, the discipline of marketing is undergoing a fundamental transformation. Jiani Luo, a global marketing expert specializing in overseas brand strategy, has emerged as a key contributor to this shift by redefining how brands compete, scale, and build trust across international markets.

Rather than focusing solely on content production or media efficiency, Luo’s work emphasizes the structural foundations of global marketing—how brands are understood, evaluated, and recommended within increasingly AI-mediated ecosystems. Her approach reflects a broader industry transition from short-term, tactic-driven execution toward system-level design and long-term brand resilience.

Reframing Marketing from Execution to Structure

Through years of hands-on practice in international markets, Luo has developed a marketing framework centered on structural competitiveness. She observes that as content creation, media buying, and campaign execution become increasingly standardized through technology, traditional tactical advantages are rapidly diminishing.

In response, Luo advocates for a marketing model built on three core pillars:

Cross-cultural translation, ensuring that brand values are accurately interpreted and emotionally resonant across markets

Repeatable growth systems, enabling brands to scale consistently rather than relying on isolated campaign success

Long-term trust signals, establishing credibility and relevance across multiple platforms and consumer touchpoints

This perspective positions marketing not as a series of disconnected activities, but as an integrated system designed to perform sustainably over time.

Marketing in an AI-Mediated Decision Environment

As generative AI becomes a primary information gateway and an early-stage decision intermediary, Luo has contributed influential insights into how this shift alters the competitive landscape for global brands. She notes that visibility is no longer driven primarily by exposure volume, but by how clearly a brand can be interpreted, trusted, and contextually matched by AI systems.

In this environment, marketing effectiveness depends on semantic clarity, consistency of brand signals, and scenario relevance, rather than reach alone. Luo argues that AI does not eliminate differentiation; instead, it amplifies structural differences between brands that have invested in coherent positioning and those that have not.

Her work has helped organizations reassess how marketing strategy, brand architecture, and content systems must evolve to remain effective in AI-driven discovery and recommendation environments.

Demonstrated Impact Across Consumer Industries

Luo’s marketing methodologies have been validated through practical application across a broad range of consumer sectors, including food and beverage, beauty, lifestyle, and family entertainment. Under her leadership, teams have supported brands such as Haidilao (U.S.), HEYTEA (U.S.), Qbedding, WEI Beauty, Maiko Matcha, FunZ Trampoline Park, and Nova Trampoline Park in achieving measurable growth and increased market visibility.

These initiatives have driven sustained revenue performance, improved customer engagement, and stronger brand recognition in highly competitive international markets. The breadth of industries involved underscores the adaptability of Luo’s marketing systems across both product-driven and experience-based business models.

One notable example is the “I Love My Culture” campaign for WEI Beauty, which combined cultural storytelling with community engagement and public welfare initiatives. The campaign resonated strongly with overseas audiences while reinforcing the role of social responsibility and cultural alignment in global brand strategy.

Industry Recognition and Ongoing Influence

Luo’s contributions to the field have been recognized through multiple international honors, including selection as a 2025 Forbes China Overseas Elite, inclusion in the 2023 Forbes China Globalization Innovators TOP 30, and recognition by the Global Recognition Awards and Who’s Who in America. These distinctions reflect her sustained influence on how global marketing is conceptualized and executed.

Looking Ahead