Martin Calvert: "There’s no magic bullet with AI"

Martin Calvert has recently joined All-In Global as Marketing Director, bringing years of multilingual and regulated-industry marketing experience to the company's AI translation platform, CRAIG. In this interview, Calvert discusses how CRAIG is reshaping the economics of localization for iGaming brands, why he's skeptical of AI hype despite believing in the product, and why human linguists, not just automation, remain central to getting it right.

Q: Martin, you are stepping into an exciting new position. How is your work within All-in Global different than anything you have done so far?

I think the exciting difference is the combination of the multilingual marketing work I’ve specialised in for several years with product-focused software marketing for the CRAIG AI translation platform.

I started my marketing career working in SaaS and tech so to have this come back into focus along with areas like agency marketing and digital disciplines like SEO is awesome.

The CRAIG roadmap and wider plan make all this particularly interesting and I’m looking forward to spending more time with the All-in innovation team, clients and partners.

In the short term, I want to better understand how the technology is actually being used by diverse organisations, what questions people have and where the gaps are, then feed those conversations back into how we position and develop the proposition to maximise profitable impact for iGaming brands in particular.

There is a lot of continuity with what I’ve done before. International growth, multilingual marketing and regulated industries have featured heavily throughout my career.

This role with All-in gives me the opportunity to apply that experience in a different setting and stay very close to how the product develops, while also being mindful of the integrated services, insights and offerings provided in partnership with other Revpanda brands at group level such as Ace Alliance and Affiverse.

Q: You praised CRAIG, the proprietary tech which is a focal point of All-in Global's efforts. How is this going to change the industry as we know it and do you think this is a uniquely All-in Global feature?

I’m very, very wary of saying any AI product is going to change an industry overnight. We’ve all heard enough versions of that over the last few years in this era of vibe coding and the truth is that there’s no magic bullet.

However, what I’ve seen directly is how CRAIG can change the economics of good localisation and translation with a price point that makes international expansion not just possible, but excitingly well-resourced and supported.

This is especially the case when combined with multilingual SEO and human-in-the-loop optimisations by native language human specialists who know iGaming regulations in multiple markets, the mechanics of SEO, the demands of mobile UX and so on.

Technology-driven translation obviously isn’t unique to All-in and lots of smart marketers and product people work within their own ecosystems with Claude and ChatGPT and similar platforms.

Where I believe there is a natural ceiling with that approach is in the consistency of the translation in terms of tone of voice/brand guidelines, the limited integrations and the practical constraints in terms of outputs - game providers, platforms and mobile-first affiliates and operators all have spatial constraints, so translation has to work for the customer, for conversions and the interface, not just be technically correct.

Tempting as it is to use a mainstream platform, it is much harder to consistently reproduce the combination behind CRAIG: years of specialist localisation experience and verified subject-matter content, technology developed specifically around those requirements, client terminology and brand language that isn’t forgotten, direct memoQ integration and specialist linguists remaining part of the process.

All-in has more than 18 years of localisation experience behind it, with CRAIG developed around sectors where terminology and context can have genuine commercial or regulatory consequences.

So - in short I absolutely would not claim that nobody else can automate translation or find ‘immediate’ options that can solve an immediate problem. The appeal of CRAIG comes from how outcome-focused it is, the trust that brands can place in it and how it has grown out of the work All-in was already doing.

That is what allows people to spend much less time worriedly policing outputs and getting into extended back-and-forths regarding the outputs of a general-purpose AI tool pointed at iGaming afterwards.

There’s more on the platform at mycraig.ai and it is straightforward to arrange a test.

Q: When clients hear automation, they may be a little hesitant at first. What are the advantages of automated translation and how much "automation" is there really?

I absolutely understand the hesitation because "automation" can easily sound like "we found a cheaper way to do this and nobody is checking it" - as a grumpy Scottish person I absolutely do not immediately believe anyone when they say they’ve developed something that is a genuine leap forward.

The proof is in the pudding though and for many brands the obvious advantages are speed, scale and cost.

If a product team has tens of thousands of strings, a studio is releasing content across multiple markets, or a marketing team is maintaining large multilingual content estates, doing absolutely everything manually can become a serious bottleneck and reduces scope to experiment or roll the dice on a new market launch.

I think these days when iGaming brands are being squeezed by intense competition, tax pressures, regulation and so on, there’s a real need to explore new frontiers and meaningfully market to new audiences and CRAIG has the speed, cost incentives and human-in-the-loop safeguards to make it a realistic goal - even if budgets are constrained.

It is true that nobody sensible wants offers, terms, advertising copy or content that is SUPPOSED to be aligned to SEO or AI visibility goals going live without the appropriate scrutiny.

The automations and client-specific guardrails that are saved for each project help with this but this is where the human-in-the-loop model really matters. CRAIG can do the heavy lifting and tackle volume while linguists can review, edit, optimise and approve the content where their judgement genuinely adds value.

Q: Has there been a shift in marketing in 2026 since the arrival of AI-generated queries, and can CRAIG help balance this out in favour of the companies fighting for a more prominent spot in would-be players' field of view?

Yes, this is something that I think has been causing all sorts of problems for brands who are accustomed to more ‘linear’ online searches. Discovery has become much more fragmented, and search engines leap to try and give an AI answer before allowing a user to find their own way through the results page.

Of course, traditional search remains hugely important in spite of this - a cursory glance at where commercial/profitable traffic is coming from bears this out but we need to be mindful of how things are shifting, and where answers are to be found by potential customers.

Marketers now have to think about AI answers, AI search, Discover, social platforms, communities and what happens when somebody receives an assembled answer rather than clicking through a page of ten blue links.

CRAIG isn’t a magic bullet for getting cited by ChatGPT or appearing in an AI Overview but I think, particularly when combined with All-in’s SEO insights, it can give brands a much greater fighting chance to a.) localise content aligned to shifting search trends - key in newly/currently regulating (as opposed to regulated) markets and b.) spend more time (and saved budget) on longer-term initiatives and more-immediate acquisition channels.

For internal localisation and SEO teams - who are really the unsung heroes of many global betting brands - CRAIG becomes especially useful at making it much more practical to develop a real growth plan across several markets.

Teams can and do work at considerably greater scale while maintaining terminology, brand consistency and human quality control, rather than taking an English strategy, translating it literally and assuming the job is done.

That matters in traditional search and it matters increasingly in AI discovery too, because both reward useful, credible content a lot more than they reward having another 10,000 mediocre pages.

Q: What are your immediate plans for the position?

I’m really enjoying spending time with new colleagues getting to grips with the technology and the intricacies of CRAIG in detail. I have lots of ideas about how we can communicate the advantages to different organisations and professionals within those organisations so that’ll be an ongoing task.

Different teams take an interest for different reasons. A localisation manager, game studio, SEO director and CEO are not looking at CRAIG through the same lens.

SBC Summit in Lisbon is the first big opportunity to bring some of these proof points to people face to face. I’ll be there speaking with operators, affiliates, studios, platforms and partners about CRAIG, but also about the wider international-growth problems they’re dealing with - and the human expertise that underpins everything at All-in too.

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