By Alessandro Cattelan, Translated’s COO

As Artificial Intelligence (AI) continues to revolutionize various industries, the world of globalization and localization is experiencing a significant shift. Advances in language AI, particularly in the realms of large language models (LLMs) and neural machine translation (NMT), are reshaping the traditional workflows and responsibilities of globalization and localization teams. This transformation presents both unprecedented challenges and exciting opportunities, necessitating a strategic recalibration of roles and responsibilities.

Evolving Power Dynamics and Strategic Roles

One of the primary concerns for globalization and localization teams is the potential shift in power dynamics. As AI-driven translation tools become more sophisticated, product managers and engineering teams are increasingly empowered to handle content translation directly. This shift could potentially sideline traditional globalization managers and reduce the need for conventional translation technology, such as Translation Management Systems (TMS).

Despite these challenges, the expertise of globalization and localization managers remains invaluable. Their deep understanding of language nuances, cultural contexts and quality standards positions them as ideal guides for implementing AI. By acting as strategic advisors, these professionals can ensure that AI technology enhances rather than replaces human insight. This approach aligns with the best practices of companies like Translated, which emphasize the symbiosis of human creativity and machine intelligence.

By positioning localization experts as strategic partners, organizations can leverage AI to streamline workflows while maintaining high standards of cultural relevance and accuracy.

The Rise of AI-Powered Content Creation

The rise of AI-powered content creation presents another significant challenge. Marketing and product teams are increasingly exploring AI’s potential to generate multilingual content from scratch, potentially bypassing the traditional localization process. This trend could reduce the role of localization teams to narrower tasks such as cultural adaptation, often managed by external creative agencies.

Source: Translated

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