Key Ingredients for a Localization Strategy in a Changing World

I feel like we're on the verge of something that will change the world as we know it... it's a déjà vu feeling, similar to what I felt the first time I used the internet back in the 90s in my town's library. There was this computer, which by today's standards would seem huge, but back then, it felt magical to me. It was running Netscape Navigator, which gave access to books, newspapers, and so much more. Being part of a transitional generation, I didn’t use computers in primary or high school, but later, when I studied computer engineering, I instantly realized that the internet would change the world. And now, with everything happening with AI, I’m having that same feeling again.

 I’m amazed by all the new AI things coming out lately—tools that can create a podcast in two minutes and sound so real, AI that makes videos, making me wonder what Spielberg could have done if he had this technology in his day. Tools that allow us to create music that sounds like we’re real artists. The list of uses is becoming endless, and it seems like the only limit is our imagination... because now there's an AI application for almost every need we might have.

 It’s in this environment that I personally believe we’re stepping into, and there’s about to be a disruption, where the pressure for change is starting to build up. Change to do more, or to do things more efficiently or in a more accessible way... The pressure to change can help us wake up and keep fighting, learning, growing, and developing—both the products and projects we're working on, and ourselves as knowledge workers. But, if not managed well and combined with other key factors, that pressure for change could lead us down the wrong path.

 When it comes to business strategy, I like to read books on the subject, and it was in that context, I found the model in this infographic that I’ve adapted below. In it, Michael Hay talks about what needs to happen for the pressure for change, especially during paradigm shifts, to lead to success. Michael is a management consultant and strategist known for his work in organizational change and strategic development. He has contributed to frameworks used in business strategy, helping companies adapt to change and build effective strategies. He’s associated with Strategy&, and his work has been influential across industries. His ideas are credited in the book *A Beautiful Constraint* (which is where I found this inspiring graphic).

 The thing is that with the rapid advancement of AI technology we are feeling an urgent need for change across industries, and in ours—localization—it’s no different. While many organizations, teams, and individuals are excited about AI’s potential, it’s essential to approach this shift strategically. Drawing inspiration from Hay’s work, we can apply a framework to ensure successful change in localization strategies. And that’s what this post is about. Keep reading, and I’ll explain how.

 1. Pressure for Change: The AI Disruption

As we like saying (and we’ve been repeting so many times!) Localization is not just about translating content; it’s about creating meaningful, culturally relevant experiences. With AI’s rise, there’s immense pressure on localization teams to keep pace, adopt new technologies, and improve efficiency. However, this transformation may stall without clear business cases and a sense of urgency. The pressure from AI’s capabilities, content generation, automation, and personalization is building, and businesses that don’t adapt could risk falling behind.

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 Case in Point:

 Think of AI-driven tools like GPT models, which generate content across languages at an unprecedented scale. Localization teams must harness this power, but first, they need pressure from leadership or the market to drive the adoption of these AI advancements.

 2. Shared Vision: Aligning Localization Goals with AI

A shared vision is crucial. Every stakeholder involved in localization needs to align on the future state, whether that’s improved accuracy, shorter time-to-market, or new levels of personalization. The introduction of AI tools must complement, not compromise, the ultimate goal of creating culturally resonant experiences.

 Challenge: 

Without a unified understanding of how AI fits into localization, teams may end up pulling in different directions, leading to inefficiencies or even chaos. Therefore, the vision must include AI as a tool, not a solution on its own.

 3. Ability to Implement: Preparing the Localization Team

AI provides incredible new capabilities, but organizations must assess whether their teams are ready to use these tools effectively. It’s essential to ensure that localization teams have the right skills, tools, and mindset to navigate this technological shift.

  Key Question

Do localization specialists have the capacity to understand and adapt to AI-powered tools, or are they overwhelmed by their complexity? Training and support are key to developing the ability to execute this vision.

 4. Realistic Work Plan: Phased AI Localization Strategy

Finally, we need a realistic work plan with clear timelines, milestones, and achievable goals. Rushing into AI localization without a structured approach can lead to chaos, as illustrated in the chart. We must set realistic expectations for what AI can achieve in the short, medium, and long term.

 Example Approach:

Start by integrating AI into more automated tasks, such as translating low-impact content (like FAQs), and gradually scale to more complex uses, such as AI-assisted content review. Localization teams should be equipped to monitor and improve quality through consistent feedback loops.

 Summary

 In conclusion, just like when I first discovered the internet and felt the world was about to change, I feel the same way now. We find ourselves at a similar turning point with the rise of AI, LLMs, and GPT in our industry. I believe staying curious and open-minded will be crucial, but it’s also very important to plan what we’re going to do and how we’ll do it. As we’ve seen in the infographic that accompanies this post, missing any of the key ingredients described will have a significant impact on the rest of our efforts. So, 'slow and steady' could be a fitting slogan for the phase we’re entering.