The Strategic Opportunity Hiding in Your Content Pipeline
By Georg Ell, CEO of Phrase For years, localization has been seen as the final “translation” step in a content pipeline. It was the last mile converting words from one language to another, often under tight deadlines and limited budgets. It wasn’t seen as strategic, but as an overhead, a necessary but cumbersome task, a cost centre. But as AI, machine learning, and automation reshape how content is created and delivered, this narrow view has become not just outdated, but counterproductive. It limits the potential of the very teams driving global business forward. It’s time we stop thinking in terms of translation and localization and start talking about multilingual content automation. Multilingual Content Is a Strategy, Not a Step. What used to be a technical task confined to a single department – or outsourced to local team members or professional agencies – has become a strategic capability that spans the entire enterprise. The work of localizing content is no longer abo...