Localization is solved, but not by AI

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Why does enterprise software have to look old, outdated, and so clumsy, like it came straight from the 2000s? Maybe the biggest threat to localization is not AI itself, but how easy the interfaces and solutions are. Everyone can use them.

Noticing that she was losing her colleagues to Copilot, Elitza Dublewa-Servatius, from Coca-Cola Europacific Partners, saw herself in a position that many managers are in. Act or, by not acting, see the localization role disappear.

The main reason was clear. People were feeling comfortable using Copilot instead of the official translation tool. Why? Because, as we all know, AI chats are extremely easy to use, and so she thought. What if we could deliver the same simplicity of use, with robust localization behind it to support it?

That was the topic of Elitza's talk at LocWorld Vancouver, which explored the analogy of Wu-Wei to prove that we, in localization, can't be the obstacles. We have to create the easiest path. Very insightful. Thank you very much, Elitza Dublewa-Servatius, for being such a brave and relentless person.

As Ellie said, localization is solved, but not by AI. It’s solved by localization professionals, who can leverage all of the company’s context and protect the brand like no one else.

Watch the full session on YouTube https://www.youtube.com/watch?v=_Qf69GfXzXk