Macroeconomic uncertainty means businesses must find ways to grow with less. As budgets get squeezed, an increasing number of localization managers are finding themselves on smaller teams — or even on teams of one. In addition, with the buzz around advancements in AI, all localization teams, large and small, are under immense pressure to use this new technology to increase efficiency and reduce costs.
Women in Localization, in partnership with Smartling, recently hosted panel discussions — one on leading as a team of one and another on pivoting localization teams — to explore how leaders across the industry navigate the challenges and opportunities they’re facing in their roles. Read on for three key takeaways from those conversations.
Having a small team — or even a team of one — does not mean going it alone
It may seem daunting to be the sole person responsible for all things localization, from higher-level strategic planning to day-to-day project management. But the key to success is realizing that you can’t be an island — and that being a small team opens up a wealth of opportunities.
For example, in her five years leading the localization program at Predictive Index, Vanessa Darling estimates she’s had six different managers and has moved to four or five groups due to company reorganizations. Kathleen Whalon, the localization program manager at AllTrails, and Carrie Fischer, the globalization services manager at Subway, have been similarly bounced around. While that can bring challenges, all agreed it can be a blessing because, as Kathleen says, “People know who I am. I’m not hidden in a corner somewhere.” And that is an opportunity to educate, learn, and foster relationships with different people throughout the organization.
Proactively cultivating those relationships, along with using data to support a business case for your work, helps build credibility, respect, and awareness. You want to create an environment where people know what localization is and why it is indispensable to achieving business goals.
Still, that is only one part of the equation. Equally important is to equip yourself with the right tools. A robust translation management system, or a “technological best friend,” as Vanessa puts it — AllTrails and Predictive Index both use Smartling — is a must. So, too, is a pool of expert linguists or reviewers who are passionate about making the localized content shine. Finally, ensuring you have a rich set of documentation can help colleagues step in to help with the day-to-day project management work when and where needed.
AI can help localization teams of all sizes do more with less
The excitement around AI’s potential on a company’s bottom line has inevitably heightened expectations from management. “We’re definitely expected to stay ahead of the curve,” says Kenny Imery Bonilla, senior manager of globalization and international growth at Tinder. Both she and Caroline Latini, localization lead for the Global Editorial team at Secret Escapes, confirm that there’s been a focus on exploring ways to improve workflows, increase efficiency, and reduce costs.
Tinder has chosen to maintain a human-first approach to localization. Still, Kenny’s team has been experimenting with machine translation (MT) and large language models (LLMs) for certain content types. In addition, they’ve created an AI-powered tool for internal use, a “localization GPT,” which “answers questions about globalization at Tinder, provides general insights on market strategy and country-specific considerations for our priority markets,” and has been an incredible time-saver.
Meanwhile, at Secret Escapes, Caroline and her team have recently implemented AI-powered MT through Smartling, which has combined a dedicated localization workflow with the use of MT, an AI toolkit, and internal human review. The investment is already starting to pay off: The team has seen an increase in efficiency and capacity, and the AI-powered MT is showing impressive results. The more streamlined, AI-driven approach will ultimately help scale up the localization program to meet increased demand to create high-quality content.
Embracing AI in localization will unlock opportunities to lead
AI is here to stay — that much is clear. But many questions remain. And it can be challenging for those not immersed in localization to understand what is and is not feasible or advisable, both today and in the future. As Kenny says, “Leadership is relying on us to be the ones to educate them on how AI is changing.” That includes educating them on the ethical considerations of leveraging AI and continuing to incorporate human expertise where needed.
Taking a balanced yet curious and open-minded approach to what AI can and can’t do within the space will help localization professionals meet that mandate. That includes personal upskilling initiatives, such as taking courses, attending conferences, and watching webinars to stay informed. It also entails being proactive about implementing AI initiatives and tools within your own team. A willingness to experiment with new ways of working and explore different options using AI will go a long way.
Finally, and crucially, share your findings with the rest of your company. Work with your team members, executive team, and other stakeholders to implement the tools that further your company’s key objectives. Make sure everyone knows the scope and goals of using the new technology and regularly gather feedback. That will help you gain a realistic understanding of the benefits and limitations of AI in localization as it relates to your company’s specific needs.
AI is here to stay and will, without a doubt, transform the localization industry in ways we have yet to fully understand. Companies looking to expand their global presence amid the current economic uncertainty will need to rely on the expertise of leaders in localization to grow and reach new audiences. And that means that whether as a team of one or part of a much larger team, localization professionals have an opportunity to play a pivotal leadership role in the coming years.
For more on these topics, check out the recordings of Smartling’s sponsored sessions in the Women in Localization portal.