Localization Metamorphosis: What Will We Call It Next?

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Welcome to LFC Episode #92 a conversation with my guest Allison Ferch, Executive director of GALA

In the ever-evolving landscape of globalization, localization has long served as the bridge between content and audiences across the world. However, as technology, specifically artificial intelligence (AI), reshapes the industry, one question looms large: How long will we continue to call it “localization”? In this thought-provoking episode of the Localization Fireside Chat, I sat down with Allison Ferch Executive Director of GALA to delve into the industry’s transformation—or should we say, metamorphosis—and explore what the future might hold for this crucial field.

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From Localization to Multilingual Content Operations?

Allison, Executive Director at GALA, highlighted a fascinating trend: “We may stop calling it the language industry within a couple of years.” This statement is not just speculation—it reflects the seismic shifts driven by AI and the growing complexity of the industry.

Traditionally, localization focused on adapting content created in one language for another audience. However, businesses are now exploring content creation in multiple languages simultaneously, bypassing the need for “transformation” from one language to another. Allison referenced forward-thinking companies, like Rotary International, that are already integrating content creators and localization experts to develop materials in multiple languages from the outset.

This approach could mark a turning point, where we transition from “localization” to a more comprehensive term like multilingual content operations or global communication management. The change in terminology signifies a broader evolution—an industry no longer confined to translation but seamlessly integrated into the global content ecosystem.

AI as Catalyst and Disruptor

As with most industries today, Artificial Intelligence is both a catalyst for growth and a source of apprehension. Allison shared insights into how AI has amplified the industry’s potential: “AI can help people with business operations in dozens of ways beyond translation, creating efficiencies across the entire content lifecycle.”

AI-powered tools, such as large language models, offer unprecedented capabilities for content generation, multilingual communication, and even market research. But Allison was quick to caution against overestimating AI’s autonomy: “It’s not ready to just push a button and walk away.” The human element remains critical—not only to ensure quality but also to preserve cultural nuances that AI cannot yet grasp.

This sentiment was reinforced during a discussion about AI-generated content in Arabic. While the machine-generated text appeared competent, native speakers in the audience quickly identified it as lacking authenticity. As Allison aptly noted, “We’re still far from eliminating the human-in-the-loop process.” This reality underscores the importance of combining AI’s efficiencies with human expertise to deliver content that resonates deeply with global audiences.

Community and Collaboration: The GALA Effect

One of GALA’s standout contributions to the industry is fostering a sense of community. Allison emphasized, “GALA is a professional community where people share what they’re learning, what they’re succeeding at, and even what they’re failing at.”

This openness is vital in an industry undergoing metamorphosis. Buyers and service providers alike face steep learning curves as AI reshapes expectations. GALA’s initiatives, such as their AI-focused special interest groups and GALA Innovates program, create spaces for members to share use cases, implementation strategies, and lessons learned.

For instance, the “GALA Business Barometer” surveys provide valuable insights into industry trends, from economic performance to AI adoption rates. As Allison explained, these efforts help to demystify emerging technologies, bridging the gap between hype and practicality.

This spirit of community will be on full display at GALA 2025 in Montreal, happening in April. The event promises to bring together localization professionals from around the world to explore cutting-edge trends, share strategies, and strengthen the bonds within this ever-evolving industry. Whether you’re a seasoned professional or new to the field, this is an unmissable opportunity to engage with the brightest minds shaping the future of localization.

Challenges Ahead: Balancing Human and Machine

While the opportunities are immense, the localization industry’s metamorphosis is not without its challenges. Buyers often expect AI-driven solutions to drastically cut costs, a misconception Allison called out as a “pipe dream.” Educating clients about the realities of AI—its strengths, limitations, and the continued need for human oversight—remains a critical hurdle.

Moreover, as AI accelerates content creation in multiple languages, the question of quality becomes more nuanced. Allison raised a compelling point: “The question isn’t whether AI is better than human translation; it’s whether it’s as good as the average human.” This shift in perspective forces us to reconsider what “fit-for-purpose” means in an AI-driven world.

What’s Next for Localization?

The localization industry stands at a crossroads, where its very identity is under review. As Allison noted, “We’re living in a post-localization era.” Whether it becomes multilingual content operations, global communication management, or something entirely new, the industry’s evolution is undeniable.

At the heart of this transformation lies a dual focus on technology and humanity. GALA embodies this balance with its mantra: “Future-oriented, but human-focused.” The upcoming GALA 2025 in Montreal will provide a platform for these conversations to continue, giving attendees a glimpse into the future of localization and the tools they need to navigate it.

As we embrace AI and redefine industry standards, one thing is certain: this is an exciting time to be part of a field that continues to break boundaries and bridge worlds.

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What do you think the industry will be called in the next five years? Join the conversation in the comments below, and don’t forget to register for GALA 2025 in Montreal—the event where the future of localization will unfold!

As you think about this interesting conversation with Allison, I want to wish you and your loved ones a very Merry Christmas and a Happy New Year.