We interviewed 10 localization experts, here are their insights.
From scaling global content at lightning speed to navigating AI hype and building strong vendor relationships, localization managers today are juggling an increasingly complex role.
At ELL, we spoke with several experienced professionals across industries: tech, SaaS, automotive, enterprise, and unearthed deep insights into what’s really going on behind the scenes. This article brings together recurring themes that reflect the current state of localization.
Here’s what’s keeping localization leaders up at night, and what can be done about it.
AI in Localization: A Powerful Tool, Not a Replacement
Artificial Intelligence has rapidly become part of the localization toolkit but not without challenges. While tools like DeepL and AI-assisted post-editing offer speed and scale, relying solely on them risks losing the nuance, tone, and cultural depth that human linguists bring.
The most successful localization managers use AI strategically. They emphasize:
- Giving AI clear, contextual instructions
- Testing outputs thoroughly for quality and consistency
- Using AI to complement, not replace, human input, especially for brand-critical content
Staying agile and tailoring workflows to different content types
💡 Human-in-the-loop remains key. Technology accelerates, but trust, empathy, and cultural awareness are still uniquely human strengths.
Vendor Collaboration: More Than a Transaction
Strong partnerships with language service providers (LSPs) can make or break a localization program. Localization managers repeatedly call for LSPs to act as true partners, not just outsourced vendors.
What that means in practice:
- Understanding how the client’s organization works, including internal stakeholder dynamics
- Communicating openly and asking questions rather than assuming
- Matching real delivery quality to the quality promised during test jobs
- Investing in long-term relationships built on trust and alignment
🤝 Localization isn’t a solo sport, it takes collaboration. The best outcomes come from teams that are truly integrated.
Quality That Builds Trust (and Keeps Customers Happy)
In industries where customer feedback is direct and immediate, like automotive services or online platforms, quality is not a nice-to-have. It’s the core differentiator.
Tone of voice, cultural nuance, and avoiding robotic or AI-sounding translations were cited as non-negotiables. One localization lead put it clearly:
“Our users immediately notice if they’re being talked to like a robot.”
Key strategies for maintaining quality:
- Working directly with trusted freelance translators where possible
- Avoiding unnecessary layers between content creators and linguists
- Using feedback loops and customer satisfaction as quality metrics
🗣️ Your localized content is your brand’s voice. If it doesn’t sound human, it doesn’t build trust.
Proving ROI: The Eternal Challenge
One of the toughest, and most universal questions facing localization managers is this:
How do we prove the value of our work to the business?
That means:
- Understanding broader company goals
- Mapping localization metrics to internal KPIs
- Measuring performance where possible (even if attribution is hard)
- Continually refining strategies based on what’s working
While it’s not always easy to quantify localization’s impact, those who do earn the confidence of leadership, and the budget flexibility to grow.
📊 Localization is a strategic lever. But it only gets recognized as such when ROI is measured and communicated clearly.
Scaling with Smart Trade-offs
When localization needs to expand rapidly, 20+ languages in a matter of months, perfection can’t always be the standard. A “fit-for-purpose” mindset becomes essential.
Common trade-offs in fast-scaling environments:
- Prioritizing “core” languages for more rigorous QA
- Using post-edited MT for lower-priority languages
- Accepting “good enough” quality where it meets user needs
- Using different TMs and workflows for product vs. marketing content
⚖️ Not all content is created equal. Scalability often requires selectively raising (or lowering) the quality bar.
Procurement Headaches and Lack of Control
One recurring pain point comes from limited autonomy. In larger organizations, localization teams are sometimes tied to procurement decisions that prioritize cost over quality.
Common frustrations include:
- Being forced to work with underperforming, generic LSPs
- Inability to trial smaller, specialized partners
- Vendor teams that lack transcreation expertise
- Bureaucracy slowing down experimentation with new tools or AI
🚧 Localization managers need the freedom to choose the right tools and partners—not just the cheapest.
Communication, Speed, and Trust: The Glue That Holds It All Together
When juggling dozens of languages and stakeholders, clear, fast communication becomes mission-critical. Delays or vague responses can ripple across entire product launches or campaigns.
What matters most:
- Reactivity: quick, informed responses from partners and vendors
- Transparency: teams that think along and ask smart questions
- Ownership: partners who proactively manage the process instead of waiting for instructions
⏱️ Localization thrives on trust, and trust is built through clarity, speed, and consistency.
Localization as a Strategic Discipline
Across all conversations, a few truths became clear:
✅ AI is a powerful accelerator, but not a silver bullet
✅ Relationships with LSPs matter just as much as workflows
✅ Quality is subjective, but user perception isn’t
✅ ROI is the holy grail, measure what you can
✅ Communication builds trust, don’t leave it to chance
Localization in 2025 isn’t just about translation. It’s about orchestration. It’s about enabling global growth while protecting brand integrity. And it’s about creating authentic experiences for real people, in every market.
💬 What’s keeping you up at night?
Let’s talk. At ELL Agency, we help internationalizing companies navigate complexity, scale smartly, and elevate their impact.
Because localization done right is never just about language, it’s about connection.