The Future of Localization: AI, Workflows, and Professional Evolution

In an industry already accustomed to technological transformation, the localization field is experiencing unprecedented change driven by artificial intelligence. To dive deeper into these shifts, we spoke with Alfonso González, a veteran localization professional with 25 years of experience who currently serves as Senior Localization Manager at Sinch and is the founder of TranslaStars, an online learning platform for language professionals.

With his extensive background as a translator, agency owner, and educator, Alfonso offers valuable insights into how AI is transforming localization workflows, team structures, and professional roles—and what this means for the future of the industry.

The Localization Industry: How Has It Transformed?

The Dramatic Impact of AI

"The industry has evolved dramatically in the last two years since we had the appearance of AI," Alfonso explains. "Now I think we are all trying to catch up with these new innovations."

This transformation isn't limited to individual practitioners; it's reshaping the entire ecosystem. Translation management system providers and software companies are incorporating AI capabilities into every layer of their systems, with varying degrees of success.

"Some are going really far, like Crowdin. I love what they are doing, what they are achieving. Some are a bit behind," Alfonso notes. "But ultimately, what I see in these companies is something that I see in ourselves: we need to adapt."

The pace of change is remarkable. Today's inadequacies could be tomorrow's advantages. This acceleration demands continuous adaptation from professionals and organizations alike.

How Have Workflows Evolved?

Traditional linear processes are shifting to more complex, multi-path approaches powered by AI.

"Previously, we could use machine translation alone, which gave okay results," Alfonso reflects. "Now we use AI to customize prompts and check our guidelines or specific content. We can do things that would previously require two or three humans. And AI does it at a speed we couldn't match before."

The impact on productivity has been dramatic. Alfonso's team has seen a 300% increase in workload while maintaining or even reducing team size, yet still delivering on time and maintaining quality standards.

"With the years, we will have more AI in all the layers of our workflow, possibly in ways we cannot even think of now," he predicts.

Key Opportunities in AI-Driven Localization

How Does AI Enhance Workflow Flexibility?

Creating sophisticated, adaptive workflows allows for handling different content types with appropriate processes.

"The concept of 'if this, then that' in workflows allows us to implement more efficient processes," Alfonso explains. "We can base decisions on metrics and results more easily than before, creating data-driven localization processes."

Additionally, these new workflows enable teams to categorize content effectively and allocate resources and tools accordingly.

Emerging Professional Roles: What's New?

The evolution of workflows necessitates new roles, shifting focus from translation to orchestration, quality control, and system management.

"Before, teams focused primarily on translating or transcreation. Now, more people are focused on project management, preparing prompts, or checking the quality and correctness of term bases," observes Alfonso. This shift demands the development of new skills and embracing different responsibilities to manage systems that enable translation at scale.

How Can Localization Professionals Stay Relevant?

What Are the Essential Competencies?

To stay relevant, localization professionals need to understand how to work with AI and how it can be implemented in workflows.

"Professionals need to know the solutions they can provide to their company and have an overview of the solutions out there in terms of localization," Alfonso emphasizes. "This knowledge supports all stakeholders across the organization."

What Technical Skills Are Required?

Understanding the technical solutions available and how they can be applied is crucial. "You don't need to understand every detail behind what we are doing, but knowing which technical solutions are available, and the problems these solutions solve, is essential," Alfonso clarifies.

How to Ensure Quality in AI Translation?

What Strategies Ensure Consistency and Quality?

Implementing multi-layered quality control systems is essential. "We can rely on third parties or other LLMs to check the quality of our content. We can also rely on humans," Alfonso states. Matching the quality control approach to the content type, language, and business requirements is crucial.

Why Is Quality More Important Than Ever?

Despite the efficiency of AI, maintaining high quality remains paramount, especially for top-level companies. "Investing in quality controls and ensuring a flawless user experience is critical. You want every aspect of localization, from the user interface to communications, to be perfect," Alfonso asserts.

Future Outlook: How Will Content Creation and Localization Converge?

The boundary between content creation and localization is blurring. AI enables the direct creation of content in target languages, reducing the need for traditional translation.

"We're seeing content adapted to the consumer in real-time, providing personalized experiences based on individual backgrounds and preferences," Alfonso points out. However, this also increases the need for human oversight to ensure content accuracy and cultural relevance.

Concluding Insights and Advice for Localization Leaders

"Embrace change and continuous learning," advises Alfonso. "AI is here to stay, and the pace of change is only accelerating. Professionals who adapt will find significant opportunities to shape global communication strategies."

By mastering the orchestration of complex systems that tailor content across diverse markets, localization leaders can guide their organizations toward more effective global engagement. The future of localization involves more than just translating words; it's about strategically delivering the right message, to the right audience, at the right time.

AI-Driven Localization Strategy with Undertow

In this new era of AI-driven localization, you do not need yet another vendor—you need a strategic partner that lives at the intersection of language, technology, and B2B SaaS, and that’s exactly where Undertow operates. By embedding as a fractional localization team, configuring tools like Crowdin, and building custom AI translation agents that safeguard your brand voice across every market, Undertow turns fragmented workflows into a single, scalable system for continuous global delivery. If you are ready to move beyond ad-hoc translation and build a future-proof, AI-powered localization engine, book a free strategy session with Undertow and start supercharging your international expansion today.