PGLS Pulse: June 2024
Hello everyone,
Welcome to the PGLS Pulse: your source of timely and thoughtful news about the language services industry.
Importance of Localization in a Global Arena
In today's interconnected world, accurate localization is paramount for businesses aiming to succeed globally. Localization goes beyond simple translation; it involves adapting content to meet the cultural, linguistic, and regional nuances of different markets. Overlooking this critical aspect often leads to financial losses and reputational damage.
Consider the case of Cartier's Mexican website, where a $14,000 pair of diamond earrings was mistakenly listed for $14. Backed by Mexican consumer law, Cartier had to fulfill the customer's order, resulting in a significant financial loss.
In this edition of PGLS Pulse, we explore the crucial role of localization, the impact of AI in streamlining workflows, and the evolving role of language professionals as cultural consultants.
Industry News
Don’t Lose Big Money by Saving Pennies on Localization
According to CSA Research's survey in September 2023, 38% of global enterprises indicated no change in their localization spending for the next three quarters. To leverage the full value of content, localization should be viewed as an investment. Here are two ways to illustrate its value:
1. Determine the ROI of Current Localization
Demonstrate that your language portfolio drives significant revenue and that translating marketing and support content is the most cost-effective way to achieve this. Here's how you can determine your ROI:
- Determine sales by language.
- Calculate language services costs.
- Assess localization depth to show how increased localization boosts revenue.
2. Show the Incremental Value of Adding Languages
It is important to track costs and ROI from the beginning, as it equips localization teams with the data needed to justify budgets and demonstrate the revenue potential of adding languages. Tools like CSA Research’s Global Revenue Forecaster can help companies project the potential revenue from adding new languages and markets.
Read the full article here.
How to Drive Localization Momentum and Keep Global Revenue Flowing
Success in globalization depends on three key strategies. First, a corporate strategy that defines unique products, services, and target audiences. Second, a globalization strategy that supports prospects and customers in multilingual and multicultural markets. Finally, a global content localization strategy that ensures a consistent customer experience across all markets.
Companies must also engage localization teams from the beginning to avoid inefficiencies, rework, and increased costs due to last-minute localization efforts. Global leaders should empower localization teams to act as centers of excellence, guiding other departments to ensure global considerations such as language and culture are embedded throughout the business process.
As strategies evolve, businesses new to or already integrated into international markets should frequently consult with executive sponsors to align the global content strategy with the business roadmap. Regularly benchmarking localization maturity by measuring governance, strategy, organization, and automation helps enhance transparency and performance.
Read the full article here.
For Linguists
The Linguistic Revolution: Unleashing AI in Language and Localization
AI has streamlined many tasks in the localization industry, introducing services like AI dubbing and automatic transcription. This evolution is making single-task roles obsolete and creating multifaceted positions where localization professionals can use AI to perform various tasks simultaneously.
It is also creating new career opportunities in the language industry, requiring language professionals to develop skills such as rapid engineering, AI technical knowledge, and strong communication skills. The role of translators is transitioning from solely translating content to becoming cultural consultants.
To understand new AI technologies and remain relevant and competitive, it will be critical for language and localization professionals to develop new skills.
Read the full article here.
ChatGPT & LLMs: Separating Fact from Fiction for Localization
The advent of ChatGPT and large language models (LLMs) is transforming the language services industry, revolutionizing translation, localization, and content creation. LLMs offer vast possibilities, including content creation, rephrasing, summarization, and multilingual support, which improve efficiency and output quality. However, balancing LLM advantages with human expertise ensures accurate and culturally appropriate translations.
A new system is emerging where LLM-generated content is post-edited by human linguists, reducing the need for full-scale translation and focusing on refining content for cultural and brand consistency.
This shift reflects the industry's evolving needs and demand for creative, culturally nuanced content. Language professionals can adapt by training in post-copy editing or post-creation, leveraging their expertise to enhance machine-generated content.
Read the full article here.
Job Opportunities
We are always looking for talented language professionals. If you are a translator, interpreter, or language instructor, PGLS wants to work with you! Explore our open roles here.
PGLS News
- Check out the webinar recording for: "Beyond Buzzwords: Leveraging AI in eLearning Localization" hosted by Gilbert Segura and Joshua Sternlicht.
- Thomas Sinding attended the Edison Electric Institute (EEI) Business Diversity Conference in Atlanta, Georgia.
- Gilbert Segura and Joshua Sternlicht attended the ATD2024 conference in New Orleans, Louisiana.
- Check out our blog post to learn about 5 eLearning localization strategies for global corporate training.
Careers
As a minority-owned business, we’re all about embracing diversity of thought and fostering a culture of innovation to break language barriers and promote equity. Believe you would be a good fit? Explore our current openings here.
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