Localization is evolving, but its core technology? Not so much.
In the latest episode of Merging Minds, Javi Diaz sits down with Jourik Ciesielski, CTO of Yamagata Europe and co-founder of K International.
They discuss the outdated state of localization technology, the rise of AI, and what it really takes to be a millennial leader in a changing industry.
The Hard Truth: Localization Tech Is 30 Years Old
Localization tools have been around for decades, but according to Jourik, they haven’t changed much since the 1980s.
“Many of the technologies and processes that we are applying in localization haven't changed in 30 years. If something hasn’t changed in that long, either it’s super solid or it’s obsolete.”
Traditional CAT tools, translation memories, and QA processes still dominate workflows.
Meanwhile, AI-powered solutions are shifting how content is created, translated, and delivered—and many in the industry aren’t keeping up.
Jourik believes this outdated mindset is holding localization back while AI is pushing forward at full speed.
AI and the End of the "Man vs. Machine" Debate
For years, localization experts debated whether humans or machines should handle translation.
But according to Jourik, that’s the wrong conversation.
“We have the resources now to move towards a man AND machine model, where both work together to create better, faster, and more scalable content.”
Instead of replacing human translators, AI can support linguists by handling repetitive tasks, improving consistency, and automating workflows.
But for this to work, companies need to rethink how they use AI instead of forcing it into old systems.
What’s the Biggest Obstacle? Outdated Processes
AI is transforming localization, but many companies aren’t ready to embrace it.
According to Jourik, the biggest blockers to change are:
- Legacy systems: Many companies want to modernize but are stuck with old workflows.
- Corporate resistance: Decision-makers fear investing in new technology or disrupting current processes.
- Lack of AI expertise: AI isn’t a plug-and-play solution. Companies need people who understand how to implement it effectively.
“We limit ourselves to what we know and love. But if we don’t rethink our tools and workflows, we’ll never get the best out of AI.”
To move forward, localization professionals must embrace experimentation, adapt to AI, and be willing to challenge traditional methods.
How Millennial Leaders Are Changing the Industry
Leadership in localization is also evolving. Unlike previous generations, millennial leaders bring a new approach:
- Flexibility over hierarchy – Teams thrive when leaders encourage collaboration instead of rigid management structures.
- Tech-driven problem-solving – Millennials embrace AI and automation to enhance productivity instead of fearing it.
- Authenticity in communication – Leaders who share honest insights build trust—especially in a digital-first world.
Jourik believes that to succeed, leaders must be adaptable, communicative, and unafraid to push change.
“The most important thing is to know your field, specialize, and dare to speak up—even if your opinions are sharp.”
The Future of Localization: What Needs to Change?
So, what’s next? Jourik highlights two major shifts needed in the industry:
- AI-powered workflows – Companies must rethink how they integrate AI, rather than just using it to speed up old processes.
- Smarter QA systems – Traditional QA methods create more noise than value. AI can improve accuracy and cut down on unnecessary checks.
“Traditional QA is awful. It generates so many false positives that humans waste time searching for real mistakes. We need a better system.”
The message is clear: localization tech must evolve, or it will get left behind.
Final Thoughts: Will the Industry Adapt?
Localization is at a turning point. AI is reshaping the industry, but many companies are clinging to outdated methods.
Jourik’s advice? Embrace change. Learn how AI works. Challenge the status quo.
“You don’t need to be the best—you need to be the best version of yourself. Keep learning, keep adapting, and don’t be afraid to share your ideas.”
As AI continues to evolve, those who fail to adapt will struggle. But for those willing to lead the change, the future of localization is full of opportunity.
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