Localization and translation are evolving rapidly, and according to Gabriel Fairman, the future lies beyond traditional methods. In a thought-provoking interview provided by Slator, Gabriel delves into how advanced technologies and new paradigms are reshaping the industry, moving toward a model where authorship and personalization take center stage.
The Shift from Translation to Authorship
Gabriel highlights a significant transition in the localization industry—from simply translating content to creating tailored content that resonates with diverse audiences. He describes this shift as moving from "structured translation memories" to "authorship," where the focus is on producing outcomes rather than just linguistic accuracy.
"Translation is just the starting point for endless connections and results. The real goal is to find the right composition for each reader and audience."
This change requires not only a new mindset but also tools that support creativity and flexibility.
The Role of Technology: Assistants vs. Agents
One of the key distinctions Gabriel introduces is the difference between "assistants" and "agents." Assistants operate reactively, performing tasks prompted by the user. In contrast, agents work proactively, running in the background to gather insights and make recommendations.
Examples of these agents include:
"Agents open the door to a whole new level of writing," says Gabriel. "They enable humans to achieve outcomes by providing insights that were previously impossible to see."
Outcome-Driven Content Creation
Gabriel stresses that quality in localization is no longer about linguistic perfection alone but about delivering measurable outcomes. Whether it’s increasing engagement, driving conversions, or improving user retention, the focus is shifting to metrics.
For example:
"We’re not just translating source to target anymore. We’re translating source to persona." - Gabriel notes.
Key Takeaways from Gabriel’s Talk
Looking Ahead
Gabriel is optimistic about the future of localization, where advanced tools and human ingenuity work together to meet growing demands. As he puts it,
"The translation itself is just the beginning. The challenge is to create content that resonates deeply and achieves real results."
This transformation not only makes localization more impactful but also ensures that it aligns with the needs of a diverse, global audience.
Unlock the power of glocalization with our Translation Management System.
Unlock the power of
with our Translation Management System.
.avif){kind=spacer}
.avif)
