The LocWorld52 Monterey conference brought together industry leaders to discuss the transformative role of AI in writing and translation. Hosted by Gabriel Fairman, this insightful panel featured Henrique Cabral, Katell Jentreau, and Rinaldo Dieziger, each offering unique perspectives on navigating the intersection of technology, creativity, and localization.
Beyond Source-to-Target Translation
The panel delved into how translation is shifting from source-to-target workflows to creating audience-focused content. As Gabriel noted:
“We’re moving beyond rigid translation workflows and entering an era where content adapts dynamically to fit its audience.”
Henrique Cabral emphasized the importance of extracting knowledge from existing resources, stating,
"Data becomes knowledge when organized, and that knowledge drives better, targeted content."
AI as an Enabler, Not a Threat
AI’s role in localization was a central theme. Katell Jentreau highlighted how AI supports creativity:
- Efficiency Gains: AI shortens the time to first drafts, giving teams more bandwidth for refining ideas.
- Personalization at Scale: With AI, content can adapt to diverse audiences, enabling hyper-targeted messaging.
“We’ve been too focused on ‘quality.’ What matters now is engagement—creating language experiences that resonate.” Katell explained.
Creativity and Scalability
Rinaldo Dieziger spoke about how AI allows writers to focus on impactful content:
“The key is to use AI to enhance creativity, not replace it. By leveraging AI for repetitive tasks, we free up time to craft messages that truly connect.”
The discussion also touched on the shift from translating exact phrases to tailoring messages. Rinaldo described the evolution as moving from “target-to-target” messaging to iterating within the target language for maximum impact.
Key Takeaways
The conversation offered actionable insights for leveraging AI in localization:
- Adopt Engagement Frameworks: Shift focus from traditional quality metrics to audience engagement.
- Use AI to Support, Not Replace: Let AI handle repetitive tasks, freeing humans for creative work.
- Scale Personalization: Tailor content for specific audiences without losing sight of the brand’s core message.
“We are in a moment where AI is not about replacing people—it’s about making creativity faster and more accessible,” Gabriel remarked.
Looking Ahead
The panel concluded with an optimistic outlook. While AI poses challenges, it also opens doors to innovation and efficiency. As Rinaldo noted:
“AI is just another tool in our creative toolbox. It’s up to us to use it wisely and boldly.”
The localization industry is on the brink of a new era—one that blends technology, creativity, and strategy to engage audiences like never before.
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