In this episode of Merging Minds, Javi Diaz brings together three localization legends: Agustín, Alfredo De Almeida, and Jorge Santos.
With nearly 100 years of combined experience, they’ve seen everything—floppy disks, faxes, Windows 95, and now, AI-powered workflows.
Their journey through the decades reveals a lot about what’s changed, what hasn’t, and where the industry might be heading next.
Back Then: Faxes, Floppies, and Paper Reviews
Localization in the 90s looked nothing like it does today. Agustín, originally from Peru, kicked things off reviewing Windows 98 translations.
Jorge remembers sending floppy disks and burning golden builds on CDs.
Alfredo talked about hand-editing translations on paper and faxing feedback across the globe.
“I reviewed translations in paper. Literally marking—‘I would’ve done it this way’—and sending it to the PM.” – Alfredo De Almeida
“We’d burn a product on DVD and fly someone to Japan to hand-deliver it.” – Jorge Santos
It wasn’t just the tools that were different—it was the mindset.
Translation roles were deeply embedded within companies.
Teams included terminologists, translators, reviewers, and vendor managers.
As Jorge put it,
“You’d do everything—from network engineering to language reviews.”
Now: Tools Have Changed, Core Values Haven’t
Fast-forward to 2025. AI and LLMs are dominating the conversation. But are the foundations really that different?
“We’re still using Excel for localization in some places. That hasn’t changed.” – Jorge Santos
The panel discussed how many of the problems from the past still exist—just with different names and tools.
From spreadsheets to TMSs, the workflows may have become digital, but challenges around context, quality, and collaboration are still here.
And while some fear AI will replace jobs, these veterans see it as an evolution—not an extinction.
“The problems haven’t changed. What’s changed is what’s possible.” – Agustín
“AI is just a tool. We’ve always adapted. This is no different.” – Javi Diaz
The Industry’s Real Superpower: Adaptability
One of the most valuable takeaways from the episode is that localization professionals don’t just speak languages—they bridge gaps. They bring structure to chaos.
They touch every part of a company, from marketing to engineering.
“We’ve had access to highly confidential product info before launch. That’s trust. That’s power.” – Jorge Santos
This access means localization teams are often the first to know what’s coming—yet they’re also the first to adapt when everything changes.
Whether it’s teaching localization project management at the University of Washington or experimenting with generative AI tools, these experts have kept moving.
Lessons from 30 Years in Localization
Here are some of the biggest takeaways from their stories:
- Don’t fear AI—understand it. It’s not about being replaced. It’s about finding where humans still matter most.
- Context is everything. You can’t automate understanding a user’s culture.
- Your skills are transferable. Localization professionals can move into product, release, and program management.
- Legacy matters. The future is built on what came before.
- Collaboration beats competition. Even the three guests sometimes disagree—and that’s what makes them better.
“Sometimes we disagree in class, and that’s important. Different perspectives bring better solutions.” – Alfredo
Writing a Book—and Leaving a Legacy
Beyond the podcast, Agustín, Alfredo, and Jorge are co-writing a book. It’s not just about technology—it’s about the people, the culture, and the shift in mentality over the last 30 years.
“We want to leave something behind for those coming into the industry.” – Agustín
Their message is clear: what’s coming next may be uncertain, but it’s rooted in everything we’ve already learned.
By documenting their story, they hope to guide newcomers and veterans alike.
Looking Forward
As the episode wrapped up, one thing stood out: the need to stay curious.
“Every three months, something changes. You have to be ready.” – Jorge
“Flexibility, adaptability, and curiosity. Those will always matter.” – Javi
The localization industry has survived huge shifts—and it will continue to do so. What matters most isn’t the tech, but the mindset.
Because at the end of the day, localization isn’t just about translation.
It’s about connecting people, ideas, and products across the world—no matter what tools we use to get there.
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