The Future of Localization Isn’t Process-First, It’s Software-First

“You want your way? Become a poet. If you want to be a translator, you’ll need to accept good enough.”

This quote, dropped by Gabriel Fairman at Gala Montreal, didn’t just make the room pause—it electrified it.

In a packed session full of localization professionals, Gabriel, CEO of Bureau Works, called out the uncomfortable truth: the translation industry isn’t adapting fast enough to what’s already here—AI, automation, and the need for radical operational change.

The Translation Agency Is at a Crossroads

Gabriel opened by reframing the core question: How can translation agencies remain relevant—not just now, but in the world that’s already unfolding?

He warned the audience:

“We’re unbelievably at the beginning of something new. And it’s not going away.”

AI is already affecting processes, pricing, and expectations from enterprise clients. Yet many agencies are still clinging to old models.

The Most Controversial Statement of the Day

Fairman shared his experience speaking at the ATA:

“I was in a room with 200 translators who wanted to chop my head off with an axe.”

Why? Because he told them that many are no longer translators—they're editors.

“They hate it. They say, ‘I want to do it my way.’ I tell them, ‘Then become a poet.’”

The idea of working toward a “good enough” translation, instead of crafting it word by word, remains deeply uncomfortable for many.

But for clients balancing timelines, costs, and scale—it’s becoming the new norm.

From Process-First to Software-First: The Core Shift

One of the talk’s boldest messages was this:

“Every agency I talk to is process-first. That mindset is no longer compatible with what buyers want.”

Here’s what Gabriel meant:

What software-first unlocks:

“If you want to keep up in 2025, you’ll need to operate in a world where $200 jobs take two hours and cost $20.”

The Buyer Dilemma: $0 AI vs. $200 Human

One story stood out: a Bureau Works client processes 100 million words a year—only 1% of which go through agencies.

“And we’re not talking about support docs. We’re talking about legal, compliance, e-learning—content that used to be ‘off-limits’ for AI.”

Buyers today are comparing zero-dollar AI (right now) with $200 human translation (in two days).

If agencies don’t close the cost-benefit gap, they risk becoming irrelevant.

Rewiring Is Painful—but Necessary

The talk didn’t sugarcoat what this transformation entails:

• Letting people go
• Changing how translators are paid
• Redesigning infrastructure that’s worked for 20 years
• Risking backlash from vendors, PMs, and long-standing partners

“Behind all this simplicity is a hornet’s nest of complexity… That’s why translation agencies still have value.”

What Comes Next

Gabriel challenged agencies to stop porting their processes into software and start thinking in software.

“It’s a subtle but gestalt shift… Instead of asking, ‘How can I keep doing what I’m doing with a new tool?’ ask, ‘What does this tool allow me to do better?’”

The future belongs to agencies that:

• Embrace automation without losing control
• Train translators to be editors
• Focus on vendor and performance strategy, not just quote management
• Redesign teams for speed, scale, and flexibility

Final Thought

This wasn’t just a talk about tech. It was a call to action:

“If you resist it, sure—you might survive a few more years. But you can’t fight the technocapitalist engine driving through our industry.”

The world is scaling fast. Agencies that want to stay in it need to scale without scaling overhead.