In the past three years alone, the localization industry has witnessed a seismic shift that’s reshaping how global content is created, localized and delivered. Translation workflows are accelerating, content personalization is scaling, and the role of human linguists is evolving rapidly.
What once took days or weeks—localizing entire campaigns across markets—can now happen in near real time. But speed alone isn’t enough. Today’s digital audiences expect content that speaks to them personally, in their language, their context, and their culture.
From AI-augmented translation and hyper-local targeting to multimodal search and voice-first experiences, the rules of localization are being rewritten in real time. If you want to stay ahead, it’s time to understand the forces driving this transformation.
So let’s explore the key trends shaping the future of localization—to future-proof your strategies and maintain your competitive edge.
1. AI-Augmented Human Localization
In PwC’s October 2024 Pulse Survey of technology leaders, nearly half (49%) said that AI was already fully integrated into their products and services. What started off as hype is now firmly rooted in reality. Look no further than our own industry: Lokalise reported that AI translation usage rose a dramatic 533% between 2023 and 2024.
Source: Lokalise
So how did we go from hype to ripe? The slow initial uptake of AI can be traced to one primary concern: accuracy. Specifically, hallucinations. But these concerns have largely been addressed or at least minimized. As Lokalise’s research points out, AI translation now outperforms traditional machine translation (MT) tools like Google Translate and DeepL in terms of accuracy. It’s likely that large language models (LLMs) will soon become the preferred method for translation.
A striking example of AI’s growing acceptance can be found in the healthcare sector, a field traditionally skeptical of automation due to its sensitive content. Once the exclusive domain of human translators (having relied solely on them since 2021), the sector saw a 27% drop in human translation, with significant adoption of AI-driven translation over the past year.
While human translation has decreased considerably over the past three years—and the impact is real, with one study showing 36% of translators have lost work to AI—it’s understandable that many linguists feel pessimistic about the future.
But there is more nuance to the picture than the headlines suggest. The narrative around human displacement is often overblown. On the contrary, humans remain a critical part of localization strategies. We’re likely to see increased demand for human experts trained in AI tools and multilingual subject matter specialists, especially in high-stakes fields like legal and healthcare.
This human-AI collaboration is already taking shape. More than a third of localization professionals are now actively using AI in their workflows. This hybrid model provides the oversight, emotional intelligence, and originality that AI alone cannot guarantee.
Need more proof that AI alone isn’t enough? Consider this: over 82.1% of Americans can recognize AI-written content and 40.4% view brands more negatively for using it. That’s why human-created (or at least human-reviewed) content consistently outperforms machine-generated alternatives, as you can see in the graph below. If your goal is to connect with people—make sure your content is touched by one.
Source: NP Digital
2. Hyper-Localized User Experiences
Hyper-localized user experiences refer to the practice of tailoring products, services, and content to meet the specific needs and preferences of a very narrow, local audience. This strategy goes beyond general localization by focusing on specific geographic segments like a particular neighborhood, city district, or even just a few streets within a city. We explored this trend in last week’s blog post here.
3. Multimodal and Multimedia Localization
Multimedia content is on the rise and fast becoming a central focus of localization strategies. Fueled by evolving consumer habits and rapid advancements in generative AI, multimedia and multimodal formats are reshaping how people search, shop, and engage online. From voice-activated devices to visual search tools and AI dubbing, the future of localization is becoming increasingly rich, interactive, and multi-sensory.
While text-based content like websites, documents, and manuals still accounts for around 65% of the market, the shift toward multimedia experiences is undeniable—and accelerating.
Google reports that its visual search tool, Google Lens, now handles a whopping 20 billion visual searches per month—20% of which are shopping related. And according to Liz Read, Google’s former Head of Search in 2024, “Lens queries are now one of the fastest growing query types on Search, and younger users (ages 18-24) are engaging most with Lens.” To attract and retain users from key demographics, it’s now essential to ensure that images are aligned with relevant topics and search intents.
Multimodal capabilities in technologies like Google’s Gemini and OpenAI’s ChatGPT are not just changing how people search. They’re enhancing the search experience itself, delivering more contextual, accurate and personalized results.
One major sign that the future is multimodal? The next generation of devices aiming to replace smartphones are increasingly voice-activated. While still speculative, this is rumored to be the concept behind OpenAI’s next mass consumer device. If product development does shift toward voice-first interfaces, it will be crucial to optimize your localization and content strategies for voice search.
That’s because the traditional rules of local SEO are evolving. Search engines now process and deliver information differently. Voice queries tend to be more natural and conversational, which means your content must follow suit. Data must be structured for voice-readability: clear, concise content, key takeaways placed early on, and FAQs that address common questions are essential.
On the multimedia side, the barrier to entry has lowered significantly. Automated subtitling now allows teams to generate and sync subtitles within minutes using AI. While not flawless, this technology offers a major head start, dramatically reducing project timelines.
YouTube’s recent launch of AI dubbing for creators is another example of how multimedia localization is becoming more accessible. However, if the backlash to this feature is any indication, relying solely on automated solutions, as we discussed before, risks alienating your audience. A safer and more effective approach is professional dubbing.
4. Real-Time and Continuous Localization
In the localization industry, workflow possibilities have expanded from traditional batch-based translation to more agile approaches like real-time and continuous localization. This shift has enabled content—from product releases to seasonal campaigns—to be rolled out in sync across multiple languages.
Much of this progress is due to enhancements in modern TMS like Phrase and Lokalise, which now support global content updates within seconds. This capability underscores why using a cloud-based TMS is essential to maintaining a competitive advantage.
Another emerging technology supporting real-time and continuous localization is the integration of agentic workflows. Some companies are making this a core part of their operations—Salesforce CEO Mark Benioff, for example, claims that 50% of his workforce is now agentic. While this may still be a novel way of working, effectively training and managing this combined digital-human workforce can unlock significant efficiency gains through round-the-clock operations. Leveraging both human and digital workers enables greater workflow agility, allowing resources to shift rapidly in response to changing demands and enabling deeper levels of customization.
This hybrid model may be particularly beneficial in customer service. AI agents can handle multilingual requests 24/7, while human agents focus on complex or sensitive cases that require empathy and emotional intelligence. This approach could also reduce the reliance on outsourced services.
However, managing this workforce will be critical. AI agents are largely autonomous and require human oversight. Without strong leadership and governance, they could act in ways that are unethical, unlawful, or brand-damaging. Developing an internal framework to manage AI behavior is essential. Regulatory agencies are moving too slowly to keep pace. This is especially important if you implement AI at scale across your organization.
As companies increasingly deploy customer-facing chatbots, it will become more important than ever to ensure that the content they generate is accurate, relevant and trustworthy.
5. Data-Driven and ROI-Focused Localization
Despite the growing recognition of localization as a key growth driver, localization professionals and companies are under increasing pressure to justify their investments by measuring ROI and tracking KPIs. One way this is being achieved is through analytics. For example, Phrase’s Analytics feature allows users to create tailored reports that provide insights like which languages to invest in, what content types perform best, and which tone is most effective for converting target audiences.
With the right data, current LLMs can do more than just ensure accuracy; they can adapt translations in real time based on tone, platform, and UI layouts. This is made possible by integrating meta data such as character limits and style guides into the prompt, making many previously tedious manual fixes a thing of the past.
Data is also being used to analyze behavioral and demographic patterns to support more personalized content. This has led to hyper-personalization: the ability to adjust website content dynamically based on a user’s preferences. This can include everything from tone and messaging to the images displayed on the screen.
But there’s a risk in moving too fast. Risk mitigation strategies must be in place to ensure quality and accuracy are maintained, at least until translation technology reaches near-human levels of accuracy. If we can achieve this level of reliability through technology, localization teams can shift their focus 100% toward creativity and user engagement.
Partner with Clearly Local
The future of localization is evolving fast, and the brands that will not just survive but thrive are those that can keep pace. Whether you’re navigating the shift to AI-augmented workflows, building hyper-local experiences, or optimizing for voice and multimedia, one thing is clear: localization can no longer be an afterthought. It’s a strategic growth lever.
At Clearly Local, we specialize in helping global brands stay ahead of these trends. Our expert teams combine human insight with cutting-edge technology to deliver fast, scalable, and culturally relevant content—across languages, formats, and channels.
Ready to future-proof your localization strategy?
Contact us today to learn how Clearly Local can help you go global with clarity and confidence.
