VivaTech 2025 highlighted global innovation and showed how AI is reshaping industries — from tech and startups to content and localization.
VivaTech 2025 was nothing short of spectacular. Europe’s largest startup and tech event brought together 180,000 attendees, 14,000 startups, and representatives from 171 nationalities at Paris Expo Porte de Versailles from June 11-14. With over 450 speakers and more than 300 major announcements, this year’s edition showcased how artificial intelligence is driving transformation across every industry, including the content and localization space.
As exhibitors at VivaTech 2025, Clearly Local had a front-row seat to witness how the global content landscape is evolving. Our mission has always been clear: to help brands translate their value to the world through expert content creation, translation, and localization. What we observed at VivaTech reinforced our belief that the future of global content isn’t just about reaching more markets; it’s about creating authentic and deeper human connections.
As Philippe Cao, our Managing Director, reflected: “VivaTech 2025 was a fantastic opportunity to connect with dynamic companies shaping the future of AI. From #Tomorro, empowering brands with predictive product testing through real consumer feedback, to #Unitree, pushing the boundaries of robotics with agile humanoid and quadruped robots designed for industrial and personal use, and #Hippolyte.ai, streamlining recruitment with ethical, AI-driven talent sourcing—innovation was everywhere! We’re also grateful for all the meaningful conversations about our own solutions.”
The event’s focus on AI transformation provided fascinating insights into how multilingual content delivery is being revolutionized. With more than 40% of exhibitors focusing on AI applications, it became evident that the localization industry stands at a critical crossroads where technology meets human expertise. This balance between automation and authenticity will define the next chapter of global content strategy.
AI-Powered Content Creation: Opportunities and Limitations
The AI revolution at VivaTech 2025 was impossible to ignore. Companies like LVMH demonstrated advanced AI tools for visual content creation, including technology that replicates intricate brand details and textures, allowing for the generation of numerous campaign images in a single day. Similarly, startups like Pimento showcased AI-powered solutions specifically designed to boost Meta ad performance while maintaining brand standards.
The benefits of AI automation in content creation are undeniable. AI has dramatically transformed the economics of content production: costs have plummeted while production time has been reduced. This represents a game-changing shift for businesses looking to scale their global content efforts quickly and cost-effectively.
At Clearly Local, we’ve seen firsthand how crucial it is to balance automation with quality. While AI can accelerate content creation and translation processes, human oversight remains essential for maintaining cultural sensitivity and contextual accuracy. Our approach involves leveraging AI for efficiency while ensuring that human expertise guides the process, particularly when dealing with nuanced cultural adaptations and brand-specific messaging.
Human-AI Collaboration: The Future of Localization
The most compelling sessions at VivaTech 2025 focused on hybrid workflows that combine AI capabilities with human expertise. The concept of human-in-the-loop models emerged as a dominant theme, with companies demonstrating how this approach delivers superior results compared to purely automated or purely manual processes.
Most companies are recognizing that effective human-AI collaboration requires strategic integration where humans provide critical thinking and cultural understanding while AI handles scalable, repetitive tasks.
Club Med‘s presentation on human-centric AI innovation exemplified this balanced approach. Their strategic AI initiatives included G.M Copilot (an intelligent sales assistant), G.O Match (a team efficiency tool), and Gentil Writer (a solution for maintaining brand identity in communications). These tools demonstrated how AI can complement human strengths rather than replace them entirely.
Localization as a Strategic Advantage
The strategic value of localization became evident through real-world examples shared at the event. Canva’s co-founder Cliff Obrecht emphasized their global-first approach, noting that they targeted the US early while localizing in over 100 languages. Today, half of Canva’s users operate in non-English languages— a testament to how localization drives growth.
But localization is much more than just translation. As Michael Fan, Creative Director at DENMU, insightfully pointed out in one session, glocalization is about imbuing meaning and spirit into a product, which is something machines simply can’t do. Afterall, true art is a result of not only inspiration, but also perspiration. This perspective highlights why successful localization requires deep human expertise and insight to truly connect with audiences on a meaningful level.
This resonated with the human-first approach we embrace at Clearly Local to understand local cultural values, adapt visual elements appropriately, and ensure that messaging aligns with regional preferences and regulations. This comprehensive localization strategy helps our clients avoid the pitfalls that have caused so many businesses to fail in international markets.
Let’s Talk: Partner with Clearly Local
VivaTech 2025 reinforced our commitment to innovation while highlighting the critical importance of human expertise in an AI-driven world. Our key takeaway is that the future belongs to companies that can harness AI’s efficiency while maintaining the human touch that ensures authenticity and brand integrity. With our core AI technology and comprehensive Content 360 strategy, we’re uniquely positioned to help tech companies, startups, and global brands navigate this evolving landscape.
Whether you’re a startup preparing for international expansion or an established enterprise looking to optimize your global content strategy, we’d love to discuss how our expertise can accelerate your growth. Our services span the entire content lifecycle, from AI-powered content creation and translation to localization testing and cultural adaptation.
Ready to translate your value to the world? Contact us today
