Insights from Global Localization Leaders
On International Translation Day, we acknowledge the translators, linguists, and localization professionals who enable global communication. But this year, we are celebrating the present and also looking ahead.
With 96% of multinationals planning to expand, translation is a core lever of international operations, brand growth, and customer experience. The rise of AI and increasing pressure to do more with less pose an important question to enterprise leaders. Where is translation going next?
To explore this, we asked four Vistatec executives to share their perspective on the current state of translation and where they see it heading. What follows is a set of insights from the people helping to shape the future of our industry.
Yvonne McNamara – Chief Operations Officer at Vistatec
More Content, Tighter Budgets, Smarter Tech
“The future of translation is strong. We are seeing the demand for more and more content to be translated. However, budgets are not necessarily increasing, so the advancements from AI and technology have become increasingly powerful to make it all possible. Defining acceptable quality levels becomes even more important. Ultimately, we will see fewer human touchpoints in the workflows, but it is now more important than ever to ensure you have those right human touchpoints where they really matter.”
Yvonne highlights a tension many businesses face today. Global content demand is growing, but localization budgets are not always keeping pace. AI is bridging that gap and allowing teams to process more content faster and at lower cost.
However, automation does not mean eliminating human involvement. It means knowing exactly where human expertise adds the most value. This is especially important in regulated industries or high-stakes content where nuance and compliance are most needed. Companies that strike the perfect balance between speed, scale, and human oversight will be ahead of the pack.
Patrick Kelly – Chief Customer Officer at Vistatec
Meeting Rising Expectations with a Shift in Mindset
“Customers want shorter timelines, perfect quality, and predictable costs. The future is going to be about value-based conversations that link localization to retention and product adoption.”
Pat brings attention to a new reality. Many clients no longer accept the traditional trade-off between speed, quality, and cost. They expect excellence in all three. This shift pushes the industry away from transactional models and toward value-based partnerships.
Translation is now also a question of enabling product success, user retention, and market relevance. Localization teams must evolve to support these business goals directly, with KPIs and reporting that reflect their strategic impact.
Caroline O’Connell – Chief Revenue Officer at Vistatec
Translation as a Revenue Multiplier
“Revenue teams are using translation to open pipelines faster and improve conversion. Buyers expect proof of impact. The future is ROI tracked localization and a clear link between language quality, CX, and renewal or expansion.”
Caroline points to a new phase in how translation is valued. It is not just about delivery speed or volume anymore. It is about measurable business outcomes.
Localization is helping sales teams enter new markets faster, close deals efficiently, and retain more customers. However, proving that impact requires a new level of alignment between language teams and revenue operations. It is time to focus on tracking return on investment, connecting language quality to customer experience, and linking content to performance.
Companies that treat localization as a revenue enabler rather than a cost center will reap the benefits.
Simon Hodgkins – Chief Marketing Officer at Vistatec
Language, Trust, and Brand at Global Scale
“For brand messaging and building trust, translation helps convey values and voice. The future involves ever more advanced AI and localization processes with human expertise for scale and efficiency.”
Simon reminds us that translation is central to brand identity. It is how companies express their voice and values to a global audience. With generative AI now entering the translation pipeline, preserving tone and intent is becoming a lot harder, but still as important as it ever was.
The solution is in building localization workflows that pair powerful AI tools with human expertise at key checkpoints. This allows for scale and precision. Consistency in voice and cultural relevance are pillars of global brand trust. Vistatec has met this head-on with a new suite of ten advanced services designed to integrate AI into enterprise localization strategies.
Numbers Tell a Story in the MT Market
Recent research projects that the machine translation market will grow at a compound annual growth rate of 16.6% between 2025 and 2029. This will generate an additional USD 1.5 billion in growth over that period.
This surge reveals how organizations are increasingly leaning into AI in translation for speed, scale, and cost efficiency. As this happens, they must also invest in data hygiene, post‑editing workflows, and context validation. This will be vital for machine output to meet enterprise quality expectations. Those who get these elements right will turn machine translation from a tool into a reliable backbone for global translation operations.
Building for the Future
Each executive insight shared points to a shared reality. Translation is entering a new phase. It is undeniably faster, more integrated, more strategic, and more measurable than in previous years.
AI is definitely accelerating these changes, but it is by no means the only factor. The future of translation will be shaped by how organizations utilize technology in concert with their talent. It will also depend on how well language teams are embedded into broader business strategies, such as go-to-market planning and customer success.
At Vistatec, we see this as a defining moment. We launched the Vistatec AI Hub recently, with a suite of ten new AI services. The goal is to give businesses access to responsible, human-centered AI that improves scalability and preserves quality. The future of translation is one where companies can move faster, connect better, and grow globally.
This International Translation Day, we reflect on the progress made and focus on the opportunities ahead for global content leaders. Contact us today if you would like to investigate how Vistatec can help you with AI or any aspect of your global content strategy.
