Blog
Expert insights, practical strategies, and real-world stories to help you streamline and optimize localization, connect with audiences and grow your business globally.
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The ecosystem nobody designed
Customers don’t care how the ecosystem behind the experience is structured. They care whether the experience works. Drawing on insights from leaders at Nike, Tripadvisor and Phrase, this article examines…
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You Built It. Now Who Owns It?
Most organizations plan carefully for what they are building. Almost none plan for what maintaining it will cost them. Drawing on insights from Elaine Barsoom, who built Nike’s first AI…
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Forcing the fit: MQM in the age of automated evaluation
MQM was the most robust answer we had for human evaluation. Automated evaluation is a different problem, and the seams are starting to show.
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Multilingual video localization, with the assets you’ve already built
When AV runs outside your TMS, terminology drifts and consistency breaks down. Phrase Studio closes that gap by running subtitling, dubbing, and voice-over inside the same workflow your text content…
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Every market is a new market
Your brand and your existing playbook will earn you a foothold in a new market. What they won’t do is carry you to sustained growth. Kevin O’Donnell on why international…
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Phrase is the Language Intelligence Platform.
Most announcements work like this. A company describes what it intends to build, frames it as a vision, and asks you to believe the future they’re describing. This post is…
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Should you build or buy your localization infrastructure?
The instinct to build is strongest in engineering-led companies. But maintaining a localization platform over time is a different problem than building a proof of concept — and most organizations…
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How AI and hyper-localization are changing international growth
The real opportunity in AI isn’t faster output — it’s reaching audiences that were previously too niche or too expensive to serve. Kevin O’Donnell explains why hyper-localization is becoming a…
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A model that generated billions in Europe didn’t survive the US market
The companies capturing real value from AI aren’t the ones with the biggest budgets or the most sophisticated tooling. They’re the ones that understood early that the technology was never…
