LocWorld Monterey 2024: Seven Key Trends and Takeaways

At the recent LocWorld52 conference in Monterey, industry experts and innovators converged to discuss how AI and advanced technology are reshaping global communication in localization.

This year, leaders delved into AI’s transformative role across project management, multimedia, and gaming—unpacking strategies to enhance accessibility, sustain linguistic diversity, and foster stronger connections with global audiences.

From handling complexity to achieving impact at scale, here’s what’s set to drive the future of localization.

1. AI: Revolutionizing Localization Processes

It should be no surprise that the bulk of the LocWorld52 sessions covered AI in some capacity.

At Phrase, we’ve spoken extensively on the topic recently, and as the technology advances, it should be no surprise that it is set to affect the role of localization professionals ever more acutely.

While many talks touched on AI, several stand-out sessions looked at more niche areas where automation and AI can assist. 

• • AI for Low-Resource Languages: In a standout session, Sheriff Issaka and Tumi Samuel-Ipaye from the African Languages Lab shared how AI and NLP are bridging language gaps across Africa.

    They emphasized that high-quality AI translation for under-resourced languages requires a balanced combination of machine learning and human expertise.As an example, the speakers looked at the dialectical range in two languages – Igbo and Swahili.

    With so many small incremental changes to languages across a relatively small geographical area, AI is able to apply data points at a scale which previously would have been impossible.

    Techniques like transfer learning, taking a pre-trained model and adapting it to a new, related task or dataset and human-in-the-loop learning, where humans actively participate in the model training process, labelling data, verifying predictions, and providing feedback, are crucial. These approaches help ensure that digital transformation in Africa respects linguistic and cultural diversity.

• • Generative AI’s Impact on Project Management: Marilyn Dickinson and Aki Hayashi from Dell Technologies spoke about the ways AI is transforming project management.

    Using AI-driven frameworks, Dell has enabled managers to predict delays, allocate resources efficiently, and automate workflows, fostering innovation and efficiency in complex, multilingual projects.

    By optimizing workflows, Dell has been able to significantly increase its language offerings – from three to 50 – so that it can communicate more effectively with more customers.

  • Integrating LLMs with Existing Systems: In a session by Jonas Ryberg from Centific, the focus was on integrating Large Language Models (LLMs) into established localization systems.

    Instead of replacing current tools, companies are strategically augmenting them with LLMs to enhance functionality while maintaining consistency across existing workflows.

These discussions collectively underscored the importance of implementing AI thoughtfully—leveraging its capabilities without overlooking quality, cultural relevance, and the irreplaceable human touch.

2. Multimedia Localization in the AI Era

Multimedia localization, particularly in gaming and children’s content, received special attention this year.

As multimedia experiences grow more complex, the stakes for cultural accuracy and ethical responsibility have risen significantly, with greater rewards for getting it right, and harsher penalties when things go awry.

• • AAA Game Localization: Patrick Görtjes from Massive Entertainment gave an insightful look into the localization process behind Avatar: Frontiers of Pandora. 
    Embedding localization teams within game development from day one ensures that every audience experiences the game as authentically as possible, with correct cultural references.
    As well as enhancing user engagement, this early-access approach is helping to reduce the costs of reworking and duplicating content later on.
  • Localizing for Young Audiences: Sham Albdour of Gamester Kids and Marina Ilari of Terra Localizations explored the high-stakes nature of children’s content localization, which has strict compliance demands.
    For young audiences, content needs to be carefully adapted to be age-appropriate, culturally accurate, and ethically responsible. However, there are a number of specific challenges presented when content is multimodal, with localization applied to everything from language and tone, to gesture control and even core game mechanics. AI’s potential for efficiency here is balanced by ethical considerations for impressionable audiences.

Both of these sessions underscored a growing need for ethical AI standards in localization, ensuring inclusivity and cultural appropriateness.

3. Global Expansion: Strategies and Challenges

This year, we were treated to a number of talks that showed how important localization is in growing a business internationally, with sessions addressing monetization, payment systems, and stakeholder engagement.

• Global Monetization Strategies: Kevin O’Donnell from Global10x looked at the importance of supporting multiple currencies and customizing pricing models for local markets.Kevin explained how companies like Netflix and Spotify offer flexible payment options like regional e-wallets, or tiered pricing, to increase customer satisfaction and drive revenue growth in markets with vastly different economic backgrounds.
• Building Localization Competencies for New Markets: Subway’s Carrie Fischer highlighted how companies entering new markets benefit from cross-functional collaboration.By integrating localization early with product, engineering, and operations, they create a seamless and adaptable approach to global expansion.
• Stakeholder Education and Engagement: As localization is now on the radar of more people across the business, Junjun Cao and Karina Drosenos from Salesforce shared some practical strategies for securing stakeholder buy-in.

  By aligning expectations, demonstrating ROI, and fostering collaboration, localization teams can effectively position themselves as strategic assets within global ops.

4. Advancing the Role of Localization in the Age of AI

In a panel moderated by Phrase CEO Georg Ell, lara Altkorn from Braze and Hameed Afssari from Uber shared strategic insights on how to frame localization as a revenue-generating force, deepen customer connections, and maximize AI’s potential. Key takeaways included:

• Making Localization a Revenue Driver: Panelists underscored that localization is more than an expense; it’s a growth driver.

  By aligning localization initiatives with key metrics like customer satisfaction (CSAT) and revenue impact, they demonstrated how localization could fuel market growth. lara Altkorn shared Braze’s approach of using dashboards to track localized versus non-localized performance, highlighting Japan as a case where localized content has outpaced English-language use, showing its effectiveness in engaging regional audiences.

• Building Strong Customer Connections Through Localization: Localization helps global brands forge a deeper connection with diverse audiences, making international markets feel more accessible and personal.

  Hameed illustrated Uber’s use of tailored, region-specific content to boost engagement among riders and drivers. Despite the challenges in measuring localization’s success, the approach fosters brand loyalty in competitive markets. He acknowledged, however, that effective A/B testing in localization requires careful planning due to its complexity.

• Balancing AI with Human Expertise for Quality Localization: While AI is transforming localization, panelists agreed that human input remains crucial to maintain cultural and brand integrity. lara and Hameed both advocated a “human-in-the-loop” approach—using AI to scale and speed processes, but relying on localization experts to oversee quality and alignment with brand values.

  This balance of AI and human expertise allows organizations to efficiently expand localization without sacrificing the essential nuances that resonate with diverse, global audiences.

It’s clear that localization is moving beyond simple translation to serve as a strategic enabler of global growth and customer loyalty, and this is being recognized by more functions across international businesses.

5. Accessibility, Inclusivity, and Linguistic Diversity

A number of this year’s sessions looked at localization’s role in building digital inclusivity and increasing (and championing) accessibility – and the ROI associated with getting this right. 

• AI-Powered Accessibility: Hélène Pielmeier of CSA Research explored how AI can make digital content more accessible to people with disabilities.

  AI tools that automatically generate captions, provide real-time text-to-speech, and create audio descriptions are transforming accessibility.

  Incorporating these considerations from the outset not only improves compliance with accessibility regulations but also makes information more universally accessible, opening products and experiences up to more potential customers and users.

• Indigenous Language Digitization: Meanwhile, Roy Yokoyama of Motorola explored the technical side of things, looking at the importance of Unicode and CLDR standards in preserving endangered languages.

  For example, Unicode encoding is crucial for ensuring that unique characters, scripts, and diacritical marks are accurately rendered. Without Unicode support, these languages risk distortion, often represented by similar-looking characters from other scripts. This can easily dilute cultural accuracy and the language’s functional utility, compromising meaningful communication and digital inclusion.

  By providing a digital presence for marginalized languages, companies can help revitalize and sustain these languages.

  Craig Cornelius from Google and Tex Texin from XenCraft also discussed the wider implications of this approach, including the complexities involved in designing hardware and software to support languages with large or unique character sets.

As localization bridges linguistic gaps, these considerations are imperative in sustaining the diversity of the digital landscape, ensuring that everyone has a voice online.

6. Women in Localization and Leadership

Inclusivity was also high on the agenda for the entire conference, this year.

Several sessions looked at the role of women in localization, including a major discussion of AI’s impact on the workforce, with insights from Pia Bresnan (Uber) and Allison McDougall (G3).

• Preparing for AI-Driven Roles: In an AI-driven world, adaptability and strategic skills are essential for success.

  Emphasis was placed on mentorship, career advancement, and inclusive hiring practices as pivotal strategies to reduce gender disparities and empower women within localization.

  By fostering these initiatives, organizations can build teams that are resilient, forward-thinking, and representative.

• Encouraging Gender Diversity in AI: Many localization teams are addressing gender bias in AI by ensuring that datasets used to train LLMs mirror real-world diversity.

  This approach is vital for producing AI outputs that authentically reflect varied perspectives.

  Prioritizing inclusive data in AI development not only enhances the quality of insights but also builds AI systems that resonate more accurately across global audiences.

By fostering inclusive work environments and supporting skill development, the localization industry can pave the way for more equitable representation in AI and beyond.

7. Future-Proofing Localization Strategy in the Age of AI

Finally, a panel featuring speakers from Pinterest, Canva, and Adobe underlined the need for a forward-looking AI strategy in localization.

With the technology evolving so rapidly, professionals must be ready to adapt, and advocate for strategic, purposeful integration.

• Clear Vision and Strategic AI Integration: Localization leaders must define clear objectives and choose AI tools that enhance rather than disrupt existing workflows.

  Once again, thoughtful implementation—using AI to automate repetitive tasks while reserving nuanced, strategic work for human experts—was highlighted as the key to success.

• Build Versus Buy: To leverage AI’s full potential, localization teams must decide between building in-house solutions or partnering with specialized providers.

  This choice depends on company priorities, and many speakers encouraged leaders to weigh the benefits of maintenance and support against the risks and challenges of reinventing the wheel.

  These speakers also noted the increasing commodification and consolidation of the AI space, and the cost associations and reliances this brings with it. As with all major technology progressions, there is a balance to be struck between control and the risks of ‘building on someone else’s land’.

• Separating AI Fact from Fiction:  We were also reminded of the importance of a reality-check.

  With all of AI’s hype, critical assessment of AI’s capabilities is more important than ever. Effective stakeholder communication is crucial to maintaining realistic expectations and securing executive buy-in for AI-driven localization initiatives.

  Localization leaders were urged not to see AI as a replacement, or as a magic bullet, but as a tool for enhancement, powered by vital human inputs and skills.

  This strategic approach ensures that localization remains a valuable asset in a company’s global toolkit, enabling long-term success.

Conclusion

This year’s conference highlighted the localization industry’s evolution into a critical driver of global business success. From AI integration to ethical standards in accessibility, localization is proving to be more than language—it’s a comprehensive approach to building meaningful global connections.