BOSTON, USA, September 23, 2026 — Phrase, the world’s leading Language Intelligence Platform, today announced the latest series of platform innovations that make its capabilities accessible to more users, content types, media formats, and enterprise tools. The release is headlined by Atlas, a conversational AI interface, and Content Groups, a new framework for applying different quality rules to each content type at scale. Together with an enhanced Phrase Studio 2.0, and a hosted MCP server, Zero-Touch Localization now generally available, this release puts the platform’s most sophisticated capabilities within reach of every team in the organization.
Enterprise content operations have grown more complex as organizations bring AI into production across global content workflows. But that complexity demands specialized expertise to set up and maintain. The new capabilities are designed to make more of the platform usable by teams without specialist technical expertise.
„We built the most comprehensive Language Intelligence Platform in the industry, and our customers have told us that its value compounds the more of it they use,“ said Georg Ell, CEO of Phrase. „The challenge has been getting every team to that level of adoption. This release removes any barriers. Whether you’re a localization specialist building complex automation or a marketer who needs on-brand content in every language inside the tools you already use, the full power of Phrase is now within reach.“
Atlas: A Conversational AI Interface for the Entire Platform
The recently released Atlas is an AI-powered conversational interface built directly into the Phrase Platform. Instead of navigating menus or waiting for a specialist, users describe what they need in plain language, and Atlas executes it for them, whether that means configuring projects, building automation workflows, generating reports, or troubleshooting issues.
Atlas accelerates time-to-value for new teams, multiplies the productivity of experienced localization managers, and gives leadership visibility into operations without requiring them to learn the reporting interface. Critically, Atlas also provides access to capabilities in the Phrase APIs that aren’t in the visual interface, extending the platform’s reach for non-technical users.
Content Groups: Tailor-made Content at Scale
Content Groups let organizations define quality rules for each content type, using their existing brand and style guidelines. The same context guides both content generation and quality evaluation, so every piece of content is tailor-made for its audience from the start. Website copy, product UI text, and marketing material, content that has traditionally needed heavy human review, can now be personalized across languages with consistent quality and far less manual work.
Phrase Studio 2.0: Enterprise-Ready Video Localization
Phrase Studio has been significantly enhanced, based on enterprise customer feedback. Phrase Studio 2.0 now has Atlas built-in for conversational control, a redesigned editor, and language support expanded from 40 to 140. Users can create custom dubbing voices simply by describing them. The release also adds bidirectional TMS sync, Style Guide and term base integration, and new Google Drive and Brightcove connectors.
AI dubbing uses new voice technologies to capture the original speaker’s energy and tone rather than replacing it with a generic voice, and enterprise customers can bring their own ElevenLabs account into Studio. Dubbing, subtitles, and transcription now run in a single workflow connected to the full Phrase ecosystem, so video is governed by the same quality controls and brand standards as every other content type.
Expanding the Phrase Ecosystem
The release continues to bring Phrase into more of the tools enterprises already use.
MCP Remote Server is now a hosted connection with OAuth authentication and region-specific endpoints for the EU and US. Localization teams can now support business users who don’t want to leave their preferred tools, bringing the full power of Phrase infrastructure directly to them. Users can connect Phrase to tools such as Claude, Copilot, ChatGPT and Harvey, with no terminal use or installation required, making language intelligence callable from any MCP-compatible agent or workflow.
Zero-Touch Localization with self-service setup is now generally available. Once a GitHub repository is connected, Phrase detects new strings, translates them, and merges them back into the branch automatically, handling all ongoing maintenance in the background.
“What I’m seeing across our customer base is language operations moving out of a specialist silo and becoming part of how teams work every day,” said Ell. “When a marketer gets on-brand content in every language, or a developer connects a repo and never thinks about localization again, the way the organization works starts to change. This release is designed to accelerate this transition.”
All features announced today are available now to Phrase Platform customers. To learn more, visit phrase.com.
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About Phrase
Phrase is the world’s leading Language Intelligence Platform, helping global organizations move faster, reach more markets, and deliver content that feels local, relevant, and authentic.
The Phrase Platform combines AI, agentic orchestration, and a headless, API-first architecture in one unified system. It applies the context that makes content perform in every market, including brand voice, quality standards, glossaries, prior translations, and cultural nuance. This means every team, in every region, can ship content that’s on-brand, on-point, and ready for any audience.
Brands like Uber, Zendesk, and Volkswagen, along with leading LSPs, global SI partners, and thousands of other organizations, choose Phrase to accelerate international growth and turn global content into a competitive advantage. For more information, visit phrase.com.
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MEDIA CONTACT
Pamela Ghosal
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