Scaling the Platform Expanding the Ecosystem
Language technology that powers your ecosystem
This release responds directly to what customers and partners have been asking for. A more connected platform, freedom to use your own technology, and enterprise scale without added complexity.
Bring Your Own Engine lets you plug in your preferred MT or AI models, the new Phrase Orchestrator runs workflows up to 50x faster, and tighter integration across Phrase Studio, Phrase Portal, Phrase TMS, and Phrase Strings creates one continuous, governed flow for every content type.
The future of scalable localization
Your engine, our platform
Bring Your Own Engine (BYOE) opens the Phrase ecosystem to user and partner-driven innovation. It allows organizations to integrate their own MT engines, or specialized AI solutions, directly into workflow steps within Phrase.
Teams can meet compliance requirements, preserve domain-specific quality, and leverage prior AI investments while maintaining all the benefits of the Phrase platform. BYOE gives enterprises the freedom to build workflows which incorporate their own technology stack, and create flexible, future-ready localization processes.
Phrase Orchestrator: 50x faster
Introducing the next-generation workflow engine for Phrase Orchestrator, designed for true enterprise scale and real-time automation. Even the most complex workflows will now run in seconds, enabling teams to process up to 50x more content in the same amount of time.
Localization and technical teams can automate large-scale translation pipelines, quality checks, and integrations without performance trade-offs or system limits. Orchestrator now scales seamlessly for enterprise needs, providing speed and reliability at any volume.
A more connected platform
When using Phrase Portal or Phrase Studio, users can now easily create and send jobs to the Phrase TMS capability. Leverage your centralized linguistic assets, workflow steps, analytics, and trusted vendors, for everything from video subtitle translation to on-demand translation requests. An example of how the elements of the Phrase platform combined deliver even more value.
By further unifying these capabilities, manual work can be significantly reduced. Driving the operational efficiency needed to scale a centralized process and eliminate shadow localization.
Next-Gen branching
Phrase Strings introduces next-generation, enterprise-grade branching that’s built to handle complex localization workflows with speed, scalability and control.
Developers can create stacked branches, and merge or sync them faster than ever, managing multi-version, content-heavy projects with millions of keys effortlessly to deliver global releases.
And that’s not all:
More updates to explore
Emotionally authentic dubbing
AI dubbing now feels even more authentic, conveying emotion and pronouncing your terms correctly. Phrase Studio now includes: enhanced voice quality, with major improvements for Asian languages, emotion and pause controls for more natural delivery and pronunciation control for key terms, including brand names, industry terms, and foreign words.
Automate video workflows
Localize multimedia content with automated workflows importing assets directly from your CMS, DAM, or Google Drive and exporting completed files back. This is made possible by the new Phrase Studio API and a native Google Drive integration. Eliminate manual downloads and file transfers, saving time and reducing mistakes.
Localize marketing assets in Figma Buzz
Extend localization beyond design by connecting directly with Figma Buzz, the space where marketing and content teams create on-brand assets at scale. Manage and translate copy for social posts, display ads, one-pagers and more, right where they’re made, no switching tools or copy-paste needed. This seamless workflow helps teams move faster and stay on brand.
Scale your Storyblok content globally
Launch your Storyblok content across markets with confidence. Phrase enables you to build translation workflows you can trust. Combine advanced AI translation with human review from your preferred linguists for consistent, high-quality results. Automated workflows ensure efficiency and scalability, so you can expand globally without compromising quality or control.
Previous Product Launches
At Phrase, we are dedicated to innovation and delivering cutting-edge localization technology. Explore the powerful capabilities we’ve introduced in our past releases.
September 2025
Setting the pace for innovation.
Phrase’s newest release introduces major upgrades to AI-powered localization, including an AI Translation Agent for high-quality output with minimal review and new video localization capabilities in Phrase Studio. Additional enhancements streamline workflows with improved Strings–TMS sync, real-time Figma previews, and more flexible term-base management for consistent brand voice.
June 2025
One platform, limitless potential
Our latest release marks a pivotal step in a true language platform. It reimagines how global content is created, adapted, and delivered. With the launch of Phrase Studio for multimedia localization, the introduction of Phrase AI Translation Agent, the expansion of Phrase Language AI into Phrase Strings, and the all new Developer Hub, we’re building on our existing platform foundation to deliver a fully connected language experience.
March 2025
When it comes to translation, we don’t take things too literally
With our latest AI-powered releases, and new LLM-driven integrations, Phrase is pioneering the future of contextual localization, using advanced AI to ensure precision where it’s needed and fluency where it matters most, helping businesses scale faster and reduce manual effort.
December 2024
Adaptation at scale: bringing global
brands closer to local audiences
Our December releases harness AI to help global brands adapt content faster and at scale. With cutting-edge AI and seamless integrations, teams can create culturally nuanced, brand-consistent content with ease.
September 2024
Experience the latest in
AI-augmented localization
Our September releases bring another round of AI-led innovation to the Phrase Platform. Integrating technology and human expertise for faster, more efficient localization— all while giving you the visibility and control to ensure the best results.
June 2024
Our next wave of AI-enhanced automation
Full availability of our AI-enhanced Auto LQA for comprehensive, rapid language quality assessments; an improved, SSO-enabled, enterprise-wide Phrase Portal; Automated Asset Curation for cleaning and managing language assets, reducing manual labor costs; and Phrase Next GenMT, fusing our next generation machine translation engine with OpenAI’s latest GPT-4o model.
March 2024
Accelerating hyperautomation: the future of localization
Our latest product release marks another transformative shift in the capabilities of language technology. As we continue to tap into the enormous potential of AI, we’ve focused on three key areas of enterprise localization operations—quality, hyperautomation, and scale.
December 2023
Putting quality at the heart of automation
Unlock the true potential of AI and localization automation with our latest releases. From powerful quality capabilities, that drive greater automation at scale, to all new ways to access the Phrase Suite across your business. Leverage completely new translation quality scores you can rely on to build fully automated workflows. Our latest releases are paving the way for the future of localization automation.
September 2023
Delivering the next generation of AI-fueled localization
In this release, we’re announcing a range of enhancements to the Phrase Localization Platform that will define the next generation of localization technology, powered by AI. Designed to elevate content quality, drive increased workflow automation, and accelerate enterprise scalability, these cutting-edge AI features are reshaping the future of localization technology. At the forefront of these exciting new capabilities are Phrase Custom AI and Phrase Language AI, together with enhancements to Phrase Orchestrator and much more.
May 2023
Unlock connectivity, unleash opportunity
Connect to the Phrase Platform in new and improved ways with our latest range of connectivity capabilities. From powerful new integrations and enhanced cross-platform synchronization, to optimized ease of use and customization—our new capabilities will add even more speed, quality, and cost control to your localization process.
February 2023
Taking localization to a whole new level!
Our February release wave is our largest ever, with many exciting developments for users of both Phrase TMS and Phrase Strings.
Discover the groundbreaking workflow automation capabilities of Phrase Orchestrator, and the comprehensive new analytics capabilities of Advanced Analytics—and get a feel for the elevated speed, control, and visibility we’re adding to your localization process.