Localization trends: beat them to the punch before 2025

As we move into the final months of 2024 and the beginning of 2025, the localization industry is set for significant shifts, driven by advancements in AI localization, changes in globalization strategies, and the increasing demand for personalized content, among other crucial trends.

Here are the key trends to watch:

AI continues to play a pivotal role in transforming the localization process. In the upcoming months, hyperautomation will become the norm in localization workflows, with advanced AI tools streamlining tasks that were traditionally labor-intensive.

AI translation accuracy is steadily increasing quality while reducing the time it takes to localize content. It's also making real-time translation a reality. Integrating neural and generative AI models allows businesses to handle more content faster, driving both efficiency and scalability.

However, 2025 will see a greater focus on combining automation with human expertise. Companies can first leverage AI to increase the turnaround time and quality of translations. This is followed by a layer of human editing by subject matter and language experts. They ensure localized content meets cultural differences and language subtleties, and meets the highest quality standards.

This is especially true in industries like media where idiomatic expressions and tone are crucial.

As localization becomes more intertwined with business strategies, the way we measure success is evolving. Instead of focusing solely on the volume of translations completed, 2025 will prioritize qualitative metrics that emphasize user experience and engagement. Companies are increasingly looking at how localized content drives customer loyalty, brand growth, and revenue.

AI-enhanced analytics are driving this shift and offer deeper insights into customer behavior across different markets. Businesses can now measure the effectiveness of translated content by analyzing engagement levels, retention rates, and overall customer satisfaction.

Businesses can also make use of reports made available by translation platforms. They help companies to ensure their localization strategy of increased quality, turnaround time, and cost savings is on track.

AI video dubbing is rapidly gaining traction as a vital tool for global businesses and media platforms. According to Slator's 2024 report, 25% of enterprises now prioritize AI dubbing, utilizing advancements in voice AI and speech-to-text technology. This technology allows companies to easily create multilingual versions of video content, facilitating global training, engagement, and accessibility.

AI dubbing is also being adopted by streaming platforms and broadcasters to dub news and sports interviews, reaching wider audiences and enhancing viewer engagement. As AI dubbing becomes more efficient and cost-effective, it presents an opportunity for global companies to expand their content reach and ensure consistency in multilingual communication.

Transcreation—a creative adaptation of content for local markets—is becoming even more critical as brands look to establish deeper connections with global audiences. The demand for more culturally resonant and emotionally engaging content will only increase in 2025, as brands recognize the importance of not just translating words, but preserving the intent and emotional impact of the original message.

Incorporating the concept of "Imagineering" into localization, which blends imagination and engineering, is a key trend. This practice will push the boundaries of what’s possible, especially with the support of Generative AI (GenAI), which can assist in brainstorming creative content that resonates globally. Companies using GenAI can achieve up to 40% savings in non-working spend , and a tenfold increase in the volume of content generated​.

Designing for inclusive engagement is crucial to ensuring that diverse populations feel connected to a brand. According to Deloitte, 26% of global government leaders have deployed natural language processing tools, such as chatbots for digital communication and engagement​.

Companies must go beyond language localization to consider cultural nuances, accessibility, and engagement tools tailored to varied user needs.

Inclusive engagement incorporates understanding the digital divide and designing content that is accessible to users with different abilities, languages, and technological access​. Brands can foster deeper relationships by integrating platforms like chatbots and community dialogues. These ensure all users, including marginalized groups, can easily interact with their services.

Traditional user research methods are giving way to more advanced, data-driven approaches.

With the rise of digital platforms and real-time analytics, companies can now gather detailed insights from users in different regions. As such, they stand to gain a more nuanced understanding of local preferences and behaviors​.

75% of product teams are planning to scale their research efforts, highlighting the growing importance of data-driven insights for product development​.

Brands can leverage digital tools like crowdsourcing and real-time user feedback to continuously adapt their offerings. This shift towards personalized, data-driven research allows companies to stay ahead of evolving consumer demands. They can also deliver more relevant products and services.

Localization is no longer a standalone process; it's increasingly becoming integrated with broader business functions like content creation and marketing. Companies are now aligning their localization strategies with their personalization efforts, tailoring content to specific customer segments across different regions. This shift towards personalized localization will continue to grow, enabling businesses to build stronger connections with their global customer base.

According to Boston Consulting Group, the marginal cost of creating and distributing high-quality content with Gen AI is approaching near-zero, making personalization at scale a new standard​

In 2025, expect to see more collaboration between localization teams and marketing departments, as the emphasis on enhancing user experience becomes a central focus. This will involve breaking down silos and ensuring that localized content is not only linguistically accurate but also aligned with the broader brand messaging.

• Discover how Babbel’s Head of Creative Localization leverages data-driven creativity & localization for global marketing success

Large Language Models (LLMs) are evolving beyond mere word stitching; they are developing an internal understanding of linguistic meaning and context. This evolution will significantly enhance their role in localization by 2025. As LLMs continue to improve, they will be able to grasp cultural nuances and linguistic subtleties more effectively.

This deeper comprehension will lead to

1. better content localization

2. minimizing errors

3. reducing the need for human intervention in simpler tasks

By the beginning of 2025, LLMs will play a more prominent role in generating culturally sensitive and contextually aware translations, allowing businesses to scale their localization efforts while maintaining high-quality standards.

As companies expand their online presence globally, Progressive Web Apps (PWAs) are becoming essential for improving localized user experiences. PWAs offer faster load times, offline functionality, and improved mobile accessibility, making them ideal for regions with varying internet speeds and device types.

Integrating PWAs with AI translation tools allows businesses to adapt content efficiently, ensuring culturally relevant and accessible experiences with a global audience in mind. This combination of localization and cutting-edge web technologies will continue to shape global web development strategies into 2025.

Global companies need to face rapid technological advancements and shifting market demands. As such, many have shifted their focus to upskilling and reskilling their workforce.

In 2024, the rise of skills-based organizations is a key trend, emphasizing the alignment of employee development with business goals. AI-driven learning tools, such as an AI learning content creation tool, allow organizations to create personalized learning experiences for global teams. As a result, businesses can ensure that employees across different regions develop the necessary skills.

Companies that invest in continuous learning initiatives, including leadership development and DEI (diversity, equality, inclusion) training, will foster a more adaptable and resilient global workforce.

As we approach 2025, the localization industry is set for a period of rapid innovation. From hyper-automation and the deeper integration of AI to more personalized and impactful localization efforts, the trends shaping the future of the industry promise to enhance both efficiency and creativity. Businesses that embrace these trends will be well-positioned to succeed in an increasingly globalized market.