Localization Today

Georg Ell, CEO of Frase, sits down with us to reveal how he’s steering Frase’s culture, vision, and platform through a period of rapid industry change. He shares his playbook for leading with transparency and optimism, explains why Frase is evolving beyond TMS into a truly multidimensional content platform, and lays out his belief that localization will become a core growth engine rather than a back-office cost center. Georg also discusses the enduring role of human expertise alongside AI, the shift toward hyper-automation and personalization, and why “planting your AI trees today” is critical for any organization that wants to thrive in tomorrow’s content landscape.

Simone Boonenberger, Chief Product Officer at Frase, unveils how Frase’s AI-first localization platform drives hyper-automation and hyper-personalization. Learn about their no-code Orchestrator, next-gen MT and Auto Adapt features, and the QPS + Auto LQA quality framework that ensures enterprise-grade reliability. Simone also shares Frase’s use-case–driven AI research model, customer-embedded development cycle, and the new “PAX” agentic workflows shaping real-time multilingual content. Perfect for anyone seeking scalable, brand-consistent, ROI-focused AI in localization.

We welcome Veronica Hylak, and Bridget Hylak, to talk about their article “10 Best Language Technology Products of the Year” and explain why these tools could upend traditional pricing. They break down the three-tier framework (raw AI output, creative, highly technical) and the 30-point scoring system across five weighted criteria they applied—sharing the full methodology behind how they narrowed a “zoo of technologies” into a definitive top 10. You’ll also hear about runner-up tools and notable products that didn’t make the list but deserve your attention. Learn why UX and “least clicks” matter, how AI agents are reshaping workflows, and which standout solutions (Modelfront, memoQ AGT, DeepL, SmartCat, Boostlingo, and more) are poised to disrupt pricing models and the future of language tech.

By Katie Botkin [https://multilingual.com/author/katie-botkin/] In the United States, global business is precarious due to the Trump Administration’s fluctuating tariffs and unpopular foreign policies. Two leaders in the American language sector weigh in on the impacts of tariff uncertainty, emerging budget constraints, and targeted consumer action.

HOW GLOBAL BRANDS TRANSCEND CULTURAL BORDERS By Giovanna Patruno [https://multilingual.com/author/giovanna-patruno/] Global brand storytelling lies at the intersection of linguistics, cultural anthropology, and marketing strategy. Success requires more than just good translation; it demands a deep understanding of how languages shape perception and how stories resonate across cultural boundaries.