Localization has never been more essential or complexw than it is today. Businesses aiming for global reach rely on seamless translations, localized interfaces, and culturally appropriate content to connect with diverse markets. However, despite all the advancements in localization tools, a critical gap remains: they often fail to meet the needs of buyers.
In this episode of The Agile Localization Podcast, host Stefan Huyghe is joined by Localization Consultant Boryana Nenova. They discuss the importance of shifting localization tools from translator-centric to buyer-centric, or at the very least, to be appropriate for both. Boryana dives into top features buyers demand in localization tools, why developers and linguists are clashing over localization tools, AI’s localization impact, and what localization tools are missing.
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From Translator-Centric to Buyer-Centric Tools
Historically, localization tools were built with translators in mind, prioritizing linguistic accuracy and quality. However, buyers have increasingly complex requirements that extend far beyond translation quality. According to Boryana, localization tools need to cater to both parties or, at the very least, focus more on buyer-centric features.
For buyers, connectivity and integrations are critical. Businesses today operate with plenty of tools, content management systems, email builders, marketing platforms, and more. Boryana highlights the importance of localization tools that seamlessly integrate with these systems to eliminate redundant processes and reduce manual work.
Tools that require minimal additional development, such as those that connect directly with Google Drive, Figma, or Git-based systems, stand out.
But while buyers prioritize efficiency and turnaround time, translators focus on quality. This fundamental difference in priorities is where most localization tools fail to strike a balance. As Boryana puts it, “Linguists want to handle the texts, while content producers or buyers want to have the text ready.”
The Developer vs. Linguist Divide
Another tension Boryana highlights is the growing divide between developers and linguists in localization. As tools become increasingly developer-first, they often lose sight of linguistic needs.
Many modern tools are created by developers who lack a deep understanding of how translators work. As a result, they fail to address critical linguistic requirements like proper segmentation, parsing, and glossary management.
Developers, on the other hand, need tools that facilitate efficient integration into their workflows. This includes features like customizable parsing rules and seamless backward communication between tools. While developers focus on streamlining processes, linguists are left grappling with tools that don’t align with their workflows.
The solution? Localization tools must bridge this gap by offering a more holistic approach that accommodates the needs of both groups.
What Buyers Really Want from Localization Tools
Here are the top features buyers demand:
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Self-Service Localization. Boryana envisions tools that empower stakeholders to manage localization independently, reducing bottlenecks and manual interventions. This means enabling buyers to automate workflows, monitor progress, and even initiate localization tasks with the press of a button.
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Analytics and ROI Tracking. Buyers need data-driven insights to make informed decisions about localization efforts. This includes detailed reporting on turnaround times, quality metrics, and budget allocation.
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Security. As businesses scale and manage sensitive customer data, localization tools must meet strict security requirements. For example, tools that were good in 2018 may no longer align with today’s security standards, encouraging businesses to upgrade.
The Role of AI in Localization
AI is the buzzword of the decade, and localization is no exception. From machine translation (MT) to automated QA, AI has revolutionized the speed and scalability of localization. However, Boryana cautions against over-reliance on AI, noting that while it can achieve 80-85% accuracy for widely spoken languages like French and Spanish, smaller languages still lag behind.
One gap she identifies is the lack of market-specific AI features. For instance, buyers often expect AI to seamlessly adapt to their industry-specific terminology or cultural nuances, but many tools fall short. Additionally, Boryana notes that while AI has made significant strides, the incremental improvements in recent years have been less dramatic, highlighting the need for better training and customization.
AI’s integration into localization tools should also focus on contextual accuracy. Features like heat maps for market metrics and real-time previews of localized content can help ensure that translations resonate with target audiences. However, these innovations remain rare, leaving much to be desired.
Conclusion
Localization tools have come a long way. However, as Boryana points out, there’s still significant room for improvement. At the same time, she envisions a future where tools combine the best of project management, analytics, and translation management into a single platform. Whether you’re a buyer, translator, or developer, one thing is clear: the future of localization depends on collaboration.
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Boryana’s Background
Boryana brings nearly two decades of expertise as a localization manager, having worked on both the buyer and vendor sides. With a background in linguistics, she has led end-to-end processes of content localization from planning and creation to QA and delivery, for large-scale multilingual apps and web products.
She specializes in optimizing workflows, setting up localization processes from scratch, and revamping existing systems to be efficient, automated, and sustainable. Her results-driven approach has made her a key part to localization teams at Zenly, PayPal, Cayetano Gaming and a trusted contractor in numerous localization projects.
Currently transitioning into Product Management while continuing to consult on localization projects, Boryana’s unique perspective blends practical experience with strategic insight.
Boryana Nenova on LinkedIn
Listen to this episode of The Agile Localization Podcast on:
