Welcome to the LOCANUCU blog, where we bring you localization news you can use. In today's roundup for August 15, 2025, we're tracking the impressive growth of language service and tech companies on the Inc. 5000 list. We’ll look at insights from media localization giant ZOO Digital on their stabilizing revenues and balanced approach to AI. The industry is buzzing with discussions on the great AI divide, contrasting the US and EU strategies, and the critical need for ethical frameworks. We'll also explore the evolution of quality metrics, moving beyond outdated scores to focus on tangible business outcomes.
- Propio Language Services ranked 1,745 on the Inc. 5000 list with 333% revenue growth.
- Geneva Worldwide, a language solutions integrator, appeared on the Inc. 5000 list for the sixth time.
- Language technology companies Boostlingo and Lokalise were also featured on the Inc. 5000 list of fastest-growing private US companies.
- Pairaphrase Co-founder Rick Woyde discussed the journey of building a secure, enterprise-focused translation management system.
- ZOO Digital reports stabilizing revenues and is adopting a hybrid AI approach in media localization.
- ZOO Digital maintains that human oversight is critical for high-value content like dubbing, despite using AI for efficiency gains.
- A Lokalise podcast advised product leaders to focus on practical AI applications that deliver tangible value beyond the hype.
- Smartling's CEO Bryan Murphy discussed the strategic implementation of translation technology for business outcomes.
- Tomasz Hylak described an "AI Cold War," contrasting the US's innovation-first approach with the EU's regulation-focused AI strategy.
- The AI Loc Think Tank introduced its "AI Ethics Compass" to guide organizations in the responsible use of AI.
- Viveta Gene highlighted the need to evolve localization quality metrics to connect them directly to business outcomes.
- Nimdzi advocates for shifting from traditional LQA to a focus on user experience and business impact.
- Gleb Grabovsky commented on the significant impact of AI on current Language Quality Assurance (LQA) processes.
- Arle Lommel reiterated the known limitations of automated scores like BLEU for accurately judging MT quality.
- Loek van Kooten argued that excessive consistency in translation can harm creativity and naturalness.
- Dorota Pawlak proposed the "Minimum Comms Viability" (MCV) framework for strategic global content rollouts.
- Pascale Tremblay described language as a system that companies must build and expand as a strategic asset.
- Corinne Smith suggested the language services industry is experiencing an "identity crisis" due to AI's influence.
- The LangOps Institute is working to establish standardized principles for Language Operations.
- The Association of Language Companies in Africa (ALCA) will hold its 2025 conference in Cape Town, South Africa.
Several language solutions integrators and technology platforms have earned a place on this year's Inc. 5000 list, which tracks the fastest-growing private companies in the US. Propio Language Services, a language solutions integrator, was ranked at 1,745 with a three-year revenue growth of 333%. Geneva Worldwide, another solutions integrator, appeared on the list for the sixth time. In the language technology space, companies like Boostlingo, which offers interpretation management technology, and localization platform Lokalise were also recognized for their significant growth. Their inclusion highlights the continued expansion and economic health of the language services and technology sector.
Diving into the technology platforms themselves, Rick Woyde, Co-founder of Pairaphrase, shared insights on the journey of building a specialized language technology platform. He emphasized the importance of developing a secure, enterprise-focused translation management system that addresses specific needs for confidentiality and efficiency, a key differentiator in a crowded market.
In media localization, ZOO Digital has reported that its revenues are stabilizing. The company is actively focusing on the role of AI in its services. While acknowledging the power of AI, ZOO emphasizes that for high-value content, especially in dubbing, human oversight remains critical. They are adopting a hybrid approach, using AI to enhance efficiency in areas like subtitle creation and script conformance, but relying on human talent for the final creative and quality control stages.
The conversation around practical AI applications continues. A recent Lokalise podcast episode for product leaders advises moving beyond the hype to find what actually works. The discussion centers on integrating AI in a way that provides tangible value to product development and international expansion, rather than adopting technology for its own sake. Similarly, a podcast featuring Smartling's CEO Bryan Murphy touched upon the strategic implementation of translation technology, including their Neural Machine Translation Hub, to drive business outcomes.
Shifting to the geopolitical landscape of AI, Tomasz Hylak has drawn a parallel between current international AI strategies and a new "AI Cold War." He contrasts the United States' innovation-driven, market-led approach with the European Union's regulation-first strategy, exemplified by the AI Act. This divergence in policy presents different challenges and opportunities for companies developing and deploying AI on a global scale. Adding a crucial layer to this discussion, the AI Loc Think Tank has introduced its "AI Ethics Compass," a framework designed to help organizations navigate the ethical complexities of implementing AI in localization.
The topic of quality and how to measure it in an AI-augmented environment is also generating significant discussion. Viveta Gene and Nimdzi have both highlighted the necessity of evolving localization quality metrics. The focus is shifting from traditional, often purely linguistic, LQA to metrics that are directly tied to business outcomes and user experience. This means asking not just if a translation is correct, but if it achieves its intended purpose for the business. Gleb Grabovsky has also weighed in on how AI is impacting LQA processes.
Furthering the critique of old metrics, Arle Lommel pointed out the long-standing limitations of scores like BLEU for evaluating machine translation quality. He reminds us that such automated scores can be poor indicators of actual translation usability and fluency, reinforcing the need for more sophisticated, human-centered evaluation methods. Adding another layer of nuance, Loek van Kooten cautions against the blind pursuit of consistency, noting that in certain contexts, it can become the "villain of creativity and naturalness," making content feel robotic.
From a strategic perspective, Dorota Pawlak introduced the concept of "Minimum Comms Viability" or MCV. This framework adapts the "Minimum Viable Product" idea for global content, suggesting a more strategic, iterative approach to rolling out localized communications. Pascale Tremblay’s observation that language is a system you build and expand upon complements this, urging companies to treat their global content as a growing, interconnected asset. Meanwhile, Corinne Smith notes that the language services industry may be facing an "identity crisis" as it grapples with the transformative impact of AI and the need to redefine its value proposition.
Finally, looking at community and industry operations, the LangOps Institute continues to define and promote the principles of Language Operations, aiming to standardize practices for managing language at scale. And for those planning ahead, the Association of Language Companies in Africa has announced that its ALCA 2025 conference will be held in Cape Town, South Africa, providing a key forum for industry professionals on the continent.
That's a wrap on today's news from LOCANUCU. The key takeaways are clear: the localization industry continues to show robust growth, as evidenced by the Inc. 5000 rankings. The integration of AI is not a monolith; it's a complex landscape marked by geopolitical strategy differences, a growing demand for ethical guidelines, and a practical focus on human-machine collaboration, as seen with ZOO Digital. Finally, the conversation around quality is maturing, with leaders like Viveta Gene and Arle Lommel pushing for metrics that truly reflect business impact and user experience. Stay tuned to LOCANUCU for more actionable insights into the world of localization.