Welcome to LOCANUCU - Localization news you can use, your ultimate destination for staying informed and ahead of the curve. In today's roundup for October 28, 2025, we're tracking the intense acceleration of AI in localization, from major platform updates by Oracle, Meta, and Apple to the crucial limitations being flagged by Appen. We'll also look beyond the tech to a vital human-centric trend: the industry's new focus on a "sales-first" culture, as discussed at the ATC THRIVE conference and championed by Renato Beninatto. Plus, we'll cover key operational strategies, new hires at DeepL and Elia, and insights into the thriving indie game localization market.
- AMTA 2025 conference takeaways show a focus on multi-agent and multi-modal AI systems.
- Wider enterprise adoption and new linguist training are key themes from AMTA 2025.
- Oracle has integrated AI translation and summarization features into its Autonomous Database.
- Meta is deploying AI-powered dubbing for advertisers on its social media platforms.
- Canada's government launched 'GCtranslate', an AI tool for public service.
- Apple's new AirPods offer live AI translation, but the feature is blocked in the EU.
- An Appen study highlights that LLMs still struggle with idioms and cultural nuances.
- Industry professionals express concern over generative AI being used for creative tasks despite quality gaps.
- Cohere is actively researching and building multilingual large language models.
- OpenAI ranks translation as one of the top 10 most common use cases for ChatGPT.
- Today (Oct 28), the Book Industry Study Group (BISG) is holding a webinar on AI and book translation.
- The BISG webinar features Fred Freeman and Thad McIlroy discussing hybrid workflows and cultural adaptation.
- Localazy announced a new AI translation feature designed to understand brand voice and audience context.
- The ATC THRIVE 2025 unconference focused on building a "sales-first future" for LSPs.
- Bernadette Byrne, speaking at ATC THRIVE, highlighted the value of growing existing client relationships.
- Renato Beninatto calls sales the "king of all skills," emphasizing human trust over AI automation.
- Lokalise identifies inefficient localization workflows as a major source of "localization tech debt."
- Comactiva's blog explains how legacy language data (TMs, glossaries) is a key asset for training AI.
- Localazy advocates for implementing Right-to-Left (RTL) support early in product development.
- Elia (European Language Industry Association) has named Maii Abdel-Wahab as its new board Treasurer.
- Elia will host a December webinar with Marco Russo on using AI for non-linguistic LSP operations.
- DeepL has hired Gonçalo Gaiolas as its new Chief Product Officer (CPO).
- Allcorrect Games discusses how indie games are succeeding by offering originality amid AAA stagnation.
- Indie hits like 'Hollow Knight: Silksong' and 'Mouthwashing' are cited as examples of this trend.
AI continues to be the driving force in industry conversations, with a flurry of platform updates and strategic discussions. Takeaways from the recent AMTA 2025 conference show a clear focus on the next generation of technology, including multi-agent and multi-modal systems, as well as a push for wider enterprise adoption and the critical need for linguist training.
This trend is reflected in numerous product announcements. Oracle has integrated new AI translation and summarization features directly into its Autonomous Database. Meta is deploying AI-powered dubbing for advertisers on its social media platforms. Canada's government has launched its own tool, GCtranslate, to boost productivity within its secure infrastructure. And Apple is in the headlines with its live AI translation for new AirPods, though this feature is reportedly blocked for users in the European Union.
However, the technology's limitations remain a key topic. An Appen study found that large language models still struggle significantly with idioms and cultural nuance. This echoes concerns from some professionals, like those noted by Luis C., who feel generative AI is being pushed into creative roles despite quality gaps, especially in language pairs that don't involve formal English. On the other hand, research from companies like Cohere on building multilingual LLMs, data from Anthropic on how translators are actually using AI, and an OpenAI report ranking translation as a top 10 ChatGPT use case all show that integration is happening rapidly.
This exact topic is the focus of a webinar today, October 28th, from the Book Industry Study Group. Fred Freeman and Thad McIlroy are set to discuss AI's impact on book translation, focusing on hybrid human-AI workflows and the cultural adaptation that AI cannot yet deliver on its own. Furthering this, Localazy recently announced a new AI translation update aimed at better understanding a specific brand's voice and audience, moving toward more customized AI output.
While technology dominates, there's a strong counter-movement focusing on human-centric skills, particularly sales and strategy. The UK's Association of Translation Companies held its THRIVE 2025 unconference in Manchester, which centered on building a "sales-first future." Speakers like Bernadette Byrne emphasized that growing existing client accounts is more effective than chasing new ones, and that project managers can play a key role in sales by acting as consultants and actively listening for new opportunities.
This sentiment was powerfully echoed by Renato Beninatto, who, on the 'Merging Minds' show with Javi Diaz, called sales the "king of all skills." He argued it's a skill built on human trust and relationships that AI cannot automate, and noted that a cultural reluctance to "sell" often holds localization companies back from their full potential.
On the operational front, strategy is evolving to manage these new demands. Lokalise has highlighted the concept of "localization tech debt," arguing that inefficient workflows, such as developers constantly chasing strings, are a significant drain that agile localization practices can cure. Comactiva's team suggests that a key competitive advantage in the age of AI is leveraging "legacy language data"—a company's existing translation memories, glossaries, and feedback—to train AI systems to maintain a unique and consistent brand voice. And in a practical development note, Localazy has also been discussing the technical importance of implementing Right-to-Left, or RTL, support early, even for products not yet in RTL markets.
In personnel news, the European Language Industry Association, or Elia, has welcomed Maii Abdel-Wahab to its board as the new Elia Treasurer. Elia is also looking ahead, with an upcoming webinar in December featuring Marco Russo, who will discuss integrating AI into non-linguistic operations to streamline internal LSP workflows. In another major move, DeepL has appointed Gonçalo Gaiolas as its new Chief Product Officer to lead its AI-driven product solutions.
Finally, in a specific market insight, Allcorrect Games has analyzed the trend of indie games thriving while many AAA titles stagnate. They note that players are seeking the originality and experimentation found in indie hits like Hollow Knight: Silksong and Mouthwashing—which Allcorrect itself helped localize—as a response to the repetitive formulas and heavy monetization of larger blockbusters.
That's all the news we have for today. We've covered the dual narratives dominating the industry: the relentless integration of AI by major players and the simultaneous push for human-centric skills like sales, as highlighted at ATC THRIVE. We also touched on smart strategies for managing tech debt with agile localization and leveraging legacy data, as well as key people moves and niche market insights from the gaming world. Thank you for reading LOCANUCU - Localization news you can use. Join us at locanucu.com for more actionable insights and stay ahead in the ever-evolving world of localization.