145: From dream to reality: shaping the future of localization with AI

March 15, 2024

“Companies are nowadays expected to seamlessly cater to client preferences and deliver relevant and personalized content on demand. Real-time and just-in-time localization is a key component of this hyper-personalized approach to communication”.

Listen to Loïc Dufresne de Virel, 25-year industry veteran and head of localization at Intel, who couldn’t be more enthusiastic about recent AI developments and their impact on customer experience.

Loïc explains, however, that the key to effectively capitalizing on this major transformation lies not only in the choice of AI but in the ability to integrate it into existing processes at multiple levels. Assigning a specific natural language processing task to an AI worker is relatively easy. The real challenge lies in the compatibility with other technologies, the ability to deploy AI capabilities at scale, and the requirement to support complex content formats - in parallel with the development of more flexible workflows based on AI-generated outcomes.

Knowing how to strike the right balance between AI-enabled automation and the human touch, each complementing and augmenting the other, is undoubtedly the key to turning content localization into a significant driver of incremental revenue.

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Loïc Dufresne de Virel

Loïc Dufresne de Virel

Head of localization at Intel

A globalist by choice, Loïc has spent most of the past 35 years helping companies and organizations reach their worldwide audiences in their preferred languages. In his relentless pursuit for efficiency, he has refined his operating model over time using CAT tools, TMS, and MT, first statistical then neural, and he continues today looking for ways to further leverage AI to augment his team of project managers, translators, editors, and localization engineers.


Andrew Thomas

Andrew Thomas

Senior Director of Product Marketing

Andrew Thomas has been working in the software industry long enough to have seen localization and content management grow from one-off manual, labor-intensive work to complex, highly automated systems management.

Based out of Northern California, Andrew brings a wealth of knowledge and industry experience to his global team as Senior Director of Product Marketing at RWS. Off the clock, Andrew enjoys spending time with his family, writing poetry and collecting lego sets.

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