The Future of Talent in Localization: Insights from Bertrand Gstalder
In the latest edition of Elevate Talent, part of the newly reimagined Elevate Leadership events series by Lion People Global our guest was Bertrand Gstalder, CEO of Acolad, a global leader in AI-enhanced content and language solutions. Bertrand’s extensive experience in digital transformation, omnichannel strategies, and M&A expansion provided an invaluable perspective on the evolving role of talent in localization.
A Unique Journey into Localization
Bertrand’s career path has spanned industries such as e-commerce and real estate, ultimately leading him into localization. His passion for technology, business transformation, and global connectivity made the industry a natural fit.
“I like tech. I like shifting industries. I’m globally curious” – Bertrand shared. His move into localization was driven by the sector’s openness and collaborative nature, reminding him of his experiences in global travel platforms. “It was an easy decision for me, and I’m very enthusiastic about the services we provide every day all over the world for amazing companies.”
The Transformation of Acolad: Building “One Acolad”
Upon joining Acolad, Bertrand recognized the need to integrate its various acquisitions into a unified, streamlined entity – a transformation known as One Acolad. Since 2016, the company has expanded significantly through acquisitions. However, these integrations required a strategic vision to consolidate operations and enhance efficiency.
Bertrand led the charge, ensuring that Acolad remained a key player in the industry by blending technology with human creativity to enhance service delivery. “It took us almost three years to globally transform the group, and we are quite proud of it,” he said.
The Role of Culture in Organizational Transformation
A crucial element of Acolad’s transformation was the development of a strong, unified corporate culture. “Building one common culture is probably the most important thing in a transformation journey. It is the cement that consolidates the organization” – Bertrand explained.
Rather than focusing solely on internal operations, Bertrand took a customer-centric approach, often asking: “How would you describe Acolad as a person?” This question helped shape the company’s identity and define its core values. These values – carefully selected to balance legacy with future direction – became the foundation for decision-making and daily operations.
Watch a full session recording below:
AI and the Future of Work in Localization
Artificial intelligence (AI) is fundamentally reshaping the localization industry, raising key questions about how fast roles will evolve and what the future workforce will look like. Bertrand likened AI’s impact to the advent of the internet, predicting: “Everybody will use AI massively on a daily basis. It’s new for many people, but it will become our new normal.”
Initially, AI adoption at Acolad was centered around technology and solutions teams, but it quickly expanded across all departments. Sales teams needed AI literacy to communicate its benefits, while project managers integrated AI tools to enhance service delivery.
“This is a change management challenge. It’s progressive, and no one learns AI overnight, but it’s an evolution that affects everyone” Bertrand emphasized.
The Importance of Upskilling in an AI-Driven Industry
Rather than replacing jobs, AI is enhancing existing roles, making upskilling and continuous learning more critical than ever. Every department – from project management to marketing – must integrate AI into their workflows to remain competitive.
Bertrand highlighted AI’s potential in highly regulated industries like life sciences, where precision and compliance are critical. While AI can assist with streamlining processes, human oversight remains indispensable to ensure quality and regulatory compliance.
He used a compelling analogy to highlight the need for human involvement: “Modern aircraft can fly autonomously, but passengers still want a pilot in control.” This underscores why, even in an AI-driven world, human expertise is still crucial.
Scaling Companies and the Role of Fractional Executives
As companies scale, they face new challenges in expanding operations, managing teams, and navigating growth strategies. One effective solution is hiring fractional executives – specialized leaders who provide strategic expertise without long-term commitments.
Check more about fractional teams here:
How Fractional Teams Are Revolutionizing Translation and Localization Companies
What Are Fractional Teams and How They Can Benefit Your Company
This transition can be challenging for founders, who often struggle with delegation and relinquishing control. However, Bertrand emphasized that scaling successfully requires trust, clear execution, and strong communication to ensure alignment across teams.
Conclusion: Preparing for the Future of Localization
This Elevate Talent session with Bertrand Gstalder reinforced that the future of localization lies in a balanced integration of AI, human expertise, and cultural transformation. AI will not replace talent – it will empower professionals to work smarter, innovate faster, and deliver greater value to clients.
For businesses aiming to scale and remain competitive, embracing upskilling, cultural alignment, and fractional leadership will be essential. As AI continues to evolve, the localization industry must adapt, learn, and refine strategies to stay ahead.
Join us for our next Elevate events as we continue to explore the intersection of talent, innovation, and implementation. Be part of the conversation that shapes the future of our industry!
