The Transformative Impact of GenAI on Localization and Content Strategy Paradigms

Content as the Key Touchpoint in the Buyer Journey

Businesses operate today in an environment where most of the buyer journey happens without interaction with sales. Content often becomes the first and last touch point with a potential customer. Businesses are forced to compete not only on product but on customer experiences.

Companies that build robust content engines to power these customer experiences at scale will gain a competitive edge. Ability to get engaging & personalized content to customers across markets, languages & growing number of channels is a unique challenge for content teams in 2024. How do Language Service Providers (LSPs) thrive in such an environment and how can they best support their customers? How do companies set up their content, marketing and localization teams for success?

Rethinking Budget Allocation: Create-First vs. Localize-First Approach

GenAI impacts how companies split budget between content creation and localization. Companies are evaluating the longstanding paradigm to create in one & localize into many languages and move towards a create-first approach. The benefits include lower cost, content better tailored to local markets and faster time to market. 

As the cost of creating original content goes down, increasing cadence and targeting smaller customer groups with more personalized content is becoming easier and more affordable. Being able to target buyers with highly personalized content helps companies tap into previously untapped customer segments and increase their conversion rates. 

The Role of Localization Companies in Driving Efficiency and Strategic Content Planning

Leveraging GenAI in content creation is not as easy as it seems. The old mantra: garbage in garbage out still holds true. The workload for content creators and translators shifts from processing to pre-processing content, effectively moving the workload in the process towards the left- a proper set up of the content engine. High quality language assets play an important role in getting global content operations right at scale across all digital channels and languages. 

The growing speed at which content is consumed forces businesses to increase their content velocity forcing them to publish multiple content pieces, in different formats, across multiple digital channels and languages. This means that content operations need to handle an increased number of deliverables across a growing number of systems. Localization companies and translation agencies that understand this challenge, help customers drive efficiency and think strategically about customer content needs will become vital partners for all content work in 2024 and beyond.