In the age of AI-powered translation tools, expert localization stands out
By Tom Weekers
To some, localization may seem like a relic of the past. Why hire a PR or language professional when AI-powered tools, such as ChatGPT or DeepL, can deliver near-flawless translations in seconds? To some, translation and localization may even appear the same. After all, both require a high level of linguistic accuracy. But when taking a deeper dive into the subject, you will find that true localization goes far beyond mere translation. And today, those seemingly tiny details can make all the difference.
What are the differences?
According to Oxford Learner’s Dictionary, translation is “the process of changing something that is written or spoken into another language”. The main goal is to accurately convey the original content in the target language, either on a word-for-word or sentence-for-sentence basis. While a perfect translation is key to localization, it only makes up a part of the process. Localization includes “the process of adapting a text to make it suitable for a new area”. That means adapting a message to the cultural, social, and contextual characteristics of your target audience. Think date and time formats, currency, cultural references, humor and user preferences.
Whether it’s a blog post, opinion article or press release: when localizing a written piece you aim to create a deeper connection with your audience. Don’t think of it as only delivering information in another language, but as directly speaking to your audience’s values, emotions and cultural identity. That’s what makes it truly impactful.
Why good localization resonates
A well-localized text converts a message shaped with intention. It flows naturally, aligns with local stylistic norms and takes into account the emotional weight of words and tone of voice. More than just idioms and dialects, localization adapts structure, rhythm and nuance to feel native to the reader.
Take Dutch, for example. A saying like “per abuis” may be perfectly acceptable in the Netherlands, but in some situations it would sound odd or overly formal to a Belgian reader. These subtle linguistic and cultural differences matter. They can affect how trustworthy, relatable or even readable your content is perceived to be.
Yes, the audience can tell the difference
Many readers can spot an AI-translated text from a mile away, as they often come across as too polished or impersonal. Grammatically correct, but lacking the nuance that makes writing feel human. And in communication - especially in the PR business - tone of voice and emotional impact are crucial.
That’s why effective localization is so powerful in PR. A message that’s been carefully adapted to reflect the language resonates with the audience. It feels relevant, familiar, and trustworthy. This increases engagement, encourages stronger responses, and even boosts the likelihood that local media will pick it up.
However, translation tools do hold value. They’re incredibly helpful for saving time and boosting productivity. But don’t get it twisted, these tools can’t replace human expertise, strategic mindset and cultural sensitivity. So if your company is looking to expand into new regions or engage with diverse audiences, don’t settle for AI-powered translations. Invest in expert localization that truly resonates with your audience’s language, both literally and culturally.