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3 min read time
As your business expands globally, you’ll need to localize your content, marketing, and customer experiences to suit the needs of different countries and cultures. Companies like Coca-Cola and Amazon are constantly seeking more effective ways to maintain their core brand identities on the global scale while also adapting to local markets.
And they have good reason to do so. Roughly 90% of consumers will ignore a product listing if it’s not in their native language, and advertisements incorporating localized copy generate click-through rates as high as 87%. As a result, the $64.7 billion localization industry is achieving a compound annual growth rate of 7%.
That said, localization is a complex field, demanding expertise in every single aspect of how a local market exists, ranging from their currencies to languages and covering everything in between. Given the sheer volume of data this entails, a tool that lives and breathes data is critical to success. That tool is GenAI.
Successful businesses are localizing everything from payments to content
In the digital world, many businesses are adopting forms of localization that make it possible for them to adapt to how they cater to audiences virtually. For instance, Airbnb excels at localization by translating its website into 62 languages and customizing features like payment methods (e.g., Alipay in China) and login options (e.g., WeChat integration) for specific regions.
Similarly, ASOS adapts its ecommerce platform to reflect region-specific changes in currency, size guides, and even fashion trends. These adaptations help create a familiar shopping environment for customers worldwide, one that feels like it’s been made just for them.
Netflix is a master of localization through personalization. Netflix personalizes its interface for users in different regions by tailoring content recommendations and even modifying movie posters based on local tastes. This level of customization helps ensure that its content resonates with global audiences.
Localization can also involve technical adjustments like adapting date formats (e.g., DD/MM/YYYY in Europe vs. MM/DD/YYYY in the U.S.), currencies, and units of measurement. For example, Square customizes its payment processing platform for different countries by aligning with local laws, currencies, and even receipt designs.
As impressive as those examples are, localization is becoming even more sophisticated thanks to AI.
GenAI is future of localization
GenAI is changing the localization industry by automating processes, improving accuracy, and enabling scalability. In 2025, AI-driven technologies like neural machine translation (NMT), natural language processing (NLP), and hyper automation are becoming inseparable from successful localization strategies.
One of the most significant impacts of AI is its ability to deliver high-quality translations at scale. Modern large language models (LLMs) provide context-aware translations that sound natural. They continuously learn from user feedback to improve accuracy over time. For instance, AI enables Netflix to generate subtitles and dubbing in multiple languages while maintaining cultural relevance.
AI also enhances multimedia localization by adapting images, videos, and audio for different markets. Meta’s AI tools can translate text embedded in images while preserving font styles and design elements. AI-powered platforms like Weglot automate content detection on websites, which helps ensure that all elements requiring localization are identified without manual effort.
Have you ever wondered how companies like Spotify and Amazon can deliver highly localized experiences? They’re using AI for hyper-personalization. Analyzing user behavior and preferences across regions makes it possible for AI to tailor content recommendations, marketing messages, and even user interfaces to individual tastes. This capability is the key to delivering highly localized experiences that drive engagement and loyalty.
AI also streamlines quality assurance (QA) processes by automatically detecting errors or inconsistencies in translations. Translation and localization platforms perform AI-driven linguistic checks early in the localization lifecycle to deliver high-quality output before human reviewers step in. This ability reduces costs and accelerates time-to-market for localized content.
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