AI Takes Centre Stage as Translation Infrastructure at LocWorld53
Industry leaders at LocWorld53 in Malmö (3–5 June 2025) emphasised that AI has fully graduated from pilot projects to mission-critical translation infrastructure. Held at the Clarion Hotel Malmö Live, the conference featured over 80 speakers across more than 40 sessions under the theme “What’s Next?”—and the answer, according to attendees, is a mature industry moving decisively into operational AI implementation.
From Experimentation to Infrastructure
AI’s role has shifted from experimental to foundational. Companies like PayPal, Spotify, and IKEA demonstrated scalable machine translation pipelines, AI-driven quality evaluation, and multilingual content orchestration. As Vistatec attendees put it, “The age of pilot programs is over,” a sentiment echoed in sessions on agentic AI in localisation—autonomous systems that handle quality assurance, terminology validation, and workflow orchestration. For example, PayPal demonstrated a closed-loop MT validator that auto-scores and refines machine translation output, while Asana and Uber presented prompt-driven orchestration agents that assign tasks adaptively based on content risk.
Yet the human element remains essential. Keynote speaker Brian Klaas (University College London) urged focus on “resilience over optimisation,” reminding the audience that “we control nothing, we influence everything.” AI excels at routine, low-risk content, but certified human experts are indispensable for cultural nuance translation, European Accessibility Act compliance, and complex decision-making.
Redefining Quality Beyond Linguistic Accuracy
Traditionally, BLEU and TER scores measured linguistic fidelity. At LocWorld53, presenters demonstrated a shift toward outcome-based KPIs in localisation—tracking user engagement, error-reporting rates, and regional conversion lifts. Spotify and IKEA revealed dashboards tying localisation quality to business outcomes and brand consistency, underscoring that effective globalisation demands more than string-match accuracy.
Strategic Human–AI Partnership
Speakers highlighted that AI is now a strategic partner rather than a replacement threat.
Success requires:
This approach enables linguistic asset optimisation, risk mitigation via quality scoring, and human-in-the-loop translation oversight for sensitive content. Australian providers - armed with NAATI certification and multicultural expertise - are well-positioned to deliver such hybrid AI solutions.
Localisation-First Mindset
A recurring theme was embedding localisation early into content creation tools such as Figma and Notion. This “localisation-first” strategy fosters cross-team collaboration—design, development, legal, and localisation—yielding more efficient workflows, less rework, and superior global user experience optimisation.
Low-Resource and Indigenous Languages
Attendees lamented that low-resource languages—spoken by roughly half the world’s population—remain underserved by AI. Calls for investment in specialised NMT models and data-collection initiatives were frequent. In Australia, over 13,100+ NAATI-certified practitioners hold credentials for 178 languages (including 118 in Indigenous credentials), yet many communities await tailored low-resource language AI support.
Accessibility and Regulatory Drivers
With the European Accessibility Act enforced in June 2025, demand is surging for inclusive, multilingual digital experiences. Presentations linked AI-assisted subtitle generation and real-time captioning pilots to accessibility compliance—blueprints for LSPs to expand into regulated markets where accuracy and auditability are paramount.
Unlocking Value with Australian Language Expertise
While Australia and New Zealand represent a smaller share of the global language services market, they offer a depth of expertise that sets them apart. Grounded in the nationally recognised NAATI certification framework and shaped by rich cultural diversity, the region is home to providers uniquely equipped to deliver communication solutions that are both high-quality and culturally attuned.
At The Hello Co., we bring this strength to every partnership—combining Australian-based excellence with a global outlook. Whether supporting community engagement, healthcare access, or multilingual content delivery, our teams offer a balance of deep cultural understanding and leading-edge technology.
Our human-in-the-loop AI workflows ensure translations are not only fast and scalable but also accurate, context-aware, and ethically managed. The result is language support that builds trust, maintains compliance, and resonates with diverse audiences—locally and globally.
Moving Forward with Responsible, AI-Powered Localisation
At LocWorld53, the message was clear: the future of translation lies at the intersection of automation and human expertise. As AI becomes embedded in more parts of the content lifecycle, success increasingly depends on blending speed and scale with cultural nuance, trust, and accountability.
What does this mean for you? A growing opportunity to:
Your Future in Inclusive, Future-Ready Communication
At The Hello Co., we’re expanding our AI services to meet Australia’s dynamic migration needs and growing demand for inclusive digital access. From supporting visa processing with trauma-informed translation to delivering clear communications in diverse and Indigenous languages, we combine:
We’re here to help you not only meet today's regulatory requirements but build inclusive, future-ready communication strategies that reflect your values, amplify your impact, and foster lasting connections across diverse communities worldwide.