Localization Today From Machine to Meaning: Malt’s AI-Driven Localization
Jun 3, 2025
Teresa Toronjo, Localization Manager at Malt with extensive experience at Workday and Clue, discusses the fusion of AI and human insight in localization. She reveals how a hybrid approach of machine translation followed by human review ensures cultural nuance and quality. Teresa emphasizes the importance of collaboration for effective localization and highlights strategic partnerships that propel global growth. Her insights also cover balancing technology with creativity, showcasing why human involvement remains essential in crafting meaningful content.
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Marketing's Manual Translation Struggles
- Teresa shared a recent conversation where marketing team explained their manual translation workflow involving multiple copy-pastes.
- This illustrated daily pain points that highlight inefficiencies in lean localization setups relying heavily on automation.
Hybrid Localization Workflow
- Malt uses continuous localization with immediate machine translation and human review to enable faster time to market.
- This hybrid approach works better for some content types and languages than others.
Human Touch Still Essential
- Translators remain indispensable for capturing cultural nuance and human touch in content.
- Machine-generated content lacks the genuine feel that human translations provide, affecting brand connection.