# Interview

When B2B SaaS companies talk about going global, what they often mean is: send content in, get translations out, and hope for the best. In reality, that approach breaks the moment you try to scale. In this episode of The Agile Localization Podcast, host Stefan Huyghe is joined by Nicola Calabrese, the Founder of Undertow, to dive into how B2B SaaS companies can build structured, scalable localization programs powered by AI. With more than a decade in software localization, SEO, and process design, Nicola makes one thing clear: AI doesn’t fix chaos. It amplifies it. Here’s how to avoid that trap.

When teams talk about localization, it’s often framed as a finishing step. Ship the product, extract the strings, translate, and move on. However, as Szymon Metkowski, Language and UX Consultant at Metkowski Translations, explains in this episode of The Agile Localization Podcast, that mindset is exactly what causes broken interfaces, confusing microcopy, and lost user trust. In this conversation with host Stefan Huyghe, Szymon unpacks what UX-aware localization really looks like in practice. From why microcopy failures can quietly kill conversions, to how AI can help or hurt depending on how it’s used, the message is clear: if language isn’t considered during design, no amount of post-launch fixes will fully save the experience.

If you work in localization, global marketing, or brand storytelling, you already know the risk of getting it wrong. In culture-driven industries like outdoor and action sports, poor localization does not just create friction. It breaks trust. In a recent episode of The Agile Localization Podcast by Crowdin, host Stefan Huyghe speaks with Martina Russo, Founder of The Action Sports Translator, about what changes when localization is done by people who actively live the sports they translate for. The conversation moves beyond workflows and tools into authenticity, cultural credibility, and why generalist translation models fail in industries built on experience, risk, and identity.

If you work in localization, UX writing, or global product design, you already know the pressure: shipping software across languages while keeping experiences usable under real conditions. When that software supports workplace safety, mistakes don’t just create friction. They create risk. In a recent episode of The Agile Localization Podcast by Crowdin, host Stefan Huyghe spoke with Anna Barcons Folguera, Localization Executive at SafetyCulture, about what changes when localization decisions directly influence how frontline workers act under pressure. The conversation moves past translation workflows and into how language clarity, tone, UX constraints, and cultural nuance shape behavior in moments that matter.

If you have ever tried to use AI for professional translation, you know the drill: you give it a massive list of instructions, and it starts out great... then it gets tired. It forgets your glossary, ignores your style guide, or starts hallucinating. In our latest Crowdin Power Up episode, Dorota Pawlak and Stefan Huyghe looked at why this happens and how a new Crowdin app called AI Pipeline actually solves it by changing the way we talk to AI models.

If you work in localization, you’ve probably felt it: the pressure to ship more languages, more content, in less time, without sacrificing quality or your sanity. In a recent episode of The Agile Localization Podcast by Crowdin, host Stefan Huyghe sat down with Jaap van der Meer, Founder and CEO of TAUS, to talk about how TAUS’s new system, EPIC, is changing that equation. Together with its integration into Crowdin, EPIC promises up to 80% efficiency gains in MT-heavy workflows, while turning quality from a vague cost center into hard business intelligence. Listen to the new episode on: - Apple Podcasts - Spotify - YouTube

AI is transforming localization, but not in the way many fear. Despite the hype, the real opportunity isn’t replacing translators. It’s building smarter, cleaner workflows that eliminate repetitive work and free humans to focus on quality and creativity. In a recent episode of The Agile Localization Podcast, host Stefan Huyghe sat down with Localization Workflow Strategist Shashi Bhushan to unpack how to design AI-enhanced workflows that remain deeply human-centered. Drawing from experience at Marvel, Google, Amazon, and now as an independent strategist, Shashi explains where AI genuinely fits, and where it doesn’t. Listen to the new episode on: - Apple Podcasts - Spotify - YouTube

Most developers, especially front-end developers, believe they get internationalization because they know how to translate strings. However, as Jan Amann put it on The Agile Localization Podcast, that belief is exactly the root problem. Internationalization is not translation; it’s product architecture. It’s how you model language, market variants, currency, locale, routing, content pipelines, testing, layout impact, and performance before you even think about translation keys. That is the mental switch most developers never make and why so many multilingual projects fall apart as soon as you add the third language, the first regional variant, the first new market, or the first SEO requirements. Jan has been thinking about this for half a decade. He’s the creator of next-intl (the internationalization library used by Ethereum’s website) and author of the i18n course for React/Next.js devs. And he says that developer misconceptions are the #1 blocker to building apps that actually scale globally. Listen to the new episode on: - Apple Podcasts - Spotify - YouTube

When you think of Brave, you probably picture the privacy-first browser taking on Big Tech. But behind the headlines about ad-blocking and crypto-rewards, another kind of innovation is quietly transforming how Brave reaches over 100 million users across more than 50 languages. That story starts with Andy Andersen, Brave’s Growth Product Manager for International Expansion, who's redefining what it means to scale global experiences in the age of AI. In his conversation with Stefan Huyghe on The Agile Localization Podcast by Crowdin, Andy shares how his team is weaving AI into localization to supercharge linguists' impact. Listen to the new episode on: - Apple Podcasts - Spotify - YouTube

In localization, context is king. But what if your most valuable brand context – the nuances, the terminology, the single creative phrases – was locked away? For too long, your AI models couldn't fully use that data. Previously, we've relied on traditional Translation Memory (TM) fuzzy matches, often overlooking anything below 50% or even 10% similarity. Those “tiny matches” contain critical stylistic and terminological clues, but they rarely get displayed or used in our workflows. Crowdin's new Vector Cloud app is here to change that, transforming AI translations, by enabling ai to use the most of available context. In the fourth episode of Crowdin Power Up, host Stefan Huyghe and AI localization expert Dorota Pawlak dived into Vector Cloud. They demonstrated exactly what this is, how to set it up, and how to work with it to transform your AI translation workflows. <ResourcesCTA title="Build an AI Localization Workflow with Crowdin" description={null} class="from-gray-900 to-gray-700 dark:from-gray-800 dark:to-[#0B1918]" titleClass="text-4xl! font-semibold" badge="Free Guide" ctaText="Download Now" ctaHref="https://crowdin.com/learn/ai-localization-workflow-ebook?utmterm=ctacrowdinblog" ctaId="ai-localization-workflow-cta" imgSrc="ai-localization-workflow-books.png" showPodcastLinks={false} />

In less than two years, Riskified went from having zero localized content to a fully translated, 396-page multilingual website, all without blowing the budget. Leading the charge was Kim Tran, Director of Digital Experience, who turned a complex global project into a masterclass in efficiency, collaboration, and smart technology adoption. In a recent episode of The Agile Localization Podcast, hosted by Stefan Huyghe, Kim shared how her team at Riskified navigated everything from vendor selection and executive buy-in to cross-departmental collaboration and AI-assisted translation, achieving global reach with measurable ROI. Listen to the new episode on: - Apple Podcasts - Spotify - YouTube

When people think of no-code, they often picture tools for scrappy startups or DIY website builders. But what happens when no-code platforms mature and suddenly some of the world’s largest enterprises are running their global digital presence without writing code? That’s the world Brett Domeny, Senior Group Product Manager at Webflow, lives in every day. In his conversation with Stefan Huyghe on The Agile Localization Podcast, Brett explains how no-code is no longer about quick fixes; it’s about giving development superpowers to everyone. Listen to the new episode on: - Apple Podcasts - Spotify - YouTube

Localization often takes a lot of effort, so saving time on manual tasks lets you focus on quality. In a recent Crowdin Power Up episode, host Stefan Huyghe and AI localization expert Dorota Pawlak introduced new features that make your Crowdin workflow smarter and more efficient. Keep reading to discover how these platform updates will: - Eliminate ambiguity by automatically flagging unclear strings. - Handle bulk actions like a pro with simple text commands. - Automate workflows for tasks you perform every day. You'll see how these new tools help translators who are ready to embrace the future of AI-powered localization. Check the full episode on YouTube.

When your company grows from a single flagship product to 55+ tools, one challenge becomes unavoidable: how do you keep localization fast, accurate, and consistent across all of them? That’s exactly the problem Semrush has solved. In a recent episode of The Agile Localization Podcast, host Stefan Huyghe sat down with Elena Sadchikova, Team Lead for Localization and UX Writing at Semrush, and Robbin van Schagen, Owner at TYPE Translations and former Semrush localization team member, to discuss how Semrush scaled its localization operations without sacrificing speed or quality. Listen to the new episode on: - Apple Podcasts - Spotify - YouTube

If you’ve ever tried to scale a multilingual CMS across departments, regions, and regulatory environments, you know the pain: bolt-on translation plug-ins, scattered workflows, and expensive “customizations” that age badly. In this episode of The Agile Localization Podcast, host Stefan Huyghe sits down with Mathias Bolt Lesniak, Project Ambassador for the TYPO3 Association, to unpack how one of Europe’s leading open-source, community-driven CMS platforms delivers enterprise-grade multilingual content at massive scale. Listen to the new episode on: - Apple Podcasts - Spotify - YouTube

Speed and accuracy in localization can mean the difference between delighting a user and losing them entirely. Agile localization has transformed how language professionals work. But while much of the focus has been on enterprise tools and large-scale vendor operations, freelance translators are carving out their own space, leveraging technology to deliver high-quality results while building lasting client relationships. On a recent episode of The Agile Localization Podcast, host Stefan Huyghe sat down with Simona Kisser, a technical translator and software localization specialist, to talk about the evolving role of freelance linguists. From the importance of context to the art of balancing speed and quality, Simona shared practical insights from over a decade in the field. Listen to the new episode on: - Apple Podcasts - Spotify - YouTube

If AI can translate entire websites in seconds, where does that leave human translators? According to Marco Trombetti, Co-founder and CEO of Translated, we're just getting started. In this episode of The Agile Localization Podcast, hosted by Stefan Huyghe and powered by Crowdin, Marco breaks down why the future of translation isn't a battle between man and machine, but a collaboration where the best of both worlds shines. From adaptive MT to specialized models like Lara, Marco shares how AI and humans can elevate each other, especially in a multilingual, multicultural world that demands both speed and nuance. Listen to the new episode on: - Apple Podcasts - Spotify - YouTube

When you think about global brands like Nike, it's easy to assume they've mastered the art of localization. After all, they have massive budgets, teams spread across continents, and every technical tool you can imagine. However, as Aaron Presley, Co-founder and Sr. Localization Architect at OnPurpose Studio, reveals in this episode of The Agile Localization Podcast, even the biggest brands get some foundational things wrong about how they localize their content and systems. In this wide-ranging conversation with host Stefan Huyghe, Aaron unpacks what makes or breaks a localization program, why it's rarely about the tools themselves, and why the real challenge lies in bridging the communication gap between developers and localization teams. Listen to the new episode on: - Apple Podcasts - Spotify - YouTube

When you think about localization technology, your mind probably jumps to translation management systems (TMSs), CAT tools, or maybe flashy new AI features. But if there's one piece of the puzzle that quietly makes the whole engine run smoother, it's middleware. In a recent episode of The Agile Localization Podcast, host Stefan Huyghe sat down with Istvan Lengyel, Founder and CEO of BeLazy, to unpack why middleware is moving from an afterthought to a must-have for modern localization. They dive into real-world insights on how middleware is democratizing access to scalable integrations, giving smaller LSPs the same power as industry giants, and why middleware might just become your single source of truth. Listen to the new episode on: - Apple Podcasts - Spotify - YouTube

In today's digital landscape, efficient localization isn't just a luxury – it's a necessity for global success. Yet many organizations struggle with maintaining consistency, managing terminology, and ensuring quality across multiple languages. Enter AI-powered localization tools, which are fundamentally changing how we approach these challenges. In this enlightening episode of The Agile Localization Podcast, host Stefan welcomes Dorota Pawlak, a seasoned AI Localization Consultant with over 15 years of experience in technical translation and multilingual computing. Through practical demonstrations and expert insights, she reveals how Crowdin's advanced features are revolutionizing localization workflows. Listen to the new episode on: - Apple Podcasts - Spotify Or watch demo session with Dorota on YouTube: <YouTubeEmbed id="R1uAL7HKNg" />

Most localization teams are still juggling Excel exports, tracking content across various repositories, only to be told they’re holding up the release. But what if localization could be seamless? What if it integrated cleanly into your CI/CD pipeline, aligned with design and dev teams, and delivered quality without friction? In a new episode of The Agile Localization Podcast, host Stefan Huyghe sits down with Daniel Finck, Localization Manager, Consultant, and Solutions Architect at Loquatics Consulting, to explore how engineering-led localization setups can scale without turning localization into the next IT roadblock. Listen to the new episode on: - Apple Podcasts - Spotify - YouTube

When two Flemish tech minds reunite across the airwaves, you know it's going to be a great conversation. In a special all-Belgian episode of The Agile Localization Podcast, host Stefan Huyghe welcomes Jourik Ciesielski, the CTO of Yamagata Europe and Founder of C-Jay International, for a deep dive into the state and future of localization. Jourik isn't just a tech lead; he's a vocal advocate for reshaping the localization industry with smarter tools, stronger engineering, and a much-needed mindset shift. Together, they tackle the big questions: What should quality really mean in a GenAI-driven world? How do we move beyond static rule-based QA? Why is it no longer enough to just translate words when you can shape entire personalized experiences? Let’s unpack what’s coming next and why it matters. Listen to this episode of The Agile Localization Podcast on: - Apple Podcasts - Spotify - YouTube

Despite the advancements in AI, a SurveyMonkey study found that 31% of marketers have concerns about the accuracy or quality of AI tools. This isn't just about minor typos; it points to deeper issues like inconsistent tone, factual errors, and a critical lack of contextual understanding – all of which derail global content efforts and inflate localization costs. What if you could slash your AI-generated content costs in half without sacrificing quality or consistency? This isn't just a hypothetical. In a recent episode of The Agile Localization Podcast, host Stefan Huyghe sits down with Steven Wiseman, Chief Revenue Officer and Co-Owner at WritePoint, to unpack a framework that promises exactly that. Dubbed the Content Excellence Framework, this method helps teams dramatically improve the quality of AI-generated translations and reduce localization costs across the board. From structured blueprints to smart verification loops, Steven's approach isn't about chasing AI hype; it's about operationalizing AI content creation with clarity, control, and real business value. Listen to the new episode on: - Apple Podcasts - Spotify - YouTube

Localization can be a powerful catalyst for global business success (when done right). However, integrating it smoothly into product development remains a significant challenge for many companies. In a recent episode of The Agile Localization Podcast, Julio Madrid, a Localization Specialist at Walmart, shared insights about embedding localization early in product development, fostering cross-team collaboration, and harnessing technology to streamline processes.

When startups dream of global expansion, they often envision the exciting possibilities of new markets and revenue streams. What they don't see is the complex web of technical challenges lurking beneath the surface of internationalization. In a recent episode of The Agile Localization Podcast, host Stefan Huyghe sat down with Alex Bit and Mo Mohebifar, Co-founders of Codemod, to break down the challenges of i18n, the role of AI, and how automation can turn a daunting process into a manageable one. This isn't your typical high-level, buzzword-filled conversation. Alex and Mo are engineers at heart, deeply technical, battle-tested, and obsessed with building practical tools that solve real developer pain. They come armed with years of experience at companies like Meta, Brex, and Shopify, and they've built Codemod from the ground up to make large-scale code migrations faster, smarter, and less soul-crushing.

Localization is an ever-evolving field, and staying ahead requires innovation, adaptability, and an acute understanding of both technology and linguistics. In a recent episode of The Agile Localization Podcast, host Stefan Huyghe sat down with Felix Bartz and Olli Gurtschmann, Co-founders of Wordcrafts, to discuss how their company is redefining localization, particularly for the Apple ecosystem.

Localization is often an afterthought in product design, but it shouldn't be. When done right, it can transform a product from a simple translation of words to a fully immersive and culturally relevant experience for users across the globe. In a relevant episode of The Agile Localization Podcast, host Stefan Huyghe sat down with Willian Magalhães, a Senior Content Designer and UX Writer, to dive into the intersection of UX writing and localization. Willian reveals the biggest challenges in designing multilingual experiences, how localization impacts user engagement, retention, and business growth, and why breaking down silos between teams is crucial.

Localization has never been more essential or complex than it is today. Businesses aiming for global reach rely on seamless translations, localized interfaces, and culturally appropriate content to connect with diverse markets. However, despite all the advancements in localization tools, a critical gap remains: they often fail to meet the needs of buyers. Localization at scale isn't for the faint of heart. With 24 languages, 2.7 million words annually, and over 400 developers producing content daily, Pipedrive has mastered the art of agile localization. At the helm of this monumental task is David Edwards, Group Design Manager of Internationalisation. In a recent episode of The Agile Localization Podcast, David shared insights into how Pipedrive manages its vast and complex localization operations. From the importance of automation to working seamlessly with developers, here's a behind-the-scenes look at Pipedrive's localization machine. Listen to the new episode on: - Apple Podcasts - Spotify - YouTube

How do you manage multilingual content across ten languages, process over 6 million words annually, and still keep stress levels low? That's a question Edwin Trebels of the Philadelphia Church of God seems to have mastered. In a recent episode of The Agile Localization Podcast, Edwin joined host Stefan Huyghe to share how his team leverages automation, collaboration, and cutting-edge tools like knowledge graphs to streamline workflows and maintain a culture of transparency. Listen to this episode of The Agile Localization Podcast on: - Apple Podcasts - Spotify - YouTube

Localization has never been more essential or complex than it is today. Businesses aiming for global reach rely on seamless translations, localized interfaces, and culturally appropriate content to connect with diverse markets. However, despite all the advancements in localization tools, a critical gap remains: they often fail to meet the needs of buyers. In this episode of The Agile Localization Podcast, host Stefan Huyghe is joined by Localization Consultant Boryana Nenova. They discuss the importance of shifting localization tools from translator-centric to buyer-centric, or at the very least, to be appropriate for both. Boryana dives into top features buyers demand in localization tools, why developers and linguists are clashing over localization tools, AI’s localization impact, and what localization tools are missing. Listen to this episode of The Agile Localization Podcast on: - Apple Podcasts - Spotify - YouTube

We often emphasize the importance of providing context for translators. The more context you provide, the better translation quality you can get. This is especially important when it comes to web or mobile applications. Since texts for app translation are typically short, context would help translators decide which translation variant should be used. With Crowdin, you can provide translation context in multiple ways. It can either be a textual context for every key or an in-context preview to let translators browse the web app while translating. A manager in a Crowdin project can add screenshots, so translators can see exactly how the key would be used in the app. Let’s stop on the screenshots, they are great but might be hard to add for every key and maintain them relevant as your project evolves. One of our customers – Bounce, recently implemented a great solution for managing project screenshots. The amount of screenshots they manage is huge! Bounce project has 8000 screenshots in Crowdin, covering a big part of their product – a mobile app for luggage storage and pickup and their email templates. These screenshots are being updated as the product evolves. No manual work, the whole process is automated. How can that be possible? Let’s figure it out.

Peter Kovacs is the Director of Global Expansion at Kinsta, a managed WordPress hosting platform operating at the top end of the market, providing fast and stable website and e-commerce platform hosting for over 24,400 companies across the world, with guaranteed uptime. In this blog, Peter talks about building a global footprint from scratch, being a localization outsider, and how, for Kinsta, it’s tech-enabled humans that rule all the way.

Anna Rubio is the Marketing Manager at iLovePDF, a document management service that allows users to read, convert, annotate, and sign PDFs online, on desktop and mobile, free of charge. In this blog, Anna talks about bringing digital marketing insights into localization, and iLovePDF’s strategy of bringing their products and services to millions of users worldwide through localization into 25 languages.

Ida Giersing is Head of Localization and Copywriting at Trustpilot, the online customer review platform that seeks to become a universal symbol of trust by bringing businesses and consumers together under the tagline Behind every review is an experience that matters. In this blog, Ida talks about a third culture kid finding a home in localization, UX writing and localization under the same roof, and how to apply technology in the service of language.

Jakub Lepič is Senior Localization Specialist at global cybersecurity company Avast, whose antivirus solutions help over 435 million users stay safe online and protect their digital freedom. In this Crowdin blog, Jakub talks about the team, the technology and the solutions behind Avast’s localization operations, and his own journey from a technology-minded language graduate to a localization professional.

Ivan Pugin is Localization Team Lead at Wrike, developers of project management software with a mission to help companies to be as productive as they can. At Wrike, Ivan and his colleagues have set up localization processes from scratch, seen the company’s growth from a start-up to a global player, and its acquisition by Citrix in early 2021. In this blog, Ivan talks about setting localization up from scratch, his passion for automation, Wrike’s localization metrics, and the next steps for his small but perfectly formed team.

Konstantin Dranch is a language industry researcher and the co-founder of Custom.MT, a start-up company customizing, training, and implementing machine translation for localization teams and LSPs. In this blog, we catch up with Konstantin to talk about the first AI and machine learning generation, implementing MT, and how localization managers are bringing AI to the language services industry.

Aleksandra Małecka is Head of Localization at Listonic – the smart shopping list app that’s saved many a busy family’s weekly shopping trips from total meltdown. Or perhaps a more fitting job title for Aleksandra would rather be Head of Localization & Community Builder Extraordinaire. In this blog, Aleksandra shares her secrets on building a crowdsourced community of user translators and how it shapes the very way Listonic’s apps are developed.

Deepak Nagabhushana is Staff Localization Project Manager and service owner for LogMeIn’s UI localization, where a Global First Mindset steers a complex localization process. In this Crowdin blog, Deepak talks about his localization tech journey and things that make a localization manager happy at LogMeIn, a pioneer in remote work technology and a driving force behind today’s work-from-anywhere movement.

Camila Pedraza is the Paris-based Localization Manager at AssessFirst, a human factor prediction solution for HR and hiring managers, combining behavioral science with AI in psychometric testing. In this blog, Camila talks about her localization journey from Colombia to France and from sports apparel to psychometric testing via Crowdin support. Camila's team is now localizing their product into 14 languages after switching the primary source language and migrating content to Crowdin from a different tool.

Anna Iokhimovich is Head of Localization at Paxful, a global peer-to-peer platform for digital currencies. To her, localization is all about people. In this Crowdin blog, Anna talks about her own journey, Paxful’s localization strategies and technology, her amazing localization team, building user experience into localization quality metrics, and what all new entrants to the industry should know.