In 2025, translation and localization will become even more essential for businesses in a globally connected market. The localization industry will also continue to evolve rapidly thanks to AI and other emerging technologies.
We know it isn’t easy to keep up. However, organizations need to adapt quickly if they want to stay ahead.
Luckily, Wolfestone Group is here to help. Our expert linguists are already hard at work learning new tools and creating innovative new processes that will lead the industry in 2025.
Below, we’ll introduce you to a few upcoming trends to be aware of in the new year. Alongside these innovations, there’s also one major pitfall businesses must anticipate.
1. A New Standard: AI Localization with Human Editing
Many businesses have been reluctant to use AI due to perceived risk and lack of understanding. But in 2025, you must begin to incorporate some AI translation and localization into your global strategy.
Companies that fail to do so will fall far behind.
Machine Translation (MT) will be a dominant approach in 2025.
MT has evolved considerably over the past few years, powered by advanced neural networks and large language models (LLMs). This technology massively improves translation speed and efficiency.
However, the accuracy of MT varies across language pairs and content types. This is where Machine Translation Post-Editing (MTPE) comes into play. By combining MT with expert human review, companies can ensure content is both accurate and culturally relevant.
MTPE is particularly beneficial for non-critical content, such as e-commerce product descriptions or customer service responses.
At Wolfestone Group, we are at the forefront of MTPE services that balance AI-driven translation efficiency with human expertise.
Our skilled linguists review and refine AI-generated translations to ensure they meet the highest standards of quality and accuracy.
2. AI Dubbing for Enhanced Global Media Reach
Content consumption is growing globally, and video remains a dominant medium. Businesses have struggled to cater to multilingual audiences at the speed of social media, but AI dubbing is providing solutions.
Near-instant and human-sounding AI dubbing streamlines video localization without traditional, time-intensive dubbing processes.
With advancements in voice AI and speech synthesis, AI dubbing enables companies to produce multilingual versions of videos faster and more affordably.
AI dubbing is perfect for educational content, tutorials and corporate training videos, where rapid turnaround is prioritized. AI voice overs can also make social media localization much faster and more cost-effective.
However, for projects where nuanced emotion or brand authenticity is vital—such as advertisements or high-profile media—human voice overs remain the better choice.
Wolfestone Group offers both AI and human voice over services, giving our clients flexibility based on the requirements of each project.
3. Emphasis on Cultural Nuance with Transcreation
In 2025, the demand for transcreation will continue to grow.
Transcreation goes a step beyond direct translation. It reimagines content so it resonates deeply with the target audience, taking into account not just language but also cultural values, humor and tone.
Transcreation is at the heart of modern localization, especially for consumer-facing content and critical translations such as ads.
As consumers demand more personalization and stronger emotional connections with brands, messages must be localized to resonate more deeply.
Generative AI tools can assist in brainstorming ideas, allowing brands to develop more tailored messages at scale.
However, LLMs are only a tool in this process. Human linguists are absolutely necessary to align a message with brand identity and cultural sensitivities.
This is why it’s important to continue investing in skilled translators and linguists who understand your brand and audience.
Wolfestone Group has a wide network of transcreation specialists across 220+ language pairs and all major industries. Our linguists pair with brands long-term to develop an in-depth understanding of their needs.
4. Integration of Localization with Personalization Efforts
Localization and personalization are becoming increasingly interwoven as businesses look to connect with specific customer segments across and within regions.
In 2025, companies will invest more in localization that feels personal to end users, going beyond regional relevance and targeting smaller and smaller segments right down to individual consumers.
AI-driven tools will help automate data analytics and deliver targeted messages to consumers. But for these tools to work effectively, brands will need to prioritize data collection and annotation.
Next-level personalization requires a detailed understanding of buying behaviors and content consumption patterns, all of which localization experts can optimize.
Localization agencies will need to work closely with marketing departments to create region-specific campaigns and keep data sets fresh and accurate.
5. Improving Quality Control with Large Language Models (LLMs)
LLMs are transforming quality control processes within the localization industry.
Advances in AI have improved LLMs’ “understanding” of linguistic nuances and context. Linguists are using LLMs to support quality assessment workflows, allowing companies to gauge the quality and appropriateness of translated content faster and more accurately.
In simpler translation tasks, LLMs can offer preliminary checks that identify potential issues before human review, speeding up the localization process.
For example, LLMs can help detect inconsistencies in terminology and tone, and they can flag potential errors.
It’s important to keep in mind that for complex, industry-specific content, such as legal or technical documents, LLMs are only a supplementary tool. Humans must always oversee and have the final say in QC processes.
Wolfestone Group leverages LLMs in our quality estimation processes, enabling our linguists to focus on high-priority content details while relying on AI for initial quality checks.
Warning: Don’t Over-Rely on AI for High-Stakes Content
AI is revolutionizing the translation and localization industry, but it’s important to remember that AI isn’t suited for every context.
Industries such as medicine, engineering, life sciences and marketing require precision and nuance that can only come from human expertise.
AI can expedite translation for low-stakes or repetitive content, but it lacks the contextual understanding needed for content where accuracy is non-negotiable.
For example, last year, AI translation errors caused havoc for the US immigration system, putting asylum seekers at serious risk. In the medical field, small mistranslations could lead to serious consequences, compromising patient safety and regulatory compliance.
The savings and speed of AI can be tempting, but companies must adopt AI translation and localization tools responsibly—preferably with the help of a localization agency that understands how to leverage AI and human expertise.
Are You Ready for The Future of Translation and Localization? Wolfestone Group Can Help
The localization industry is set to usher in big changes in 2025, but for many businesses, overhauling their localization strategy may seem overwhelming or costly.
That’s where Wolfestone Group can make a difference.
Our expert linguists work with the latest AI tools to offer practical and scalable solutions that fit your budget. Wolfestone Group offers end-to-end solutions for all of your linguistic needs, including:
- Translation in 220+ language pairs
- Localization
- Interpreting
- Transcreation
- International SEO
- Multilingual Content
- Accessibility Services
- Voice over and dubbing
- Captions and subtitles
- Much more
Your business doesn’t need to understand the complexities of localization to benefit from them. With Wolfestone Group’s language services, you’re guaranteed to gain access to the latest in cost-saving AI as well as an extensive network of experienced human translators dedicated to your brand.
Contact Wolfestone Group now for a free consultation and find out how the latest trends in the localization industry can optimize your global strategy.
