We all need to be good at marketing, even if we don't work in marketing. And it's not just about brands or products. In the language industry, as everywhere else, we need to know how to market our function (why we exist), our team (who they are and what they do), and ourselves (why we remain relevant).

Working in localization, relative obscurity has been both a blessing and a curse, even if it at times meant slipping into a James Bond-grade disguise. While we may not have always received the attention or resources we asked for, this obscurity also served as protection. Localization has been perceived as a less-known, somewhat opaque, yet necessary function, and it wasn't entirely bad. This obscurity was our protective shield.

AI has changed that. Now, everyone considers themselves an AI expert and believes they understand what it can do. They're convinced that GenAI can translate between any languages quickly, effortlessly, and almost freely, if only we use the right prompts and mindset.

Looking deeper, however, it's clear that AI has the potential to reconnect us with localization's true essence: Creativity, genuine understanding of local culture and markets, and helping products and services shine. It enables us to do meaningful work that makes products beloved and helps real people solve actual problems (and this is not just the marketer in me speaking; I truly believe this, I promise).

"So, while multilingual AI might seem like a curse, it's a blessing if we approach it as an opportunity."

Here are a few ways we can achieve this, applicable at any level: organizational, team, or personal.

Offensive vs. defensive? 1:0

Localization teams have historically been forced to play defense, justifying their very existence, resources, and budgets rather than proactively driving business outcomes. They've been positioned as cost centers that activate after the "real work" of product development, content creation, or marketing strategy is completed.

But marketing is all about offense. So, it pays off handsomely to be proactive with multilingual AI internally. Rather than sounding alarms about AI's shortcomings, it’s better to focus on showing up and proactively demonstrating what it can do, both as teams and individuals. There's no benefit in being the party spoiler. Be the DJ operating the turnstile.

Save the savings for later

Whatever your strategy, leading the discussion with AI cost savings might not be the best approach. In the corporate world, you're unlikely to become a hero if your main achievements are savings. While these are valuable, applauded, and may align with your company's OKRs, they rarely create legends.

"The real corporate heroes are those who accomplish new and interesting things that help companies grow or create new opportunities. This is where localization teams should focus their activities and internal communications."

This approach borrows from marketing, where benefits-focused messaging typically drives stronger results than savings-focused messaging. It's simply human psychology.

A more promising avenue is showing how multilingual AI can grow revenue, reach new buyers, or enhance "customer delight". Highlight how it enables previously impossible or economically unfeasible initiatives, like localizing for additional languages, tackling huge content repositories, offering multilingual support where none existed before, or providing hyper-targeted communication where previously only generic messaging was possible.

Show, don't tell

Multilingual AI supports experimentation. The low barrier to entry means you can quickly move from telling to showing. Creating AI-powered "proof of concept" projects that solve visible business problems (like reducing time-to-market for global products) provides substantial evidence to support your communication.

Instead of describing what technology can do in abstract terms, create tangible demonstrations that stakeholders can see and interact with. For example, demonstrate how quickly your team can now localize urgent communications compared to previous methods.

Connect to broader business initiatives

Align your localization efforts with high-visibility company initiatives. If your organization is focused on digital transformation, position your multilingual AI implementation as a critical component of that journey. If customer experience is a priority at the moment, show how your work directly enhances the experience for international customers.

Collecting and showcasing relevant metrics strengthens your case significantly. These might include revenue lift in localized markets, increased conversion rates, decreased support tickets from international customers, or improved NPS scores across languages.

This helps to elevate localization, making it harder to overlook or undervalue.

Speak the right language

Anyone working in localization for some time will be forgiven for using and loving the industry lingo. It’s so spot on. It feels so right, doesn’t it? But it's also how we think and talk about ourselves that often holds us back when communicating with others.

"And it's not just the language, it's also what we talk about. And finding the right "altitude", the appropriate level of detail and depth for each audience. After all, this is what good marketing is all about."

Remember that finding the right altitude isn't about oversimplifying complex concepts. It's about making them accessible to non-specialists.

Talking the talk

When talking with executives, focus on business outcomes and competitive advantages. Use high-level language that connects multilingual AI capabilities directly to organizational goals (or the executives' personal ambitions). "Our multilingual AI implementation reduced time-to-market by 40% while maintaining our brand voice across 24 markets" will go down well.

For product teams, you may want to balance technical capabilities with practical applications. Focus on specific use cases, integration points, and quality benchmarks. "This AI-powered workflow can handle multilingual product descriptions at scale while flagging culturally sensitive content for human review" will earn their respect.

With content creators or marketing, address anxieties and highlight collaborative potential. Frame AI as an enhancement tool: "This AI system learns from your best work to handle repetitive translations, freeing you to focus on creative adaptation so we sound truly authentic." This approach will help win allies.

Be consistent, but…

When marketing yourself or your localization team, consistent communication is critical. Show up regularly. Be accessible, available, informed, and informative.

"But the key challenge is being consistent without being boring. Being predictable, but not entirely so."

It's not about cracking jokes, it's about understanding your audience (internal or external), recognizing their obvious and hidden motivations, and tailoring your communication accordingly. This is challenging but worthwhile, especially when expanding beyond your core audience. You need their engagement to convey your message effectively.

Perception matters, so go get yourself a better name

Your team's name matters, as does your title. While localization may still describe what we do, the term is beginning to sound obsolete.

If "localization" appears in your title, consider proposing a change.

Terms like "international experience" and "global content" are gaining traction. This change may seem trivial to you, but remember that much of how the world operates isn't entirely rational.

How to stay relevant

Everyone in localization may wonder how to stay relevant with the rise of multilingual AI. The answer is straightforward: by remaining valuable, if not indispensable.

Be the solution, not the problem. Take a proactive stance on AI implementation instead of dwelling on its limitations. There's a significant knowledge gap in the industry waiting to be filled. Everyone is trying to determine what they need to know, identify trusted sources, and prioritize their learning journey. This is precisely where you can show your value.

"Staying relevant in the age of multilingual AI isn't about defending territory, it's about expanding it. And some smart marketing can go a long way."