The digital landscape is evolving at breakneck speed, with generative AI (GenAI) leading the charge. As content platforms embrace AI-driven co-pilots and large language model (LLM) technology, a transformation is brewing in the language translation and content service industry.
During our recent event, “Emerging AI: Redefining the Landscape of Content Services,” Joseph Denzel, Solution Success Manager at Adobe Express and Firefly, Alfredo de Almeida, Principal International PM, Business Application Platform, and Brennan Smith, Head of AI Services at Welocalize, discussed how AI can co-pilot personalized and targeted content production. Their insights shed light on the potential of AI in the content services industry.
Unraveling AICo-pilots: A Game Changer for Content Creation
AI co-pilots are not just mere automation tools. They are powered by machine learning (ML), which enables them to enhance operations in countless ways. For instance, imagine going through hundreds of emails and extracting critical information within minutes or using GenAI models to generate fresh content – this is the true power of co-pilots.
GenAI is revolutionizing the current methods of generating and translating content. For instance, Adobe is rolling out Firefly, its family of GenAI capabilities across a web application, and embedded into its Creative Cloud applications such as Photoshop, Illustrator, and Adobe Express. The Firefly app’s GenAI features allow users to generate stunning imagery from text prompts and iterate on those images through features such as generative fill and expand.
Joseph believes GenAI features are “Opening the door to more people creating new things faster, and this is something available now or coming soon to Adobe.”
GenAI is also bringing LLM AI-enabled functionalities into software products many people already use, such as Microsoft PowerPoint, Word, Excel, Teams, and Outlook, and allows users to:
Enable automatic recording and transcription of MS Teams meetings with AI-generated summaries and action items.
Develop a business plan in MS Word using data from spreadsheets, emails, and customer information.
Use AI to create PowerPoint presentations with good flow, from the content and summary to the transitions, based on the data points above.
Optimizing Workflows for Increasing Content Volumes
GenAI’s contribution goes beyond automation. It’s enabling professionals to bypass traditional, linear workflow models. With tools like Adobe Express’s AI co-pilot, even those not artistically inclined can craft stunning visuals or personalize content like a pro.
This shift has far-reaching implications. Marketers, no longer solely reliant on specialized teams, confidently create brand-consistent content. Moreover, the ability to swiftly localize content for global audiences is revolutionizing engagement strategies.
At its core, GenAI, via co-pilot tools, can do the heavy lifting to allow teams to work more efficiently and with better productivity.
Alfredo notes, “Instead of spending a lot of time and energy doing grunt work, you use AI to do that grunt work for you.” GenAI can streamline tasks that require handling massive content and data volumes.
He adds, “Let’s say you want to create a business plan in Word based on information coming from a spreadsheet and some e-mail threads. You can do that; you can create a business plan based on your own data coming from spreadsheets, emails, etc.”
Advancing Workflows and Going Beyond Traditional Approaches
Typical linear approaches to managing workflows can take much time and effort. This is especially true in the creative and artistic industry, where workflows typically involve multiple stages and can take several days to complete – from ideation and creation to revisions and iterations.
With Adobe Express, knowledge workers can generate images, do final touchups, and create iterations faster and easier, even with little to no creative know-how and skills. Co-pilots also simplify personalizing content, streamlining creative processes and workflows for marketers and other creative professionals. According to Joseph, an AI co-pilot is “unlocking the door to so many new users who have never come into an Adobe or Creative application before, and now they are able to be a part of this (creative) process.”
Brennan highlights using GitHub co-pilots to boost productivity. The co-pilot tool allows developers to say (input) what they want, and the tool creates the code for them. Developers only need to make minor modifications here and there, allowing them to get the job done faster while focusing on more core tasks.
ANew Age of Creative Freedom
As technology and creativity converge in today’s dynamic digital sphere, marketers and knowledge workers find themselves at the crossroads of innovation. New, intuitive design tools and business co-pilots are transforming traditional workflows, enabling professionals to take the reins of their creative ventures and foster enhanced collaboration. Gone are the days of prolonged reliance on specialized design teams. Today’s accessible tools empower marketers to swiftly produce tailored, brand-aligned content catering to diverse global markets. This shift streamlines the creation process and promotes seamless collaboration, ensuring content resonates more effectively with target audiences.
The Impact of AI on the Workforce: Optimism Amidst Change
The workforce landscape is changing with the advent of AI, which can potentially disrupt traditional career paths. Despite concerns, there is an optimistic outlook on AI’s opportunities.
Despite the potential benefits, many people are hesitant to embrace AI fully. This reluctance is often rooted in technicalities. Alfredo, who has been involved with AI as part of Microsoft, has observed team members’ responses from different backgrounds and age groups. Although his team is mostly optimistic, he acknowledges that some individuals are skeptical or pessimistic about AI. While some see its potential and are eager to embrace it, others are more cautious about its impact on their professional lives.
“AI has the potential to create more opportunities rather than eliminating jobs. It’s like any other technological advancement before. We heard similar concerns when computers and the Internet took off. I believe AI serves as a tool to enhance human potential and efficiency rather than a force that replaces human effort,” he adds.
Alfredo admits that the transition to AI is not without challenges and candidly acknowledges the mix of enthusiasm and skepticism surrounding AI. He draws parallels with past technological advancements and emphasizes that AI is meant to augment human potential, not replace it.
Stumbling Blocks on the Roadto AI Integration
AI co-pilots are undoubtedly transformative, but their integration into mainstream platforms is peppered with challenges:
High cost: Doing specific tasks with AI can be expensive, especially in the current landscape, where the technology is still new.
Limited capacity: There aren’t enough graphics processing units (GPUs) yet to handle the demand for AI capabilities and uses.
Fear of the unknown: GenAI via co-pilot tools is relatively new to consumers, bringing out data privacy and security concerns. Companies, organizations, and consumers want to protect their data and assets before adopting AI.
Quality and reliability: Remember that GenAI learns from human input, and not all the data it learns from is factual, accurate, or politically correct. It leads to consumers questioning the reliability and quality of the AI technology’s output. There must be processes, such as verifying content authenticity in the GenAI landscape, to assure consumers of the output’s credibility and quality.
Copyright concerns: Many consumers are concerned about their work being used by AI for training and other users. For instance, if you use an AI co-pilot tool to create your image, will the AI use your work to generate images for other users and competitors, potentially violating copyright laws?
Many companies and government agencies are forming coalitions, developing policies, and taking measures to address these blockers. For example, Joseph notes that “Creators are the lifeblood at Adobe. We want to make sure that they’re protected. We offer our enterprise customers indemnification for any images created, saying that those are safe for you to use commercially. And that’s an important thing.”
The Dawn of a New AI Era: Embracing Change with Optimism
Isaac Asimov famously said, “I am not apprehensive about computers, but rather their scarcity.” This quote highlights a recurring concept throughout history – the arrival of new technology may cause disruption. Still, it often creates more opportunities for those willing to adjust and adapt.
The convergence of creativity and technology, exemplified by co-pilots, redefines how marketers and knowledge workers operate. It empowers professionals to swiftly create, localize, and personalize content while promoting collaboration and inclusivity.
As AI continues to play a pivotal role in streamlining workflows, professionals in various domains are poised to see their roles transformed for the better. The future holds immense promise for those willing to embrace these changes, offering new horizons in creativity and productivity.
Setting the Pace in AI Integration
Welocalize aims to be at the forefront of utilizing GenAI’s transformative power, not merely adapting to changes but setting the pace in integrating this technology across localization processes and the broader business landscape.
Paul Danter brings over two decades of leadership in content management, localization, and trust & safety industries. His strategic leadership and entrepreneurial expertise are set to elevate the division’s capabilities, driving greater innovation and impact for its global clients.
Danter’s career is marked by consistent success in scaling businesses and driving technological innovation. As CEO of Moravia, he led the company to record revenue of over $280 million through innovative solutions, a strong focus on quality, and outstanding client satisfaction. His entrepreneurial journey includes co-founding Mobile IQ, where he led the business to a successful acquisition by Quark. Most recently, he served as Global Head of Trust & Safety at Concentrix, managing global teams and delivering cutting-edge solutions in content moderation, fraud prevention, and compliance to the largest technology companies in the world.
Nicole Sheehan
Head of Operations
Nicole Sheehan is a seasoned professional with over a decade of experience in language operations and customer success within the localization industry. Nicole oversees the strategic leadership and execution of Welocalize’s service offerings. She will be responsible for harnessing AI-first technologies to optimize processes, leading global teams towards achieving excellence in service delivery, and fostering strong client relationships.
Nicole earned a Master of Business Administration from NYU Stern School of Business, specializing in Business Analytics, Strategy, and Leadership & Change Management. She also earned a Bachelor of Science in Engineering with a focus on Operations Research from Cornell University.
Kimberly Olson
Head of People Success
Kim joined Welocalize in 2019, bringing a deep commitment to enhancing workplace environments and driving success through people-focused initiatives. With over 20 years of experience in human resources, she has evolved from hands-on roles to leading strategic efforts and now guides our global teams. Kim’s work is centered on aligning people strategies with our core business goals, creating a dynamic and inclusive culture where everyone can thrive. Our goal is to foster a workplace that not only attracts, develops, and retains top talent but also enhances productivity and inspires our team members daily, maintaining our position as a leader in the industry.
Siobhan Hanna
Head of Welo Data
Siobhan runs Welo Data services business and has extensive experience in the language and AI data industries, including founder and leadership roles at Lionbridge AI and Telus AI. Siobhan is passionate about elegant and ethical solutions to complex human computation challenges, and getting into the weeds on data quality.
Matt Grebisz
Head of Client Delivery – Regulated
Since joining Welocalize in 2002, Matt Grebisz brings over 20 years of experience, primarily in operations within the localization and translation industry. Matt manages strategy, resources, and budgets, always prioritizing exceptional customer service. In 2021, he spearheaded the transition to Agile methodology, streamlining operations for enhanced efficiency and effectiveness.
In his role as the Head of Client Delivery for the Legal and Life Sciences verticals, Matt demonstrates his commitment to operational excellence by fostering a culture of customer service, efficiency and rigorous adherence to regulated content standards. With a forward-thinking approach, he oversees the delivery of services in regulated industries, driving his teams to exceed expectations.
Christy Conrad
Head of Client Delivery – Enterprise
Christy Conrad has 15+ years of localization, operations, and client delivery service experience. As Head of Client Delivery – Enterprise at Welocalize, she focuses on global strategy to create, develop, and optimize localization services for Welocalize’s portfolio of clients. She champions operational innovation by spearheading advancements in production methodologies, implementing AI automation tools, and establishing dynamic resource models.
Christy fosters an inclusive work environment that encourages the development and implementation of novel ideas utilizing technology. As a result, her teams are empowered to deliver efficient localization and language services. As a passionate advocate for developing professionals, Christy serves as a mentor and actively cultivates leadership opportunities for the next generation of women in the localization industry.
Chris Grebisz
Chief Technology Officer
Chris joined Welocalize in 2002 and has played a critical role in Welocalize’s innovation strategy to ensure global scale and growth for global clients. In 2008, Chris left Welocalize and worked in leadership roles at several small-to-mid-sized software development companies, including an 18-month stint, consulting for Google, and working on their localization technology.
When Chris returned to Welocalize in 2013, he led operations in the Americas and now oversees the company’s digital transformation and technology development worldwide. Under his leadership, Welocalize is one of the only language service providers to be 100% cloud-based, giving the ability to create consistent workflows across teams and rapidly scale.
Erin Wynn
Chief Commercial Officer
Erin Wynn is the Chief Commercial Officer at Welocalize, where she has been a key figure since 2008. Her journey with the company began through the acquisition of Transware, a e-learning provider in the language service industry. Over the past 16 years, Erin has held various strategic commercial roles, each underscoring her commitment to both business growth and personal development within the team.
Erin’s leadership is defined by a passionate commitment to nurturing talent and fostering a collaborative work environment. Her approach not only drives commercial success but also cultivates a strong, people-centered culture that empowers individuals to thrive and innovate. This dedication to people—both clients and colleagues—is a hallmark of her tenure and a core component of Welocalize’s culture.
With a deep understanding of the localization industry and a genuine enthusiasm for engaging with diverse teams, Erin continues to guide Welocalize towards new heights of market presence and customer excellence, ensuring that relationships at all levels are built on trust and mutual respect.
Dan O’Brien
Chief Financial Officer
Dan O’Brien is a results-driven financial executive with 25 years of experience as a corporate CFO. He brings a wealth of expertise in the financial oversight of both public and private equity owned companies, management of global operations, and company leadership to Welocalize. Throughout his career, Dan has managed successfully in challenging business situations, gaining diverse industry experience in business and financial services, telecom, and manufacturing. He has provided financial leadership through the full range of corporate change of control situations, including IPO, merger and acquisition, and financial restructure. Prior to joining Welocalize, Dan served as CFO for Williams Lea, a leading business process outsourcing company, and Sterling, where he led all finance-related diligence and administrative activities associated with the sale of this business to Goldman Sachs private equity.
Paul Carr
Chief Executive Officer
Paul has a wealth of experience in strategic leadership and growing tech-enabled services businesses. In addition to his role as CEO of Welocalize, he shares this experience in his roles as a non-executive director of Williams Lea, an advisor to Juxtapose, and a non-executive director of Genioo.