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During our research into multimedia localization – and all the new AI-enhanced tools that are sprouting up like toadstools after summer rain – we found many new offerings, some good or excellent, and many not-so. Startup companies with an excellent product may struggle with business processes and strategies; some are already leaders in a brand new field, unimagined a year ago; but too many others are aiming to get-rich-quick based on a worldwide appetite for tools that make everything possible very cheaply through AI. They seem to assume that you think AI is magic.
As soon as you search the internet for “video editing,” “presentation automation,” or “help with voiceover” not only are the search results full of sellers spoofing similar products, but all your social media feeds will be populated with ads for a million tools. It can be a tad overwhelming: which do you look at, which do you ignore? Based on a question raised after our multimedia presentation at LocWorld in Malmo, Sweden, and what we at CSA Research experienced during recent investigations, here’s a list of points to consider when performing due diligence on any new offering – not only multimedia.
Don’t let any of this put you off trying new tools – there are some excellent offerings out there, using AI to simplify and optimize processes and enabling the creation, localization, and delivery of content in ways that have previously been impossible due to cost and time restrictions. Just be diligent in investigating what you (really) get for your money. Right now, with all the interest in GenAI and automation, plus entrepreneurs seizing on an opportunity to deliver exciting new offerings, it’s hard to find the diamond in the pile of broken glass. Try not to get hurt finding the treasure.
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