Insights from CEOs

Forces that will shape the future in 2024 and beyond

Welcome to the first installment of CSA Research's 2024 CEO Insights on the "Forces that will shape the future" topic.

In this 8th edition, we have gathered insights from CEOs of leading Language Service Providers (LSPs), who are also members of CSA Research Leadership Councils.  

*CEO commentary appears in order of company revenue size.

2023 was a year defined by a plethora of challenges and the hyper-acceleration of AI. I recently attended a talk where it was suggested that all human work could be replaced by intelligent robots within 25 years and, who knows, that might be possible. It would be tempting to write about what this could mean for our industry however I have decided not to.
 
Instead, there’s another thought prominent in my mind as we approach the start of a new year. I travelled a lot in 2023, listening to our clients and our teams across the Americas, Europe and Asia. One thing stood out – amazing people. It is the innovative minds of people that drive our industry forward. It is people who are shaping the global context in which we operate. It is people who create the need to be connected through language that fuels the demand for our industry. 
 
Ultimately, it is people who pioneer the solutions that connect us all, including the technologies that are revolutionising many industries. So, for me, whilst the technology is exciting, it is the human passion for innovation that is most significant.

January 2024

Read July 2022 statement

Read January 2022 statement 

Generative AI holds thrilling potential for LSPs. Ethical challenges abound, but we are optimistic that these can be addressed through human-AI collaboration. 
AI is a technology tool, not a human, and has inherent flaws. And for all our flaws, we humans are emotionally intelligent, ethically discerning, and culturally aware – all attributes that are essential components of language access. Some of the challenges we contemplate daily include:
     • Bias: Generative AI models are trained on vast amounts of data, and the quality and diversity of the training data plays a crucial role in their output. Human oversight can ensure that biases are not perpetuated or amplified. 
    • Privacy: LSPs handle large volumes of sensitive information. We must ensure that data protection and privacy standards are maintained rigorously.
    • Accuracy: Human oversight and quality assurance processes should play a crucial role in ensuring that translations are accurate, culturally appropriate, and contextually relevant.
    • Transparency:  Being transparent about the use of Generative AI and its limitations is essential to maintain trust.
    • Reskilling: Linguists are highly skilled individuals, prized for their judgement. LSPs should reskill and upskill their workforces, focusing on human-AI collaboration rather than complete automation.
Ideally, humans and technology will join forces in such a way that the sum is greater than the parts. The result can be a thoughtful, ethical, and high-quality approach to AI that lifts us to even greater heights.

January 2024

Read July 2023 Statement 

 Read January 2023 Statement

 Read July 2022 Statement

Read January 2022 statement 

Read July 2021 statement

Read January 2021 statement

Read 2020 statement

Many of us, within the industry, have been wondering whether and how the industry is growing and what the impact of generative AI (GenAI) will be going forward. 
We see differences in terms of growth across geographies and industries just as we’ve always seen in the past. The continued digitalization and constant increase in content volumes drive the demand for content transformation and localization services. The different content (text, speech, or video) and service types also grow at different rates. Automation of processing and localization tasks makes the services more affordable offsetting part of the growth in terms of value.
Automation and the use of AI or Machine Learning are not new to our industry. We’ve gathered a lot of experience using Machine Learning and Language Models to automate tasks or assist our employees, executing tasks. Besides Machine Translation we’ve used AI to assess and transform content as well as to select the right human resource to perform tasks. While we continue to improve the use of technology, we keep identifying opportunities for automation allowing humans to focus on what really matters.
So, generative AI and its Large Language Models is a technology we understand and can relatively easily adopt as an industry. It is an opportunity for us to support our customers with additional services. We help our customers understand the concepts and use cases, beyond the public hype. I view it more as an evolution than a disruption for the industry.
This of course poses challenges as well as we need to adapt our skills, organization, and business models. We, nevertheless, still have a lot on our roadmaps to improve today’s operations. So, the biggest challenge of all in my opinion is doing so while preparing for the future.

January 2024

Read July 2023 statement

Read January 2023 statement  

Read July 2022 statement  

Read January 2022 starement 

Read July 2021 statement

Read January 2021 statement

I find your lack of faith disturbing” – Darth Vader / A New Hope.
After a particularly challenging year for the industry, marked by poor economic conditions and the surge in AI, do we maintain confidence in the future and the factors that will propel our industry forward?
 
As I emphasized in a recent keynote, we recognize that AI represents a revolution—a continuous force shaping our future, just like the revolutions that came before it. However, the landscape remains uncertain, prompting numerous questions. Uncertainty can breed fear. As Acolad’s CEO, I am optimistic that the industry will chart a new course, but it will require the right skills.
 
The music industry almost collapsed due to emerging digital formats. Fifteen years later, it has not only adapted but also created new models, and revisited old ones like vinyl. Why? Because music is timeless.
 
What will propel us in the near future? What will ensure our success? Openness, the ability to think ahead and adapt swiftly, a strong belief in technology, and empowering our teams. Above all, enthusiasm and faith will be key.
 
Why? Because language and human creativity are timeless. Let’s strike a balance in the forces and usher in a positive future.

January 2024

Read the July 2023 Statement

Macro-economic forces will shape demand for language services by affecting the general business environment and companies’ investment plans for product launches and global expansion. The forces likely at play in 2024 include inflation, interest rates, and geopolitical dynamics such as the war in Ukraine and Gaza and the US election. However, I think the primary factor affecting language services in 2024 will likely be GenAI. There are two aspects to watch: first is the rate at which GenAI is adopted by companies and other entities who procure language services. In 2023, most companies have been experimenting across different departments and use cases. The speed at which GenAI becomes a part of the corporate tech stack and adopted into everyday work, bringing the expectation of doing more with less, will have a strong influence on how fast the forces of change are felt by localization departments and our industry. Second will be the new innovations in GenAI that are released next year by providers of large language models, such as OpenAI, Anthropic, Google and others. New capabilities will unlock new possibilities and use cases for GenAI to address, including for language services.

  January 2024 

Read July 2023 Statement

Read January 2023 statement

Read July 2022 statement

Read January 2022 statement

Read July 2021 Statement

 Read January 2021 Statement

 Read 2020 Statement 

I feel that 2024 will be a pivotal year, where the public opinion pendulum will swing back from unbridled LLM and NMT hype towards a more balanced understanding of the potential and limitations of these tools, and a greater appreciation of the instrumental role played by language professionals. I share with many language industry leaders a belief that what seems like an uphill battle will actually turn out to be an uphill trend in demand for our highly skilled workforce.
 
And I am enthused by the level of cooperation that exists between stakeholders of every niche and nook of the language industry, internationally and here in Canada. The CSA Research Leadership Councils are a prime example of how the industry is pulling together to keep its momentum strong in spite of the challenges. Even internally at the Translation Bureau, our various stripes of professionals are collaborating in an unprecedented way, pulling in the same direction to move us into the new era of AI-assisted linguistic services provision. 
 
As Henry Ford once wisely said, working together is the key to our success, and I am stoked about the feats of cooperation that are in store for the language industry in 2024!

January 2024

Read July 2023 Statement

Read July 2022 Statement

Read January 2022 Statement

Read July 2021 Statement

We currently live in a world full of turmoil and instability. Many people flee worrying situations daily in search of a safe haven. Freedom and security is unfortunately not a given for everyone. The world is increasingly interconnected yet plagued by instability—geopolitical tensions, economic fluctuations, and cultural divides. In this context, bridging language barriers is not just a service; it's a necessity for fostering understanding and cooperation.  
Last year, we received a record number of interpreting requests at Global Talk- more than a million requests. This of course also transforms our organisation. For this reason, we have added additional roles to our staff considerably in 2023. This provides a strong foundation for future growth and continued quality in the coming years.  
The digital revolution continues to transform communication, but the human element remains irreplaceable. Technology, such as AI and machine learning, is advancing rapidly, yet it cannot fully grasp the nuances of human emotions and cultural contexts that are integral to effective communication. As a result, there is a growing demand for skilled human interpreters who can navigate these subtleties, especially in critical areas like diplomacy, healthcare, and international business. 
Our goal is to help as many people as possible in this uncertain world. That is not only our goal, we feel obliged to it. We are ready to become Europe's number 1 and make people really understand each other. 

  January 2024

Read July 2023 statement

2023 saw AI go mainstream. In 2024 and beyond, our industry is poised to navigate a future largely directed by disruptive technological advances and AI integration. An industry known for our agility in rapidly adapting to change, we are embracing AI tools, acknowledging AI as a significant force reshaping our operational landscape. 
Central to our AI journey is a commitment to “Safe AI” practices, as championed by initiatives like the Interpreting Safe AI Task Force (safeaitf.org). Looking at ways we can harness the best of AI, while mitigating its substantial risks, requires all stakeholder groups involved to set standards and guidelines for use.  
Presently, English and European languages dominate Generative AI training data, while the majority of other languages remain vastly underrepresented, leaving almost 4.7 billion people behind, and creating openings for discrimination and biases, as well as highlighting disparities in digital access and literacy. At the forefront needs to be our determination to employ technology in ways that foster inclusivity and understanding across global communities. 
Our focus remains steadfast on harnessing AI responsibly and ethically. It’s a journey towards not just technological advancement, but towards shaping a more connected and inclusive world through language services. 

January 2024

Read July 2023 Statement

Read January 2023 Statement 

Read July 2022 Statement 

Read January 2022 Statement

Read July 2021 Statement

Read January 2021 Statement

Read 2020 Statement

Less Hype, Less Fear, Wider Adoption.
In 2024, the evolution of the linguist's role and that of their clients (LSPs) will persist.
We will continue to see consolidation in the markets, more nuanced adoption of AI, and the emergence of specialty players entirely in sync with their customers' mission. The growing capabilities of artificial intelligence coupled with decreasing computing costs will lead to faster and more purposeful innovation. Current players in the industry are the best positioned to be pursue this but if they sit on the sidelines, they will eventually work for the companies that get in the arena. Safe adoption and thoughtful regulations will be necessary to ensure continued progress.
In the long term, only two types of companies will thrive. Strategic partners, not just eponymously, and highly specialized niche players with unique capabilities. Priorities must be set appropriately, and resources allocated accordingly to achieve this.
We must align with our customers and keep pace with the technology curve to remain trusted partners.

January 2024

Read January 2023 statement

2023 has been challenging for our industry as the global economic downturn has impacted nearly every sector and country, and also had a negative impact on the linguistic sector. Many clients have reduced their spending on translation and some have implemented cost-cutting and restructuring programs. Another challenge for the industry has been the development of AI technologies.
Naturally, our company has also felt the effects of the crisis, but I consider our position to be stable. One of the reasons for this stability is our adherence to the development strategy that we implemented in the past and have followed in recent years. This strategy prioritizes global reach, a diversified client portfolio, the development of new services and technologies, customer focus, and the high professional level of expertise.
The current situation remains uncertain, and there are no clear signs of the market transitioning to growth. In 2024, our focus will be on the following objectives: developing our relationships with key customers, attracting new target clients, expanding our technological solutions, diversifying our service portfolio and enhancing operational efficiency.
I wish all my colleagues and industry peers a successful and productive year.

January 2024

Read July 2023 statement

Read January 2023 statement 

Read July 2022 statement 

Read January 2022 statement

Read July 2021 statement

Read January 2021 statement

Read 2020 statement

Forces shaping 2024 are anchored in three pillars: human-quality content creation, localization hubs, and measured impact.
 
Human-quality content creation is crucial for globalizing at scale. Generative AI will enable personalized marketing strategies in local languages so companies can meet their customers where they are. TMSs and other language technology will be leveraged to create content that resonates deeply with diverse audiences. This approach not only heightens the efficiency of marketing campaigns but also significantly expands a company's global reach at scale.
 
Language technology will be at the heart of globalization strategies. Localization hubs will extend to supporting all content types—text, audio, video, images—across various organizational functions like marketing, product development, and customer success. By integrating third-party tools and automating workflows, hubs will provide a comprehensive solution that streamlines the entire localization process, making it seamless, efficient, and adaptable to any content or departmental need.
 
Lastly, localization will reach the C-suite. This will be aided by clearly measuring the impact of language technology and services. Providers must be committed to demonstrating the tangible business value of their solutions, aligning with the growth and global success of clients, thereby ensuring that their innovations directly contribute to clients’ market expansion and customer engagement.

January 2024

GenAI suddenly appeared in the world in March 2023, as a universal solution for our customers but also as a new anxiety in their ecosystem. 
“How can we avoid being disrupted and face, potentially, much more agile competitors?”
Of course, GenAI will play an increasingly crucial role in global content, accelerating, improving efficiency and reducing turnaround times. But don’t forget that automated tools, powered by machine learning, were already part of our business. We already have the mindset and our role today is to be able to bring this expertise to our customers. 
Global content services, powered by AI, will play more and more a vital role in enhancing the customer experience for global consumers, especially in retail, by providing accurate resonant product information, customer support, and marketing content.
But AI means nothing with no human interaction and expertise, a response to the demand of emphasis on precise and culturally relevant messaging, and a proactive role. 
Precision in messaging will be crucial. Tailoring messages to resonate with the local audience's cultural nuances will be a key focus.
The need for global content will grow with the continued globalization of businesses. Companies expanding into new markets will require partners like us to advise them. 
That’s our role, but we need to change our mindset a little!

January 2024

Read the July 2023

Read July 2022 statement

Read January 2022 statement

Read July 2021 statement

Read January 2021 statement

“Humans at the core” is the concept that I heard repeatedly during last year, and I believe in it. As professionals in the language industry, we should be committed to creating processes where humans remain at the core of AI technology, ensuring that our services are not only technologically advanced but also empathetically driven. 
The opportunity before us is immense. We stand at the cusp of a global content transformation. This transformation is not just about scale; it's about making content more accessible, relevant, and engaging for diverse global audiences.
We will continue to see the industry evolve, shifting focus from traditional metrics like word count to more nuanced measures of quality and engagement. This shift signifies a deeper understanding of the value we provide: it's not just about the quantity of words, but the impact they have.
My company, Terra, is also committed to nurturing and inspiring the next generation of industry leaders, blending fresh perspectives with the wisdom of experienced professionals. 
We look forward to embracing changes with optimism and a commitment to excellence, paving the way for a more connected and understanding world.

January 2024

Read September 2022 statement

After several years of covid-related turbulence, I think we were all hoping for a nice and steady 2023. The year proved to be anything but however, and it has been another 12 months of dramatic change and with it, instability. It’s been a tough year economically, which has had knock on effects across our industry, for clients, agencies and writers. And it has been the year that gen AI really broke through, heralding bold and often conflicting predictions for the future.

So, what are my predictions for the future? The economic outlook does seem a little brighter for 2024 and I expect spending among clients to increase. The instability of the last few years won’t be going anywhere however. The march of gen AI technology will continue, and this year we’ll start seeing brands adopt the technology for themselves. With the proliferation of enterprise-level LLMs, there will be opportunities for the language industry to play a big role in shaping this technology. I expect a lot more focus on the people required to fine tune the tech this year, and a greater appreciation of the impact that (the right) humans make – both in gen AI and in localization more generally. 

Whatever the next 12 months have in store, there’ll be plenty of change. The good news now of course, is that we are all well practiced in how to manage this. All the best for 2024 to everyone in the industry, and beyond.

January 2024

Read July 2023 Statement

Looking towards 2024 and beyond, several key forces are set to shape our future in the language solutions industry. 
Firstly, technological advancements, particularly in AI and machine learning, are set to continue their transformative impact on language solutions. These technologies are not just streamlining processes for efficiency; they're helping to enhance translation accuracy by empowering language professionals to focus on research and nuanced language details, enabling us to undertake larger more complex projects with fewer resources. Consequently, we're able to cater to diverse client needs while upholding high-quality standards.
Cultural sensitivity in localization is increasingly important as businesses venture into varied markets. Respect for local nuances is essential, demanding a deeper, more thoughtful approach to localization beyond just translation.
The shift towards hybrid working models is reshaping team interactions and operations, balancing remote and in-office dynamics. Digital tools play a vital role in ensuring smooth communication and workflow across these settings.
Moreover, sustainability and ethical practices are increasingly at the forefront of business strategies. Clients seek partners who provide quality services and share their values.
In essence, the localization sector's future is shaped by technological progress, cultural adaptability, hybrid work trends, and ethical commitments. At Global Lingo, we're already embracing these evolving dynamics, offering outstanding services while adjusting to the changing global landscape.

January 2024

Read July 2023 Statement

Read January 2023 Statement

Read July 2022 Statement​

Read January 2022 Statement

We are in the midst of a significant paradigm shift, initially signaled by NMT and now solidified in 2023 with GenAI. Paradigm shifts bring uncertainty about the future, impacting not only business operations but also society at large, including legal, privacy, socioeconomic, and cultural aspects.
While changes often raise concerns, they also present opportunities. The fear that GenAI might replace humans in creative tasks echoes past concerns about neural machine translation. But this evolution does not imply eliminating human work.
Human intervention remains crucial for accountability in content creation and translation. GenAI, like NMT, requires supervision and validation through human intervention. This aspect significantly influences client preferences when configuring services.
GenAI, with human intervention, can produce high-quality, multilingual content, but translating from a source language remains more viable for communication control, cost-effectiveness, and efficiency.
The workload will grow with diverse needs, likely dividing the market into categories such as fully automated global content, responsibly automated services with human intervention, and purely human services for exceptional quality and creativity.
Post-validation by human professionals is indispensable for translations and generated content, ensuring accuracy and maintaining expressive variability in human language.
While AI offers benefits, a balance between automation and human expertise is essential for linguistic and cultural accuracy in the translation and localization sector.

January 2024

Read July 2023 Statement

Read January 2022 Statement

Read July 2021 Statement​

Read January 2022 Statement

General market conditions are no more favorable in 2024 than they were in 2023. Obviously, high-interest rates, persistent inflation, two major wars, and global economic stagnation are not generally favorable for a sector like ours. However, we managed to grow in the lower double digits in 2023 and are onboarding many promising accounts. Clearly, the “cliff” that many non-industry actors have predicted has not happened. Overall, we are cautiously optimistic for 2024 and our realistic prediction is moderate organic growth. Three things will be on my radar in 2024:

      1- GenAI vs. MT: Specifically, how GenAI will be adopted by LSPs and clients in 2024. Is this the year of a more “systematic” adoption of GenAI and how it will change our workflow? There is still a discrepancy between this amazing technology and the reality of our workflows as well as the quality expectations of our clients.
     2-  M&A: We have seen a drop in the multiples in 2023. Will this materialize with an increase in the activity? We believe so. In the second half of 2024, we will resume our efforts to find smaller targets with a good company culture fit and added-value geography and/or services. In general, I think LSPs will look for language companies outside traditional sectors.
     3- Workflow automation: Workflows within LSPs still rely heavily on humans and our industry will implement ways to get things done faster with more automation in 2024.

Our industry has proven to be extremely resilient and given the size of the market, there will be both growth and profitability opportunities. 
More than ever, we need to double down on our agility, broaden our business offerings, and simultaneously tackle multiple business challenges. The “business as usual" mentality must be left behind.

  January 2023

Read January 2023 statement

Read July 2022 statement

Read January 2022 statement