The concept of Post-Localization is emerging as a significant change, propelled by advances in artificial intelligence. This evolution is drastically transforming our approach to international content. For us as language service providers, this paradigm shift presents both challenges and opportunities. By moving beyond traditional localization and integrating AI-driven processes, we can maintain our growth and become more relevant. With more comprehensive and personalized services, multilingual content delivery, customer experience, and global business growth are enhanced and optimized.

However, in this new era, the role of human expertise remains crucial. AI-powered tools can improve efficiency and accuracy, but the ability to craft creative content that resonates across diverse audiences and the ability to understand context, cultural subtleties, and language nuances such as puns, slang, or expressions are irreplaceable human contributions. As companies continue to expand into new markets, the demand for accurate, culturally relevant, and strategically appropriate content will only increase. It is therefore imperative for us to adopt a forward-thinking mindset, leveraging both AI and human expertise to navigate the complexities of the Post-Localization landscape.

Our role in this transformation is clear: to combine advances in AI with our deep understanding of cultural contexts to ensure our customers receive the best possible service. By embracing the Post-Localization Era, we are positioning ourselves for continued success in an increasingly globalized world.

2024 was a year marked by technological acceleration, redefining our business and our interactions with our customers. Artificial intelligence, once seen as a distant innovation, is now better understood by our customers, who are showing a real appetite to deepen their knowledge and maximize its impact.

At the same time, we have observed a consolidation of the market, with players seeking to strengthen their positions in the face of economic challenges. While the United States continues its growth momentum, some European players are experiencing more difficulties, accentuating the disparities between regions.

At Powerling, we have intensified the automation of our processes in order to refocus our efforts on advising and supporting our customers' content strategies. This transformation enables us to respond more effectively to their needs, while preparing for the future with agility.

2025 promises to be a pivotal year, in which innovation and adaptability will be at the heart of our success more than ever before.

How ROI-driven solutions — spanning talent, technology, business models, and mindset shifts — are shaping the transformation of LSPs into GCSPs and affecting their future valuation.
Changes and evolution have always been part of our industry, and now it feels like something new is happening every week. But to keep it simple, we are here to support the internationalization of our customers, no matter their needs. Our job is to understand the trends and use the latest tools for our customers to improve their content strategy in the most efficient way possible.
I believe the switch from LSP to GCSP has already happened. This is old news; now is the time to switch our mindset to forget our old LSP habits. AI and technology are a mindset, and need to be integrated internally and externally to enhance human expertise. Powerling has lived multiple cycles of innovation and transformation, always adapting our processes to the needs of our clients.
Top fortune 500 and mid-size companies need us now more than ever. Volume increases, complexity of tools and systems, increases in language pairs, shifting digital habits, and intertwined global supply chains are all affecting the ROI of internationalization. They will need an agile strategic partner to navigate this increase in complexity, more than ever in the future.
As GCSPs, we are becoming co-responsible for the ROI of our clients’ global content. This means co-creating content strategies tailored to each project’s goals — and being bold enough to set KPIs, analyze performance, and pivot when needed. Our value lies not just in delivery, but in impact. That’s how we help our clients grow faster and reach new markets more efficiently.
GCSPs understand these changes better than anyone. We have the opportunity — and the obligation — to lead. We’re not here just to support globalization. We’re here to drive it. That mindset is what will shape our industry’s future and define the next generation of leaders.

AI s a Catalyst — Not a Substitute
Artificial intelligence is a powerful accelerator for our industry. It enables faster go-to-market, more customized solutions, and the ability to manage content at a scale that was previously out of reach — often with lower costs and greater global consistency. AI also democratizes access to media and content, allowing organizations of all sizes to think and operate globally.
However, the value of AI only materializes if it expands the field of possibilities rather than replacing the fundamentals of our profession. The core of what we do — ensuring relevance, accuracy, and quality across markets — remains unchanged. The real challenge for both providers and clients is not whether to adopt AI, but how to adopt it responsibly and effectively.
This is where human-centered AI becomes critical. At Powerling, we see AI as complementary to decades of linguistic, cultural, and content expertise. Our experience allows us to integrate AI into workflows in a way that preserves quality while unlocking new use cases and business models. As these tools become more accessible, many of our clients gain the ability to scale internationally faster than ever before — provided they combine technology with the right expertise. The future of our market lies in this balance.