The workshop “Reframing and Thinking Differently: Growing Against All Odds” led by Renato Beninatto during the 2025 edition of Vamos Juntos in Mexico challenged long-held beliefs and sparked critical conversations about where our industry is headed. Here are some key takeaways:
- AI is not disruptive, but intrusive—it’s reshaping processes, not replacing the need for human expertise.
- The industry continues to grow (from 7% to 5% annually), now a $75 billion market, always ahead of GDP.
- Growth is driven by more content, more languages, and more platforms—not just technology.
- The market remains highly fragmented: The top 100 LSPs represent only 20% of the industry, and barriers to entry are low.
Shifting the Conversation
We need to rethink the way we define success and measure value:
- Why focus on price per unit? Shift the conversation to deadlines and outcomes.
- ISO certification ≠ higher quality—quality comes from the right processes, not just compliance.
- Do we need to grow every year? Revenue is vanity, profit is sanity.
- What truly drives buyer decisions? Emotional connection influences purchasing more than specs.
- Instead of selling what we already do, ask clients what they need that we don’t offer yet.
The language industry has always been an early adopter of technology, but success lies in how we integrate it with human expertise. As content volume grows, human translators remain essential—though their role will evolve.
It’s time to challenge old dogmas and redesign our approach. What conversations should we be having to shape the future?
#LanguageIndustry #AIinLocalization #Nimdzi #TeamLatamways #Translation #Localization