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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

In the world of translation, artificial intelligence has become a game-changer. Yet, the narrative that AI will completely replace human translators might be premature or misguided.

AI Translation Myths

AI translation tools are impressive. They can instantly translate text across multiple languages, handle large volumes of content, and continue to improve with advanced machine learning algorithms. However, translation is far more than a word-for-word conversion. Language is a combination of cultural context and emotional subtext that go beyond literal meaning.

The Human Translator’s Superpower

Human translators bring three critical elements that AI cannot replicate:

1. Cultural Intelligence: They understand the unspoken rules, humor, and cultural references that make communication truly meaningful.

2. Contextual Adaptation: Professional translators can adapt texts for specific audiences, maintaining the original tone, style, and intent while making the content feel natural in the target language.

3. Emotional and Ethical Nuance: Particularly in sensitive fields like legal, medical, or literary translation, human judgment is crucial in preserving the delicate balance of meaning and emotion.

The Optimal Approach: Human-in-the-Loop

The future of translation isn’t AI versus humans—it’s AI *and* humans working together. Machine translation can provide a rapid first draft, while human translators refine and validate the content.

This collaborative approach offers:
– Increased efficiency
– Reduced translation costs
– Maintained linguistic and cultural accuracy
– Continuous improvement of AI translation models

Conclusion

AI is a powerful tool, but it remains just that—a tool. Human translators are becoming strategically important by focusing on high-value tasks that require deep linguistic and cultural understanding.

The most effective translation strategy? Embrace technology, but never underestimate the irreplaceable power of human expertise.