The model isn't the competitive advantage; the system around it is.
Every vendor claims AI-powered localisation. The difference is whether the AI is a shortcut to cheaper output, or an orchestrated system with routing logic, IP context, and a quality layer that feeds back.
How the routing works
Content is classified at intake: type, market, risk tier, IP sensitivity, brief context. The classification determines the routing. It isn't one model handling everything at one throughput. It's a system that applies the right tool to the right content with the right level of oversight.
Low-risk, high-volume (UI strings, patch notes, structured data) moves on machine throughput with automated scoring for character limits, terminology consistency, and flagged error patterns. Human review is triggered by score, not by default.
Brand and community-facing (campaign copy, announcements, event text) routes to human translators working against the brief, the termbase, and market style guidance. Machine output is a reference, not a first pass.
High-stakes creative (headlines, taglines, trailer scripts) is brief-led transcreation. The brief is the document that matters, not the source string.
Your termbase is the data asset that doesn't depreciate.
The model is a commodity. It gets cheaper every quarter. The termbase (the documented, enforced record of how your IP speaks in every active language) is what compounds.
Character names and how each locale handles them. Slogans and the brief behind them. Tone by market. Terms never translated. Terms with a mandated translation. The decisions that were made, and why.
That context exists nowhere else. It's what lets you onboard a new vendor in a new market without starting from zero, and what catches a drift before it becomes a campaign that underperforms.
Platforms we run on
- Phrase TMS
- Full API, webhook triggers, memory sync
- Crowdin
- API, branch integration, CLI
- SmartCAT
- API, freelance pool, memory
- MemoQ
- Server API, memory import, QA integration
- Unity / Unreal
- String extraction, pipeline hook
- Custom
- REST, GraphQL, webhook
Already on something else? The platform isn't the constraint.
See how the system works in the context of your programme.
Thirty minutes, and we'll show you where the gap is.
Request a market signal audit