2804: Smartling's AI Revolution: Bridging Language Gaps in Business and Beyond

[00:00:01] [SPEAKER_00]: Have you ever wondered what it takes for a business to successfully cross language barriers

[00:00:06] [SPEAKER_00]: and thrive in global markets? Well, in this episode today, we're going to be delving into

[00:00:11] [SPEAKER_00]: the transformative world of AI-driven translation and localization. Because joining me today is my

[00:00:17] [SPEAKER_00]: special guest, Brian Murphy, CEO of a company called Smartling, which is a company at the

[00:00:23] [SPEAKER_00]: forefront of this revolution. And Smartling isn't just any translation service. I know there's a

[00:00:28] [SPEAKER_00]: lot out there. This is an enterprise-class language AI platform, recognized as a leader

[00:00:35] [SPEAKER_00]: in translation management systems. So today we're going to explore the challenges companies face

[00:00:41] [SPEAKER_00]: when entering new markets, how AI can help leap over translation hurdles and so much more. Because

[00:00:47] [SPEAKER_00]: Brian's going to shed light on how Smartling's innovative approach has empowered global giants

[00:00:53] [SPEAKER_00]: from Android to Pinterest and so many more, and help them connect with millions of non-English

[00:00:58] [SPEAKER_00]: speaking users. Before we get today's guest on though, I need to give a quick shout out and

[00:01:02] [SPEAKER_00]: a thank you to the sponsors of Tech Talks Daily this month. They are Kiteworks, and in a digital

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[00:01:53] [SPEAKER_00]: where you can explore the future of secure data management. But now it's time to get on with the

[00:01:58] [SPEAKER_00]: show and invite today's guest on. So buckle up and hold on tight as I beam your ears all the

[00:02:03] [SPEAKER_00]: way to the US, where Brian's waiting to share his story. So a massive warm welcome to the show, Brian.

[00:02:11] [SPEAKER_00]: Can you tell everyone watching a little about who you are and what you do? Sure, appreciate it.

[00:02:15] [SPEAKER_01]: My name is Brian Murphy, and I'm the CEO of Smartling. And Smartling is a language AI company,

[00:02:22] [SPEAKER_01]: and we help companies like Apple, Tesla, Disney, IBM to create multilingual digital experiences

[00:02:30] [SPEAKER_01]: for their customers. And I've been building SaaS and e-commerce companies for over 20 years now in

[00:02:38] [SPEAKER_01]: a variety of industries, fortunate enough to work with a handful of companies as an investor and

[00:02:45] [SPEAKER_01]: director. And my passion really is to create companies that change the status quo and deliver

[00:02:51] [SPEAKER_00]: great outcomes for customers. Well, one of the things I say on every episode of this podcast

[00:02:56] [SPEAKER_00]: is technology works best when it brings people together. And I know this is something close to

[00:03:00] [SPEAKER_00]: your heart too, and this isn't your first rodeo. And I'm curious, what are the main challenges that

[00:03:06] [SPEAKER_00]: companies face when entering new markets, particularly with things like language

[00:03:10] [SPEAKER_00]: barriers? And how are AI-driven translation solutions helping overcome some of these hurdles?

[00:03:16] [SPEAKER_01]: Yeah, it's a great question. Most Series C and beyond companies, they get asked by the board

[00:03:24] [SPEAKER_01]: to go global, right, to expand their markets, to drive growth. And going global is hard. It's

[00:03:36] [SPEAKER_01]: so hard. So one of the things that we try to do is to take that pain point away from that part

[00:03:41] [SPEAKER_01]: of the process. And it's really, I always start with the customer, right? So 87% of customers

[00:03:49] [SPEAKER_01]: prefer content in their own language. And that's where it makes sense, doesn't it? Right? So if I

[00:03:53] [SPEAKER_01]: was interested in a pair of German sneakers, I would be interested in learning about those sneakers,

[00:03:59] [SPEAKER_01]: but I don't speak German. So I would prefer it if the content was in English. And as English speakers,

[00:04:05] [SPEAKER_01]: sometimes we forget about that, because so much of the world does speak English.

[00:04:10] [SPEAKER_01]: If they don't speak English, they don't necessarily prefer to speak English. So

[00:04:13] [SPEAKER_01]: we know that studies would tell us 87% prefer content. Now, how do they do that, right?

[00:04:19] [SPEAKER_01]: So traditionally for the past 30 years or so, the traditional way of translating content is

[00:04:26] [SPEAKER_01]: time consuming, very manual and expensive. And it's a pain. I've been doing this for like

[00:04:30] [SPEAKER_01]: building multilabel websites for like 20 years. Smartly, the Smartly language AI platform

[00:04:36] [SPEAKER_01]: addresses those pain points by providing a translation management platform that eliminates

[00:04:42] [SPEAKER_01]: manual tasks by automating and managing translational workflows and integrating

[00:04:49] [SPEAKER_01]: into your existing tech stack. And B reduces the cost of translation by up to 60% by using AI

[00:04:56] [SPEAKER_01]: and delivering extremely high quality translation. So global expansion is difficult in and of itself.

[00:05:02] [SPEAKER_01]: We try and take away at least some of that pain.

[00:05:05] [SPEAKER_00]: And obviously, we're a few minutes into a tech podcast, we've already mentioned the AI word.

[00:05:09] [SPEAKER_00]: And one of the things I try and do on these podcasts is you try and get people's thinking

[00:05:12] [SPEAKER_00]: beyond the hype, beyond the buzzword status and talk about some of the problems that we're solving,

[00:05:17] [SPEAKER_00]: some of the business value that it can help generate. So in your experience,

[00:05:21] [SPEAKER_00]: how can companies effectively use AI driven translation tools for localization purposes?

[00:05:27] [SPEAKER_00]: And also, what are some of the key benefits of that approach in terms of scaling globally,

[00:05:32] [SPEAKER_01]: going global, of course? When you're going global, right,

[00:05:35] [SPEAKER_01]: you're looking to use and you're looking to be multilingual, to have multilingual digital

[00:05:40] [SPEAKER_01]: experiences, right? You're going to want to use or you can use effectively AI driven translation,

[00:05:48] [SPEAKER_01]: really in 3D primary areas. Number one is your website, right? So you're going to start with

[00:05:53] [SPEAKER_01]: your website, you want to have like your landing pages, your blogs, your help center

[00:05:59] [SPEAKER_01]: printed or in a local language, localized for the local language, right?

[00:06:05] [SPEAKER_01]: Number two, you're going to want to do your marketing communication. So your emails, etc.,

[00:06:13] [SPEAKER_01]: those you're going to want to have localized. And then the product itself, right? So if it's a

[00:06:18] [SPEAKER_01]: software product, have it in the local language. That's probably the most one of the... I think

[00:06:21] [SPEAKER_01]: our customers find that to be the most challenging or in depth because you're actually getting into

[00:06:25] [SPEAKER_01]: code. But we try and make that a little easier by exposing an API that's pretty easy to use.

[00:06:31] [SPEAKER_01]: And I think once again, you find yourself... You're going to hear me talking about digital

[00:06:37] [SPEAKER_01]: footprint, right? And one of the things I've learned, whether it's B2B or B2C is the digital

[00:06:43] [SPEAKER_01]: footprint matters, right? So you think about... If you think about your home country, right?

[00:06:47] [SPEAKER_01]: Your digital footprint is probably pretty big, right? The size of your website, the blogs,

[00:06:52] [SPEAKER_01]: the SEO articles, everything you've got. You have a very large presence online and that creates a

[00:06:57] [SPEAKER_01]: great experience for your customers. And it also helps with getting new customers, particularly

[00:07:01] [SPEAKER_01]: with SEO. When you go to, let's say you're now starting to expand to Japan or France or Germany,

[00:07:07] [SPEAKER_01]: how big is your digital footprint there? I bet it's significantly smaller, which makes it harder

[00:07:11] [SPEAKER_01]: to create a great customer experience and to compete. So that's where traditionally it was

[00:07:16] [SPEAKER_01]: too expensive for companies to create equally large or significant digital footprints in their

[00:07:22] [SPEAKER_01]: target countries. That's the big advantage of language AI is that it takes that cost down to

[00:07:27] [SPEAKER_01]: the point where there's tremendous ROI. And that's how we help create a competitive advantage

[00:07:33] [SPEAKER_00]: and a digital moat for our customers. And before you came on the podcast today, I was doing a little

[00:07:38] [SPEAKER_00]: research on you and I quickly learned this morning as we're with some pretty big brands from Canva to

[00:07:44] [SPEAKER_00]: Pinterest to name a few, and you've helped them reach non-English speaking users. So just to bring

[00:07:49] [SPEAKER_00]: to life everything that we've just talked about here, can you share any insights into some of

[00:07:53] [SPEAKER_00]: those collaborations and the ultimate impact of your services on their global reach?

[00:07:59] [SPEAKER_01]: Sure. I'd be happy to. Yeah. So Canva is a great company, great brand, and a great example of

[00:08:07] [SPEAKER_01]: going global first. And I'll explain what that means. So global expansion has been a key to

[00:08:13] [SPEAKER_01]: their rapid growth. I think they've got at least, I don't know, the last time I checked over 135

[00:08:18] [SPEAKER_01]: million users in 190 countries. Over half of their users are non-English speakers.

[00:08:26] [SPEAKER_01]: They'd never have been able to add that many users as quickly and effectively without localized

[00:08:31] [SPEAKER_01]: content. But one of the things that they did and what they're particularly good at is incorporating

[00:08:36] [SPEAKER_01]: localization into the design process early, right? So thinking about that ahead of time,

[00:08:43] [SPEAKER_01]: as opposed to coming back after the fact and trying to retrofit content in a localized way.

[00:08:50] [SPEAKER_01]: So as a result, they were able to create great experiences, localized experiences right out

[00:08:56] [SPEAKER_01]: of the chute, and to accelerate development velocity and deliver great localized customer

[00:09:03] [SPEAKER_01]: experiences at scale. So I think that what they did right was thinking about localization,

[00:09:10] [SPEAKER_01]: translational localization early on in the design process.

[00:09:15] [SPEAKER_00]: Miller Incredibly cool what you're doing here. And if we were to look under the hood

[00:09:19] [SPEAKER_00]: for a moment, especially on behalf of everybody listening, business leaders from various industries,

[00:09:25] [SPEAKER_00]: what are some of the latest advancements in Smartling's language AI platform that make it

[00:09:30] [SPEAKER_00]: a little bit different, unique, stand out in this often crowded market of translation management

[00:09:36] [SPEAKER_00]: systems?

[00:09:36] [SPEAKER_01]: Yeah, I tell you what, this last year has been... I can't believe it's been a year. A little bit,

[00:09:41] [SPEAKER_01]: a year since OpenAI came out, right? And it actually hit the scene. And

[00:09:47] [SPEAKER_01]: actually one of the reasons going back, I've been with Smartling, I'm in my third year now.

[00:09:51] [SPEAKER_01]: But one of the reasons why we invested in Smartling in the first place was Smartling

[00:09:57] [SPEAKER_01]: was one of the early leaders of technology and translation localization. They had a native SaaS,

[00:10:04] [SPEAKER_01]: a multi-tenant experience, which was rare in this space and had really great capabilities

[00:10:12] [SPEAKER_01]: at machine learning and neural machine translation. So my thinking on this was that

[00:10:18] [SPEAKER_01]: eventually software eats the world and this software would eat the... Provide such a

[00:10:23] [SPEAKER_01]: great value, would eat the $50 billion translation localization services business, which is largely...

[00:10:30] [SPEAKER_01]: What you think about it? It's a services, professional services businesses with translators,

[00:10:33] [SPEAKER_01]: et cetera. But we thought Smartling would do well there.

[00:10:37] [SPEAKER_01]: What we didn't anticipate was the advent of GenAI and its impact. And last February when that hit,

[00:10:44] [SPEAKER_01]: that was the key to our unlock. We saw that as solving some fundamental problems that were really

[00:10:50] [SPEAKER_01]: difficult for us to solve in terms of taking neural machine translation, which was pretty

[00:10:57] [SPEAKER_01]: good and getting better, but had some problems with it, particularly around fluency and error.

[00:11:03] [SPEAKER_01]: Fluency and errors. GenAI combined with that was once again, was the unlock.

[00:11:10] [SPEAKER_01]: So what we're able to do is combining our automation, our translation automation

[00:11:15] [SPEAKER_01]: capabilities, our multi-engine neural machine translation capabilities combined with machine

[00:11:21] [SPEAKER_01]: learning. And then with GenAI, we are now able to deliver human quality translation. So in other

[00:11:28] [SPEAKER_01]: words, the quality of translation that's on parity with traditional human linguists at half

[00:11:34] [SPEAKER_01]: the cost and in half the time. And that's just V1. So we've been doing that at scale now for the past

[00:11:43] [SPEAKER_01]: few months. And I see that... And we'll talk more about cloud store or just data storage and things,

[00:11:51] [SPEAKER_01]: but I see that radically accelerating. And by pairing this AI, this GenAI capability with those

[00:12:00] [SPEAKER_01]: tools and with expert translators, we're able to eliminate a significant amount of time consuming

[00:12:08] [SPEAKER_01]: work that they would be doing that we're not particularly value add and allow them to be

[00:12:13] [SPEAKER_01]: significantly more productive. So that's what we're really excited about. That's where we are

[00:12:17] [SPEAKER_01]: right now. So this revolution of AI powered translation, AI powered human translation

[00:12:26] [SPEAKER_01]: is for sure the thing that is rapidly accelerating and transforming this $50 billion industry.

[00:12:34] [SPEAKER_00]: Richard Pinchott And I'm curious, when you're working with AI

[00:12:35] [SPEAKER_00]: translation, how do you get that balance between speed and translation and get that necessity of

[00:12:42] [SPEAKER_00]: maintaining high quality culturally relevant content? Because I would imagine we've all read

[00:12:47] [SPEAKER_00]: about the hallucinations and things. And if you hurry something out and it's not checked properly,

[00:12:53] [SPEAKER_00]: it can cause more harm than good. So how do you get that balance right? Is it a tricky

[00:12:58] [SPEAKER_00]: to achieve that balance?

[00:13:00] [SPEAKER_01]: Jay It is. And that's where machine learning

[00:13:04] [SPEAKER_01]: really comes into play. What we do is... So there's three types of translation modes that

[00:13:11] [SPEAKER_01]: today, basically. There's AI powered neural machine translation, which is available in milliseconds.

[00:13:20] [SPEAKER_01]: But obviously you don't have time to have a human review of that. And use cases of that are typically

[00:13:27] [SPEAKER_01]: customer service, you might imagine. So I'm on a chat with a customer and I'm Polish and the

[00:13:32] [SPEAKER_01]: customer's Japanese. And I'm using machine translation essentially to allow us to

[00:13:38] [SPEAKER_01]: communicate. And that's super powerful. But it doesn't have... We've got quality control

[00:13:46] [SPEAKER_01]: dimensions in place there, but it doesn't have a human review. So it has the potential to be

[00:13:51] [SPEAKER_01]: accurate, but not great in terms of fluency, et cetera.

[00:13:56] [SPEAKER_01]: The next step up from that is AI powered human translation, which delivers the highest level

[00:14:03] [SPEAKER_01]: quality and takes about a day to turn around. That's about the speed of which... And then

[00:14:08] [SPEAKER_01]: there's traditional human translation or transcreation, and that takes about

[00:14:11] [SPEAKER_01]: two days to turn around at a minimum. So that gives you a sense of the balance.

[00:14:16] [SPEAKER_01]: So we can achieve very, very high quality in milliseconds. But if you need that extra little

[00:14:21] [SPEAKER_01]: step that you would use for a landing page or some website copy or marketing communications,

[00:14:25] [SPEAKER_01]: then it's about a day. And that's still about half the time of traditional human translation.

[00:14:30] [SPEAKER_00]: And I think for the large part, most businesses know what they need to do. They need

[00:14:35] [SPEAKER_00]: what they want to do, what they want to achieve, what goals they want to unlock,

[00:14:39] [SPEAKER_00]: all that stuff. But nowhere to start, that often gets quite intimidating, daunting and overwhelming.

[00:14:44] [SPEAKER_00]: So in your experience, are there any differences in how B2B and B2C brands should approach AI

[00:14:50] [SPEAKER_00]: driven translation and localization? And are you able to provide maybe one example for each just to

[00:14:57] [SPEAKER_00]: help anyone listening understand how it would work in their world?

[00:15:01] [SPEAKER_01]: Yeah. It's interesting. I've been fortunate enough to do both B2B and B2C. And so in my time

[00:15:06] [SPEAKER_01]: as an executive at eBay, I was able to do both at the same time. I used to joke in the morning,

[00:15:13] [SPEAKER_01]: I would wear my B2B hat and I was going out and trying to bring on sellers. And in the afternoon,

[00:15:18] [SPEAKER_01]: I was wearing my B2C hat and building functionality for consumers looking to buy on eBay.

[00:15:25] [SPEAKER_01]: So that was really great experience in learning how to talk to both types of customers.

[00:15:30] [SPEAKER_01]: And I would say that the commonality is really around brand voice, right? So

[00:15:34] [SPEAKER_01]: brand voice is really important whether you're B2B or B2C. And so for example, B2B companies

[00:15:45] [SPEAKER_01]: tend to have a little bit more of a professional or serious tone to their brand voice where

[00:15:49] [SPEAKER_01]: B2C companies might have a little bit more friendly or playful sort of brand voice.

[00:15:56] [SPEAKER_01]: But regardless of whether your brand voice is playful or serious, consistency is really

[00:16:05] [SPEAKER_01]: important, right? So most companies have brand guidelines, et cetera. And you get specific

[00:16:09] [SPEAKER_01]: nomenclature. How do you name your products? How do you call? How do you refer to things, right?

[00:16:13] [SPEAKER_01]: All that's relatively simple. If you're thinking about it in one language in English, it's like,

[00:16:19] [SPEAKER_01]: okay, I came up with this phrase and I just need to think about it that way.

[00:16:23] [SPEAKER_01]: But if you're going back to the example of Canva working in 190 countries,

[00:16:28] [SPEAKER_01]: it gets incredibly complex to localize all of that, that A, that tonality, those brand

[00:16:36] [SPEAKER_01]: guidelines, that specific nomenclature. It becomes almost a little bit overwhelming.

[00:16:39] [SPEAKER_01]: And it's particularly a problem for traditional translation, right? Has a tough time doing this

[00:16:44] [SPEAKER_01]: because you can imagine once again having to train a global network of dozens or hundreds

[00:16:49] [SPEAKER_01]: of translators on your company's specific brand voice, right? That's tough to do.

[00:16:55] [SPEAKER_01]: So one of the really cool things that we're doing with Language AI is training and customize

[00:17:02] [SPEAKER_01]: the AI to produce your company's specific and consistent brand voice, which enables companies

[00:17:08] [SPEAKER_01]: to communicate in a consistent brand voice no matter what region or language they're localizing

[00:17:13] [SPEAKER_01]: to. So you can imagine like we have a concept called translation memory, where once we've

[00:17:18] [SPEAKER_01]: translated it once, it locks it in, it doesn't change anymore. We have glossary, we have style

[00:17:23] [SPEAKER_01]: guide, et cetera. And all these things are baked in so that the AI is actually quite good at

[00:17:29] [SPEAKER_01]: producing very, very... In fact, I would argue better than a network of 100 independent linguists

[00:17:37] [SPEAKER_01]: around the world, but is very, very good at creating consistent brand voice. So I would say

[00:17:42] [SPEAKER_01]: that whether you're B2B or B2C, I think that brand voice in my opinion and consistency

[00:17:51] [SPEAKER_01]: of delivering that in the localized way is really important. And Language AI is really one of the

[00:17:57] [SPEAKER_00]: best tools I've seen in a long time to do that. And as someone right in the heart of this space,

[00:18:03] [SPEAKER_00]: as we continue forward down this path, how do you see AI technology evolving in the field of

[00:18:08] [SPEAKER_00]: translation and localization? And any impact you think this might have on global business strategies

[00:18:14] [SPEAKER_00]: as we continue to move forward? Anything that excites you as we progress down this path?

[00:18:21] [SPEAKER_01]: Jay Yeah, I do. So today, companies are rational, right? And as a result, they ration

[00:18:29] [SPEAKER_01]: translation due to its cost and its effort, right? It's expensive. 18, 20 cents a word,

[00:18:36] [SPEAKER_01]: which is sort of like the rack rate out there and the amount of manual effort, all that kind of

[00:18:40] [SPEAKER_01]: stuff. A lot of people, it takes a lot of dollars. So they ration translation. Like we used to

[00:18:47] [SPEAKER_01]: ration data storage, right? Remember when we used to think about, okay, I got to delete a whole bunch

[00:18:53] [SPEAKER_01]: of files because I'm about to go over my limit. It's going to cost me more, right? So as we talk

[00:18:58] [SPEAKER_01]: a little bit about earlier, in my experience, digital footprint matters, right? So having that

[00:19:04] [SPEAKER_01]: large digital footprint and customer experience in France, in Germany, in Japan is a competitive

[00:19:11] [SPEAKER_01]: advantage if you can be in the past before to do it, right? So the larger your digital footprint is,

[00:19:17] [SPEAKER_01]: the better your growth flywheel spins. And so what's happening, I think what

[00:19:23] [SPEAKER_01]: is happening and will happen more is that companies that are able to maximize their

[00:19:28] [SPEAKER_01]: global digital footprint efficiently will win. And our mission is to help them do that.

[00:19:34] [SPEAKER_01]: So as we bring down the cost of translation with AI, like we're doing, it's going to make it

[00:19:42] [SPEAKER_01]: more and more ubiquitous the same way that today, like when was the last time you went in and

[00:19:49] [SPEAKER_01]: deleted a bunch of files because you're running low on storage? The cost has come down so much,

[00:19:53] [SPEAKER_01]: you just don't even think about it. It's become ubiquitous. It's a service. And I think that's

[00:19:58] [SPEAKER_01]: the mission that we're on with translational localization.

[00:20:02] [SPEAKER_00]: And I suspect there'll be many people listening all around the world and setting off a few light

[00:20:06] [SPEAKER_00]: bulb moments here, and maybe people will be going into the office talking to their LIT director about

[00:20:12] [SPEAKER_00]: what they should be doing. What advice would you give to a business leader looking to expand

[00:20:17] [SPEAKER_00]: into new linguistically diverse markets and how should they integrate AI driven translation into

[00:20:24] [SPEAKER_00]: their strategy? I would imagine to begin with the problem and then build out, but

[00:20:28] [SPEAKER_00]: can you expand on that just to help anyone listening?

[00:20:31] [SPEAKER_01]: There's a number of different globalization strategies. Like there's probably five or six

[00:20:36] [SPEAKER_01]: different ways to globalize a company, right? And a lot of that depends on the stage and growth

[00:20:41] [SPEAKER_01]: that you're in, what your goals are and what sort of resources you have available. So there's a

[00:20:46] [SPEAKER_01]: number of those. We actually have a number of examples of that on our website. Folks are

[00:20:50] [SPEAKER_01]: interested in going and taking a look. But the one thing that you do need to get right as a

[00:20:54] [SPEAKER_01]: company and as a senior executive is that you need to hire a team that has a global mindset,

[00:21:00] [SPEAKER_01]: right? This is really important because it all does come down to people and strategy. So hiring

[00:21:04] [SPEAKER_01]: a team that understands how to go global and has a global mindset is critically important.

[00:21:12] [SPEAKER_01]: Number two is making sure that you thoroughly understand your target market, right? So

[00:21:20] [SPEAKER_01]: you've been around the world. If you've done business in multiple places around the country,

[00:21:25] [SPEAKER_01]: it's a light bulb. It's an epiphany. You're in the world. All of a sudden you start to learn

[00:21:28] [SPEAKER_01]: how to do these things and how different they are and how the same they are, et cetera.

[00:21:33] [SPEAKER_01]: But thoroughly understanding your target market is critically important. So for example,

[00:21:37] [SPEAKER_01]: Japan is usually a great target, Germany, et cetera, right? Germans and Japanese are very,

[00:21:45] [SPEAKER_01]: very different in the way they approach business and think about things and talk about things and

[00:21:50] [SPEAKER_01]: what matters to them. And so it's very important for you to understand what those things are.

[00:21:53] [SPEAKER_01]: So as you produce content and experiences, it matches those needs. So hiring people to

[00:22:02] [SPEAKER_01]: understand that and thoroughly understanding your target market are the two most important things.

[00:22:06] [SPEAKER_01]: And then thirdly, as you begin to execute whatever strategy you pick, I would start

[00:22:13] [SPEAKER_01]: localizing your translation, working your way up the stack and expanding as you get success.

[00:22:18] [SPEAKER_01]: And so typically that would start with, hey, listen, we're getting customers in Germany. We

[00:22:26] [SPEAKER_01]: think there's a good market there. How do we do this? Well, one of the first things you want to do

[00:22:30] [SPEAKER_01]: is localize your landing pages, right? So the handful of pages where people are going to go.

[00:22:34] [SPEAKER_01]: Then you start localizing your marketing communications, right? So emails, Google ads,

[00:22:41] [SPEAKER_01]: right? You don't want to have an English Google ad in Japan. That's not going to make any sense,

[00:22:44] [SPEAKER_01]: right? So you have to make sure it's in Japanese and speaks their language. So it speaks to them

[00:22:52] [SPEAKER_01]: in a way that they'll understand, will resonate. So marketing communications.

[00:22:57] [SPEAKER_01]: Number three is most companies as they begin to expand, they've already got customers using

[00:23:01] [SPEAKER_01]: the product there. So you want to make sure that your help center is localized and that's more

[00:23:05] [SPEAKER_01]: content there. And then lastly, or maybe before Lee or whatever, depending on how you like to do

[00:23:11] [SPEAKER_01]: things, localizing your product. And a lot of people kind of save this for last because once

[00:23:16] [SPEAKER_01]: you start getting into the actual software product itself, that can be a little bit more challenging

[00:23:22] [SPEAKER_01]: depending on how you've written your particular applications.

[00:23:25] [SPEAKER_01]: But that's typically sort of like, you know, the stack of things that need to be done. And that

[00:23:31] [SPEAKER_01]: for each one of those, there's a cost effective solution to translating and localizing that using

[00:23:37] [SPEAKER_01]: artificial intelligence.

[00:23:39] [SPEAKER_00]: Matt Incredibly cool. I love everything that you're doing here and how you're leveraging

[00:23:42] [SPEAKER_00]: technology to bring people together. But before I let you go, I've got to ask you to leave everyone

[00:23:48] [SPEAKER_00]: listening with one final gift, one final piece of wisdom. I always ask my guests to leave everyone

[00:23:53] [SPEAKER_00]: listening with either a book for our Amazon wishlist that they'd recommend that they check

[00:23:58] [SPEAKER_00]: out or a song, Guilty Pleasures are allowed that we can add to our Spotify playlist. All I ask is

[00:24:03] [SPEAKER_00]: which would you like to leave us with and why?

[00:24:06] [SPEAKER_01]: Jay Listen, I'm a big fan of any book by Walter

[00:24:08] [SPEAKER_01]: Isaacson. You know, I just think him, I just find him to be the most insightful and interesting

[00:24:12] [SPEAKER_01]: person. You know, based on his experience talking with so many interesting people. And I just

[00:24:18] [SPEAKER_01]: finished up with his biography on Leonardo da Vinci, which I thought was so amazing and

[00:24:27] [SPEAKER_01]: remarkable that I recommended it. You know, it's really interesting when you read a book like that

[00:24:31] [SPEAKER_01]: in context with like a biography on Steve Jobs or, you know, Elon Musk or whoever, right? It's

[00:24:38] [SPEAKER_01]: just like so interesting to watch several hundred years later the similarities that exist with

[00:24:43] [SPEAKER_00]: really truly great innovators.

[00:24:46] [SPEAKER_00]: Matt What a great choice. I'll get that added

[00:24:48] [SPEAKER_00]: straight to our Amazon wishlist. And for anyone listening, wanting to find out more information

[00:24:53] [SPEAKER_00]: about Smartling, maybe carry on the conversation we started today or just ask you or your team a

[00:24:58] [SPEAKER_00]: question. Where would you like to point everyone?

[00:25:00] [SPEAKER_01]: Jay I would say just come visit us at

[00:25:02] [SPEAKER_01]: smartling.com. We've got a great resource center that's got a whole bunch of how-to's and case

[00:25:08] [SPEAKER_01]: studies, white papers. And that's really one of the best places to come and get a bunch of

[00:25:14] [SPEAKER_01]: information on a level as it issue.

[00:25:16] [SPEAKER_00]: Matt Well, we covered so much in 30 minutes

[00:25:18] [SPEAKER_00]: today from the challenges of entering new markets, how AI can help leap over some of those

[00:25:23] [SPEAKER_00]: translation hurdles and also how companies can leverage AI driven translation for localization

[00:25:29] [SPEAKER_00]: scaling up around the world. But I love how you brought it to life with some of those big use

[00:25:33] [SPEAKER_00]: cases and how you've helped juggernauts from Canva to Pinterest and so many other reach millions of

[00:25:39] [SPEAKER_00]: non-English speaking users. Love what you're doing here with technology. We just a big thank you for

[00:25:43] [SPEAKER_00]: shining a light on it today and sharing your story. Thank you.

[00:25:46] [SPEAKER_00]: Jay Thanks, Neil. It was a real pleasure

[00:25:47] [SPEAKER_00]: to talk with you today.

[00:25:48] [SPEAKER_00]: Neil So as we wrap up today's discussion

[00:25:50] [SPEAKER_00]: with Brian Murphy, I think it's clear that the landscape of global business is rapidly evolving.

[00:25:55] [SPEAKER_00]: The key takeaway, leveraging AI driven translation for localization is not just about breaking down

[00:26:03] [SPEAKER_00]: language barriers. It's about connecting cultures. It's about expanding global footprints. And I

[00:26:08] [SPEAKER_00]: think Smartling's success in helping brands from Canva to Pinterest reach a diverse global audience

[00:26:15] [SPEAKER_00]: is testament to the power of innovative technology. I always say technology works best when it brings

[00:26:20] [SPEAKER_00]: people together and I love how Brian's doing here and creating a more interconnected world.

[00:26:27] [SPEAKER_00]: So thank you to Brian for joining us today, sharing his expertise. But this conversation

[00:26:31] [SPEAKER_00]: has left me pondering, how will AI continue to transform the way businesses communicate

[00:26:37] [SPEAKER_00]: and operate globally? I'd love to hear your thoughts on this one. It's a question

[00:26:41] [SPEAKER_00]: far bigger than myself and this humble podcast. So let me know,

[00:26:46] [SPEAKER_00]: techblogwriteroutlook.com, Twitter, LinkedIn, Instagram, just at Neil C Hughes. Let me know

[00:26:51] [SPEAKER_00]: your thoughts. But that's it for today. So one last reminder, stay curious, embrace the power

[00:26:57] [SPEAKER_00]: of technology. And until next time, let's keep bridging worlds with technology and innovation.

[00:27:03] [SPEAKER_00]: See you all tomorrow.