Top Voices: The Global Insights Exchange

From Afterthought to Infrastructure: How AI Is Changing Localization, Roles, and Enterprise Expectations

In this episode of the Top Voices Podcast, hosts Paula McGrath and Bruno Herrmann sit down with David Webb, Vice President of Global Enterprise Sales at XTM International, for an honest discussion on where language technology is heading—and what enterprises are getting wrong about AI.

David explains why AI has “put translation on the map” at executive level, but also why the hard part is turning buzzwords into operational value. The conversation explores ecosystem-driven language management, internal evangelism, and the shift toward data-centric roles like Language Data Manager and AI Strategist—while stressing that multilingual AI can’t succeed without deep language expertise.

Highlights Include:
➞ The AI Reality Check: “What does AI mean to you?” and why that question matters
➞ Enterprise Buying Shifts: How conversations have changed in the last 24 months
➞ The Cost Myth: The danger of “zero-cost translation” and its impact on talent and quality
➞ Language as Art + Science: Why data scientists need language experts (and vice versa)
➞ Solutions vs Services: How positioning changes internal adoption and ROI visibility
➞ The Internal Evangelist: Helping localization leaders sell value across legal, product, and marketing
➞ Partnership Mindset: Trust, transparency, and consultative sales in language tech

If you work in localization, language technology, AI, or global content operations—this episode is packed with practical framing you can use immediately.

An initiative brought to you by International Achievers Group:
https://internationalachieversgroup.com/

 

AI, Community Interpreting, and the Future of Canada’s Language Industry

In this episode, Peter Madahian, General Manager at Exacta and President of the Canadian Language Industry Association (CLIA), joins hosts Paula McGrath and Bruno Herrmann to explore how Canada’s language sector is evolving in an era of AI, austerity, and global change.

Peter shares his unexpected journey from studying psychology and working in mental-health interpreting to leading one of Canada’s most respected community-interpreting firms and representing nearly 100 language companies nationwide.

Building Canada’s Language Landscape

Peter offers an inside look at the Canadian Language Industry Association, its role in promoting ethics, quality, and linguistic diversity, and how community interpreting supports healthcare, immigration, and legal systems across more than 160 language pairs including newcomer and Indigenous languages.

AI, Policy, and Market Shifts

Discover how AI is reshaping translation and interpreting, from operational efficiencies and data analytics to government-built translation engines. Peter explains how Canada’s federal budget cuts and tariff changes are transforming both public and private-sector demand for language services.

From Vendor to Value Partner

The conversation dives into how language service providers can move up the value chain, transitioning from low-margin, per-word pricing to trusted partnerships that add measurable business value. Peter, Paula, and Bruno also debate the notion of “educating the client,” and why collaboration, not lecturing, is key to building lasting trust.

Future Outlook

From Canada’s new AI ethics standards to emerging opportunities in language data, defence, and technology, Peter shares why smaller, agile LSPs can still thrive if they invest in people, training, and partnerships at home and abroad.

This episode is essential listening for anyone interested in AI in translation, community interpreting, or the future of language services in Canada and beyond.

An initiative brought to you by International Achievers Group
https://internationalachieversgroup.com

AI, Accessibility, and Global User Experience at Scale

In this episode, Emil Atanassov, VP of Internationalization and Accessibility Engineering at ServiceNow, shares his unconventional journey from studying American history to leading global engineering teams at one of the world’s most innovative SaaS companies.

Hosts Paula McGrath and Bruno Herrmann engage Emil in a wide-ranging discussion about building customer-centric experiences, scaling global operations, and the transformative role of AI in localization and accessibility.

 

From History Graduate to Global Tech Leadership
Emil recounts his career path from unexpected entry into localization to spearheading ServiceNow’s internationalization and accessibility efforts, including growing the company’s Irish team from just 3 employees to over 700.

 

AI, Internationalization, and Accessibility
Discover how ServiceNow integrates generative AI and small language models (SLMs) to simplify multilingual workflows, enable self-localization, and ensure seamless global user experiences. Emil also explains why accessibility is becoming mission-critical, with the European Accessibility Act driving innovation in inclusive design.

 

Customer-Centric Strategies and the Future of Localization
The conversation emphasizes the importance of customer obsession, data-driven decision making, and empowering clients to manage multilingual content at scale. Emil shares why balancing people, processes, and technology is essential to operationalizing AI in enterprise environments.

 

Industry Challenges and Opportunities
From hiring for mindset and transferable skills to redefining what “good” looks like in global UX, Emil offers practical advice for leaders navigating rapid change in the language management and technology sectors.

 

This episode is a must-listen for anyone interested in the intersection of AI, accessibility, and customer-driven innovation in the global tech industry.

Exploring the Future of Language Tech with AI and Customer-Centric Approaches

In this episode, Peter Reynolds, CEO of memoQ, shares his journey from social work to leading a cutting-edge translation technology company.

Hosts Paula McGrath and Bruno Herrmann engage with Peter in a comprehensive discussion about memoQ's strategic focus and the exciting innovations in translation services.

 

Innovation and Agile Practices in Translation

Discover how memoQ leverages agile methodologies to enhance product development and maintain a competitive edge. Peter discusses the evolving role of AI in translation and the importance of context and data management.

 

Customer-Centric Strategies

The conversation highlights the significance of engaging with customers to drive meaningful innovation. Learn about memoQ's approach to understanding customer needs and creating value in the language management industry.

 

Industry Challenges and Trends

Peter sheds light on the current challenges in the industry, including talent acquisition and the importance of balancing quality and value. This episode is a must-listen for anyone interested in the future of translation technology and the strategic integration of AI in language services.

Empowering Localization with AI and Cultural Insight: A Conversation with Tommaso Rossi

In this engaging episode, Tommaso Rossi, Director of Localization at Spotify, joins hosts Paula McGrath and Bruno Herrmann to explore the innovative intersection of AI, culture, and ethics in the localization industry.

Don't miss Tommaso Rossi's insights on AI's transformative role and the cultural nuances essential for success in localization.

 

AI's Impact and Ethical Use

We dive into AI's role in enhancing efficiency and opening new content accessibility avenues, while emphasizing the importance of ethical technology use to benefit businesses and consumers alike.

 

Cultural Relevance and Business Strategy

Tommaso shares how localization drives business success at Spotify by adapting products for diverse markets, highlighting its strategic role in decision-making and development.

 

People and Partnerships

The episode covers talent management challenges and opportunities, including effective hiring practices, fostering transparency, and building trust-based client-vendor relationships.

 

Future Aspirations in Localization

Looking to the future, Tommaso outlines his vision for advancing localization at Spotify, aiming to exceed current requirements and proactively drive improvements.

 

Listen Now

Join us for a thought-provoking discussion filled with actionable insights for localization professionals seeking to navigate the evolving landscape of AI and cultural adaptation.

Emma Keane on Language, Culture, and Global Expansion at Balsam Brands

In this insightful episode, Emma Keane, Head of Localization at Balsam Brands, joins Paula McGrath and Bruno Herrmann to share her journey and expertise in the localization industry. Emma's passion for languages and her role in expanding Balsam Brands' global reach are at the heart of this engaging conversation.

Key Topics Discussed:

• Localization and Language Mastery: Discover how Emma's love for languages has shaped her career and influenced her work in the tech and language management sectors.
• Evergreen Business Philosophy: Learn about Balsam Brands' commitment to a people-first, sustainable growth model and how it impacts their global strategy.
• Cultural and Linguistic Accuracy: Understand the critical importance of getting localization right, from product descriptions to customer interactions.
• AI and Machine Translation: Explore the challenges and opportunities of integrating AI into localization processes while maintaining quality.
• Workplace Culture and Expansion: Hear about the benefits of fostering a collaborative and flexible work environment as Balsam Brands scales internationally.

Join us for an episode full of practical insights and strategies for navigating the complexities of global content management and localization.

Petra Angeli on Navigating AI and Human Expertise in Localization

Join us as we dive into the future of localization with Petra Angeli, Head of Product & Solutions Enablement at the Acolad Group.

In this episode, Petra shares her unique journey from video game enthusiast to a leader in localization, emphasizing the critical role of human expertise in an increasingly AI-driven industry.

Key Topics Discussed:

• Career Evolution: Petra's path from video game localization to a leadership role at the Acolad Group, and how her experiences shape her current strategies.
• AI Integration: The impact of AI and LLMs on localization, and the essential balance between technology and human oversight.
• Cultural Sensitivity: Maintaining cultural nuances and empathy in translation to ensure high-quality outcomes.
• Global Collaboration: Strategies for fostering international teamwork and meeting diverse client needs.
• Future Outlook: Insights into the challenges and opportunities for localization in the face of rapid technological advancements and regulatory changes.

Tune in to discover how Petra and her team are leveraging AI while ensuring that the human touch remains central to effective localization solutions.

Unlocking AI Potential in Language Management with Coral Diez-Carbajo
In this episode, we welcome Coral Diez-Carbajo, GenAI Solutions Strategist at Acclaro, to explore the evolving landscape of language management. Hosted by Paula McGrath, CEO of International Achievers Group, and Bruno Herrmann, leading AI-enriched content strategist, the conversation centers on the integration of AI and machine translation in the industry.

Key Points:

• AI and Machine Translation: Understanding their roles and future potential in language services.
• Human Element in Technology: Strategies for managing technological change without overwhelming employees.
• Remote Work Dynamics: Effective management techniques for distributed teams.
• Professional Development: The importance of continuous learning and strategic thinking.
• Cultural Fit and Retention: How organizational culture impacts hiring and retention in the language industry

Why Listen?
Gain insights into the evolving landscape of language management and learn how to leverage AI and strategic thinking to stay competitive. Discover how to balance innovation with human-centric approaches in a rapidly changing industry.