Vistatec hosted UnLOCked 2025 at the Ritz-Carlton in Dallas in partnership with Phrase.The industry event brought together localization professionals, AI experts, and global content leaders for an afternoon of exploring the intersection of technology and language.
Attendees agreed the energy in the room was intimate, genuine, and forward-thinking. The overall focus was on using AI to optimize localization strategies, improve workflows, and ultimately rethink how businesses operate in a multilingual world.
A Keynote on Practical Innovation
Tim Arata, partner at Locale Solutions, kicked off the event with a keynote that immediately grounded the audience in the realities of change in the industry. His talk unpacked three practical ways that businesses can future-proof their global strategies in the tech landscape.
Tim’s decades of experience in sales localization and international content workflows offered guests world-class insights in an intimate setting.
Panel Discussion
The day’s panel session, “Scaling Localization: The Synergy of Human Expertise and AI Technology,” featured an impressive lineup:
- Cristina Feletto (KnowBe4)
- Michel Farhi-Chevillard (NI)
- Phil Ritchie (Vistatec)
- Craig Stewart (Phrase)
Moderated by Tim Arata (Locale Solutions)
The conversation covered a broad spectrum of topics, ranging from personal experiences of adopting AI in large organizations to the cultural nuances that are still best handled by human linguists. One standout moment was Michel’s framing of AI as a “co-pilot” – a partner in localization as opposed to a driver. This metaphor resonated with the room and reflected the overall tone: AI as augmentation, not automation for its own sake.
Cristina shared compelling insights on managing uncertainty and organizational change, while Phil emphasized the importance of trust in machine translation and the evolving role of linguists as strategists and curators.
An Opportunity to Deep Dive
Attendees transitioned into a hands-on think tank session focused on addressing real business challenges in the era of AI. Discussions centered on hyper-personalization, scalable quality, and the ethics of automation. Tables explored key questions like:
Where should human oversight remain essential?
What does a “minimum viable localization strategy” look like with AI in the loop?
How do we balance speed with nuance?
This open format was a highlight for many guests, as it provided them with space for honest conversations, brainstorming, and peer-to-peer learning. It also surfaced recurring themes, such as the fact that AI adoption may be accelerating, but context, culture, and control remain critical.
What Made UnLOCked Stand Out?
UnLOCked Dallas was a chance to slow down and ask deeper questions on AI. The event allowed guests and speakers to discuss what AI can do, as well as what it should do in service of better, more authentic global communication.
At a time when 92% of companies plan to increase their AI investments over the next three years, events like this are crucial as they offer the space to share challenges, vet ideas, and build a shared vocabulary for the future of localization.
The event also acknowledged a real tension felt across the industry: excitement for new efficiencies, paired with caution about quality, ethics, and disruption. UnLOCked didn’t shy away from the difficult conversations; it embraced them.
Thank You to All Involved
This event wouldn’t have been possible without the tireless efforts of the Vistatec and Phrase teams, especially Maria Roa, Kate Jamison, Fotini Limes, and Alan Jung. Their work behind the scenes deserves a special mention.
And to our speakers, guests, and everyone who participated, thank you for bringing your insights and your openness to explore what’s next.
At UnLOCked 2025, attendees agreed that localization is increasingly about strategy, technology, and human-centered design. As we move forward, the teams that win will be those who know how to blend automation with empathy, data with storytelling, and scale with care.
Stay tuned for more from Vistatec and Phrase as we continue these conversations throughout the year and beyond.