In the latest episode of VistaTalks, host Simon Hodgkins is in discussion with Alex Zekakis, Chief Customer Officer (CCO) at XTM International, to discuss the rapidly evolving world of localization. From AI’s transformative role to the power of leadership principles like empathy, Alex shared valuable insights into the challenges and opportunities businesses face as they navigate the global marketplace. Alex brings a unique perspective with over 15 years of experience in localization, project management, and advanced technology.
The Changing Landscape of Localization
In today’s dynamic business environment, localization is no longer the domain of Fortune 500 companies alone. Alex noted that even small businesses and startups see localization as essential for success. However, navigating this space isn’t without its challenges.
Alex highlighted a key issue: adaptability. As businesses expand into international markets, they must remain agile in the face of economic volatility, shifting political landscapes, and rapidly changing technology.
One of the most pressing challenges, Alex explained, is the misconception that localization is straightforward. “Localization is not easy,” he emphasized, noting that the process is often underestimated. Tools like XTM’s Translation Management System (TMS) streamline workflows, reduce manual effort, and allow teams to focus on strategic decision-making rather than day-to-day execution.
Technology’s Role in Localization
The conversation naturally turned to technology—specifically, the role of AI and machine translation in reshaping the industry. While the hype surrounding AI is palpable, Alex pointed out that localization has been leveraging AI tools like machine translation and natural language processing (NLP) for years. What’s new, he explained, is the leap in AI capabilities. From automated quality evaluation to AI-driven post-editing, advanced tools are transforming not just the craft of translation but the entire localization process.
However, Alex cautioned against getting swept up in the “shiny object” syndrome of AI. He stressed the importance of delivering real value to customers, saying, “Simply embedding AI doesn’t mean it’s ready or impactful. Every feature must offer measurable outcomes.”
Measuring Success: Value Over Vanity
For Alex, the conversation around localization must shift from cost to value. He explained how companies often struggle to measure the impact of their localization efforts and emphasized the importance of aligning these initiatives with broader business goals.
Key metrics like market growth, customer satisfaction, and product adoption rates can demonstrate localization’s role as a revenue driver rather than a cost center. At XTM, this customer-first approach includes helping clients define objectives, measure progress, and ensure accountability on both sides.
Leadership in Localization: The Power of Empathy
Beyond technology, Alex explored the human side of leadership. In an industry as diverse and culturally nuanced as localization, empathy is an essential skill.
“Empathy enables leaders to make tough decisions while maintaining trust and morale,” he shared. It’s also critical in fostering a culture of diversity, equity, and inclusion (DEI)—principles that resonate deeply in a globalized world.
Alex emphasized that motivated teams deliver better service, which directly impacts business success. This leadership philosophy, rooted in empathy, aligns seamlessly with XTM’s mission to help businesses thrive internationally.
The Critical Role of Integration
Another cornerstone of successful localization is integration. Alex underscored the importance of seamless connections between TMS platforms like XTM and content management systems.
“Without integrations, even the most advanced technology can lose its impact,” he noted. XTM prioritizes customer-driven development to ensure that integrations are tailored to specific needs. This approach allows businesses to scale efficiently, reduce time to market, and maintain consistency across global operations.
Preparing for the Future
Looking ahead, Alex acknowledged the unpredictability of the industry but remained optimistic about its trajectory. He envisions a future where AI supports not just translators but project managers, engineers, and quality assurance teams, enhancing workflows across the board. However, Alex reiterated the importance of delivering measurable results. “Every investment must deliver value,” he said, echoing the sentiment that localization success is ultimately defined by its impact on business outcomes.