Translation memory was difficult to manage
At the heart of any localization workflow is translation memory (TM), a database of previously approved translations that helps teams work faster and stay consistent. But the agencies controlled the TM database across a large organization is hard.
For this team, TM was their biggest pain point. Different campaigns needed different TMs. Different teams had different character limits and tone-of-voice rules. And their existing tools couldn't enforce any of it.
Worse, they couldn't even see how their current tool was making decisions. Segmentation rules (the logic that breaks copy into translatable chunks) were a black box. The team didn't know why the tool behaved the way it did. That made it very hard to fix problems or improve quality.
Existing tools weren't built for their world
The team's current translation tools were built for generic use cases. They weren't designed for a global marketing operation running dozens of campaigns at once across multiple languages and teams.
There was no way to set team-specific rules. No way to enforce brand standards automatically. No way to manage multiple locales in a single workflow. Every workaround they built added complexity without solving the real problem.
Scaling to the rest of the organization felt impossible
The marketing team has years of experience and well-documented processes, but their broader organization wanted to expand localization capabilities across many teams, some of which had little to no localization expertise.
Any new tool had to be powerful enough for experts and accessible enough for beginners without sacrificing quality on either end.
Slow workflows were costing time and money
Beyond translation, the team faced bigger content operations challenges. Quality control reviews were slow. Senior people were spending hours manually approving assets during busy campaign periods. It could take up to six weeks to compile performance data and apply learnings, far too slow for a team operating at this pace.
Assets were scattered across agencies. Metadata was inconsistent. Rights management lived in spreadsheets. The content supply chain needed a serious upgrade.
A purpose-built app for marketing localization
Vertesia built a custom AI-powered translation and campaign localization application, using industry best practices, designed specifically for this team's workflows, their brand standards, and their organizational structure.
Unlike off-the-shelf tools, the app was designed from the ground up to solve the problems this team actually had. It brings together AI-powered translation, translation memory management, campaign workflows, and role-based approvals in a single, unified solution.
The team can now manage translations at every level (from an individual segment to a full campaign) with full visibility into TM match percentages, back-translations, and multiple creative alternatives for taglines and key copy.
Transparent and customizable AI
One of the biggest breakthroughs was making AI decision-making visible and controllable.
With the custom AI app, the team can see exactly why a translation was generated the way it was. They can view TM match percentages (100%, fuzzy, or no match), read AI rationale for each suggestion, and review back-translations to verify accuracy. They can even choose from up to three creative alternatives for high-value content.
The app also enforces character limits and tone-of-voice rules automatically per team, per campaign, per locale. No more guesswork. No more inconsistency.
Workflows built for the full localization team
The app supports the entire localization workflow from start to finish, not just the translation step.
Project managers can assign work to the right people at the right time. Every edit requires a comment, creating a full audit trail. And the approval workflow cascades cleanly from segment to locale to project to campaign.
A campaign-level dashboard gives leaders a real-time view of status across all active projects so nothing falls through the cracks.
Built to grow with the organization
The app was designed with scale in mind from day one, including individual workspaces to grow across the organization.
It supports everyone from power users managing complex multi-locale projects to occasional users running quick translations in "Playground" mode (a lightweight environment for fast, no-workflow experimentation.)
As more teams across the organization adopt the app, the app can support different TM databases, different brand voices, and different approval workflows all within one system.
Translation memory is within their control
The team now has a well-organized translation memory system that reflects how they actually work. TM matches are displayed clearly at the segment level. Admins can roll back changes if needed. And the system prevents the exponential redundancy that made TM unusable in the past.
Teams across the organization can now trust that approved translations are captured, searchable, and ready to reuse, saving time on every future campaign.
Manual review time has dropped dramatically
Before the app, quality control was a bottleneck. Senior team members spent hours manually reviewing and approving translations during busy periods. Now, AI pre-screens every segment and surfaces only the cases that need human attention.
Tools like the Cultural Consultation Agent help teams catch cultural mismatches early, before they become expensive problems.
Campaign localization moves faster
With automated workflows, clear role assignments, and real-time campaign dashboards, the team can move from brief to approved translations faster than ever before.
The platform handles the repetitive parts (matching against TM, enforcing character limits, routing approvals) so the team can focus on the creative and strategic work that actually needs human judgment.
The door is open to scale across the organization
Perhaps the most important result is what's now possible. The marketing team has built a platform that can grow with them.
As other teams across the organization adopt the app, they'll benefit from the same AI-powered workflows, even without years of localization expertise. The platform is designed to be accessible without losing the sophistication that experts need.