The Digital Executive Podcast

Episode 1215: Andrew Thomas – Localization That Drives Growth

Date: March 21, 2026
Host: Coruzant Technologies
Guest: Andrew Thomas, VP of Marketing at Acclaro

Episode Overview

In this insightful 10-minute episode, host Coruzant welcomes Andrew Thomas, Vice President of Marketing at Acclaro, to explore the evolving landscape of localization within global business. Thomas shares how localization has transformed from simple translation to a core strategic lever for growth, details how AI and automation are accelerating change, and highlights what companies must do to succeed in an increasingly global and tech-driven market.

Key Discussion Points & Insights

1. Defining Sustainable Growth in Localization

[02:15]

• Sustainable growth is not just about translating more content, but about delivering predictable results and consistent quality.
• Trust is built by providing both the required volume and the right level of quality driven by client outcomes—not just “perfect translation.”
• The focus should be on "quality of outcome," determined by what the client needs that content to accomplish in each language or locale.

Quote:
“It's not always about having content that's perfectly translated, but rather focusing on the bigger picture of what I like to call quality of outcome, really understanding what they need that content to accomplish and then consistently delivering that content in any particular language or regionalized variation that they need in order to achieve success.”
— Andrew Thomas ([02:41])

2. Localization as a Strategic Growth Lever, Not a Cost Center

[04:00]

• Thomas reframes localization for clients by asking:
  • The breakdown of domestic vs. international revenue
  • When they last bought a product not in their language—almost never, underscoring the essential role of localization.
• For many companies, global revenue can outweigh domestic, making localization mission-critical.
• Thomas and his team coach departmental-level clients on how to explain the value of localization to upper management—it's about revenue and market access, not just expense.

Quote:
“It becomes rapidly evident at that point that it's not just the cost of doing business, but rather it's the difference between customers deciding whether or not they want to do business with you at all.”
— Andrew Thomas ([04:41])

3. The Role & Limits of AI in Language Services

[06:19]

• AI currently excels at scaling content translation and generation, enabling translation at unprecedented speed and volume.
• Next evolution: AI will increasingly automate more complex processes as it becomes more agentic.
• However, certain elements remain non-negotiable for human expertise:
  • Accountability: Avoiding risks of unsupervised AI output.
  • Cultural nuance: AI is limited to what it’s been trained on; it cannot keep up with rapid shifts in context or meaning.
  • Regulated industries: Life-and-death or legal stakes require perfect accuracy and specialized human knowledge.

Quote:
“If the world were to change overnight, [AI] cannot quickly adapt the way that you or I could... For example, prior to Covid, if you were to use AI to translate content... it would not understand that ‘mask’ meant something different.”
— Andrew Thomas ([07:36])

4. The Future of Localization: From Translation to Content Intelligence

[10:01]

• Industry is moving beyond translation as a service into content intelligence and transformation:
  • Thanks to multimodal AI, agencies will transform content across formats (text, video, audio) and languages seamlessly.
  • Translation is quickly becoming a feature embedded in everyday tools, shifting the focus for agencies toward consulting and delivering measurable outcomes.
• Success will rely on AI-enabled scalability plus people-driven quality control and cultural expertise.
• Ultimately, the competitive edge will lie in delivering the “quality of outcome”—ensuring content achieves both company goals and local customer needs in every market.

Quote:
“We're no longer just taking words from one language and turning them into other languages. Now, thanks to multimodal AI, we might be transforming words into video or audio into text or any number of languages, any number of outputs.”
— Andrew Thomas ([10:22])

Quote:
“These days, content is actually doing the vast majority of communication with your customers... You really have to be focused on that quality of outcome as a company.”
— Andrew Thomas ([11:34])

Notable Quotes & Memorable Moments

• Quality of Outcome Emphasis:
  “At the end of the day... quality achievement outcome for the client, no matter where that market is.” — Podcast Host ([03:26])
• The Importance of Cultural Nuance:
  “AI is not going to get that correct. So, accountability, cultural nuance.” — Andrew Thomas ([08:36])
• Content as the ‘New Salesperson’:
  “Content is actually doing the vast majority of communication with your customers... It's literally content. That’s what people are turning to first.” — Andrew Thomas ([11:34])

Timestamps for Key Segments

• [02:15] Sustainable growth goes beyond translation—quality of outcome
• [04:00] How to reframe localization as business-enabled, not just a cost
• [06:19] Where AI creates value and where humans must stay involved
• [10:01] Future shift: Content intelligence, multimodal AI, and translation as a feature
• [11:34] The primacy of content in customer relationships

Tone & Takeaways

The conversation is practical and strategic, focused on helping business leaders recognize localization as a growth engine rather than back-office overhead. Thomas is clear and candid about the critical, ongoing need for human expertise as AI transforms the industry, grounding his forecasts in relatable examples and real-world stakes.

For Listeners:

This episode is valuable for executives, marketers, and localization professionals looking to future-proof their global strategies. It offers a roadmap for leveraging AI at scale while protecting brand, meaning, and customer trust across markets.