The way we manage multilingual content is overdue for a fundamental change.

For too long, language operations have been treated as a downstream activity — translation as the final checkbox before release. But the world has changed. AI, automation, and orchestration are rewriting the rules of content production. To keep up, language teams must move from reactive to proactive, embedding themselves at the very beginning of the content lifecycle.

Shifting left means more than earlier involvement. It means changing the logic entirely — from source-to-target thinking to concurrent content creation. With the right orchestration in place, International Experience teams can launch multilingual and multimodal content from day one, not day thirty. We move from waterfall to agile. From rigid sequences to fluid collaboration. From translation as a task to language as infrastructure.

On this page, we’ll soon be launching our new video podcast platform, Shift Left, where we’ll host important conversations around these ideas — together with friends, collaborators, and industry partners. Check back soon.

1 July 2025


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