Content localization challenges and solutions: industry survey insights
Key Takeaways
- DeepL's 2023–2024 localization report found 96% of marketers saw positive ROI from localization efforts, with 65% reporting 3x ROI or higher.
- 77% of marketers use AI-assisted writing tools and 98% use machine translation as part of their localization workflows.
- 75% of respondents said localized content significantly increases customer engagement with global audiences.
- 99% of marketers pair machine translation with human review, confirming human oversight remains essential to localization quality.
- 82% of marketers cited industry-specific terminology as a top challenge, pointing to the value of custom glossaries and trained models.
- DeepL's Language AI translation tools help companies streamline localization while maintaining accuracy and brand consistency.
Localization—not to be confused with translation—is the practice of adapting products or content to local languages and cultures. Essential for businesses looking to expand their global reach, content localization allows companies to reach consumers where they’re most comfortable: in their native language.
DeepL partnered with Regina Corso Consulting to survey marketers in France, Germany, Japan, and the U.S. who are responsible for translation and localization at their companies. We created this report using those survey results: “The state of translation and localization in 2023–2024: insights, challenges, and opportunities.”
Here, we’ll summarize some of the survey’s key findings and explore why localization is one of the most important investments for global companies.
Access the full report through prg.ai to learn why DeepL’s AI translation tool is the ideal helper to speed localization processes.
Prg.ai is a Prague-based nonprofit initiative supporting AI research, education, and industry collaboration.
The localization survey: objectives and scope
The study—targeted at director-level marketers in companies with more than 100 employees—had three main objectives:
- Learn more about how these marketers approach translation and localization at their companies.
- Find out if they use machine translation and AI-writing tools in their workflows.
- Understand the challenges they most commonly encounter.
Key findings from the localization survey
The results reveal how localization is actually performing for marketers today, from ROI and engagement to the growing role of AI in workflows.
Here's what the data shows.
The ROI of localization
For businesses to succeed in international markets and drive growth, they need to create multilingual content. That’s why localization plays such an important role in global expansion.
For this report, we wanted to find out, more specifically, how localized content affects return on investment (ROI). Here’s what we discovered.
Key insight. An overwhelming 96% of respondents reported a positive ROI from localization efforts. Notably, 65% reported an ROI of 3x or greater.
Why it matters. For companies that are unsure whether they should allocate resources to localization, these figures offer compelling evidence to do so.
Discover Translation Flow: localization that automates translation workflows.
The rise of AI and machine translation adoption in localization
AI’s role in content generation has been expanding over the past months. An interesting trend that’s reshaping the localization process, we wanted to know how prevalent the use of AI tools is with today’s marketers.
Key insight. 77% of respondents used AI-assisted writing tools, and an astonishing 98% used machine translation.
Why it matters. This isn't a passing trend; it’s the new standard. Businesses slow to adapt risk being overshadowed by those who’ve integrated these technologies into their localization efforts.
The customer engagement case for localization
Many marketers wonder if investing in localization is worth the time and effort. What tangible benefits does it boast for businesses to localize new and existing content?
Well, according to our research, increased customer engagement is high on the list.
Key insight. 75% of respondents agreed localized content significantly boosts customer engagement.
Why it matters. Engaged customers are more likely to become repeat customers, refer your business, and spend more money on products and services.
See what enterprise-level localization looks like in real life.
Why human review still matters in machine translation
Even as AI tools become more advanced, human involvement will remain an integral part of a successful content localization strategy. Machine translation isn’t perfect, and a human-in-the-loop approach is the key to success.
Incorporating human review allows companies to ensure all content adheres to their style and quality guidelines.
Key insight. 99% of respondents supplement machine translation with human review.
Why it matters. This underscores the need for a balanced approach that incorporates both technological and human expertise for high-quality outcomes.
The strengths and weaknesses of machine translation
While machine translation can speed up the localization process, it still has some weak spots to keep in mind.
Key insight. A significant 82% expressed concerns about accurately translating industry-specific terms.
Why it matters. For industry-specific jargon and vocabulary, companies should consider training custom machine translation models or selecting a machine translator that comes with a glossary feature.
Visit the Customization Hub, DeepL’s AI control layer for on-brand, consistent translation at scale.
What's inside the full localization report
These are just a few of the many insights you’ll find in “The state of translation and localization in 2023–2024” report. It's an ideal resource for anyone interested in these matters and many more:
- Solutions to common localization and translation challenges
- Recommendations on selecting the right machine translation vendor
Download the full report for free, and learn how DeepL can help streamline your localization processes.
Turn localization insights into action
The data is clear—localization drives measurable ROI, but doing it well still takes the right tools. DeepL's Language AI suite supports every stage of the process:
- Translator for fast, accurate first-pass translation
- Voice for real-time conversations with global customers and teams
- Write for polished on-brand copy in every market
- API for building localization directly into your workflows
Contact Sales to talk through what a streamlined localization workflow could look like for your company.