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CEO TRSB
Historically, content has been created by humans, localized by humans, and then digested by humans. For several decades, various technologies have facilitated the localization process, such as Computer Assisted Translation Tools, Translation Management Systems, as well as Machine Translation. However, in the last few years, new technologies on the market have disrupted not only the process itself but the entire content workflow, both spoken and written, creating uncertainty and posing a fundamental question on the future of the industry as it is perceived today. Displacement of human-only services by machines is no longer the imaginings of science fiction but a plausible, near-future state.
At TRSB, however, we firmly believe that the future is bright, and, over the course of the next few years, the translation industry will need to evolve and officially take ownership of what it has always been: an industry of content experts. Customers who have been befuddled by the media hype surrounding Artificial Intelligence will need these experts to help see through the fog in order to appropriately curate content, safely store and move content, apply the most appropriate tone and accurate terms to both serve and reach a broad audience of markets and market segments, and facilitate the use of an ever-growing number of complex technologies in order to achieve their business goals. The notion that technology will eliminate the need for human expertise is a fallacy, insofar as human communication is concerned. Humans need and will continue to need technology to perform various tasks, but humans need to connect with other humans at the most fundamental level. If the translation industry adopts a broader approach to language and content, and we finally acknowledge that our collective inferiority complex has been holding us back all these years from clearly demonstrating to the world that our vast and deep knowledge not only has value but is crucial in serving our customers, then we will continue to thrive in an ever-changing world. With or without AI.
As we reflect on the past year and plan for the future, several key themes and challenges have emerged, shaping our ever-evolving landscape.
The past year has been a pivotal period of transition, largely driven by unexpected regulatory developments resulting in shifting customer demand. These changes have presented significant growth opportunities but also underscored the need for adaptability and foresight. Navigating compliance while capitalizing on emerging market demands has become a critical focus.
Technological advancements have brought progress, yet the pace of innovation has proven insufficient to address the growing complexities of our clients' needs. While strides have been made in areas like automation and AI integration, there remains a gap between technological capabilities and their practical application in solving real-world challenges.
AI continues to dominate industry discussions, but conversations alone are no longer enough. Many clients are curious and engaged, but the true opportunity lies in gaining a deeper understanding of their unique business requirements. By fostering greater openness, collaboration, and transparency, we can encourage clients to share their challenges and aspirations more freely, enabling faster and more meaningful outcomes.
Our sales efforts have also experienced notable success, with strong engagement and promising opportunities. However, sustaining and amplifying this momentum requires a shift from transactional approaches to deeper consulting capabilities. Strategic guidance has become a key differentiator in a competitive market. Consulting is no longer optional—it is essential for fostering long-term partnerships and delivering enduring value.
As we move forward, these insights will inform our strategy, ensuring that we remain agile, client-focused, and ahead of the curve in a business landscape defined by continuous transformation.