Russel Haworth

In October 2024, I joined Acclaro as CEO because I saw an incredible opportunity: to help businesses go global faster with smarter, tech-driven workflows.

2024 was a breakthrough year for generative AI, in the localization industry and beyond. It reshaped B2B across the board, changing how companies approach sales and marketing, product development, and customer experience. At Acclaro, we tackled these changes head-on. We partnered with our clients to implement technologies that improved translation, localization, testing, and content creation - making it all faster and more efficient with higher quality output.

We also zeroed in on how we can support businesses building their own AI products. That work included annotating and labeling multilingual data for AI training, and testing our client’s Generative AI model outputs across hundreds of languages. We call this suite of offerings AI enablement services, and it’s just the beginning. We have some exciting research and development in the pipeline as we explore new ways to help businesses succeed globally with AI.

Much has changed in the localization industry, but one thing remains the same: Technology is only as good as the team behind it. Over the past year, we spent time redefining roles, training our people, and empowering them to think differently. Because the changes AI brings are massive - and they’re happening fast.

Looking ahead, there’s so much more we can do. In 2025, we’re focusing on helping brands use Generative AI and advanced localization technology to scale operations, adapt for multilingual audiences, and enter new markets faster. How will we do this? Through new investments in our team, a focus on product and service innovation, and strategic M&A.