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RWS flags AI localisation rework burden

RWS flags AI localisation rework burden

RWS says AI content gains are creating costly localisation rework. New research from the company points to rising output volumes, lower confidence in cultural accuracy, and heavier burdens on global content teams.

RWS has published new research suggesting that enterprise use of generative AI is increasing faster than confidence in its cultural accuracy. The study found that content leaders are using AI widely across global content operations, even though most do not trust it to handle cultural and emotional nuance across markets without correction.

The research is based on a survey of 200 senior content leaders across the US, the UK, and Asia-Pacific. RWS said 86% of respondents reported that AI had accelerated content creation, but 65% said it had also slowed localisation. The company said 21% of localisation budgets are being lost to rework, covering content that has to be corrected or culturally adapted before it can be deployed in different markets.

RWS said the gap is most visible in the difference between translation and localisation. According to the research, 71% of content leaders are using generative AI for translation, while only 20% are using it for localisation, where cultural fit, tone, and relevance carry more weight. The company said that as AI-generated volumes rise across more channels and languages, the burden on localisation teams is increasing rather than falling.

“Ask content leaders whether AI can truly handle cultural nuance, and fewer than one in ten say yes with confidence. Yet the same leaders are scaling AI-generated content across global markets regardless,” said Emma Fisher, VP of Global Marketing at RWS. “The answer isn’t to slow down – it’s to deploy smarter AI. AI that understands context, culture and brand intent as fluently as it generates content at scale.”

RWS also found that 56% of respondents described their organisations as “managing but stretched”, while only one in six said they are handling content demands well. More than half nevertheless believe they will cope better in three years’ time. RWS said the figures show a widening mismatch between AI content volume and the operational effort required to prepare that content for international markets. The full report is available on the company’s website.

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