Translation Needs the Right Turn of Phrase
Phrase is a language technology platform that combines advanced AI translation tools, workflow automation, and creative collaboration within a single environment built to answer the need for any and all global content needs across a business. Phrase has released a new wave of product innovations across global markets. Capabilities like Auto Adapt, Phrase Studio, the new AI Translation Agent and Phrase Quality Technologies are designed to work in concert, through Phrase Orchestrator, helping enterprises move faster while maintaining accuracy, quality, and brand integrity.
For brands, that means plug-and-play globalization: faster launches, consistent multilingual experiences, and the freedom to use or switch preferred tools anytime with firm control and measurable ROI.
StreetFight caught up with Jason Hemingway, Chief Marketing Officer, Phrase to discuss its latest capabilities upgrade.
Phrase was named a Leader in the first-ever Forrester Wave for language technology.
Forrester’s first-ever Wave for the language technology industry, signals that this category has become mission-critical to global business success. Phrase achieved the highest possible score in 21 of 26 evaluation criteria. These include vision, innovation, workflow automation and AI agents, quality standards and estimation, integration breadth and depth for developers, scalability, and roadmap.
How do Phrase’s new capabilities give it an edge over traditional localization providers and newer AI-only entrants?
We’re helping enterprises move beyond localization to something far more strategic which is more about delivering a global content experience. Traditional localization providers generally fall into two groups. Language Service Providers bring valuable expertise but often depend on manual, project-based models that make it costly and hard to scale at the pace of modern marketing.
Does Phrase’s platform balance global scale with the nuance needed to localize effectively for specific local contexts?
Speed means nothing if the message doesn’t land right. The Phrase Platform is built to help enterprises achieve both: the scale of automation and the authenticity of local understanding.
This is achieved by combining automation, intelligence, and collaboration within a single connected system. Automation ensures consistency and speed across every market. Intelligence through capabilities like Phrase Language AI, Auto Adapt, and Phrase Quality Technologies helps content adjust dynamically for tone, formality, and accuracy, while Phrase Studio brings these same principles to video and audio content.
Braze, for example, uses Phrase to manage simultaneous campaign launches across global regions, aligning creative and product messaging while adapting to each market’s cultural and linguistic expectations.
Can you ensure consistency and accuracy in niche verticals like healthcare or financial services, where mistranslations can have serious consequences?
Phrase ensures that accuracy and control are built into every layer of the content workflow, so quality isn’t dependent on manual review alone. Phrase Language AI delivers contextual, brand-aware translation at scale by drawing on company-specific terminology, style guides, and tone of voice while adapting to each market’s linguistic and cultural nuances. Auto Adapt then refines these outputs automatically for tone, terminology, and formality, ensuring every message feels authentic and aligned with brand intent.
KuCoin is one of the world’s leading cryptocurrency exchanges. Operating in a fast-moving, compliance-heavy environment, KuCoin uses Phrase to deliver multilingual content at scale without losing precision. KuCoin can scale securely while maintaining accuracy, clarity, and trust as they communicate with customers across 20+ markets. It’s a model that shows how AI, when governed well, can deliver both speed and certainty in highly regulated sectors.
What role do linguists play in AI going forward without human review?
AI is changing the role of linguists, not eliminating it. The greatest value now lies in shaping context rather than editing outputs. Linguists and content professionals are becoming expert orchestrators. They’re training models, refining tone, and defining success criteria for automated systems while setting up the pipelines and tools that connect AI capabilities to broader corporate goals.
Do you envision Phrase Studio competing with tools like Canva, Figma, or Adobe for localized content production?
Phrase Studio is not a creative design tool. It is the evolution of multimedia localization. As video continues to dominate global communication, its influence on purchasing behavior and brand engagement has become impossible to ignore. 87 percent of people say a video has convinced them to buy a product or service, and viewers retain 95 percent of a message when they watch it in a video compared to only 10 percent when reading it in text, according to Teleprompter.com’s 2025 Video Marketing Statistics.
Phrase Studio was built for this reality. It brings video, audio, and spoken content into the same intelligent system that already manages global text-based content.
Our goal isn’t to replace tools like Adobe or Figma. It’s to connect what happens inside them to the broader global content pipeline. Phrase Studio allows enterprises to capture, translate, and adapt video and audio content at scale, including subtitling, synthetic voice, dubbing, and AI-generated summaries, all while maintaining the same brand consistency, governance, and quality checks built into the Phrase Platform.
Can Phrase Studio manage multimedia content—like video subtitles and voiceovers—at scale without sacrificing cultural nuance in local markets?
Yes, that’s exactly why it was built. Phrase Studio brings AI translation and real-time collaboration together for multimedia content, allowing teams to manage and adapt video and audio assets in one environment. Multilingual subtitles, captions, and voiceovers can all be produced at scale while maintaining the same quality and governance that define the Phrase Platform.
How have design and localization bottlenecks been impacting brands, and what measurable efficiencies do you expect this feature to deliver?
Fragmentation is one of the biggest challenges global brands face. Creative, marketing, and localization teams often work in separate systems, creating handoffs, duplication, and delays. The Phrase Platform eliminates those barriers by automating workflows end to end, from content creation and design to translation, review, and delivery, so teams can move faster with full control and visibility. The Phrase Platform is built API-first and designed to be vendor agnostic.
