Localization (L10n)

Localization ensures that brands, products and information are not just understood but felt as local by their intended audiences. It combines language adaptation with cultural, visual and technical adjustments to make global content resonate within regional contexts.

While translation converts words, localization aligns meaning, tone and intent. This can involve rewriting idioms, changing color palettes, adapting user interfaces or replacing AI voiceover to suit local preferences. Effective localization preserves the purpose of the source while ensuring the result feels as if it were created locally. In today’s content ecosystems, localization is increasingly powered by connected technologies. Translation Management Systems (TMS), Neural machine translation (NMT) and AI-assisted review tools accelerate workflows, while human linguists, designers and cultural experts refine the outcome to ensure authenticity. Organizations localize to reach new markets, comply with regional standards and provide inclusive, relevant experiences. Whether it’s product packaging, a website, training content or an entire digital campaign, localization bridges global strategy and local relevance.

Localization is at the heart of RWS’s mission – helping the world understand and be understood.

RWS combines human linguistic expertise with intelligent automation to deliver localization at scale across industries. Its technologies, including Trados, Language Weaver and integrated AI-driven workflows, work alongside in-market linguists and cultural specialists to maintain accuracy, relevance and brand consistency in every market. From software and multimedia to highly regulated content, RWS helps organizations deliver experiences that feel truly local while remaining globally coherent.