How is AI changing the way companies think about translation, quality, and multilingual content? In this episode, I talked to Hristina Karagueorguieva, localization manager, to see what goes on before choosing tools, vendors, and workflows.

We explore questions like: What really changes when a company starts using AI for translation instead of relying only on humans? How do you decide who should translate your content: freelancers, small agencies, or big providers? What do you need to have in place before you choose tools and partners, and how do you prepare if your company suddenly needs to grow into many new markets?

I also ask Hristina what “good quality” means now that we expect basic things like spelling and grammar to be correct by default. We talk about why simply counting errors is no longer enough, how people actually read and feel content, and why we need to rethink quality so it reflects real user experience and business goals—not just word‑for‑word correctness.