Is the term "localization" actually holding the industry back? In this episode, Georg Ell, CEO of Phrase, discusses the company’s massive repositioning from a traditional localization platform to a "Language Intelligence Platform."

He explains why talking to executives about "translation quality" usually loses the room and why the industry must shift its focus toward "Intent Proximity"—ensuring that multilingual content actually achieves its underlying business goal. Discover why Phrase is moving beyond translation, how headless distribution is changing the way business units interact with language tools, and why treating AI agents as true colleagues is the ultimate competitive advantage.