In this episode of LocReset, host Matt Grotenstein sits down with Eric Herzog, CMO of Infinidat and a former EMC and IBM executive, to learn how C-level executives actually think about buying global content, how they want it sold to them, and what earns a vendor a second meeting.About LocReset: LocReset is a podcast by GTE Localize where we talk with leaders across the localization and global content industry about what is really changing, and what it means for the people buying and delivering it.

___________LocResetLocReset: https://locreset.com/LocReset Community: https://www.linkedin.com/groups/17264004/GTE LocalizeWebsite: https://gtelocalize.net/Linkedin: https://www.linkedin.com/company/gte-localize/© Copyright by GTE Localize#LocReset #Localization #GlobalContent #CMO #B2BMarketing #EnterpriseSales #Translation #AI #GTELocalize

This episode covers what enterprise localization buyers are seeing in today’s TMS market, what already feels outdated, and how AI, open architectures, and evolving pricing models could reshape the category.____________

LocReset

• LocReset: ⁠https://locreset.com/⁠

• LocReset Community: ⁠https://www.linkedin.com/groups/17264004/⁠

GTE Localize

• Website: http://gtelocalize.com/

• Linkedin: ⁠https://www.linkedin.com/company/13271303/⁠

© Copyright by GTE Localize 

In episode 5 of LocReset, Matt Grotenstein fast-forwards to 2029 and looks back at the industry with three guests who watched the transformation from very different seats: Thomas Gheysen, Head of Content Localization at Decathlon; Sarah Turpin, Localisation Operations Lead at Papercup; and Diego Cresceri, Founder & CEO of Creative Words and advisor to the European Commission.

What will localization look like by 2029? This episode looks ahead by imagining the industry three years from now, exploring how AI, video-first content, new pricing models, and changing team structures could reshape the way global content is created, localized, measured, and delivered.

In episode 4 of LocReset, Matt Grotenstein sits down with three experts who live the EU AI Act from very different angles:

• Lucio Bagnulo, Head of Translation and Language Strategy at Amnesty International.

• Charles Dalglish, Senior Legal Executive and longtime legal lead on Warner Brothers' dubbing and localization program.

• Derek Ryan, Business Development Manager at Alpha.

Most AI compliance conversations focus on law and engineering. But the localization industry faces a critical question: what happens when compliance itself has to be translated accurately, ethically, and at scale? You'll find the answer in this conversation.

Learn more at LocReset.com.

In episode 3 of LocReset, Matt Grotenstein sits down with three practitioners who have built, scaled, and protected global brands from the inside:

• Carrie Fischer, Manager of Globalization at Subway
• Kate Edwards, CEO and Principal Consultant at Geogrify
• Gaetano Romeo, Head of Global Digital Marketing at EasyVista and OTRS Group

This episode covers why most companies fail when scaling beyond their first market, how product, messaging, and brand break across cultures, and what it takes to build the infrastructure for real global growth.

[0:00] Intro

[4:09] The first question every global expansion should answer

[6:15] How Subway scales to 10,000 restaurants

[9:00] Building a US footprint from scratch: the EasyVista reality

[12:23] Why don't American CTAs work in Europe?

[14:21] AI everything vs.Human-in-the-loop

[17:00] The geopolitical mistake that almost shut down Microsoft in South Korea

[26:28] 22% more AI citations: GEO vs SEO and the AirOps strategy

[34:48] Subway's MT journey: Why being a careful technology follower paid off?

[38:09] AI scales well. AI does not understand nuance.

[45:11] When AI hallucinated a book Gaetano never wrote

[47:45] Tracking marketing success across global markets

[51:45] What localization vendors almost always get wrong?

[52:33] Start culturalization early — or you'll be redoing the mocap

[56:22] How Subway culturalizes menus around the world?

[59:23] Geographic proximity does not mean cultural similarity

[1:04:31] When does localization become a strategic capability?

[1:05:50] Cultural due diligence comes before the business deal

[1:07:26] The EU AI Act has made transparency the new localization

[1:10:51] Closing takeaways

In Episode 2 of LocReset, host Matt Grotenstein sits down with Pablo Lloreda (Roku), Tim Arata (ex-Apple, WhatsApp), and Brian McConnell (ex-Notion, Lyft, Medium) to talk about what buyers actually want, what builds trust, and what causes vendors to lose it.

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LocReset

• LocReset: https://locreset.com/

• LocReset Community: https://www.linkedin.com/groups/17264004/

GTE Localize

• Website: http://gtelocalize.com/

• Linkedin: https://www.linkedin.com/company/13271303/

© Copyright by GTE Localize 

In Episode 1, “From AI Hype to Outcomes,” Matt sits down with Bruno Herrmann, Kevin O'Donnell, and Jackie Landry to discuss how AI is reshaping localization and multilingual content operations.

In this conversation, they explore:

• Why AI should be treated as intelligent automation, not a replacement for human expertise?
• Why human expertise, source quality, and guardrails remain critical in AI-driven workflows?
• Why stronger partnerships between buyers and service providers will matter more in the AI era?

If you work in product, marketing, or localization, this conversation is worth a watch.

GTE Localize's new thought leadership series, hosted by Matt Grotenstein, VP of North America. Matt has been in this industry long enough to have a finely tuned radar for what's real and what's just a good slide deck. Each episode brings in two or three practitioners, localization leaders, tech partners, and industry experts from across different verticals, for honest, experience-backed conversations about where the industry is actually heading.