What happens when localization is no longer treated as a support function, but as a driver of growth?

In this episode of Localization Today, Matt Grotenstein (VP of North America at GTE Localize) reflects on how the industry is shifting under the pressure of AI, changing buyer expectations, and new go-to-market realities. From moving away from traditional sales toward conversation-led relationships, to rethinking localization as an operating system for global expansion, this conversation explores what’s actually changing—and what isn’t—in how companies scale across markets.