AITech Interview with Georg Ell, Chief Executive Officer at Phrase

Insights on AI-driven localization, hyperautomation, and content material methods shaping world model development.

Georg, might you share a quick overview of your skilled journey and the way it led you to develop into the CEO of Phrase?

I’ve been CEO of Phrase for 3 years. Earlier than becoming a member of Phrase, I used to be CEO of Smoothwall, a UK child-safety enterprise we scaled and bought. I stay on the board of the buying firm, publicly listed in Australia (ASX:QOR). Earlier than that, I held management roles at Tesla, launching and scaling operations within the UK and Western Europe, and at Yammer, the place I helped develop the European group from three folks in a pub to 85 in underneath 18 months. My early expertise was at Microsoft, the place I bought what would later develop into Workplace 365 in its earliest kind.

Phrase introduced collectively all the things I used to be searching for: a very worldwide group and buyer base, deep and evolving know-how, and an bold development trajectory. I’m half Dutch, half German, born in Switzerland, and primarily based within the UK, with most of my skilled expertise working transatlantically, so the worldwide nature of the enterprise felt like an ideal match each professionally and personally.

As a pacesetter in AI-driven localization, how do you envision the evolving function of AI in content material technique, and what potential do you see for it to empower world manufacturers to realize scalable and personalised experiences?

Entrepreneurs have at all times aimed to be related and memorable. AI takes this additional by enabling a degree of hyper-personalization at scale that was beforehand unimaginable. Carried out proper, AI makes it doable to tailor content material not simply by market or language however by context, demographic, and real-time want.

At its finest, AI empowers manufacturers to interact world audiences with related, resonant, and instant content material. It means transferring past slogans into clever experiences that adapt to present occasions, person habits, or sentiment. That’s not the long run. That’s the brand new customary and the expectation of shoppers.

The near-term consequence of that is that absolute volumes of content material will explode—not that particular person shoppers will eat 1000x extra, however since each shopper will obtain individually focused and real-time content material, the quantity of content material produced will explode. That is already beginning, and AI makes it doable.

How can companies successfully scale hyper-personalized content material throughout numerous world markets whereas sustaining cultural sensitivity and model consistency?

AI permits personalization on a scale beforehand unimaginable—tailoring content material to people, not simply areas. Manufacturers can now regulate tone, imagery, and messaging dynamically primarily based on cultural and contextual components.

Companies want structured model belongings, authorised language databases, and powerful AI integrations to scale successfully. It’s additionally about rethinking content material creation. Are you making ready for 100 instances extra content material? A billion instances? That scale degree requires automation, sturdy workflows, and a deep understanding of native viewers expectations.

In what methods can companies implement AI-driven hyper-automation with conventional content material creation processes to streamline workflows, scale back useful resource pressure, and guarantee high-quality outcomes?

Once we discuss hyperautomation, we don’t imply simply changing duties. At Phrase, we’re rethinking the complete content material lifecycle. We apply AI all through: assessing content material for translation readiness, scoring high quality, routing content material primarily based on confidence thresholds, and enabling post-editing and suggestions loops.

When AI and people collaborate, content material creation turns into extra environment friendly, higher-quality, and agile. It frees inventive groups from mundane operational duties and offers them the instruments to maneuver sooner and smarter.

This isn’t about changing people solely; it’s about giving people the management to confidently leverage their firms’ full asset arsenal to realize new ranges of buyer relevance at scale people alone can not obtain or handle.

At Phrase, how do you handle the AI applied sciences that allow companies to scale their world communication efforts, making certain high quality and consistency as they develop into numerous areas?

Phrase is constructed for advanced, high-scale world companies. We handle AI with a guardrail-first strategy. Giant language fashions are utilized in managed workflows, knowledgeable by enterprise-specific belongings like translation recollections, termbases, and model tips.

We assist groups customise AI outputs utilizing proprietary information and automate clever routing, so content material can transfer immediately into manufacturing or get flagged for evaluation. This steadiness of flexibility and management lets our clients scale confidently with out sacrificing high quality or consistency.

As AI handles repetitive duties, what sort of alternatives emerge for inventive and strategic groups to give attention to higher-value initiatives?

It’s easy to think of AI as a tool for efficiency, but its true potential lies in enhancing creativity.
I usually use AI to draft memos, pull insights from transcripts, or iterate on concepts. It helps me produce higher work, sooner.

This is applicable throughout inventive fields—writing, design, and model technique. AI acts as a collaborator, permitting groups to iterate sooner and give attention to high-value work quite than handbook processes.

As AI turns into extra integral to world enterprise methods, what are the important thing implications for the localization trade, and the way can companies modify their content material methods to stay related?

The localization trade is at a turning level. We’re transferring from a world the place solely a small fraction of content material is translated to at least one the place localization should scale with enterprise ambition. Meaning embracing AI quite than resisting it. It means understanding and embracing that know-how budgets and companies budgets relate to at least one one other extra immediately than earlier than – companies stay essential, however the combine is shifting to extra tech, and companies should add worth; the know-how has moved past being a workbench for people, to being the place the work will get executed.

This shift requires a mindset change. It’s not nearly high quality anymore. It’s about danger administration. As content material volumes develop and AI will get higher, the trade might want to measure success not solely in linguistic accuracy but additionally in how nicely it manages danger, turnaround time, and operational affect. Companies will want new fashions and mindsets to maintain up, transferring from an artisanal service mannequin to an AI-augmented technique.

How can companies leverage linguistic information and different proprietary belongings to reinforce localization automation and create a aggressive edge in world content material methods?

Anybody can entry a generic AI mannequin, however true differentiation comes from coaching AI with proprietary linguistic information. Linguistic information is likely one of the most undervalued strategic belongings. Corporations have spent many years constructing authorised terminology databases and translation belongings—these are invaluable for making certain AI-generated content material displays model voice and trade experience. With out this information, AI outputs danger sounding generic. Companies that fine-tune AI with proprietary belongings achieve a definite aggressive edge in localization, making their world content material technique extra correct, genuine, constant, and impactful.

What are the benefits that organizations have gained by adopting subtle localization approaches, and the way do these advantages contribute to world enterprise growth?

Localization must be seen as a development driver, not only a price heart. Traditionally, it was handled as the ultimate step in content material manufacturing, nevertheless it’s key to viewers engagement, model adoption, and market growth. We’ve seen purchasers unlock new markets by translating technical documentation or subject service content material, permitting them to rent domestically and scale back onboarding prices. Others launch merchandise sooner, successfully help clients, and drive deeper engagement. Localization helps each a part of the enterprise—advertising and marketing, HR, help, and product.

When executed proper, localization turns into a development engine. Corporations leveraging AI-driven localization can attain new audiences sooner, enhance engagement with multilingual clients, and create personalised experiences at scale. Manufacturers that put money into AI-powered localization will outpace opponents that fail to adapt.

To wrap up, what recommendation would you give to companies to finest place themselves and leverage these developments for continued success in world markets?

First, use your creativeness—the tempo of AI growth is so fast that in case you’re solely planning six months forward, you’re already behind. Usher in technologists and strategists who will help you anticipate what’s subsequent.

Second, begin now—your proprietary information is the important thing to AI success. The black gold of the AI period is your proprietary information units. Are they in fine condition? Are your content material belongings structured, clear, and accessible? Corporations that put money into making their digital belongings AI-available will achieve a large benefit within the coming years.

Lastly, distribute AI instruments throughout your group. Don’t cover them in a middle of excellence. Give groups entry, allow them to experiment, and watch productiveness soar.