Emerging trends
Navigating the next wave of localisation: AI, cost efficiency & accessibility
The localisation industry is evolving faster than ever, leveraging AI to make content more accessible to global audiences. By adopting hybrid workflows, companies can streamline processes, reduce costs, and maintain the high quality that audiences expect.
This was a key discussion at the latest Content Delivery & Security Association (CDSA) Summit in London, where industry leaders explored how AI-driven solutions are reshaping media production, localisation, and distribution. Carlo DeCianti, Head of Sales at Plint and co-chair of the CDSA Localisation Council:
“The AI dubbing revolution is underway. With production costs soaring—some primetime episodes reaching $25M–$30M—and shrinking license fees, localisation budgets are tighter than ever. Add rising dubbing costs, and it’s no surprise that AI solutions are in high demand. Given the rapid pace of AI development, we’ve already reached a point where broadcasters and audiences accept this shift—and, crucially, where AI-driven localisation is both viable and high-quality. As co-chair of the CDSA Localisation Council, we’re focused on navigating this next phase responsibly, ensuring AI is applied in a safe and fair way.”
Budget constraints continue to be a major consideration in localisation decisions. Cost-saving initiatives are driving the demand for innovative solutions that optimise spending without sacrificing audience experience. This aligns with broader discussions at CDSA London, where panellists highlighted the need for greater efficiency and transparency in an era of rising content demand. AI-powered workflows and automation are now indispensable tools, helping content creators and service providers meet financial and operational challenges head-on.
Localisation trends vary across markets Localisation strategies must be tailored to regional preferences, as audiences engage with content differently across markets. Understanding these nuances is essential for delivering culturally resonant experiences while maintaining linguistic accuracy. Notably, the demand for dubbed content is on the rise, with many viewers opting for dubbing when available. However, quality remains a deciding factor—if the dub isn’t engaging, audiences won’t stick with it.
The rising importance of accessibility: Another critical trend shaping the industry is the increasing emphasis on Access Services. With growing legal and audience-driven expectations for inclusivity, accessibility solutions—such as subtitling, audio description, and sign language interpretation—are becoming essential. In fact, from June this year the European Accessibility Act (EAA) that establishes mandatory accessibility requirements across digital and physical products and services within the EU, comes to full effect. This means that media providers must ensure their content is accessible to all audiences, including those with disabilities.
At Plint, we are committed to helping companies navigate these new requirements and we offer a comprehensive range of accessibility services, ensuring that our clients not only meet compliance standards but also expand their audience reach in an increasingly inclusive market. You can take a look at our Access Services right here
Looking ahead: As the localisation landscape continues to evolve, companies that embrace AI, prioritise accessibility, and tailor their approach to regional needs will be best positioned for success.
Part of our responsibility is to dispel the myth that AI is some kind of ‘silver bullet’ or ‘magic button’ that simply needs pressing and voila! Your content is localised! Translators, linguists, editors, QC’ers, mixers are all still very much required and will be for the foreseeable future, even with the best AI technology. But we need to embrace what is happening and make it work in the best way possible because ultimately it will make more content accessible to wider audiences, and that surely can only be a good thing?
