Jason Hemingway

I’ve been thinking about something over the past few days, time to share and get some reactions. I think how we all make and consume content - everywhere, including websites, movies, games, software and so on - is going to dramatically change in the near future. This will be a completely new context for how companies (and people) operate, everywhere, and I wanted to set out how I see the environment for Phrase and our customers could potentially evolve. **** There was the Internet, then search, then mobile and social, and now we are at the start of another inflection point with AI. Language is at the heart of each of these inflection points, never more so than today. How people and companies use language to communicate, to transact, to work or play is going to be ever more important and dynamic. Phrase is central to how the biggest brands in the world navigate language today, and in the next 5 years we see our role evolving to be more strategic than ever. We will provide the technological backbone that powers the localization ecosystem for companies, well beyond the boundaries of where localization sits today. Already our customers tell us they want global employees to be able to localize information in real-time. In the future, companies will need to connect systems, easily configure them, analyze and automate quality, reliability, tone and content, all to enable a degree of collaboration way beyond what’s possible today. Imagine a world where entertainment and commerce adapt language, tone and content in real-time to the user. Today, despite how far we’ve come, language is relatively static: every visitor to a website, every viewer of a movie, every reader of content, every service agent in the field, every employee in your business, is consuming broadly the same content, localized once (hopefully!). Content, even localized, is not dynamic. Tomorrow, content could be truly dynamic - every visitor, viewer, reader, agent and colleague might see or read contextualized, hyper-personalized content wherever and whenever they interact. Why should two potential customers see the same product description, if they have different buying criteria? Every website in the world could be rendered in real-time, based on the user; same for entertainment, software, and all content types. Perhaps in the past, true hyper-personalization would have been too expensive to be viable, but the advent of AI will make this possible. This isn’t about a 10X or 100X order of magnitude change to how language is used in business: this is real-time rendering of the entire internet and all content, so every interaction with your content being in a different language presentation, in real-time. This is 10^9X explosion of language… The implications of this for businesses and creators of all types are profound. And Phrase will help you navigate it. Because enterprises require many systems of record, content has its origins in many places, and it needs to be dis-assembled, checked, quality-controlled, regulated, re-assembled and monitored. Phrase will be the enterprise backbone that helps companies maximize the opportunities in the coming explosion of language.