Continuous localization and AI automation, ultra-high dynamic content volumes, dozens of languages, simultaneous releases… These are just some of the things that both excite and worry localization leaders in 2025, topics that surely make for great conversation and much valuable knowledge to share. This combination is exactly what Crowdin set out to offer with its agile localization podcast.

Hosted by localization expert Stephan Huyghe, the agile localization podcast covers the challenges and triumphs of different leading companies with language conversion. These dialogues highlight both great managers and the technology that — in their capable hands — can turn unsolved issues into profitable opportunities in new markets. 

A recent podcast episode brought together Huyghe and David Edwards, Pipedrive’s Group Design Manager of Internationalization, in an interesting discussion about those very issues. At Pipedrive, Edwards oversees the localization of over 2.7 million words in 24 languages.

Pipedrive manages a constant stream of content, frequent deployments, and decentralized development teams. One of the issues Edwards and his colleagues faced with localization was scalability. While automation, autonomous teams, and a continuous localization framework are part of a logical response to such a common problem, ensuring seamless processes and workflows within any good-sounding strategy requires a proven set of tools.

“It’s quite daunting when you first start working in an environment where you’re deploying so regularly, and there are so many different sources of translations coming in. Crowdin provides a central, accessible platform where everyone can work simultaneously.” — David Edwards, Group Design Manager of Internationalization, Pipedrive

“It’s quite daunting when you first start working in an environment where you’re deploying so regularly, and there are so many different sources of translations coming in,” commented Edwards, adding that Crowdin provides a central, accessible platform where everyone (translators, project managers, developers) can work simultaneously, streamlining disparate processes and actors.

Integration with development pipelines and automation was another key point in the discussion, with automation as a key to minimizing friction between localization and development teams. Integrations are in fact a strong feature of the Crowdin platform and are closely tied to a “merge/deploy” operation at Pipedrive that ensures automatic synchronization between the code base and localization flows, explained Edwards.

Some of the integrations Edwards mentioned are Figma, valuable for providing screenshots and context to translators, and Gainsight, which enables multilingual customer communication and in-app experimentation. He also mentioned GitHub, even though Pipedrive is not using it at the moment, but which he sees as beneficial for mirroring developer workflows (branching and merging).

Localization, Tuned Up for Growth

Another stimulating discussion on the Crowdin agile localization podcast focused on the evolution of localization tools and the key shift from a translation service provider-centric to a buyer-centric approach. Localization Consultant Boryana Nenova joined host Stephan Huyghe to discuss this fascinating topic and more, drawing upon her extensive experience as both a translator and a manager.

Nenova touched on top features buyers look for in localization tools. She also mentioned the differences between developers and linguists when it comes to those tools, what could be added to enhance them, and AI’s impact on localization. 

She also emphasized the need for tools to cater to buyers, language service providers, and linguists, achieving a balance between quality and speed. The focus on linguistic precision and translator needs is expanding to incorporate a need for speed, shorter localization cycles, and seamless integrations.

From the buyer’s perspective, connectivity is key. Seamless integration with existing tools and workflows, such as marketing automation platforms, content management systems, and design tools, is paramount, as are agile workflows. Tools must support continuous localization and rapid turnaround times to meet the demands of really fast-paced content cycles.

Another factor driving buyer’s decisions in localization is data, namely robust analytics and reporting features that are essential for measuring ROI and optimizing localization processes. 

“Nowadays project localization managers need to know about people, about markets, about tools, about our own product. We need to also manage budgets and have finances at our fingertips, and we also need to be able to handle data and make data driven decisions,” commented Nenova.

On the linguist side of things, added Nenova, the wish list for tool enhancements begins with comprehensive QA features, including advanced checks and in-context previews. Intuitive yet user friendly interfaces are also frequent asks, as are features like glossary management, powerful search capabilities, and customizable keyboard shortcuts, plus training and support, all the things that enhance productivity and streamline workflows.

According to Nenova, connecting two such complex wish lists in an ideal scenario would come via a unified platform. Integrating project management functionalities directly within a robust translation management system, like that offered by the Crowdin platform, eliminates the need for separate tools and optimizes workflows.

An intuitive and customizable interface with easy access to relevant information and features, as well as collaboration enablement, is the way to achieve this synergy around localization projects and goals. Nenova also highlighted that there is a “continuous optimization loop” due to the ever-changing nature of tools and integrations, and organizations must remain alert to potential changes. 

Adding new tools or features to existing systems, especially custom-built integrations, creates a cascade of dependencies that demand constant attention and adjustments, Nenova explained. This often distracts from the core focus, which is language. For example, embracing AI for enhancing efficiency is a given, but it should not come at the expense of quality or linguistic nuance.

To Nenova, a translation management system that effectively integrates project management capabilities would ideally manage vendor management, finances, scheduling (including time-off notifications), and automated task assignment, all within a single, self-service localization environment where stakeholders can easily track progress and initiate workflows, streamlining processes and fostering greater collaboration.

A Truly Scalable Strategy

These quick takes from two insight-packed agile localization podcast episodes highlight the complex and evolving nature of localization: a process in which success requires a strategic approach that balances speed, quality, and cost-effectiveness, adapting localization workflows to the agility of today’s development ops and the demands of shrinking content cycles. 

This operation involves measured automation and strategic integrations along with careful decision-making and planning. It also involves visibility over processes to ensure executives understand the value of the localization team’s work. All that requires the right tools for execution: an effective, scalable localization strategy built on automation, integration, and key features, all found in the powerful Crowdin localization platform.

To learn more from these and other experts subscribe to the Crowdin agile localization channel and watch full podcast episodes. And when you are ready to look at a complete solution for your multilingual challenges, contact Crowdin and see how your company can achieve seamless, agile localization flows with the right tools and support. We’re here to help!