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Last month, Alex Katsambas, Senior Head of Copy Creation and Localization at Farfetch, joined us at Top Voices to talk about how to tackle your in-house localization.
The session was full of insights on the evolution of the language industry, AI and leadership tips for building great teams, which we’re sharing below.
Alex’s journey in localization started 14 years ago with a love for languages which eventually led him to Farfetch. Looking back at his early days in the industry, Alex said, “I always loved languages. Originally I thought I’d be a translator, but the reality of localization technology quickly drew me in.” His career path took him through project management and media translation before landing at Farfetch where he built the in-house localization team from scratch.
When asked about the state of localization at Farfetch before he joined, Alex said, “There was no tooling, everything was very manual; lots of Google Sheets and basic content management systems. It worked to an extent but there was no real localization expertise.” He expanded the team significantly and turned it into a 94-person team supported by a network of freelancers.
A recurring point throughout the conversation was the importance of localization being part of the content supply chain. “Localization is not a cost center; it’s about creating value. When it’s part of the supply chain it can amplify and celebrate content.” Alex continued, “Owning the content creation process internally has allowed us to control quality, consistency and brand across markets.”
Farfetch’s approach to localization goes beyond translation. Alex said, “We’re not just translating; we’re creating localized experiences for our customers. From product catalogs to UX, marketing campaigns and SEO copy, it’s a 360-degree operation.” This approach ensures localized content works for over 200 countries and territories.
The conversation also touched on the impact of AI on localization. Alex explained how Farfetch has been using neural machine translation and quality prediction to automate workflows. “AI helps us go faster. For a business like ours where we’re localizing into 16 languages and dealing with seasonality, speed can mean the difference between success and missed opportunities.”
However, Alex was clear that AI is not a replacement for human expertise. “The role of the translator is changing,” he said. “It’s becoming more about supervision and enrichment. AI handles fluency and consistency well but human professionals bring creativity and cultural nuance.”
“When deciding where to use AI, it’s not just about productivity metrics. You have to consider customer experience metrics as well. Effectiveness is just as important as speed.”
Throughout the episode Alex’s leadership philosophy was evident. “My job is to set the framework. From there I trust my team to find solutions and deliver.” This is backed up by comprehensive training programs including courses on AI, data analysis and emotional intelligence.
Alex continued, “Education is key to adapting to the changing localization landscape. You have to help your team unlearn old habits and adopt new technologies.”
Alex shared some final thoughts on the future of localization; “The industry is moving fast and the role of the localization professional is changing. We’re moving from production to strategic supervision,” he said. But he’s optimistic about opportunities. “With the right people, processes and technology there’s nothing we can’t solve.”
For businesses seeking to elevate and integrate their localization strategies, the insights shared in this episode of Top Voices offer a valuable roadmap. Listen now and start unlocking new levels of growth and global impact by optimizing localization practices, leveraging AI effectively and investing in team development.