Localization is not just translation: Building global UX content systems with AI

Most organizations still design UX content in one language and treat localization as a downstream task. When AI enters the workflow, that model quickly breaks. Why? Global content at scale is based on a common understanding of the source language. Whoever is designing your new workflow with AI in mind needs to be able to create a context-rich basis that easily translates.

In this talk, Claudia Francesca Mueller will share how to redesign content and localization workflows when AI becomes a core collaborator. Drawing from lived, in-progress experience, she’ll walk through what failed in their team’s original process, the assumptions they had to unlearn, and how shifting from a linear workflow to building a content infrastructure for meaningful content experiences changed the way they work.

This session goes deep into process design: how to move localization upstream, how to structure UX content for multilingual scalability, and where AI helps and harms the user experience.

In this session, you’ll learn:

• A reusable model for redesigning content and localization workflows with AI.
• A practical framework for deciding when to use AI, human expertise, or both in localization workflows.
• Concrete ways to build content infrastructure that improve global UX over time instead of scaling mistakes.