Beyond Words: Localization Trends Shaping 2025

In 2025, expanding into international markets is a major growth strategy. Businesses are looking beyond their home countries to reach larger audiences, increase revenue, and reduce market risk.

Consumer demand for localized websites, software, and apps is skyrocketing. According to Allied Market Research, consumers expect digital experiences tailored to their language, culture, and preferences more than ever before.

So, what’s next for 2025? Here are 8 key localization trends shaping the future. 

8 Localization Trends to Watch:

1. English proficiency is declining worldwide.

For the first time in the history of the Internet, English usage online plummeted below 50%. This decline, particularly severe among young people, poses a challenge for businesses that rely on English as a critical tool for communication, innovation, and growth.  

W3Techs data shows that English usage online dropped 14% between January 2022-2025. 

Languages like Spanish, German, Japanese, and French increased during the same period. By 2030, nearly 5 billion consumers will live in non-English-speaking regions, according to the Brookings Institution. 

In 2025, an English-only website is leaving money on the table. 

2. Multilingual AI with the power of LLMs dominates.

Although AI for language is still in its infancy, it has tremendous potential to transform the way we do business globally.

“Language AI has the potential to make translation more efficient, accurate, and accessible.”
- Silvio Picinini, eBay

Large language models (or LLMs for short) are at the forefront. LLMs analyze vast amounts of text to understand and generate human language. They can compose poetry, draft legal agreements, and even translate languages. 

They don’t just process language; they understand context, tone, and even the subtext of what’s being written or said. Many LLMs are “smart” enough to consider cultural nuances before suggesting a translation, which was hard to imagine in the era of Google Translate.  

SaaS companies like Mozilla are increasingly turning to LLMs to build their international websites. Although they still use human translators, they integrate an LLM to help translate text and understand the spirit of what’s being conveyed—ultimately making the localization process much easier.  

3. It’s the year of the polyglot AI chatbot.

This year, expect AI chatbots like Deepseek and ChatGPT to get better at translation. These LLM-powered technologies are advancing rapidly.

In 2024, OpenAI started building real-time video translation tools as a part of GPT-4o. Rumor has it that the launch will be later in 2025.

Additionally, the new GPT-5 will include enhanced language translation skills, anticipated to improve complex language subtleties like accuracy, nuance, and slang. 

4. Machine + human translation sets the standard. 

Last year, we predicted tools like ChatGPT would help translators streamline workflows and enhance accuracy—much like how developers use AI for debugging and code optimization.

In 2025, this remains true. AI acts as a powerful translation assistant, speeding up localization while ensuring consistency and quality.

Despite the promises of AI, human translators remain indispensable—especially in critical fields like law, healthcare, and security. No AI model is perfectly accurate yet. 

So a hybrid human/machine translation approach is still necessary to maintain accuracy and cultural nuance. “There’s a long way to go before there’s no longer a defined human element in the translation process,” says Andrew Doane, Senior Vice President at K1 Investment Management.

5. No-code and low-code tools will transform the multilingual go-to-market process.

This year, low and no-code translation platforms are transforming how businesses go to market. Just as tools like Webflow simplify web design without coding, no-code localization solutions translate websites and apps without straining a business’s development resources.

Instead of building localization workflows from scratch, these platforms handle the heavy lifting—allowing brands to translate websites, apps, and software without relying on developer resources.

But low code doesn’t mean low power. With a unique blend of automation, AI, and continuous localization, multilingual content updates are seamless thanks to tools like Localize. These systems ensure that translations are updated in real-time, reducing manual work and reducing time to market by 80%.

“With Localize, we were quickly able to set up our platform for a global release in 15 languages, without straining on our internal resources. Everything happens seamlessly and automatically.”
-Jonathan Bartlett, VP of Product at Mimeo

6. Advanced personalization will convert more customers around the globe.

According to Shopify research, companies that use localized personalization techniques see 10% to 15% higher conversion rates. A simple yet effective way to achieve this is by tailoring website content based on a visitor’s location.

With AI for localization and personalization, brands can dynamically generate location-specific content—adjusting promotions, imagery, and product recommendations—so customers always see offers that make sense for them.

For example, the eCommerce store Looklet continuously personalizes local trends, seasons, and cultural preferences. Visitors in Texas see a selection of shorts and sundresses on looklet.com, while Swedish shoppers are shown long sleeves and sweaters.

“This is really the next level of localization and a step toward product image personalization. Tailoring product imagery with models and styling can make all of the difference in achieving positive results." -Looklet

7. Language access laws are tightening.

In 2025, U.S. language access laws are becoming stricter. Language access ensures that Limited English Proficient (LEP) individuals receive the same services as English speakers.

The legal foundation comes from Title VI of the Civil Rights Act, which prohibits national origin discrimination, and Executive Order 13166, which expands these requirements. Any company receiving federal support—directly or indirectly—must comply with these laws by providing language access services by July 2025.

As language accessibility laws evolve in the US, Canada, and EU, many businesses will need to stay ahead of compliance requirements to serve their customers and avoid legal risks.

8. The ROI of localization remains strong.

The case for localization is clear: businesses that invest in multilingual experiences see measurable returns. 

A DeepL survey found that 96% of B2B leaders reported a positive ROI from localization efforts, with 65% seeing at least a 3x return.

This aligns with Shopify’s research, which shows that localized personalization leads to 20% higher customer satisfaction. 

Whether it’s website content, product recommendations, or AI-driven chat support, delivering experiences in a customer’s native language directly impacts engagement, trust, and sales.

Looking Ahead

The localization landscape is evolving rapidly, driven by AI advancements, growing multilingual audiences, and high demand for personalized experiences. As businesses expand globally, staying ahead of these localization trends is a necessity.

To stay ahead of the curve in 2025, keep learning, growing, and adapting. Follow our Level Up Series on LinkedIn for the latest insights, trends, and expert discussions on the future of localization.