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 a feedback-driven system changed both content quality and team collaboration.

This session goes deep into process design: how to move localization upstream, how to structure UX content for multilingual scalability, where AI helps and harms the user experience, and how to design feedback loops that allow both humans and systems to learn over time.

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 and feedback loops that improve global UX over time instead of scaling mistakes.