Phrase study reveals lucrative power of its AI localisation platform


Phrase, a global cloud-based localisation technology firm, has released a study conducted by Forrester Consulting on The Total Economic Impact of its AI-powered localisation platform.

The platform enables customers to benefit from the latest translation automation technology to drive growth while ensuring control of process, cost, and quality metrics.


Content and product localisation is a strategic growth driver and competitive differentiator, the firm said. 

The most forward-looking businesses know that an investment in localisation is an investment in customer experience and unlocking new markets, but also an investment in employee experience as well as operational delivery against strategy. 

Organisations that have invested in unified localisation services supported by the Phrase Localisation Suite have seen a significant return on that investment through efficiencies gained and a better alignment of localisation services with corporate growth strategy.
“In challenging economic times, every investment should have a return as clear as this”, said Phrase CEO, Georg Ell. 

“We believe Localisation is a massive opportunity for businesses of all sizes. 

“We’re keen to help business leaders understand the full scope of the economic opportunity that machine translation and translation management software solutions can unlock. 

“Today, we’re very happy to provide this independent analysis of the significant return on investment of operationalising localisation at scale – something our solutions empower marketers and product teams to do”.

“Quite different from legacy solutions, the Phrase Localisation Suite is cloud-native and built to support global organisations as they increasingly move towards connected and unified systems and processes for localisation. 

“We believe localisation opens the door to global business, and this study supports that Phrase TMS offers a very compelling platform with which to unlock that value.”

Phrase commissioned Forrester Consulting to conduct a Total Economic Impact (TEI) study and examine the potential return on investment (ROI) enterprises can realise by deploying the Phrase TMS (Translation Management System). 

The purpose of this study is to provide readers with a framework to help evaluate the potential financial impact of Phrase on their organisations.

To better understand the benefits, Forrester interviewed five representative global organisations with experience using Phrase TMS. 

For the purposes of this study, Forrester aggregated the interviewees’ experiences and combined the results into a single composite global retail organisation and then identified a variety of challenges facing localisation teams and the benefits in adopting the Phrase TMS platform.

Interviews and financial analysis found that a composite organisation utilising the platform experienced benefits of $3.18M over three years versus costs of $507K, adding up to a net present value (NPV) of $2.67M and an ROI of 527%.
The full study notes additional benefits including:

  • Increased scalability that enables growth
  • Reduced translation costs with savings of almost $2.8 million over three years
  • Workflow and process improvement with increased ease of connection to other systems
  • The expanded role and enhanced impact of translation teams
  • Increased employee satisfaction in localisation teams
  • An improved ability to forecast and control translation costs