An Interview with Renato Beninatto
Hosted by Michael Cardenas

I recently had the opportunity to sit down with localization veteran Renato Beninatto to discuss how artificial intelligence is reshaping the language industry. With decades of experience spanning both technology and strategy, Renato offers a grounded perspective on what AI is actually changing and what it isn’t.

Our conversation went beyond tools and buzzwords. Instead, it focused on the deeper structural shifts AI is triggering across localization: how success is measured, how providers add value, and where organizations often go wrong when adopting new technology.

The Elephant in the Room: Cost and Speed Have Changed

Renato began by addressing a reality many in the industry hesitate to say out loud. AI has dramatically altered both cost and turnaround time. Translation that once cost double digits per word can now be delivered for a fraction of that price, often in minutes instead of days.

This shift forces a fundamental change in how localization is discussed. Conversations are no longer centered on word counts, per-word rates, or linear timelines. Instead, organizations are asking different questions:

  • Does the content work for its audience?
  • Is the message clear and consistent?
  • Can this scale across markets?

AI doesn’t remove quality concerns. It changes how quality is defined and evaluated.

AI as an Expansion, Not a Threat

Despite common fears, Renato does not see AI as shrinking the role of localization providers. He sees it expanding it.

As he put it, clients don’t need to become localization experts just because AI exists. That’s precisely why they rely on experienced partners. Even with AI-driven translation, organizations still need support with file engineering, desktop publishing, workflow design, multilingual hosting, and long-term content maintenance.

AI simplifies certain tasks, but it does not eliminate the complexity of delivering a polished, global-ready product.

The Real Problem: Too Many Choices

Rather than fear of replacement, Renato sees a different challenge emerging: decision fatigue.

With an overwhelming number of tools, engines, and automation platforms available, many organizations struggle to know where to start or how to measure success. His advice is straightforward: start with outcomes, not tools.

A strong localization partner should help clients classify content, define quality thresholds, evaluate AI output honestly, and build workflows that blend automation with human expertise. Without that strategy, companies risk adopting technology simply because it exists.

Rethinking the Old Tradeoffs

One of the most compelling moments in our discussion was Renato’s take on the classic industry triangle: fast, cheap, or good.

AI disrupts that model. With the right strategy, it’s now possible to deliver faster, reduce costs, and maintain consistent quality. The key is clarity. Organizations must define what those terms mean for their content, audience, and risk tolerance.

AI doesn’t remove tradeoffs. It reshapes them.

A Roadmap, Not a Side Project

Renato summed it up simply: AI isn’t something to bolt on at the end of a workflow. It’s a roadmap.

When integrated thoughtfully, AI becomes part of content strategy, governance, and long-term localization planning. The role of a localization partner, then, is not to impose solutions, but to help design a model that fits real business needs.

AI is changing the industry, but how it changes your organization depends entirely on how you choose to use it.