Clare Schmitt
VP of Marketing & Communications at PGLS
As globalization drives international business, the language services industry is evolving rapidly. By 2025, businesses will be forced to navigate increasingly complex multilingual environments where communication technologies are pivotal in facilitating cross-border interactions. Five emerging trends in global communication, particularly in language services, offer a data-driven analysis of what businesses can expect moving forward.
Key Takeaways:
- AI and machine learning are set to revolutionize the language services industry, but human translators will remain crucial for high-context scenarios.
- Multilingual digital communication is becoming essential for global business success with almost 50% of internet content generated in non-English languages.
- The global speech recognition market is expected to reach $53.67 billion by 2030, making voice technologies key to breaking language barriers.
- Cultural intelligence and authenticity will become a differentiator for global brands.
1. AI and Machine Learning Revolutionizing Language Services
AI and machine learning (ML) are transforming language services at an unprecedented rate. By 2025, the machine translation market alone is expected to hit $1.58 billion. The compound annual growth rate of over 13% percent during 2020-2025 highlights the growing reliance on automated translation solutions.
One of the key advancements in this space is Neural Machine Translation (NMT), which delivers more accurate and context-aware translations than its predecessors. The rise of Google’s NMT and DeepL are examples of how businesses are turning to AI-powered solutions for real-time, scalable translation services.
Despite the advancements in NMT, businesses recognize the limitations of fully automated solutions. Studies suggest that while many companies are leveraging AI to enhance efficiency, they also still rely on human linguists for post-editing to ensure quality, accuracy, and cultural intelligence. This hybrid approach combines the efficiency of machine translation with the human expertise, striking a balance that is particularly important for sectors like legal, healthcare, and finance.
As we approach 2025, this combination of AI and human collaboration is expected to become the industry standard. The interplay between technology and human expertise ensures that language services remain efficient, but also deeply attuned to cultural nuances essential for communication across diverse markets.
2. Surge in Multilingual Digital Communication
As digital transformation accelerates, multilingual communication in digital spaces will be indispensable. The global e-commerce market is projected to reach $7.4 trillion by 2025, according to Statista, with more than 80 percent of this growth coming from non-English-speaking countries. This means businesses will need to offer multilingual support not just on their websites but across all digital touchpoints—social media, customer support, and e-commerce platforms.
In 2024, almost 50 percent of the internet’s content was generated in languages other than English and that number is expected to continue to continue to increase. For companies to compete in the global marketplace, the growth of non-English content will require a shift in communication strategies. Businesses will need to focus on localized customer experiences, integrating language services into their broader marketing and customer service strategies.
The third edition of the “Can’t Read, Won’t Buy” study from CSA Research found that 72 percent of customers are more likely to purchase products or services if the information is available in their native language. The same study found that 40 percent of shoppers will not make a purchase in other languages. This indicates a significant revenue opportunity for companies that prioritize multilingual digital communication. We expect this percentage to rise further by 2025 as consumers continue to demand personalized, native-language content.
3. Advancements in Speech Recognition and Voice Technologies
Voice technology is rapidly advancing, driven by breakthroughs in natural language processing (NLP). By 2025, the global market for speech recognition technologies is expected to reach $53.67 billion by 2030 with a CAGR of 14.6 percent, according to Grand View Research. These tools are becoming a game-changer for businesses that operate across languages, allowing for seamless real-time communication in international settings.
Companies like Google and Microsoft are leading the charge with advanced voice recognition software capable of transcribing and translating spoken language in real time. By 2025, we expect these technologies to be integral to business meetings, customer interactions, and even product accessibility, particularly in sectors like e-commerce, education, and healthcare. The ability to provide real-time language support via voice technology will help businesses break down communication barriers and reach a broader audience.
4. Cultural Intelligence as a Key Differentiator
As businesses become more globalized, cultural intelligence will provide a foundation for authentic brand communication in new markets. A study by a University of Maryland professor found that the individuals who adapt effectively to culturally diverse situations achieve better outcomes in negotiations. The art of persuasion relies on an understanding of audiences that extends beyond the surface, which means brands bidding for international buyers must do more than translate content superficially to reach diverse markets.
Instead, committing to cultural authenticity in 2025 will set apart the winners and losers in their bids for consumer trust. Accenture’s 2024 Life Trends Survey found that 59.9 percent of respondents are questioning the authenticity of online content more than ever. This highlights the growing demand for culturally relevant communication that demonstrates empathy and understanding of localized audiences. Generative AI will be used as a scaling tool to produce brand content, but to overcome skepticism and earn buyer trust, this content will need to be managed closely by in-market cultural experts.
Businesses must also go beyond literal translations to develop communication strategies that account for local customs, values, and even taboos. Failure to do so risks alienating international audiences. For example, Coca-Cola is well-known for their culturally adaptive global campaigns, emphasizing localized storytelling while maintaining consistent brand values. Since 2021, its global tagline, “Real Magic,” has been adapted worldwide to match local linguistic and cultural variances. By 2025, entering or expanding in international markets must get creative to communicate brand values effectively while also meeting consumers where they are (and avoiding embarrassing taboos and faux-pas).
5. Human-Centric Approach to Language Services
While AI and automation will continue to dominate the conversation, human translators and interpreters remain indispensable, particularly in industries requiring high levels of precision.
By 2025, we expect the demand for specialized, human-centric language services to rise in fields like international diplomacy, legal contracts, and intellectual property. These are areas where even the most sophisticated AI can struggle to account for nuance, intent, and cultural context. Human translators bring the cultural knowledge and ethical judgment that AI cannot yet replicate, making them invaluable for sensitive or complex content.
Conclusion: Preparing for Global Communication in 2025
The future of global communication is both exciting and challenging. As we approach 2025, businesses must prepare to navigate an increasingly multilingual, digitally connected world. From AI-driven translation tools to culturally adaptive marketing strategies, the companies that embrace these emerging trends will not only keep up with the global market but lead it.
To thrive in this environment, companies should:
- Invest in AI and machine learning technologies while maintaining a strong human element in translation.
- Focus on culturally adaptive communication strategies that go beyond basic localization.
- Integrate multilingual support across all digital channels to engage with global audiences.
- Leverage voice recognition technologies for seamless, real-time multilingual communication.
By staying ahead of these trends, businesses can position themselves to succeed in the increasingly complex and dynamic world of global communication.