The gaming industry is no stranger to innovation, but as artificial intelligence (AI) establishes a greater presence worldwide, questions arise about its role in localization. For developers and publishers striving to reach global audiences, localization isn’t just a technical task; it’s a creative endeavor that shapes the gaming experience. Can AI be trusted with this responsibility, or would handing the reins to artificial intelligence risk stripping games of their cultural and emotional depth? We spoke with Belén Agulló García, our executive consultant of innovation and a long-time video game localizer, to learn more about this evolving discussion.
The Growing Role of AI in Gaming
AI has carved out a space in gaming workflows, from procedural content generation to player behavior analysis. Localization is no exception. Tools like neural machine translation (NMT) and large language models (LLMs) are being explored to automate aspects of the localization process. However, while AI excels in speed, the tool often falls short when it comes to context, tone, and cultural nuance—three of the most critical elements of an immersive gaming experience.
Belén Agulló García sees potential for a happy medium between AI’s capabilities and human operations. “It’s not black or white,” she said. “Technology can coexist with human workflows in a way that it allows us to optimize processes where it makes sense.” This functioning coexistence is already evident in the use of AI for patch notes, support documents, and website translations. However, applying AI to in-game dialogue or narrative elements presents far greater challenges.
The Challenges of Game Localization
Video game localization is where linguistic accuracy intersects with storytelling, gameplay mechanics, and cultural adaptation. “Language is the carrier of emotions,” Belén explained. “When you’re localizing a game, you’re not just translating words; you’re creating an emotional connection.”
Consider, for instance, riddles, poems, or wordplay. A joke that works perfectly in English might fall flat in Japanese or German. But these linguistic devices are common in narrative-heavy games, which means their correct localization is essential for maintaining a player’s immersion. A poorly translated riddle could not only confuse players but also clash with the game’s lore.
Similarly, references to historical events, folklore, or idioms must be adapted to maintain relevance and immersion. The continuity of terms such as character names, weapons, or locations must also align with previous releases to preserve a franchise’s identity. “AI tools struggle in these areas,” Belén said. “They often produce results that are technically correct, but they’re devoid of the emotional resonance or creative flair required to engage players.”
Risks of Over-Reliance on AI
While AI offers speed and scalability, its limitations can lead to significant risks. Poor localization not only disrupts the player’s experience but also damages a game’s reputation. Belén points to Amazon’s MMO “Throne and Liberty” as a cautionary tale. Despite its stunning visuals and ambitious gameplay, its initial release suffered from localization errors that alienated parts of its audience. “Players noticed the localization issues immediately. It became a talking point, and not in a good way.”
Such risks underscore the need for human expertise. While AI can streamline the initial stages of localization, only human linguists can ensure that the translated content will preserve the game’s integrity and intent, and resonate with players on a deeper level.
A Strategic Approach to AI
Rather than viewing AI as a threat to creativity or the ultimate solution, Belén suggests a tiered strategy to developers and publishers who want to give AI a try. “Content tiering allows you to allocate AI where it makes sense, like patch notes or non-premium languages, while reserving human expertise for critical in-game content,” she said.
This approach ensures that immersive elements such as dialogue, character development, and world-building retain the depth and emotional resonance that players expect. AI can still play a valuable role in accelerating workflows and handling high-volume, low-impact tasks, while creative elements like dialogue, narrative, and cultural adaptation can (and should) remain firmly in human hands.
The Future of Game Localization
By integrating AI tools into their workflows, developers can streamline processes and reduce costs. But to truly connect with players and create unforgettable gaming experiences, human creativity and cultural awareness remain irreplaceable.
“Transparency is key to understanding where AI can add value and where it falls short,” Belén said. “AI can’t replace the creativity and cultural sensitivity required to make players feel at home in a game’s world.”
For indie developers, AI can provide an entry point to localization by offering cost-effective solutions for initial market testing. However, as games gain traction, investing in human-led localization is essential to building long-term player trust and engagement.
The Takeaway
The debate over AI in game localization isn’t about choosing sides; it’s about finding balance. When used strategically, AI can be a powerful tool for efficiency. But for the storytelling, emotion, and cultural depth that make games memorable, there is no substitute for human expertise.
At the heart of every successful localization project is a human commitment to quality, collaboration, and innovation. Whether you’re a developer, publisher, or gaming enthusiast, the message is clear: treat localization as an integral part of the gaming experience. Partner with experts who understand how to balance AI’s strengths with the creativity and nuance that only humans can provide.