Leinhäuser Buzz

Thoughts from Heike Leinhäuser

As the year draws to a close, it is a good time to pause, take stock and look to the future. For us at Leinhäuser Language Services, above all else, the future means offering our customers the best possible service as well as opportunities to use smart technologies to create real added value.

Internationalization: the topic of the hour

New markets, new target groups, new opportunities – internationalization is a major growth factor for many companies. But it takes more than a translated brand message to be successful in overseas markets, which is why we revisit this topic twice, in our fourth DonnersTALK and in an interview with Heike Leinhäuser.

When venturing into international waters, it is not language alone that determines whether you sink or swim. Success depends on connecting with the target audience. This was the focus of our most recent DonnersTALK in October: Under the motto ”Markets, Brands, People – 360° Internationalization,“ an expert line-up looked at what it takes to communicate successfully across borders and cultures.

Keynote speaker Yusuf Beyaz, CEO of QUBS Toys, got right to the heart of the matter: ”Successful internationalization is when everyone feels understood.“ From new approaches in Generative Engine Optimization to the integration of AI in translation processes through to real case studies from international teams, it was clear that succeeding overseas requires both digital competence and cultural intelligence.
You can find more information about the event in our DonnersTALK summary.

And the topic remains very current still: In a recent interview, Heike Leinhäuser talks about the strategic aspects of successful internationalization and explains why companies should think in terms of markets, not languages; why adaptation and transcreation are the real bridge-builders for global brands; and why communication is only effective if it reaches people on an emotional level.

It’s all about data

Artificial intelligence is accelerating many aspects of the translation and content creation processes. But only well-maintained, clearly defined data can guarantee that such rapid results are also reliable. This is particularly true when it comes to marketing, sales or technology speak, where there are different names for the same thing and context is crucial. Taking a considered approach to combining modern technology with human expertise can create real added value here. And this is exactly what we do.

AI has changed our industry significantly. Many labor-intensive manual processes are now automated, saving time and boosting efficiency. But even the most advanced technology can reach its limits when it comes to writing or translating: Nuances of corporate language are lost, product names are not faithfully rendered, consistency is lacking. The added value comes not from AI alone, but from the process behind it. At Leinhäuser, our mission is to design this process in such a way as to leverage all that AI has to offer without jeopardizing quality or brand identity.

A major component of this is glossaries. They form the backbone of consistent communication – from marketing copy through to product documentation. AI has significantly accelerated the extraction of key terms, but the quality of a glossary still depends on clear labeling, defined contexts and plausible synonyms. Without this structure, it is just a list. With it, though, it becomes a strategic instrument, bringing together marketing, technology and sales parlance and enabling the right word to be used at the right time.

We do not use glossaries and databases in isolation in our workflows, but as part of a smart network with Retrieval Augmented Generation (RAG). The principle is simple: Think of RAG as a well-organized box containing all the relevant language data for your company, from which the AI then retrieves information for every translation.

The box may contain, for example, existing translations from your databases, approved wordings, product names, corporate language elements and glossaries. When a new text is to be translated, the first thing the AI does is look in the box: What wording has been used already? What is the product’s official name? What is the preferred notation? The answers to these questions, along with other important information, are made available to the large language model (LLM) as context before it generates the text.

The key thing here is that the AI is not creating something from scratch, but building on what is already in the box. This means that terminology, tone and brand messaging remain consistent – even across multiple languages and markets.

We help you fill this box with the right information, structure it properly and ensure that it remains up to date. Based on the ”human in control“ approach, we then jointly set the parameters, select the relevant data and review every output with a trained eye to ensure a sound linguistic and technical result that is aligned with your brand voice.

Want to know more? Our specialist team would be happy to advise which AI-driven workflows would be best for your project.

PM-as-a-Service: the smart standby option

Acute project phases or complex projects often require more than expert linguists – they need flexible all-rounders who are on the same wavelength. Cue our PM-as-a-Service model: We provide support for your teams exactly when and where you need it. This includes technical skills and many years of process expertise as part of an ‘all-inclusive’ package. Our Preferred Linguists also ensure top-quality, consistent texts to boot.

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PM-as-a-Service provides exactly the support you need in busy periods or for challenging projects, with no lengthy onboarding and no upheaval. Our project managers jump right in, keeping their eye on the prize at all times and highlighting untapped optimization potential. This is no administrative role: We are your partner, at your side, planning ahead and assuming responsibility.

Our understanding of service is further reflected in our Preferred Linguists model. For certain contracts or durations, a dedicated team will ensure the consistency of your texts from the very first line through to the final read-through. For you this means: Peace of mind as our language experts are always on hand during the agreed time periods, ready to spring into action and offering planning security for both parties.

Ideally, all texts are overseen by the same person, but if time is tight, multiple linguists will work closely together at every stage. Databases and glossaries help to ensure a smooth outcome that meets the highest standards of consistency and quality.

Feeling snowed under? Yearning for control of complex content? Then look no further than our PM-as-a-Service option.