How LangOps Can Transform Our Industry Into A Strategic Powerhouse!

In this edition of the AI in Loc newsletter, I’m thrilled to welcome Arthur Wetzel, the CEO of the newly established LangOps Institute. With a career dedicated to advancing global communication and championing the evolution of language technologies, Arthur leads the Institute with a vision to redefine multilingual engagement and operational excellence. Let’s jump right into our conversation about LangOps and its transformative potential for the language industry.

Arthur, the term "LangOps" has sparked quite a bit of discussion in the language industry. Why do you think it’s creating such a stir, and what do you see as the key issues driving this debate?

Great question, Stefan. The evolution of LangOps is stirring up important debates because it represents a shift in how we think about language services and technology. On one hand, there's the debate around the terminology itself, what we call LangOps and why that matters. On the other hand, there’s the larger, existential debate about its implications for the future of our industry. Skepticism is natural and even healthy, but resistance to LangOps often highlights the industry’s crossroads: either we embrace strategic transformation, or we risk becoming further marginalized in an AI-driven world.

That’s a powerful framing. Could you share more about how the LangOps Institute is addressing these challenges?

Absolutely. The LangOps Institute was founded to tackle these issues head-on. Our mission is to bring together the best people and systems to define, standardize, and operationalize language technology as a core business function, something that’s integral to global operations, not just an afterthought. We’re structured to address both sides of the debate: clarifying what LangOps is and why it matters, and proving why it’s a necessity for businesses rather than just another passing trend.

One of the critiques of LangOps has been its name. Some argue it’s just a “buzz concept” or question whether it truly captures what it stands for. How do you respond to this criticism?

That’s a valid concern, Stefan, and it’s one we hear often. The name LangOps does invite scrutiny, and some wonder if it’s just a term designed to grab attention. But history shows us that terminology matters. Think about DevOps: it was met with skepticism in its early days, yet it transformed software development and IT operations into an integrated, automated discipline. LangOps aims to do the same for language: operationalizing it as a strategic function embedded in global workflows, rather than leaving it as an isolated service.

Some have suggested alternative terms, such as "Translation at Scale" (T@S). Why stick with LangOps, and how does it differ from these other suggestions?

"Translation at Scale" is certainly descriptive, but it doesn’t fully capture the scope of what LangOps encompasses. LangOps goes far beyond translation to include multimodal language processing, such as text, speech, audio-visual, sign language, and even AI-generated content. It also involves the automation of linguistic workflows using AI, machine learning, and human expertise, as well as enabling real-time, interactive multilingual communication that’s contextualized, not just translated. LangOps isn’t just a better term; it’s a comprehensive strategic framework, much like how DevOps provided a framework for software and IT.

That’s fascinating. So, in a sense, LangOps is about embedding multilingual communication into the DNA of global business operations?

Exactly, Stefan. LangOps provides a clear path for integrating multilingual communication seamlessly into global business workflows, ensuring it’s treated as a strategic function essential to success in today’s interconnected world.

Arthur, it seems that the debate around LangOps goes beyond just terminology. What do you see as the real stakes for the language industry when it comes to adopting, or resisting, LangOps?

I think, while some may focus on the name or concept of LangOps, the real debate is about survival and adaptation. The global content and language services industry is experiencing seismic shifts. For instance, revenue from traditional translation services is declining, a trend confirmed by CSA Research. This is largely due to advancements in generative AI and automation, which are reshaping the industry.

That’s a significant change. What other transformations are you seeing in the industry that reinforce the need for LangOps?

We’re seeing multilingual data management emerge as a top enterprise priority, requiring seamless integration of AI-powered solutions. At the same time, the demand for human expertise is shifting. Instead of traditional translation roles, we need professionals who can take on new responsibilities in AI-assisted language operations.

It sounds like the industry has no choice but to evolve. What are the risks for those who resist embracing LangOps principles?

The risks are substantial. Language professionals, LSPs, and technology providers who fail to adapt will struggle to remain competitive in a rapidly changing landscape. Efficiency, automation, and multilingual AI are no longer optional—they’re essential. LangOps offers a structured way to meet these demands, making it a necessity for staying relevant in this new era.

Some people in the language industry perceive LangOps as a threat to traditional language services. How would you reframe that perspective?

That’s a common concern but I see LangOps not as a threat but as a tremendous opportunity. Instead of replacing traditional services, LangOps provides a framework for sustainable growth and transformation. It’s about evolving with the times and positioning the industry for long-term success.

How does the LangOps Institute help facilitate this transition for both individuals and organizations?

That’s the core of our mission. The LangOps Institute was founded to bridge the gap between the traditional and the future. We focus on four key areas:

1. Educating professionals and enterprises on leveraging LangOps effectively.
2. Certifying individuals and technologies to ensure standardization and best practices.
3. Developing industry frameworks to unify language operations across global businesses.
4. Supporting LSPs and technology providers in evolving their business models beyond word-based pricing.

That sounds comprehensive. So, LangOps isn’t about replacing human expertise with AI but rather empowering professionals to collaborate with AI. Is that correct?

Exactly. LangOps is about empowerment. The language professionals of the future won’t just be translators, they’ll be AI-assisted linguistic analysts, multilingual data managers, and real-time localization strategists. By operationalizing the collaboration between AI and human expertise, LangOps enables professionals to take on more strategic, impactful roles.

AI-powered language models are transforming how multilingual content is created and managed. From your perspective, is the adoption of LangOps now inevitable?

It absolutely is, in my opinion! Disruptive technologies, like AI-powered language models, don’t wait for permission, they simply change industries. The question is no longer "Will LangOps happen?" but "Who will lead its implementation?" That’s why the LangOps Institute was founded: to ensure that language professionals, LSPs, and technology providers are not left behind in this transformation.

How does the LangOps Institute envision the future of multilingual communication within this framework?

We see an ecosystem where multilingual communication is integrated, not siloed; automated, yet human-driven; real-time, yet context-aware; and, most importantly, strategic, not secondary. LangOps isn’t about replacing the language industry—it’s about evolving it into a new era of global communication excellence.

That’s an inspiring vision. What’s the core message you’d like to convey to those in the industry who might still be hesitant about embracing LangOps?

The choice is clear, adapt and lead, or resist and risk irrelevance. At the LangOps Institute, we’ve made our choice—to lead. We believe that by bringing together the best people and the best systems, we can help the industry thrive in this new era of transformation. LangOps isn’t the end of the language industry—it’s the beginning of its next chapter.

Arthur, thank you so much for taking the time to share your insights on LangOps and its transformative potential for the language industry. Your perspective on how we can adapt and lead in this era of AI-driven global communication is truly inspiring. Before we wrap up, can you maybe share what can language industry professionals do to stay up to date on the latest developments in LangOps?

I encourage everyone to follow the LangOps Institute on LinkedIn, where we regularly share updates, insights, and resources about the evolving role of language operations. Also, don’t miss the LangOps Institute Launch Event on January 28th. We’re bringing together some of the brightest minds in the industry for a roundtable discussion on the future of our field beyond localization. You can sign up directly on LinkedIn to join us for this exciting event. It’s a perfect opportunity to stay informed and engage with the thought leaders shaping the next chapter of our industry.

That sounds fantastic, Arthur. I’ll be sure to encourage our readers to follow the Institute and join the launch event. Thank you again for sharing your vision and leadership with us today.

Thank you, Stefan. It’s been a pleasure discussing these ideas with you and your audience. The AI in Loc newsletter is such an important platform for advancing the conversation about the future of our industry, and I’m honored to contribute to it.