SPOTLIGHT: AI Isn’t Just Faster Translation, It’s a $40B Tug-of-War for Global Attention with Bryan Murphy of Smartling

Bryan Murphy, CEO of Smartling, confronts a $40 billion industry stuck in the slow lane, the world of translation. Most companies still handle translations like it’s 1999: manual, expensive, and painfully slow. Bryan saw AI as the game changer that could rewrite the rules, but integrating it wasn’t a walk in the park.

He shares how Smartling harnessed AI to not just cut costs and speed up translation but to finally boost quality close to human-level precision without losing control over brand voice or nuance. Yet, making this leap meant upheaval: reorganizing teams, hiring AI experts, and establishing ruthless R&D discipline to separate winning ideas from distractions.

Thanks for tuning in! New episodes of Topline drop every Sunday and Thursday.

Don’t miss GTM2025 — the only B2B tech conference exclusively for GTM executives. Elevate your 2026 strategy and join us from September 23 to 25 in Washington, D.C. Use code TOPLINE for 10% off your GA ticket.

Stay ahead with the latest industry developments and emerging go-to-market trends with Topline Newsletter by Asad Zaman. Subscribe today.

Tune in to The Revenue Leadership Podcast every Wednesday, where host Kyle Norton talks with real revenue operators and dives deep into what it takes to succeed as a modern revenue leader.

You’re invited! Join the free Topline Slack channel to connect with 600+ revenue leaders, share insights, and keep the conversation going beyond the podcast!

Key chapters:

(00:00) - Introduction to Bryan Murphy and Defining the Translation Challenge
(02:30) - The Hidden $40B Translation Market and Its Untapped Potential
(04:00) - The Evolution of Translation Services: From Manual to AI-Driven Automation
(06:00) - Early AI in Translation: Faster and Cheaper, But Not Yet Better
(08:00) - Defining Quality: The MQM Standard and Bridging AI-Human Gaps
(09:20) - Human-in-the-Loop AI: Boosting Translator Productivity Tenfold
(10:30) - Full AI Translation Approaching Human Grade: The Game Changer
(11:45) - The Future Mix: Human Expertise vs. Automated Scale in AI Translation
(13:00) - Unlocking Market Expansion Through Improved SEO and Digital Footprint
(15:00) - The Moment of Truth: Recognizing GPT’s Impact and Rolling Out Rapid Innovation
(16:30) - Founder’s Speed: Breaking Plans and Aligning Teams for Urgent AI Adoption
(18:00) - Overcoming Organizational Challenges: From Excitement to Structured Execution
(20:00) - R&D Reimagined: Timeboxing Experiments With Clear Metrics to Avoid Spinning Wheels
(22:00) - The Discipline of “Customer-First” in AI Development and Roadmapping
(24:00) - Leadership Lessons: Listening Without Losing Vision Amidst Painful Change
(26:00) - Winning Customer Trust: Betting On Proofs of Concept Against Skeptics
(28:00) - Personal Insights: Favorite Leadership Books and the Role of Intellectual Curiosity
(29:30) - Staying Sharp: Daily Reading and Customer Conversations as Strategic Tools
(31:00) - Managing Stress and Longevity: The Art of Mental Compartmentalization for Founders
(32:30) - Final Thoughts: The Unseen Power of Humility in Leadership and Continual Learning
(33:00) - Wrap-up and Invitation to Follow Smartling’s AI-Empowered Evolution