kontextor: Context over code: Why true localisation goes beyond AI

“AI is only as good as the human who operates it.” The Berlin-based content agency kontextor is a big believer in the human touch.

Entering the German market with AI as your translator might seem like a promising move. After all, English is spoken nearly everywhere in business settings and AI can seamlessly handle the rest, right?

This assumption is unfortunately all too common. The reality is that each market has specific features in its culture and language that require human insight to navigate – not to mention stylistic nuances, irony, humour, creativity and, of course, factual accuracy.

Navigating language requires human insight. Photo: Léa Morelli

“A lot of people think AI is the solution for overcoming language barriers within Europe,” explains Grigorios Cordt-Petsos, founder and CEO of Berlin-based content agency kontextor. “But relying solely on AI can lead to critical missteps that could end up alienating potential customers. AI is only as good as the human who operates it.”

kontextor’s approach of combining human expertise with AI tools has yielded extremely positive results. While AI can aid in translation, human intervention remains essential for bridging linguistic and cultural gaps and achieving sustainable success in international markets. Today, the agency advises clients like eBay and Canva on the use of AI systems, their capabilities and limitations.

“As always, context is key,” Cordt-Petsos says, underscoring the significance of the company’s name. “Only people can truly grasp the context. It’s tempting to rely on the machines, but the fact is that they can’t always get you where you want to go.”

Photo: Daniel Wetzel

kontextor coordinates an international network of language professionals from its centrally located office in Berlin. Cordt-Petsos believes in personally getting to know new clients, so anyone reaching out to the agency is guaranteed a personal response.

“Even the biggest international corporations find that personal contact and tailored support are essential when entering the German market,” he adds. This philosophy not only sets kontextor apart but also aligns closely with the needs of major clients seeking to get their message across in the most appealing and relevant way in Germany and neighbouring European markets.

“Consulting is at the heart of our work,” Cordt-Petsos concludes. “The human touch remains paramount in forging meaningful connections and driving international business success.”

Team meeting at the Berlin office. Photo: Léa Morelli

Web: www.kontextor.org/en