Kathleen Pierce
Principal Analyst, Forrester
Executive Briefing: Why language now belongs on the leadership agenda
"AI can make you multilingual overnight — or create chaos just as fast." — Kathleen Pierce, Principal Analyst, Forrester
AI translation has spread well beyond the localization team. Product, customer service, marketing, legal and HR are each reaching for their own tools, making their own decisions, with no shared view of what customers actually see. So things quietly start to break. Copy drifts between languages, compliance steps get skipped, and your brand sounds slightly different depending on which page a customer lands on.
In this Executive Briefing, DeepL CMO Steve Rotter opens with a customer who's been through it firsthand — what fragmentation actually cost them, in their own words. Forrester principal analyst Kathleen Pierce puts that story in market context with her latest research on why language has quietly become a leadership-level concern.
- Tuesday, June 30, 2026, 2:30 PM UTC
- Online
- English
What you’ll learn
- How fragmentation actually shows up — the specific operational failures across product, support, marketing and legal that signal AI translation has outgrown localization
- What Forrester is seeing at the market level — the patterns Kathleen Pierce is tracking and why language has quietly become a leadership concern, not a procurement one
- What it takes to consolidate, from someone who's done it — a real-world look at how one enterprise moved from many tools to one operating model; what worked, what they'd do differently
- What to do on Monday morning — practical first steps, what to delegate, and how to introduce oversight without slowing your teams down
Meet the speakers
Steve Rotter
DeepL CMO
Secure your spot
Register now and join us in reimagining language for the AI era.