How a global provider of employee talent assessment software moved localization inside Kontent.ai with Expert Agents, and launched a feature in 13 languages on the same day.
Written by Madeleine Salisbury
Every global product launch runs on two timelines. The first is the day a feature goes live in English. The second is the day everyone else gets it, and for one global software provider of employee talent assessments, the gap between the two stretched to half a year.
That's a long time to sit on a finished feature. It's six months of revenue at risk in every market outside English. It's also six months of regional teams asking the same question: when do we get what the English-speaking market already has?
The company helps employers hire, develop, and retain people, and organizations in more than 100 countries use its software in 13 languages. Every word customers see on it comes from a five-person team of psychologists, not content writers, who manage roughly 60,000 content items between them.
Because that content is rooted in psychological science, word-for-word translation isn't adequate. A term rendered too literally changes what a result means, causing customers to stop trusting the assessment.
That standard made every product change expensive. One updated screen meant new work in 12 other languages, and each item followed the same manual path: create a draft, send it to a translation provider, wait for linguists, sync it back, review it manually. Even low-risk in-product text, like buttons, login pages, and emails, took two to five days per cycle, longer when the person responsible for the next step was away.
Across a full release, the delays compounded: the team had capacity to move two or three languages at a time, so features rolled out quarter by quarter. By the time the third language caught up, the product had changed again, and the first group needed updating.
At the same time, AI was speeding up the company's product development. On a new platform it was building, features that once took three months now took about a day. Translation still moved at the old pace, so every faster release added to the backlog. Run through the old process, the new platform faced the usual rollout: English first, with every other language following over time.
Instead of adding another tool outside the CMS, the team rebuilt localization inside Kontent.ai's Agentic CMS. Four changes did the work:
Kontent.ai logs every agent action, simplifying audit reporting.
In a live test, the team launched an English feature at the same time as 12 other languages, a first for the company. Simultaneous launch is not yet the default for every release, but the direction is set: language activation is moving from months to days, and smaller releases can go out almost immediately.
In structured testing over about two months, per-item translation time dropped from around five minutes to a few seconds. A 190-item backlog, which used to take a full day just to draft, was drafted, translated, and reviewed in about an hour.
None of this reduced headcount. The same five psychologists now spend their time where customers see the value: writing and validating new assessment ad thought leadership content, and refining the glossaries the agents depend on.
The old process set a hard ceiling of two or three languages in motion at once. With agents taking on the drafting, routing, and first-pass review, adding a language now centers on building its glossary and style guide, then letting the workflow run.
On the new platform, the team no longer plans an English-first rollout. It expects to release every language in quick succession, and it is automating the last manual trigger so that publishing validated English content starts the translation loop on its own. The aim: every market follows within days, not quarters.
If your product, campaign, or regulatory updates reach English-speaking customers months before everyone else, your workflows create a costly bottleneck. The delay is rarely the translators: It's the manual work between the steps (drafting, routing, syncing, and checking), repeated for every item in every language. With Kontent.ai, Expert Agents take on that work inside the CMS, within the permissions of the people who run them, and your team approves what goes live.
The same pattern holds where accuracy carries regulatory weight, from financial disclosures to educational material. Review agents check every translation against approved terms, people decide on high-risk content, and every agent action is logged, so speed does not come at the cost of control.
Three lessons from this team apply to any global organization:
See what simultaneous launches look like across your markets. Talk to an expert about how Agentic CMS can speed time to market while maintaining accuracy and control.
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