Phrase

What Phrase does

Phrase is the world’s leading language intelligence platform, helping global organizations move faster, reach more markets, and deliver content that feels local, relevant, and authentic. The Phrase Platform combines AI, agentic orchestration, and a headless, API-first architecture in one unified system. It applies the context that makes content perform in every market, including brand voice, quality standards, glossaries, prior translations, and cultural nuance. This means every team, in every region, can ship content that’s on-brand, on-point, and ready for any audience. Phrase automates, manages, and delivers multilingual content for deeper customer connections and faster business growth. It gives enterprises the intelligence to automate workflows, the freedom to connect any tool or engine, and the control to govern global content at scale. The platform is built on three layers: an intelligence layer for context, AI models, quality evaluation, and adaptation; a composable technical foundation with orchestration, APIs, integrations, and MCP support; and interfaces like Phrase TMS, Strings, Studio, and Portal. Phrase is designed for enterprise localization, with AI specifically for language demands, handling complexity that others leave to customers.

Products

• Phrase Language Intelligence PlatformThe core platform combining AI, agentic orchestration, and a headless, API-first architecture for managing multilingual content at scale. It includes Phrase TMS, Phrase Strings, Phrase Language AI, Phrase Custom AI, Phrase Orchestrator, Phrase Portal, Phrase Analytics, and Phrase Quality Technologies.
• Phrase TMSA translation management system for managing translation projects, workflows, and linguistic assets. It offers customizable translation workflows, vendor management, and advanced translation memory capabilities.
• Phrase StringsA software localization platform for managing UI and product copy localization across mobile apps, web apps, and games. It supports 50+ file formats and integrates with development tools.
• Phrase Language AIAI-powered translation and quality checks, boosting localization speed and quality with generative AI. It includes MT Autoselect, MT Glossaries, and an AI Translation Agent.
• Phrase Custom AIAllows users to train and fine-tune neural machine translation models to match brand voice and tone, ideal for high-volume, real-time use cases.
• Phrase OrchestratorThe engine behind automated workflows, routing content, triggering quality gates, and managing handoffs between human and AI. It's a visual builder with no code required.
• Phrase PortalA component of the platform that allows employees to deliver accurate, local-language content.
• Phrase AnalyticsProvides full visibility into cost, quality, and throughput across every market, team, and AI engine for informed architecture and investment decisions.
• Phrase Quality TechnologiesIncludes tools like Quality Performance Score (QPS) and Quality Profile for real-time quality assurance and automated error detection.
• Phrase StudioTools for multimedia localization, including AI subtitles and AI dubbing for creating multilingual voiceovers.
• Phrase Figma pluginIntegrates with Figma to allow designers and translators to collaborate on projects, pull multiple languages, and preview designs in context, preserving fonts, styles, and layout.

Key capabilities

• AI-powered translation and localization
• Agentic orchestration
• Headless, API-first architecture
• Intelligent orchestration for engine selection (30+ engines and LLMs)
• Contextual translation (brand voice, cultural nuance, market standards)
• Unified linguistic assets (translation memories, terminology, style guides, quality data, multimodal assets)
• Governance and control (cost, speed, quality visibility, budget controls, analytics, AI recommendations, automated quality gates)
• Bring Your Own capabilities (engines, LLMs)
• Native integrations and Verified Solutions Programme
• Human-to-system and agent-to-agent interaction support
• Automated quality prediction scoring (QPS)
• AI-powered quality checks and rule-based checks
• Auto Adapt for content refinement and cultural nuance
• MT Optimize for AI post-editing
• Developer Portal with robust APIs
• Support for 50+ file formats
• Visual In-Context Editor
• Unlimited TMS Seats (most plans)
• Custom metadata and branching
• Single sign-on
• Multimedia localization features (subtitling, dubbing)
• Workflow management and automation
• Collaborative localization tools
• Stakeholder management
• Git-like branching for software localization
• CLI and webhooks for CI/CD integration
• AI flexibility with BYOE (Bring Your Own Engine)
• Language knowledge via API (translation memory, terminology, glossary data)
• Compliance rules and governance controls
• Real-time quality assurance with Phrase QPS and Quality Profiles

Use cases

• Automating workflows for multilingual content
• Managing global content at scale
• Localizing software UI/UX for mobile apps, web apps, and games
• Translating technical documentation
• Website localization
• App localization
• Game localization
• Marketing content and campaign localization
• Customer support content localization
• Language and content accessibility (translation, subtitling, dubbing)
• Ensuring consistent, high-quality translated content
• Improving turn-around speed for continuous localization
• Automating repetitive or manual tasks in localization
• Streamlining collaboration among localization stakeholders
• Translating files like Word documents, slide decks, blog articles, emails
• Enhancing multilingual UX
• Accelerating global product launches
• Reducing translation costs
• Increasing engineering productivity
• Securing intellectual property and sensitive documents
• Real-time translation for customer service conversations
• Automating content routing and quality gates
• Analyzing localization performance (cost, quality, throughput)
• Adapting content for specific audiences (e.g., Gen Z consumer in Brazil vs. enterprise buyer in Japan)
• Integrating localization into CI/CD pipelines
• Managing high-volume content localization without sacrificing quality
• Translating user-generated content
• Ensuring regulatory compliance for multilingual content

AI approach

Phrase is a language intelligence platform that combines AI, agentic orchestration, and a headless, API-first architecture to automate, manage, and deliver multilingual content. It uses AI for intelligent orchestration, selecting from a broad range of engines and LLMs (including its own Phrase Language AI, Next MT, Next GenMT, and Custom AI, or allowing users to bring their own engines) based on content type, quality requirements, and cost. The platform applies context such as brand voice, quality standards, glossaries, and prior translations. AI-powered tools like Auto Adapt and Quality Estimation ensure outputs meet standards. It also provides AI-powered quality checks, smart review routing, and AI post-editing. The platform wraps AI in guardrails for governance, compliance, and quality control.

Tech named: AI, LLMs, Machine Translation, Phrase Language AI, Next MT, Next GenMT, Custom AI, Auto Adapt, Quality Estimation, Quality Performance Score (QPS), Retrieval-Augmented Generation (RAG), Neural MT models

Industries served

• Software Development
• Ecommerce & Retail
• Gaming
• Technology
• Manufacturing & Engineering
• Automotive
• SaaS
• Customer Service

What it says sets it apart

• World’s leading language intelligence platform
• Combines AI, agentic orchestration, and headless, API-first architecture in one unified system
• Applies context (brand voice, quality standards, glossaries, prior translations, cultural nuance) for content performance
• Intelligent orchestration selects from 30+ engines and LLMs based on content type, quality, and cost
• Unifies translation memories, terminology, style guides, quality data, and multimodal assets for linguistic depth
• Provides complete visibility and control over cost, speed, and quality across workflows
• Headless, API-first architecture connects to full AI and technology landscape without vendor lock-in
• Bring Your Own capabilities (engines, integrations, custom-built solutions)
• Built by people who understand enterprise localization, with AI designed specifically for language demands
• Forward Deployed Engineers work directly in customer environments for custom integrations
• Recognized as a Leader in the Forrester Wave™ (Q3 2025)
• Offers a flexible platform with product capacities that scale with teams
• Provides 24/7 customer support across all plans
• Supports a wide range of content types including software strings, websites, technical documentation, marketing content, customer support tickets, documents, and audiovisual content
• All solutions run on the same platform and share linguistic assets
• Four stages of applied intelligence: context, model selection, quality evaluation, and output transformation
• AI-powered quality checks and smart review routing (QPS)
• Vendor-agnostic approach for collaboration with any linguists
• Language infrastructure for the enterprise tech stack, connecting content systems, AI models, agents, and teams
• Composable by design, allowing modular use of capabilities
• API-first and MCP-ready for full control and automation
• AI flexibility with BYOE (Bring Your Own Engine) and consistent output scoring
• Exposes translation memory, terminology, and glossary data via API and MCP for AI builds
• Enterprise-grade security: ISO 27001, SOC 2 Type I (Type II expected 2026), GDPR, CCPA, PCI DSS adherence, AWS-powered with 99.9% uptime
• Automated localization hyperautomation for efficient handling of large volumes of translations
• Custom AI and Phrase Quality Performance Score (Phrase QPS) for high-volume content quality
• Seamless integration with existing content creation tools and CMS/codebase
• Developer-friendly features: CLI, API, webhooks, Git-like branching, 50+ file formats
• Real-time design previews and in-context translation for visual QA
• AI Translation Agent processes entire text blocks in context, adapts to brand tone
• MT Optimize for AI post-editing, combining translation, post-editing, and terminology correction
• Auto Adapt for personalizing content for every audience and language variant
• Customizable Quality Profile for fit-for-purpose requirements and routing
• Centralized management for manufacturing and engineering sectors, ensuring technical precision and regulatory compliance