Harnessing the power of AI for localization of reviews, ASO, and more.

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Olivia Doboaca
Harnessing the power of AI for localization of reviews, ASO, and more.

Table of Content:

  1. What is the importance of AI localization?
  2. Where do you start with mobile app localization?
    • Step 1
    • Step 2
    • Step 3
    • Step 4
  3. Which tools should you choose for app localization?
    • ChatGPT
    • Google Translate
    • Microsoft Bing Translate
    • DeepL
    • Smartling
  4. Automating review localization with AppFollow
  5. Afterword
  6. FAQ
    • What is AI app localization?
    • How does AI help in translating reviews?
    • What are the steps involved in mobile app localization with AI?
    • What are some recommended tools for AI app localization?

Remember the slow days when you had to wait ages for a translated document? Or worse, when it came back sounding like gibberish? Thanks to leaps in natural language processing and AI, those bottlenecks are not there anymore. You feed the AI of your choice text and out comes the translation—fast and increasingly error-free. It doesn’t mean the profession of a translator or an editor is at its end—quite the contrary.

In this article, we will go over the application of AI in localization, with a particular focus on the world of mobile apps.

What is the importance of AI localization?

Any large AI model learns on the fly and has a tremendous context base. Through machine learning algorithms, these tools absorb linguistic data and make sense of idioms, tone, and cultural undertones. It’s like a proper translation engine, except the Translation Memory file has…well, just about anything imaginable in it.

Now, you've got your app, and you're looking to rank high on app stores. But if you're not localizing your app's metadata—title, description, and keywords—you're basically throwing potential downloads down the drain. People in Germany are not searching for "cool weather app" in English; they're looking for "coole Wetter-App" in German. AI can handle these translations fast, making your app discoverable across borders.

That brings us to the review section too. AI translation can help you create a sense of community among your users, no matter where they are from. Consider this: How well would you trust a brand that speaks your language, literally and figuratively?

If you’re still sitting on the fence, consider these:

  • Rapid turnaround: AI's speed makes your old translation methods really slow.
  • Accuracy: everything will just make sense about 98% of the time, which is amazing all on its own
  • Budget-friendly: more on that below, but cost-efficiency will speak for itself

Plot twist, it's not all sunshine and rainbows:

  • Context matters: AI can still botch idioms or metaphors. Quality control isn’t optional, so be sure to employ at least one editor proficient in your target language pairs.
  • Human touch: sometimes you just can't replace the subtleties a human translator can offer.

So what does this all mean for Joe or Jane F. Consumer? Quite a bit, actually:

  • Reach: businesses can now effectively talk to you, regardless of your native language.
  • Tailored experiences: AI allows for localized promotions, making you feel more at home, even if 'home' is 3,000 miles away.
  • Cultural nuance: Companies can tread carefully around sensitive cultural issues, making international customer relationships less of a minefield.
  • Quick help: Got a problem? AI-driven customer service can understand and solve it faster.

Where do you start with mobile app localization?

Here’s a handy step-by-step guide you can follow:

Step 1

First off, you need to stop guessing and start knowing. Research your app's target market, understand the languages and dialects in play, and scope out the competition. This info is your building block.

Step 2

You've got your data; now what? Forge a localization strategy, be it for Android or iOS. The strategy is your master plan, outlining everything that needs to be altered for each geographical market.

Step 3

After setting a strategy, you need a detailed spec sheet. It's mostly the details you’ll later feed to your new AI friend: how you'll tweak text, icons, UI, even audio materials. Nothing is off the table.

Step 4

Time for action. Translation involves two major acts—creating new translations and validating them. Double-check with your editors to ensure your new translations fit the bill. That goes double for any keywords you have translated for your app store pages, as getting them right will make or break your localization effort.

In terms of platforms, Android Studio's got your back. It'll sort out files and directories for each language. Use the Android Emulator to role-play as an international user, and when you're ready to release, mind the details like text formatting. They matter more than you think.

Apple offers tools like the Apple Glossary Compiler and IB String Extractor for the very same purpose. They manage your translated content and extract strings from storyboards and XIBs, respectively. Keep an eye on text, buttons, and assets.

Which tools should you choose for app localization?

Alright, let's get down to business.


Fancy a chatbot that excels in automated translations? That’s the one right there. With top-notch natural language processing algorithms, ChatGPT ensures that the tone of your original content doesn't get lost in translation. It’s incredibly smart, especially if you know how to use it.


  • Real-time translation in a chatty format
  • Multilingual support that covers an array of languages
  • Exceptional NLP tech to grasp the subtleties and context of your content
  • Document analysis will let you translate texts in xlsx., docx., and other files.

However, if your content demands high confidentiality, ChatGPT isn't the ideal choice, as it's a cloud-based tool.


While you can use ChatGPT for free, tapping into its GPT-4 capabilities starts at $20 a month per user. Totally worth it, though.

Google Translate

The ole’ reliable. Google Translate has got you covered in over 130 languages, but don't expect poetry—it’s best for translating straightforward sentences (it’s also crazy good at translating legal documents).


  • Multi-modal translations: text, speech, images, and even entire websites
  • Auto-detection of the source language
  • Offers synonyms and alternate translations
  • Takes suggestions for improvement from users

Just like ChatGPT, Google Translate also has limitations regarding data privacy and security. Google’s AI capabilities are lagging behind at the moment, which will change in the future.


Absolutely free. No strings attached.

Microsoft Bing Translate

Here's Bing's answer to language translation—Microsoft Bing Translate. This tool is versatile enough to handle both text and entire web pages in key business languages like English, Spanish, and Japanese. The Bing chatbot, however, is known to be finicky and might outright refuse to comply with your commands if you upset it. Yup.


  • Comprehensive language support
  • Seamless integration with Microsoft products
  • Capable of translating text within images

This tool might trip up on capturing cultural nuances, but that’s about it.


It’s on the house. Yep, completely free.


Need high-precision translations? DeepL leverages artificial neural networks and a sea of translated texts to deliver natural-sounding translations across 31 languages. This tool was the go-to translation software way before AI reached its booming proportions.


  • Translation with pinpoint accuracy
  • Compatible with web browsers and popular software
  • Ability to handle large documents


Starts at $9 per month and scales based on your needs. If you need to localize an entire range of products that feature a lot of texts, it’s probably your best choice.


Coming from NYC, Smartling offers localization via both artificial and human intelligence. This could be your pick if you need an end-to-end solution for over 150 languages.


  • Proper translation coverage
  • Compatibility with various CMS platforms
  • Workflow automation

But, beware of the hidden costs; you'll need to contact Smartling for pricing info.

Now, the human translator/editor costs can fluctuate wildly. Factors include app complexity, the number of languages, and specific demands. But you can trim the fat. For instance, sidestep agencies and hire translators directly. Use machine translations polished by human editors to save a buck. Remember, this isn't an expense—it's an investment. Open up to global markets, and watch your user base—and profits—grow.

Automating review localization with AppFollow

After we've sung the praises of AI in ASO and market expansion, you might be thinking, "What else has AI got up its sleeve?" Well, here's a slice of brilliance: AI-Powered Review Management.

AppFollow’s AI reply generator studies customer feedback to produce personalized, impactful replies. We’re talking about the ability to modify tone, rephrase messages, and communicate in multiple languages—that’s right! Your brand voice remains intact because you can train the AI to mimic your unique writing style.

You can send bulk replies without losing that personal touch. That means more time to focus on scaling your business while maintaining that oh-so-important customer satisfaction. Given the fact that you've already ventured into the realms of AI for other aspects of your mobile app, ignoring this would be akin to leaving money on the table.


If you're still unsure about using AI for mobile app localization and review management, you're basically lighting potential profits on fire. AI doesn't just break down language barriers; it enables you to respond to reviews in a way that feels genuinely personal.

Take advantage of these localization tools to truly go global with your apps, their respective app store pages, and the reviews where the real magic of your product’s growth happens.


What is AI app localization?

AI localization involves AI tools to adapt app content (like metadata and reviews) for different languages. It helps to boost app discoverability in global markets. Localizing metadata—title, description, and keywords—makes apps more accessible to users in their native languages.

How does AI help in translating reviews?

AI translation helps in responding to reviews in multiple languages. Doing that can create a sense of community among users by showing that a brand values them, regardless of their language. AI helps maintain brand voice and nuances across different cultures.

What are the steps involved in mobile app localization with AI?

The steps include research to understand target markets, languages, dialects, and competition. Then a localization strategy is developed for different platforms like Android or iOS. The next step is detailing how text, icons, UI, and audio materials will be altered for localization. Finally, the content is translated and validated by editors, focusing especially on app store keywords.

What are some recommended tools for AI app localization?

ChatGPT, because it offers real-time translation, multilingual support, and exceptional NLP tech for context grasp. It's ideal for automated translations with a conversational format. Google Translate, Microsoft Bing Translate, and DeepL are AI-powered translation tools that can be used for the same purpose.

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