All-in Global came back from SBC Summit Lisbon with CRAIG AI platform demos booked through November and into December, after three days of meetings that kept returning to two subjects: where AI translation adds most ROI and reduces the most risk, and what iGaming brands with heavy exposure to the Brazilian market’s disruption should be doing about it.
The All-in Global team in Lisbon (29 September to 1 October) included CEO Barb Tasci, newly appointed Marketing Director Martin Calvert and the sales team of Luis Azevedo, Katerina Siriakova and Gab Adão, who spent the three days in meetings with existing clients and new partners.
SBC put attendance at around 40,000, its biggest Lisbon show so far and across dozens of meetings, the question the team heard most often was a version of “how much of a global translation project can AI realistically do now?”
CRAIG, All-in Global’s AI translation platform, lets companies localise at scale and at a price point that makes dozens of languages a practical possibility. It also takes on much of the work human translators aren’t best suited to: repetitive strings, high-volume updates and text buried in dense files of code, where a misplaced character can break a page or game.
Speaking privately, a leader at one game studio at the event told Martin that earlier this year they had watched a member of their internal localisation team literally fall asleep at their desk during a crunch QA session, ahead of a new game release.
Nobody was hurt, apart from possibly the linguist’s pride, but it illustrates a real problem in that hours of repetitive strings and game code wear talented linguists down, and tired linguists make crucial errors.
The CRAIG AI translation platform, built with iGaming in mind, frees experienced linguists and project managers up to focus on the tasks where their expertise and judgement matter, such as customer-facing copy, the user experience, refining cultural nuances, enhancing marketing copy, checking regulated content and final QA of an interactive product.
Martin Calvert, Marketing Director at All-in Global, said:
This was my first event working alongside my new colleagues at All-in Global, so that was a great experience in itself. It’s easy to forget that this is only the third SBC Summit in Lisbon.
It’s pretty incredible how much it has grown, but by the standards of these huge events it’s still set up so you can make your scheduled meetings on time and run into people you weren’t expecting to see.