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W24 – Rephrase: a new stage in the localization pipeline for natural-sounding copy

The async localization pipeline has a new optional stage: rephrase for natural copy. It runs right after the core localization step – an AI agent rewrites the translation so it reads like native, idiomatic copy in the target locale, preferring local equivalents over literal renderings while keeping placeholders, variables, tags, and formatting exactly as-is. It applies your engine's glossary, brand voice, and instructions the same way the core localization step does.

Downstream stages – human review, post-edit, back-translation – see the rephrased output and continue from there.

Configure it on the engine's Pipeline tab, or override per job through pipelineConfig.rephrase. Best fit: marketing copy, landing pages, and other surfaces where reading like a native original matters more than staying close to the source phrasing. Skip it for technical or legal content where literal accuracy is the priority.

Veronica PrilutskayaVeronica Prilutskaya, CPO & Co-Founder·Published 5 days ago·1 min read