Georg Ell, CEO of Frase, sits down with us to reveal how he’s steering Frase’s culture, vision, and platform through a period of rapid industry change. He shares his playbook for leading with transparency and optimism, explains why Frase is evolving beyond TMS into a truly multidimensional content platform, and lays out his belief that localization will become a core growth engine rather than a back-office cost center. Georg also discusses the enduring role of human expertise alongside AI, the shift toward hyper-automation and personalization, and why “planting your AI trees today” is critical for any organization that wants to thrive in tomorrow’s content landscape.