A New Era of Language Services
When Rocío Martínez, VP of Language Services at Jellyfish, reflects on her work, she doesn’t talk about translation in the narrow sense.
Instead, she describes an ever-changing craft: adapting stories across cultures, blending language with imagery, and shaping campaigns that must feel authentic everywhere while staying true to the brand’s essence.
“It’s not just about adapting the language,” she explains, “it’s about tailoring the message so it resonates uniquely with every audience.”
This philosophy runs deep at Jellyfish, a global digital marketing powerhouse known for pushing creative boundaries across strategy, design, production, and media. Within Jellyfish, language services are not a supporting function—they are part of the creative core, ensuring campaigns are born global from the very first idea.
From Regulatory Precision to Creative Flow
Rocío’s own career arc underscores this transformation. She began in the rigor of regulatory industries, where precision and compliance defined every decision. Yet what drew her to Jellyfish was the creative frontier: campaigns that must inspire, entertain, and persuade across cultural borders. At Jellyfish, she built the language services function from the ground up—starting as a team of one and growing it into a global capability supporting some of the world’s most recognized brands.
What sets these projects apart, Rocío notes, is when language teams enter at the ideation stage. Instead of being handed content to “translate,” they help shape the creative itself,feeding market insights back into strategy before a single concept is finalized. This early integration ensures that brand messaging doesn’t just survive across borders but thrives there.
Where AI Meets Human Spirit
That is exactly where Bureau Works enters the story. Bureau Works is a next-generation translation management platform built to fuse human creativity with the scalability of artificial intelligence. Known for its ability to handle complex, creative, and technical content at scale, Bureau Works focuses on freeing human translators from repetitive tasks so they can lean into what machines cannot replicate: voice, nuance, and imagination.
The partnership between Jellyfish and Bureau Works was born from a shared conviction: that the next frontier of localization lies in pairing human creativity with the precision and scalability of AI.
Both organizations recognize that localization is still, at its heart, a deeply human endeavor. It’s linguists who understand the nuances of cultural trends, societal shifts, and brand voice globally. But as Rocío points out, the process of gathering inputs from multiple markets, briefing linguists, consolidating perspectives, removing subjectivity, can be slow and fragmented.
That’s where AI steps in. Together, Bureau Works and Jellyfish are actively deploying, monitoring, and tuning AI agents that serve as creative accelerators, synthesizing linguistic insights, streamlining feedback, and helping teams explore multiple creative directions faster. Rather than replacing the human craft, AI provides a canvas on which translators and creatives can work more fluidly.
As Rocío puts it, “Even though it’s a very human-led craft, AI lets us go deeper. It expands our reach, giving us broader insights while freeing people to focus on the creative core.”
Elpida Fragkaki, Senior Content Director of Language Services at Jellyfish, adds:
“The move to BWX has been a very big initiative for us both strategically and commercially, but you have been great partners to us during this time. Just to give you an idea of the impact, by moving to Bureau Works we managed to already reduce our linguist management efforts by 70% across key workflows, on top of cost reductions we have offered our clients due to AI-led workflows.”
Elevating the Human Role
Far from diminishing the translator’s role, this collaboration elevates it. Translators are no longer confined to the margins of the process; they are co-creators. They influence brand strategy at the earliest stages, supported by AI tools that reduce noise and repetition. The result is faster and smarter localization that feels less like translation and more like transformation, ensuring campaigns don’t just cross borders but connect with hearts.
Building the Future, Together
By combining Jellyfish’s creative leadership with Bureau Works’ AI-powered translation ecosystem, the two organizations are proving that when marketing and language technology evolve together, the result is storytelling that is both globally scalable and locally intimate.
For Rocío, the mission is clear: “The best work happens when localization is part of creation itself. And with AI helping us push further, the human spirit in language has more room than ever to shine and transform.”