One of the biggest and most thriving LSIs in CEE is changing its brand name to reflect a shift in its revenue structure. Since 2015, Diuna’s annotation and other AI-related services have been growing steadily alongside its core language offering.
A well-established and fast-growing LSI specialized in AI associated services in Central and Eastern Europe is rebranding to reflect a fundamental shift in its revenue structure and service portfolio. Since 2015, Diuna’s AI-related services — including data annotation and linguistic labelling — have grown into a major pillar of the business alongside sworn translation, localization, and event organization support services.
Diuna Language Services has officially rebranded as Diuna AI & Language Services, signaling a strategic alignment with the company’s long-term evolution at the intersection of human language expertise and artificial intelligence.
Founded as a language services integrator with strong roots in professional patent translation and video game localization, Diuna has spent more than a decade expanding its technological and AI-facing capabilities. What began as complementary services supporting translation workflows has developed into a full-scale AI services operation, now accounting for a significant and steadily growing share of company’s revenues.
The decision to rebrand was driven not by marketing considerations alone, but by a structural transformation of the company’s business model.
“For years, translation was the core around which everything else evolved,” said Piotr Kolasa, the sole owner of Diuna Group. “What surprised us — and ultimately shaped this decision — was how organically our AI and annotation services grew alongside it. At a certain point, the original name ceased to accurately describe what the company actually did. Today, our non-translation services portfolio includes some of the world’s largest players in e-commerce, cloud data and analytics infrastructure, as well as electronics and marketing, although contractual obligations preclude us from naming them publicly.”
From translation-centric to AI-Integrated Language Services
Diuna began developing annotation and linguistic data services in 2015, working closely with enterprise clients on early-stage language models and multilingual data pipelines. Over time, these services have expanded to include large-scale data annotation, data mining, text and speech labelling, linguistic quality assurance, and expert-in-the-loop workflows supporting machine learning and AI training.
Rather than spinning off the AI services into a separate entity as the company did before, Diuna has chosen to integrate them directly with its language operations—a move that the company believes reflects how AI systems are realistically built, trained, and maintained.
“AI can actually function without translators, but it cannot function and develop without linguistic expertise,” Kolasa noted. “Language professionals and AI systems are not competitors. They are interdependent.”
This approach positions Diuna AI & Language Services as a hybrid provider, combining traditional LSI strengths with capabilities typically associated with specialized AI data vendors.
Positioning within the Global LSI landscape
The brand’s facelift comes at a time when large language service providers are increasingly diversifying into AI-adjacent offerings. According to the Slator’s Language Service Provider Index, leading global LSIs are investing heavily in technology, automation, and AI-driven workflows to meet growing but sophisticated enterprise demand.
Strategy of Diuna AI & Language Services mirrors this broader industry trend while maintaining a strong regional focus on Central and Eastern Europe. The company targets both end clients and positions itself as a specialized subcontractor and delivery partner for large global LSIs, particularly in areas requiring high-quality linguistic data, deep domain expertise, and scalable annotation operations.
Industry observers note that demand for language-trained data — especially in multilingual and low-resource language contexts — continues to grow as AI adoption accelerates across sectors.
Rebranding without abandoning translation
Despite the shift in name and focus, Diuna notes that translation and localization remain integral to its offering. Rather than being replaced by AI services, these capabilities now serve as the operational and quality foundation for the company’s AI related jobs.
“We did not move away from translation,” Kolasa said. “We built on it. Translation gave us the linguistic discipline, quality frameworks, and domain expertise that modern AI workflows now rely on.”
Under the Diuna AI & Language Services brand, the company will continue to provide professional translation and localization services while expanding its focus on AI data services, including annotation, labelling, and linguistic quality assurance for machine learning systems.
The company operates within the Diuna Group, its parent organization, which in its entirety covers technology and consulting activities related to language and AI. Over recent years, the group has expanded through acquisitions, including eParole, Yellow (Wrocław), and Intertext: one of Poland’s largest and longest-established LSIs, founded in 1989 in Warsaw shortly after establishment of private enterprises became legally possible in the country. The acquisition of this last one has attracted significant attention within the Polish and regional LSI market.