XTM vs Phrase

Beyond basic AI — meet localisation intelligence

XTM Cloud’s embedded AI goes further than plug-in tools. Automate tasks, guide decisions, and scale quality at speed—without sacrificing control.

G2 Spring Summer 2025 Stacked ROI and Grid leader hero

Book your personalised demo

Book your personalised demo

AI-powered translation management that thinks beyond basic editing

Phrase offers OpenAI integration for simple text editing and rephrasing. But when you need AI that actually orchestrates workflows, prevents compliance disasters, and makes intelligent routing decisions, XTM delivers what enterprise teams demand. Our AI doesn't just help with grammar checks — it transforms your entire localisation pipeline with multi-LLM intelligence, automated quality scoring, and compliance safeguards.

Here are three reasons why XTM's AI wins

descriptive icon-brain

Multi-LLM orchestration with intelligent scoring

XTM's SmartContext uses multiple large language models simultaneously, comparing results to select the best translation for each segment. Our Intelligent Score feature evaluates translations using industry-standard metrics with automated quality thresholds. Phrase only offers OpenAI-powered rephrasing in their editor without workflow integration.

descriptive icon-shield

AI compliance and risk management at scale

Language Guard acts as your AI compliance firewall, screening content for risks, offensive language, and brand inconsistencies before publication. Built-in safeguards protect your reputation from AI-generated errors. Phrase lacks AI risk management, compliance features, or content safety measures entirely.

descriptive icon-workflow

Workflow automation driven by AI intelligence

XTM's AI makes routing decisions automatically based on quality confidence levels and content complexity. High-scoring translations bypass review stages whilst uncertain content gets human attention. Phrase uses static workflows without AI decision-making or intelligent task routing capabilities.

What's the difference between XTM and Phrase for localisation?

Both platforms handle translation management, but their approach to AI couldn't be more different. Phrase treats AI as an editor tool — basic OpenAI integration for rephrasing, grammar checking, and tone adjustment within their Phrase Strings editor. It works for simple text improvements but lacks the intelligence for enterprise-scale automation.

XTM built AI into every stage of the localisation lifecycle. Our SmartContext technology doesn't just edit text — it understands context, orchestrates workflows, and protects your brand through intelligent automation. While Phrase offers AI as a writing assistant, XTM delivers AI as a localisation strategist. 

Here’s a side-by-side comparison of XTM and Phrase for localisation

XTM
Phrase
Feature
Feature
Advanced AI translation engines
Advanced AI translation engines
Quality scoring and automation
Quality scoring and automation
AI risk and compliance management
AI risk and compliance management
Workflow AI integration
Workflow AI integration
AI key management and sovereignty
AI key management and sovereignty
Contextual AI enhancement
Contextual AI enhancement
AI learning and adaptation
AI learning and adaptation
Enterprise AI governance
Enterprise AI governance
Take a product tour of XTM - leading localization software - CTA banner

XTM vs Phrase - AI translation intelligence

AI translation intelligence goes beyond basic machine translation connections. Smart platforms use multiple approaches, contextual understanding, and quality orchestration to deliver translations that meet enterprise standards.

descriptive icon - robot

How Phrase approaches AI translation

Phrase offers OpenAI integration within their Phrase Strings editor for rephrasing, grammar checking, and tone adjustment. The platform connects to standard machine translation engines through their NextMT auto-selection feature but lacks sophisticated AI quality controls or workflow automation.

descriptive icon - AI

How XTM delivers intelligent AI translation

XTM's SmartContext technology orchestrates multiple large language models simultaneously, comparing outputs and selecting the most accurate translation for each segment. Our AI doesn't just translate — it understands context, maintains brand voice, and adapts to industry-specific terminology requirements.

Intelligent Score evaluates every AI translation using confidence metrics aligned with Multidimensional Quality Metrics standards. This means project managers can set quality thresholds that automatically approve high-confidence translations whilst routing uncertain content for human review. Language Guard adds another intelligence layer by screening AI content for compliance risks and brand inconsistencies.

XTM's AI translation intelligence features include:

  • Multi-LLM comparison and automatic best-result selection
  • Contextual understanding with brand voice consistency
  • Confidence scoring with automated quality threshold management
  • Compliance screening with risk detection and prevention
  • Learning algorithms that improve translation accuracy over time
XTM smart context graphic

XTM vs Phrase - AI workflow automation

AI workflow automation determines how intelligently your translation system makes decisions about routing, quality management, and approval processes. Advanced automation reduces manual overhead whilst maintaining enterprise quality standards.

descriptive icon- list

How Phrase handles workflow automation

Phrase uses basic workflows designed for software localisation without AI-driven decision-making capabilities. Tasks move through static stages regardless of AI confidence scores or content complexity. The platform's AI features remain isolated in the editor without integration into workflow logic or routing decisions.

descriptive icon - workflow

How XTM's AI transforms workflow intelligence

XTM's AI workflow automation makes routing decisions based on translation confidence, content complexity, and quality requirements. High-confidence translations can automatically bypass certain review stages, whilst complex content receives additional scrutiny from appropriate reviewers.

AI orchestration means workflows respond dynamically to quality scores, content types, and business rules. The system learns from quality preferences and adapts routing decisions accordingly, ensuring optimal resource allocation whilst maintaining quality standards.

XTM's AI workflow automation capabilities include:

  • Intelligent routing based on AI confidence scores and content analysis
  • Automated quality gates with smart escalation and bypass logic
  • Dynamic workflow adaptation based on translation complexity and risk assessment
  • Learning algorithms that improve routing decisions and resource allocation
  • Risk-based automation for compliance-sensitive content and regulated industries
XTM intelligent workflow depicting the process of a translation job

XTM vs Phrase - AI compliance and security

AI compliance becomes critical when dealing with sensitive content, regulated industries, or enterprise brand protection requirements. Advanced platforms provide comprehensive safeguards that prevent AI-related risks whilst enabling intelligent automation.

descriptive icon - issue

How Phrase addresses AI compliance

Phrase offers OpenAI integration for editing tasks without AI-specific compliance features, risk assessment capabilities, or enterprise governance controls. Organisations must manually review all AI-enhanced content for compliance issues without automated screening or brand protection.

descriptive icon - shield

How XTM protects AI-powered enterprise localisation

XTM's Language Guard technology functions as an AI compliance firewall, screening all AI-generated content before publication. The system detects potentially offensive language, brand inconsistencies, compliance risks, and content that violates industry-specific requirements.

Bring-your-own AI key support ensures complete data sovereignty for organisations with strict compliance requirements. Your translation data remains within your chosen AI provider whilst benefiting from XTM's intelligent quality controls, compliance automation, and workflow orchestration.

XTM's AI compliance and security features include:

  • Language Guard compliance screening with risk detection and prevention
  • Bring-your-own AI key support for complete data sovereignty and control
  • Automated brand protection across all AI-generated translations and content
  • Industry-specific compliance rules with automated content filtering and approval
  • Comprehensive AI audit trails with role-based permissions and governance controls
Security shield icon with padlock and ISO 27001 certified badge, representing XTM’s commitment to data protection and compliance
Request pricing CTA

XTM vs Phrase - AI visual context and understanding

AI visual context transforms translation quality by helping artificial intelligence understand how content appears in final layouts, designs, and user interfaces. Advanced AI systems use visual information to make better translation decisions.

descriptive icon - visual documentation

How Phrase handles AI visual context

Phrase's AI features focus on text editing within their Phrase Strings editor without visual context integration. The platform provides basic preview capabilities for UI strings but lacks comprehensive AI understanding of layout, design relationships, or visual content impact.

descriptive icon - tv

How XTM integrates AI with visual intelligence

XTM's SmartContext technology combines AI translation intelligence with comprehensive visual context across 65+ file formats. Our AI understands not just text content but also layout constraints, design relationships, and visual hierarchy when making translation decisions.

This visual AI integration helps prevent text expansion issues, maintains design integrity, and ensures translations work within specific layout requirements. The AI considers visual context when suggesting alternatives, helping translators make informed decisions about length, tone, and cultural adaptation.

XTM's AI visual context capabilities include:

  • AI integration with real-time visual previews for complex document types
  • Intelligent understanding of layout constraints and design relationships
  • AI-powered suggestions that consider visual context and text expansion
  • Smart adaptation for different content types based on visual and functional requirements
  • Context-aware AI that understands button labels, headers, and content hierarchy
Rigi preview graphic

XTM vs Phrase - Who wins for AI-powered enterprise localisation?

The choice depends on whether you need AI as a simple editing tool or as intelligent orchestration for enterprise-scale localisation workflows.

Policy page icons - 500 x 500

Advanced AI orchestration and intelligence

XTM delivers comprehensive AI capabilities that learn, adapt, and orchestrate complex localisation workflows. SmartContext, Language Guard, and Intelligent Score work together as an integrated intelligence system. Phrase treats AI as basic editing assistance without workflow integration or enterprise governance.

Policy page icons - 500 x 500

AI compliance and risk management

XTM provides enterprise-grade AI compliance with content screening, risk management, data sovereignty options, and comprehensive audit trails. Language Guard protects your brand from AI-related risks whilst ensuring regulatory compliance. Phrase lacks AI governance features, compliance automation, or risk management entirely.

Policy page icons - 500 x 500

Intelligent automation that scales with business needs

XTM's AI makes workflow decisions automatically based on quality confidence, content complexity, and compliance requirements. This reduces manual project management whilst maintaining enterprise quality standards. Phrase uses static workflows without AI decision-making or intelligent task routing capabilities.

Try XTM, the intelligent Phrase alternative

Ready for AI that runs your entire localization pipeline? XTM delivers enterprise-grade automation, compliance safeguards, and adaptive quality control—far beyond basic editing tools.

Start your free trial or talk to our experts to see how XTM transforms translation workflows with intelligent orchestration and enterprise-grade oversight.

Activate your free trial
Speak to us

Phrase FAQs

What’s the difference between XTM and Phrase?

The main difference is scope  —  XTM supports complex enterprise environments; Phrase is ideal for product-driven teams.

Which is better for large-scale localisation: XTM or Phrase?

XTM is built for enterprises managing complex multilingual content, while Phrase fits smaller dev-focused teams.

Does XTM support more integrations than Phrase?

While Phrase has developer-friendly integrations, XTM supports deeper enterprise systems across marketing, ERP, and content platforms.

Is XTM easier to scale than Phrase?

Phrase is lightweight and ideal for fast-moving teams, but XTM is purpose-built to scale with enterprise demands.

Does XTM have more advanced AI features than Phrase?

XTM leverages AI to automate tasks and improve quality, making it more advanced than Phrase in enterprise use cases.

Double arrow - lemon

Tired of Phrase's slow workflows and rising costs? It’s time to switch to XTM

Switch now