Your AI Speaks English. Your Customers Don’t. Here’s What That’s Actually Costing You.

Most businesses bolt on a translation layer and call it multilingual. Their customers know the difference. Here’s what actually works - and why the gap between the two is bigger than most founders realize. A founder I know launched into the German market last year. Strong product. Good pricing. Real demand. Three months in, their churn rate in Germany was running almost double what it was in the US. Same product. Same on boarding. Same everything - except. When they finally dug into the tickets, the pattern was obvious. German customers were writing in German.