With the rise of automation platforms, AI-assisted content, and intelligent CRMs, Quebec-based companies are navigating tools originally designed — and often still optimized — for English users. While many now offer robust French support, the challenge remains. Add to that the new obligations under Bill 96, and it’s clear: for many marketing teams, the puzzle is real.
From user interfaces and APIs to developer guides and training modules, English dominates. It’s accepted as a necessary evil — quicker, simpler, “the language of code,” as they say.
But do we really need to choose between technological efficiency and high-performing content in French? At ExoB2B, we don’t think so. When integrated thoughtfully into your tools and strategy, French can be a true differentiator — locally and across the global Francophonie.
What we see isn’t a language problem — it’s the absence of a language strategy from the outset.
Common pitfalls:
- Unedited machine translations
- Partially localized client interfaces
- Standardized user journeys with no cultural adaptation
These details may seem small, but they impact both user experience and overall performance. Fortunately, concrete solutions exist:
- Choose platforms that are truly multilingual
- Create content in French first, then adapt it intelligently
- Configure tools with your ideal customer experience in mind
- Train teams to think “locally relevant” within a global framework
English in IT: A Dominant Presence Worth Rebalancing
Why do we continue to accept English as the “default” in the IT world?
By always choosing the shortest path, we risk leaving behind our ability to name, understand, and communicate in our own language. We lose meaning — and slowly, we diminish ourselves.
Is French a barrier to technological effectiveness?
No. A thousand times no. French isn’t an obstacle to work around — it’s a lever. A precision tool. A carrier of meaning. Choosing to develop an interface in French, to document an architecture in French, or to create technical content designed in French isn’t just “translation” — it’s rethinking design. It’s creating for our world, with our references, our culture, and our users. It’s making technology… more human.
At ExoB2B, we believe our language should be at the heart of how we think, create, and serve our clients. That’s why we developed an in-house tool, the Thesaurus, to “Frenchify” marketing and tech terms that often creep in from English — like “prospects,” “leads,” “insights,” or “sales funnel.” This evolving lexicon is our way of acting — tangibly — to keep the French language precise, current, and alive.
A Broader Movement for French in Tech
Thankfully, this desire to better integrate French is taking hold beyond our walls. We see it in initiatives like those of the Réseau Action TI, supported by the Office québécois de la langue française. We see it in strong voices like Jean-François Plante-Tan, who not only raise awareness but also guide and support organizations. He was recently named spokesperson for the AQT’s Francisation 2.0 project — aimed at valuing and guiding companies through the francization of their IT tools.
We see it, perhaps, in companies like yours — those choosing truly multilingual platforms, creating original content in French (not second-rate translations), and building digital experiences with language in mind.
And we see it in leaders like our own president, Lynda St-Arneault, who will soon take part in VISION PDG 2025 by the AQT in Mont-Tremblant. More importantly, her recent LinkedIn post gave us the final push to write this article. 🙂
In short: leaders who understand that thinking in French in tech isn’t a luxury — it’s a strategy.
A way to better connect with your audiences. To better train your teams. To ground your practices in the local context, in reality, and for the long haul.
Why Does French Matter in the Digital World?
Digital is evolving at lightning speed. Tools, platforms, and ways of working are constantly shifting. But one thing remains: the language we use to think, structure, document, and communicate.
It’s not secondary. It’s strategic.
For businesses — maybe even yours — using French isn’t just about compliance or goodwill. It’s a concrete performance lever. It brings clarity to processes, consistency to communications, and stronger engagement among French-speaking teams.
Investing in French also means enabling full participation — of clients, employees, and partners — in technological development, without linguistic barriers. It strengthens company culture, improves the user experience, and positions your business as a responsible, locally rooted player.
The future of business and technology is also being built in French. And every organization has a role to play in ensuring the language continues to light the path forward in our digital world.
