diff --git a/scripts/brand-concierge/brand-concierge-config.js b/scripts/brand-concierge/brand-concierge-config.js
index 1c837a746..2a7b2764b 100644
--- a/scripts/brand-concierge/brand-concierge-config.js
+++ b/scripts/brand-concierge/brand-concierge-config.js
@@ -22,6 +22,12 @@ function getProductNamespace() {
   return key ? `exl-bc-${key}` : 'exl-bc';
 }
 
+/**
+ * Non-localizable Brand Concierge config. Localized strings (`ui`/`text`/`arrays`) and
+ * `metadata.language` come per-locale from ./localization/<lang>.json and are merged in by
+ * loadBrandConciergeConfig(); this base holds only values that can't live in a JSON sheet
+ * (runtime-resolved CSS theme, session/behavior flags, namespace).
+ */
 const brandConciergeConfig = {
   // destructured out in brand-concierge.js before forwarding to bootstrap().
   stickySession: true,
@@ -42,49 +48,6 @@ const brandConciergeConfig = {
     namespace: getProductNamespace(),
   },
 
-  text: {
-    'welcome.heading': 'Not sure where to start?<br>Ask me anything about Adobe products.',
-    'welcome.subheading': 'Type your question or pick a suggestion below.',
-    'input.placeholder': 'Ask a question…',
-    'input.messageInput.aria': 'Message input',
-    'input.send.aria': 'Send message',
-    'input.mic.aria': 'Voice input',
-    'card.aria.select': 'Select example message',
-    'carousel.prev.aria': 'Previous cards',
-    'carousel.next.aria': 'Next cards',
-    'scroll.bottom.aria': 'Scroll to bottom',
-    'error.network': "I'm sorry, I'm having trouble connecting right now. Please try again in a moment.",
-    'error.general': "I'm sorry, something went wrong. Please try again in a moment.",
-    'loading.message': "Generating from Adobe's trusted resources",
-    'feedback.dialog.title.positive': 'Your feedback is appreciated',
-    'feedback.dialog.title.negative': 'Your feedback is appreciated',
-    'feedback.dialog.question.positive': 'What went well? Select all that apply.',
-    'feedback.dialog.question.negative': 'What went wrong? Select all that apply.',
-    'feedback.dialog.notes': 'Notes',
-    'feedback.dialog.submit': 'Submit',
-    'feedback.dialog.cancel': 'Cancel',
-    'feedback.dialog.notes.placeholder': 'Additional notes (optional)',
-    'feedback.toast.success': 'Thank you for the feedback.',
-    'feedback.thumbsUp.aria': 'Thumbs up',
-    'feedback.thumbsDown.aria': 'Thumbs down',
-  },
-
-  arrays: {
-    'welcome.examples': [
-      { text: 'Where can I go to learn about AI on Experience League?' },
-      { text: 'Getting started with Experience Manager' },
-      { text: 'Set up an Adobe Analytics report suite' },
-      { text: 'Explain Adobe Target A/B testing' },
-    ],
-    'feedback.positive.options': [
-      'Helpful and relevant',
-      'Clear and easy to understand',
-      'Friendly and conversational tone',
-      'Other',
-    ],
-    'feedback.negative.options': ['Not helpful or relevant', 'Confusing or unclear', 'Too formal or robotic', 'Other'],
-  },
-
   // CSS variable overrides forwarded to BC. Only set values that diverge from
   // BC defaults or need tuning for the compact dialog context.
   // spacing and sizing for pill/suggestion buttons are intentionally set only
@@ -130,4 +93,100 @@ const brandConciergeConfig = {
   },
 };
 
+const LOCALES_BASE_PATH = `${window.hlx.codeBasePath}/scripts/brand-concierge/localization`;
+
+/** lang -> Promise resolving that locale's { language, ui, text, arrays } sheet (deduped). */
+const localeSheetCache = {};
+
+function fetchLocaleSheet(lang) {
+  if (!localeSheetCache[lang]) {
+    localeSheetCache[lang] = fetch(`${LOCALES_BASE_PATH}/${lang}.json`)
+      .then((res) => {
+        if (!res.ok) throw new Error(`Brand Concierge locale '${lang}' -> ${res.status}`);
+        return res.json();
+      })
+      .catch((err) => {
+        // Don't cache failures — a transient network blip shouldn't permanently break this locale.
+        delete localeSheetCache[lang];
+        throw err;
+      });
+  }
+  return localeSheetCache[lang];
+}
+
+/** Recursive merge: `over` wins; nested plain objects merge per-field, arrays/scalars replace. */
+function deepMerge(base, over) {
+  if (!over) return base;
+  const out = { ...base };
+  Object.entries(over).forEach(([key, value]) => {
+    const baseVal = base?.[key];
+    const bothPlainObjects =
+      value &&
+      typeof value === 'object' &&
+      !Array.isArray(value) &&
+      baseVal &&
+      typeof baseVal === 'object' &&
+      !Array.isArray(baseVal);
+    out[key] = bothPlainObjects ? deepMerge(baseVal, value) : value;
+  });
+  return out;
+}
+
+/**
+ * Loads the BC config for a path language, layering the locale's localization sheet over the
+ * English base. English is always fetched as the fallback base, so a partial locale sheet
+ * degrades per-field rather than dropping keys. Falls back to English for unknown/failed locales.
+ * Returns `null` if the English base sheet itself can't be loaded, so the caller can skip mounting
+ * gracefully rather than render a widget with no copy (single-point-of-failure guard).
+ * @param {string} [lang] - Path language from getPathDetails().lang (e.g. 'en', 'es').
+ * @returns {Promise<(typeof brandConciergeConfig & { ui: object }) | null>}
+ */
+export async function loadBrandConciergeConfig(lang) {
+  const key = (lang || 'en').toLowerCase();
+  let en;
+  try {
+    en = await fetchLocaleSheet('en');
+  } catch (err) {
+    // eslint-disable-next-line no-console
+    console.warn('[BC] English localization sheet failed to load; skipping mount', err?.message || err);
+    return null;
+  }
+  let locale = en;
+  if (key !== 'en') {
+    try {
+      locale = await fetchLocaleSheet(key);
+    } catch {
+      locale = en;
+    }
+  }
+  return {
+    ...brandConciergeConfig,
+    ui: deepMerge(en.ui, locale.ui),
+    text: { ...en.text, ...locale.text },
+    arrays: { ...en.arrays, ...locale.arrays },
+    metadata: {
+      ...brandConciergeConfig.metadata,
+      language: locale.language || brandConciergeConfig.metadata.language,
+    },
+  };
+}
+
+/**
+ * Per-locale Brand Concierge Edge datastream overrides. This is routing config, not translation,
+ * so it is kept out of the localization sheets and out of the config forwarded to the BC web
+ * client. Same IMS org as the default datastream.
+ */
+const BC_DATASTREAMS = {
+  es: '152f88b1-ef07-4afe-8a23-6c0e21c6f017',
+};
+
+/**
+ * @param {string} [lang] - Path language, e.g. 'en', 'es'.
+ * @param {string} fallback - Default datastream id used when the locale has no override.
+ * @returns {string}
+ */
+export function getBrandConciergeDatastreamId(lang, fallback) {
+  return BC_DATASTREAMS[(lang || 'en').toLowerCase()] ?? fallback;
+}
+
 export default brandConciergeConfig;
diff --git a/scripts/brand-concierge/brand-concierge.js b/scripts/brand-concierge/brand-concierge.js
index 06c95b9e1..e6252fe51 100644
--- a/scripts/brand-concierge/brand-concierge.js
+++ b/scripts/brand-concierge/brand-concierge.js
@@ -1,8 +1,8 @@
 // eslint-disable-next-line import/no-cycle
-import { getConfig } from '../scripts.js';
+import { getConfig, getPathDetails } from '../scripts.js';
 import { loadScript, decorateIcon } from '../lib-franklin.js';
 import { openDrawer } from '../dialog/dialog.js';
-import brandConciergeConfig from './brand-concierge-config.js';
+import { loadBrandConciergeConfig, getBrandConciergeDatastreamId } from './brand-concierge-config.js';
 
 // Separate alloy instance avoids conflicting with the Launch-owned window.alloy.
 const ALLOY_INSTANCE_NAME = 'alloyBC';
@@ -51,6 +51,15 @@ const warn = (...args) => console.warn('[BC]', ...args);
 // eslint-disable-next-line no-console
 const error = (...args) => console.error('[BC]', ...args);
 
+/**
+ * Locale-resolved config (English base + any locale overlay), loaded async from per-locale
+ * JSON in initBrandConcierge(). Null until loaded; consumers run only after the load resolves,
+ * and the observer callbacks guard against a null value defensively.
+ */
+let activeConfig = null;
+/** Path language backing `activeConfig`; 'en' means no locale overlay is active. */
+let activeLang = 'en';
+
 let cssLinkEl = null;
 let drawerHandle = null;
 let inputLabelIconObserver = null;
@@ -87,6 +96,21 @@ function clearBrandConciergeTranscriptStorage(options = {}) {
   toRemove.forEach((k) => localStorage.removeItem(k));
 }
 
+/**
+ * BC hardcodes English copy in its hover tooltips (e.g. the send button's "Send"), which its
+ * config `text` map does not cover. For non-default locales, replace the send tooltip's text
+ * with the localized send label. No-op for English so BC's own copy is preserved.
+ */
+function localizeSubmitTooltip(mount) {
+  if (activeLang === 'en') return;
+  const label = activeConfig?.text?.['input.send.aria'];
+  if (!label) return;
+  mount.querySelectorAll('.submit-button[aria-describedby]').forEach((btn) => {
+    const tip = document.getElementById(btn.getAttribute('aria-describedby'));
+    if (tip && tip.textContent !== label) tip.textContent = label;
+  });
+}
+
 /**
  * BC renders inline SVG sparkles in several places; swap them for icons/bc-ask-sparkles.svg.
  */
@@ -121,6 +145,8 @@ function patchBcSparkleIcons(mount) {
         img.className = 'bc-sparkle-img';
         svg.replaceWith(img);
       });
+
+    localizeSubmitTooltip(mount);
   };
 
   run();
@@ -130,6 +156,9 @@ function patchBcSparkleIcons(mount) {
 }
 
 function buildPanelDisclaimer() {
+  const copy = activeConfig?.ui?.disclaimer;
+  if (!copy) return null;
+
   const disclaimer = document.createElement('p');
   disclaimer.id = PANEL_DISCLAIMER_ID;
   disclaimer.className = 'bc-panel-disclaimer';
@@ -138,22 +167,20 @@ function buildPanelDisclaimer() {
   privacyLink.href = PRIVACY_POLICY_URL;
   privacyLink.target = '_blank';
   privacyLink.rel = 'noopener noreferrer';
-  privacyLink.textContent = 'Privacy Policy';
+  privacyLink.textContent = copy.privacyLabel;
 
   const termsLink = document.createElement('a');
   termsLink.href = GENERATIVE_AI_TERMS_URL;
   termsLink.target = '_blank';
   termsLink.rel = 'noopener noreferrer';
-  termsLink.textContent = 'Generative AI Terms';
+  termsLink.textContent = copy.termsLabel;
 
   disclaimer.append(
-    document.createTextNode("Use of this beta AI chatbot is subject to Adobe's "),
+    document.createTextNode(copy.prefix),
     privacyLink,
-    document.createTextNode(
-      ". Don't share sensitive data. AI responses are not your Content, may be inaccurate, and any offers provided are non-binding. ",
-    ),
+    document.createTextNode(copy.middle),
     termsLink,
-    document.createTextNode('.'),
+    document.createTextNode(copy.suffix),
   );
 
   return disclaimer;
@@ -166,7 +193,8 @@ function installPanelDisclaimer(mount) {
   if (!mount) return;
   const inputSection = mount.querySelector('.input-section');
   if (!inputSection || inputSection.querySelector(`#${PANEL_DISCLAIMER_ID}`)) return;
-  inputSection.append(buildPanelDisclaimer());
+  const disclaimer = buildPanelDisclaimer();
+  if (disclaimer) inputSection.append(disclaimer);
 }
 
 function watchPanelDisclaimer(mount) {
@@ -414,7 +442,9 @@ function handleBrandConciergeClientEvent(event) {
 }
 
 function getBootstrapOptions() {
-  const { stickySession = false, ...stylingConfigurations } = brandConciergeConfig;
+  // `ui` holds ExL chrome strings (rendered by our own code) — strip it so only BC's
+  // own styling/text/arrays are forwarded to the third-party web client.
+  const { stickySession = false, ui: _ui, ...stylingConfigurations } = activeConfig;
   return {
     instanceName: ALLOY_INSTANCE_NAME,
     stylingConfigurations,
@@ -699,9 +729,11 @@ function installKeyboardScrollHandler(dialog, mount) {
 function createMountPoint() {
   if (document.getElementById(DIALOG_ID)) return document.getElementById(DIALOG_ID);
 
+  const { ui } = activeConfig;
+
   const trigger = document.createElement('button');
   trigger.id = TRIGGER_ID;
-  trigger.setAttribute('aria-label', 'Open AI assistant');
+  trigger.setAttribute('aria-label', ui.triggerAriaLabel);
   trigger.setAttribute('aria-expanded', 'false');
   trigger.setAttribute('aria-controls', DIALOG_ID);
 
@@ -709,7 +741,7 @@ function createMountPoint() {
   triggerIcon.className = 'icon icon-bc-ask-sparkles';
   const triggerAsk = document.createElement('span');
   triggerAsk.className = 'bc-trigger-ask';
-  triggerAsk.textContent = 'Ask a question';
+  triggerAsk.textContent = ui.triggerAsk;
   trigger.append(triggerIcon, triggerAsk);
   const betaBadge = document.createElement('span');
   betaBadge.className = 'bc-trigger-beta';
@@ -729,13 +761,13 @@ function createMountPoint() {
   clearBtn.id = HEADER_CLEAR_ID;
   clearBtn.type = 'button';
   clearBtn.className = 'exl-dialog-header-clear';
-  clearBtn.textContent = 'Clear';
-  clearBtn.setAttribute('aria-label', 'Clear conversation');
+  clearBtn.textContent = ui.clearLabel;
+  clearBtn.setAttribute('aria-label', ui.clearAriaLabel);
 
   drawerHandle = openDrawer({
     id: DIALOG_ID,
-    ariaLabel: 'AI assistant',
-    title: 'Ask',
+    ariaLabel: ui.drawerAriaLabel,
+    title: ui.drawerTitle,
     titleBadge: 'BETA',
     titleIcon: 'bc-ask-sparkles',
     content: mount,
@@ -829,13 +861,23 @@ export function destroyBrandConcierge() {
 export async function initBrandConcierge() {
   const { bcAlloySdkUrl, bcDatastreamId, bcOrgId, bcWebClientUrl, bcEdgeDomain } = getConfig();
 
+  activeLang = getPathDetails().lang;
+  activeConfig = await loadBrandConciergeConfig(activeLang);
+  // If even the English base sheet can't load, skip mounting rather than render an empty widget.
+  if (!activeConfig) return;
+
+  // Route to the locale's Brand Concierge datastream (e.g. the Spanish concierge on /es/),
+  // falling back to the default datastream for locales without an override. Kept separate from
+  // activeConfig so this routing id never leaks into the styling payload sent to the BC client.
+  const datastreamId = getBrandConciergeDatastreamId(activeLang, bcDatastreamId);
+
   createMountPoint();
   injectAlloyStub();
 
   try {
-    log('[BC] loading Web SDK (alloyBC instance)', { bcEdgeDomain, bcDatastreamId });
+    log('[BC] loading Web SDK (alloyBC instance)', { bcEdgeDomain, datastreamId, locale: activeLang });
     await loadScript(bcAlloySdkUrl);
-    await configureWebSdk(bcDatastreamId, bcOrgId, bcEdgeDomain);
+    await configureWebSdk(datastreamId, bcOrgId, bcEdgeDomain);
     log('[BC] Web SDK configured');
 
     log('[BC] loading Web Client', bcWebClientUrl);
diff --git a/scripts/brand-concierge/localization/en.json b/scripts/brand-concierge/localization/en.json
new file mode 100644
index 000000000..2b271c379
--- /dev/null
+++ b/scripts/brand-concierge/localization/en.json
@@ -0,0 +1,59 @@
+{
+  "language": "en-US",
+  "ui": {
+    "triggerAriaLabel": "Open AI assistant",
+    "triggerAsk": "Ask a question",
+    "drawerAriaLabel": "AI assistant",
+    "drawerTitle": "Ask",
+    "clearLabel": "Clear",
+    "clearAriaLabel": "Clear conversation",
+    "disclaimer": {
+      "prefix": "Use of this beta AI chatbot is subject to Adobe's ",
+      "privacyLabel": "Privacy Policy",
+      "middle": ". Don't share sensitive data. AI responses are not your Content, may be inaccurate, and any offers provided are non-binding. ",
+      "termsLabel": "Generative AI Terms",
+      "suffix": "."
+    }
+  },
+  "text": {
+    "welcome.heading": "Not sure where to start?<br>Ask me anything about Adobe products.",
+    "welcome.subheading": "Type your question or pick a suggestion below.",
+    "input.placeholder": "Ask a question…",
+    "input.messageInput.aria": "Message input",
+    "input.send.aria": "Send message",
+    "input.mic.aria": "Voice input",
+    "card.aria.select": "Select example message",
+    "carousel.prev.aria": "Previous cards",
+    "carousel.next.aria": "Next cards",
+    "scroll.bottom.aria": "Scroll to bottom",
+    "error.network": "I'm sorry, I'm having trouble connecting right now. Please try again in a moment.",
+    "error.general": "I'm sorry, something went wrong. Please try again in a moment.",
+    "loading.message": "Generating from Adobe's trusted resources",
+    "feedback.dialog.title.positive": "Your feedback is appreciated",
+    "feedback.dialog.title.negative": "Your feedback is appreciated",
+    "feedback.dialog.question.positive": "What went well? Select all that apply.",
+    "feedback.dialog.question.negative": "What went wrong? Select all that apply.",
+    "feedback.dialog.notes": "Notes",
+    "feedback.dialog.submit": "Submit",
+    "feedback.dialog.cancel": "Cancel",
+    "feedback.dialog.notes.placeholder": "Additional notes (optional)",
+    "feedback.toast.success": "Thank you for the feedback.",
+    "feedback.thumbsUp.aria": "Thumbs up",
+    "feedback.thumbsDown.aria": "Thumbs down"
+  },
+  "arrays": {
+    "welcome.examples": [
+      { "text": "Where can I go to learn about AI on Experience League?" },
+      { "text": "Getting started with Experience Manager" },
+      { "text": "Set up an Adobe Analytics report suite" },
+      { "text": "Explain Adobe Target A/B testing" }
+    ],
+    "feedback.positive.options": [
+      "Helpful and relevant",
+      "Clear and easy to understand",
+      "Friendly and conversational tone",
+      "Other"
+    ],
+    "feedback.negative.options": ["Not helpful or relevant", "Confusing or unclear", "Too formal or robotic", "Other"]
+  }
+}
diff --git a/scripts/brand-concierge/localization/es.json b/scripts/brand-concierge/localization/es.json
new file mode 100644
index 000000000..d61486463
--- /dev/null
+++ b/scripts/brand-concierge/localization/es.json
@@ -0,0 +1,64 @@
+{
+  "language": "es-ES",
+  "ui": {
+    "triggerAriaLabel": "Abrir el asistente de IA",
+    "triggerAsk": "Hacer una pregunta",
+    "drawerAriaLabel": "Asistente de IA",
+    "drawerTitle": "Preguntar",
+    "clearLabel": "Borrar",
+    "clearAriaLabel": "Borrar conversación",
+    "disclaimer": {
+      "prefix": "El uso de este chatbot de IA en versión beta está sujeto a la ",
+      "privacyLabel": "Política de privacidad",
+      "middle": " de Adobe. No comparta datos confidenciales. Las respuestas de la IA no son su Contenido, pueden ser inexactas y cualquier oferta proporcionada no es vinculante. ",
+      "termsLabel": "Términos de IA generativa",
+      "suffix": "."
+    }
+  },
+  "text": {
+    "welcome.heading": "¿No sabe por dónde empezar?<br>Pregúnteme lo que quiera sobre los productos de Adobe.",
+    "welcome.subheading": "Escriba su pregunta o elija una sugerencia a continuación.",
+    "input.placeholder": "Haga una pregunta…",
+    "input.messageInput.aria": "Campo de mensaje",
+    "input.send.aria": "Enviar mensaje",
+    "input.mic.aria": "Entrada de voz",
+    "card.aria.select": "Seleccionar mensaje de ejemplo",
+    "carousel.prev.aria": "Tarjetas anteriores",
+    "carousel.next.aria": "Tarjetas siguientes",
+    "scroll.bottom.aria": "Desplazarse hasta abajo",
+    "error.network": "Lo sentimos, en este momento tenemos problemas de conexión. Vuelva a intentarlo en unos instantes.",
+    "error.general": "Lo sentimos, se ha producido un error. Vuelva a intentarlo en unos instantes.",
+    "loading.message": "Generando a partir de los recursos fiables de Adobe",
+    "feedback.dialog.title.positive": "Agradecemos sus comentarios",
+    "feedback.dialog.title.negative": "Agradecemos sus comentarios",
+    "feedback.dialog.question.positive": "¿Qué salió bien? Seleccione todas las opciones aplicables.",
+    "feedback.dialog.question.negative": "¿Qué salió mal? Seleccione todas las opciones aplicables.",
+    "feedback.dialog.notes": "Notas",
+    "feedback.dialog.submit": "Enviar",
+    "feedback.dialog.cancel": "Cancelar",
+    "feedback.dialog.notes.placeholder": "Notas adicionales (opcional)",
+    "feedback.toast.success": "Gracias por sus comentarios.",
+    "feedback.thumbsUp.aria": "Me gusta",
+    "feedback.thumbsDown.aria": "No me gusta"
+  },
+  "arrays": {
+    "welcome.examples": [
+      { "text": "¿Dónde puedo aprender sobre la IA en Experience League?" },
+      { "text": "Primeros pasos con Experience Manager" },
+      { "text": "Configurar un conjunto de informes de Adobe Analytics" },
+      { "text": "Explicar las pruebas A/B de Adobe Target" }
+    ],
+    "feedback.positive.options": [
+      "Útil y relevante",
+      "Claro y fácil de entender",
+      "Tono cercano y conversacional",
+      "Otro"
+    ],
+    "feedback.negative.options": [
+      "Poco útil o irrelevante",
+      "Confuso o poco claro",
+      "Demasiado formal o robótico",
+      "Otro"
+    ]
+  }
+}