Transliteration possible?

[Frexuz]

show.name
=> "Σαββατογεννημένες"
[9] pry(main)> show.generate_permalink!
   (13.6ms)  SELECT COUNT(*) FROM `shows`  WHERE (permalink = '')
  Show Load (150.6ms)  SELECT `shows`.* FROM `shows`  WHERE (permalink LIKE '%')  ORDER BY id
=> "-1000044"

The permalink generation runs on before_validation which is the first callback in the callback chain.
So is there a way to hook into before the generation is run, or some other way to solve this?