Tailoring Your Content: Understanding Translation, Localization, and Transcreation
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AI is a marvel of the modern age, yet far from infallible. At GORR, we see it as a tool – one that demands a substantial amount of expertise to be wielded effectively.
With the rise of artificial intelligence (AI) has brought about significant advancements in various fields, including translation services.
While AI tools have undoubtedly streamlined the process of converting text from one language to another, it is not without its flaws. This makes it all the more necessary to explore said pitfalls and potential dangers before pinning too much faith in this fantastically futuristic technology.
Languages are not isolated entities, but are deeply intertwined with the cultures they represent. AI algorithms, devoid of cultural and racial awareness, can inadvertently produce translations that are culturally insensitive, inappropriate or even racist, as was the case with an AI Amazon translation not so long ago.
Human translators, on the other hand, possess the cultural localization skills and acumen necessary to adapt, alter, edit and refine translations, ensuring that the final message aligns with cultural norms and values.
AI “translation” engines operate on patterns and statistical models, often struggling to grasp the intricate nuances of human language and context. This deficiency can result in translations that lack the depth of understanding required to convey the intended meaning accurately. At the end of the day, AI is bound to the training it receives and if that training is flawed, we cannot expect excellence in any sense.
Alternatively, human language service providers bring a nuanced understanding of context, enabling them to navigate idiomatic expressions and cultural intricacies that AI might overlook.
Natural languages are rife with words and phrases that carry multiple meanings, and context is paramount in determining the intended sense. AI may struggle with polysemy, leading to ambiguous or inaccurate translations. Let’s take an example offered by Philip Jackson and ScienceDirect to illustrate:
“Peter: is John a good accountant? Mary: John is a computer.”
From the context, we understand that Mary’s response is not literal, and the John is not, in fact, a computer. Our human experience with life and language tells us that Mary is speaking metaphorically, informing us that John is good at crunching numbers, naturally making him a good accountant. However, personal testing reveals that AI translates this statement literally, leaving us with something confusing at best and useless at worst.
Certain industries, such as legal, medical, or technical fields, often require precise and specialized terminology. AI may falter when faced with industry-specific jargon, resulting in inaccuracies that could and have had serious consequences.
Legal, medical, and technical translation services are equipped with domain knowledge and can accurately convey complex concepts and ensure that the translation meets the stringent standards of these specialized fields, often saving lives in the process.
Languages are dynamic, constantly evolving with new words, expressions, and colloquialisms. AI models struggle to keep up with the rapid pace of linguistic evolution, leading to outdated or awkward translations, particularly when it comes to slang.
Human language service providers, actively engaged with contemporary language usage, can provide translations that resonate with current (local) linguistic trends, ensuring that texts remain both relevant and accessible.
Regardless of the current excitement surrounding AI’s translation potential, collaboration between AI and human translators is not just a matter of preference but a strategic necessity to guarantee accurate, culturally sensitive, and contextually rich translations.
With effective cross-cultural communication being paramount to global communication, we at GORR believe that the judicious application of human expertise remains an indispensable component in the pursuit of linguistic precision and clarity.
At GORR, we offer comprehensive solutions to all your language needs:
Translation
Certified Translation
Editing and Proofreading
Subtitling
Website Localization
Interpretation
Software Translation
Thinking of expanding the reach of your business, but don’t know where to start? Let us guide you through your options.
At GORR, we think our PMs are the very best in the world and, in the hectic world of translation services, the role of a project manager at GORR is demanding, rewarding, and incredibly dynamic.
Translation services may not be a place you’d generally look for scandals, particularly royal ones, but here we are.
