How to Choose AI Translation That Works at Scale
Generative AI has revolutionized automated translation compared to traditional machine learning (ML) models, enabling businesses to instantly make source content readable in multiple languages. The days of stilted, clunky AI translations have given way to fluent paragraphs generated by advanced language models that rephrase sentences in the target language. Theoretically, AI translation could enable businesses to reach global audiences at scale with minimal delay.
Unfortunately, reality is rarely as simple as theory, making dependence on AI translation alone challenging. While many AI models utilize the same underlying technology, not all AI translation solutions are created equal. Choosing a tool that enables you to leverage the time- and cost-saving benefits of AI without compromising quality is crucial.
Evaluating AI Translation Solutions
There's no doubt that AI translation can increase speed and cut costs while translating content to practically any language you choose. However, AI translations can contain bias, errors, and even inaccurate information. When landing pages with grammar and spelling mistakes have an 85% higher bounce rate than accurate pages, poor translation can mean you won't get a second chance to make a good first impression.
The stakes are high when translating your business content for use in other countries. One wrong word can invalidate the terms of a contract. It could also change instructions for users or breach compliance regulations. Cutting through the AI hype requires a careful evaluation of available solutions to strike a balance between the benefits of translation scalability and accuracy.
Determine the Ideal Balance Between Accuracy and Speed
While perfection is an admirable goal, "acceptable margin of error" is a well-known business term for a reason. Translating large volumes of text in technical manuals to 20 target languages would cause unacceptable delays. However, such painstaking accuracy is crucial in legal documents or translations that impact regulatory compliance. Selecting the correct AI translation solution depends on your content and the need for precise accuracy versus content that conveys the same meaning.
Seek Out Critical Features
A strong AI translation tool should include essential features that improve performance with increased accuracy and dependability. Look for these features (or the ability to integrate with third-party versions) in your MT solution:
Style guides
Translation memory
Glossaries
Termbases
Risks of Recycling Solutions
It would be incredibly convenient if we could introduce one revolutionary solution that automates translations to meet the needs of every content type for every language. Unfortunately, generative AI isn't that advanced, and solutions that claim to fit every application are likely to be too good to be true.
Accurate translation is a crucial part of localization, which personalizes content for target audiences in specific locations and regions. Not surprisingly, a one-size-fits-all solution can strip your content of its originality and diminish the meaning of certain phrases, making your brand blend into the background and potentially go unnoticed (or intentionally avoided).
Unfortunately, bland content is the least of your worries regarding poor translation provided by subpar AI translation solutions.
Business Risks of Accuracy Issues
AI-generated content may sound fluent and confident, but subtle errors can be detrimental to the legal, medical, and technical industries. Sometimes, a critical error can lead to costly recalls or voided contracts. For example, when a translation error in the owner's manual of a popular car incorrectly stated the procedure for replacing the brake fluid reservoir, the company had to recall over three million vehicles. While such an error might seem minimal, following the incorrect instructions could have led to brake failure.
Cultural nuance is another area where AI models struggle to excel. AI can't fully understand context, which can lead to imprecise translation in specific regions or situations. Inaccuracies are widespread in underrepresented languages where limited training data leads to lower accuracy.
Bias and Stereotyping
Translations can be inaccurate and offensive when training data includes biases and gendered language. The biases in existing data can compound over time, especially in languages like Spanish, French, and German, where every noun or adjective must align with a specific gender.
Security Risks
Basic AI translation models often lack critical security features necessary for protecting personal information. Tools that train on, store, or process data externally can increase the risk of private data becoming public. Businesses that expose personal data run the risk of reputational damage and hefty non-compliance fines.
Integrating the Human Touch for Strategic Success
AI translation is rapidly evolving to become more accurate and nuanced, with improved context and accurate, on-brand translations. Still, it lacks the in-depth knowledge, cultural sensitivity, and emotional understanding of human translators.
High-quality AI-powered machine translation can significantly reduce project turnaround time and lower costs. Yet, it isn't ideal for every application. While MT is often ideal for formalized documents, such as assembly instructions, technical materials, parts catalogs, and internal-use documents, human skills are still needed for cultural and linguistic accuracy.
AI translation alone must be accompanied by human editing when accuracy is essential. This is especially true for legal documents, medical reports, marketing materials (to avoid false advertising), and business contracts. Human expertise is also essential for accurately representing dialects in localization strategies tailored to specific regions and content designed to emotionally resonate with the target audience.
Find the Unique Translation Approach That Will Align With Your Global Business Needs
AI translation can be a valuable tool for market expansion, but it is only a tool. It falls short when used as a complete translation strategy. At Vistatec, we welcome the latest developments in generative AI as the next logical step in enabling global content to reach the broadest number of users and markets possible. However, we recognize that this doesn't mean abandoning vital security standards or minimizing the value of the human touch in localization.
By integrating AI where it adds value, our professional linguists can improve translation speed and reduce costs while delivering the same level of expertise as human translation. Supporting your global expansion with translation and localization demands a partner prepared to utilize the advantages of technology while maintaining the human elements necessary for authentic human connections. Vistatec is focused on human-plus-AI solutions. Contact us today to discover how you can benefit from partnering with Vistatec as your localization expert and AI provider.