With the advent of AI translation services, some companies, rightly or wrongly, have decided to go down this route, with the idea that it saves a) time and b) money.
Looking at it objectively, it seems a pretty good deal, doesn’t it? Now anyone can translate, right?
Well, no. It’s not that easy. For a start, how well do you know your target language and how to use it to your company’s advantage? How sure are you that your carefully crafted words are not taken out of context or, worse, now mean something different, to the detriment of your company?
No one can deny that artificial intelligence has come a long way. However, when it comes to getting your message across, it would be wise to consider that half of AI is ‘artificial’. Your professional translator isn’t. Instead, he or she will provide you with consistently accurate and quality translations, industry expertise, correct cultural context and extensive knowledge of their language.
Can you say the same for the person who, by the way, has been taken away from their own job? How much time, and therefore money, gone into that online translation?
Translation mistakes can prove costly. In one failed marketing campaign, Schweppes Tonic Water became Schweppes Toilet Water in Italy.
So, once again. Time is money. How much do you have?