7 reasons why a human should post-edit machine translation or generative AI-created content
In our globalized world, businesses frequently use automatic translation tools like Google Translate, DeepL, and ChatGPT to overcome language barriers. While these tools are advanced and offer rapid translations, they are not without flaws. Having a native speaker of the target language review the translations can significantly enhance their value and mitigate several risks.
1. Nuance and Contextual Accuracy
AI Large Language Models (LLMs) and machine translation tools often struggle with idiomatic expressions, cultural references, and tone. For instance, Google Translate and DeepL might generate text that is technically correct but lacks the nuanced understanding needed to convey the original message’s full intent. A native speaking reviewer will ensure that translations resonate with the target audience, preserving both meaning and emotional impact. This especially applies to marketing copy — which needs to pop! (Now define “pop”.)
2. Brand Consistency and Reputation Management
Maintaining a consistent brand voice across different languages is crucial. AI-created content and automatic translations can vary in tone and style, leading to inconsistent messaging. A native speaking reviewer helps ensure that the brand’s voice remains professional and uniform, which is essential for building and maintaining brand recognition and customer trust.
Related topic: Why you should never use Machine Translation on your website
3. Risk of Misinterpretation and Legal Implications
In fields like law or finance, precision is vital. Automatic translations may misinterpret technical terms, leading to potentially serious legal or financial consequences. A native speaker (who is an expert in the target language and the subject matter) can review and correct these translations, reducing the risk of costly errors and legal issues.
4. Cultural Sensitivity and Appropriateness
AI-created content and automatic translation tools may not fully grasp cultural nuances or sensitivities. A native speaker in the target language can provide insights into cultural appropriateness, ensuring that content is respectful and suitable for the target audience. This cultural sensitivity is crucial for businesses looking to expand into new markets. At Quicksilver, we use translators who live in the target market, this ensures that they will be up-to-date with local slang and colloquial expressions, as well the culture and customs.
5. Enhanced User Experience
Automatic translations can sometimes result in awkward phrasing or unclear messaging. A native speaking reviewer can refine these translations to ensure they read naturally, improving user experience and engagement. This attention to detail can lead to higher customer satisfaction and better business outcomes.
6. Prevention of Miscommunication
Miscommunication is a significant risk with automatic translations and AI-created content. Errors or misinterpretations can affect customer interactions and internal communications. A native speaker can catch and correct these issues before they reach the audience, ensuring accurate and effective communication. This is especially important in customer service, product reviews and complaints procedures.
7. Competitive Advantage
High-quality translations can enhance a company’s professional image and provide a competitive edge. Conversely, poor translations can damage a business’s reputation. Investing in a professional review ensures that all communications are of high quality, bolstering the company’s position in the market.
In summary
While tools like Google Translate, DeepL, and ChatGPT are valuable, they are not perfect. A native speaker’s review adds significant value, ensuring accuracy, consistency, and cultural appropriateness while minimizing risks. This investment helps businesses communicate effectively and professionally in a globalized world.
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