Automated translation in content creation
Rise of the Machines ... or not?
Automated translations
Many companies nowadays hold the belief that they can effortlessly achieve swift, budget-friendly translations with the help of AI tools. Some also love the idea of being particularly progressive and innovative. As a content marketing agency, however, we advise against relying solely on tools. You’ll find out why in a moment! But before we delve into the specifics, let’s examine the pros and cons of automated translation.
Our take
Automated translations help save time and resources – but the devil is usually in the detail. Machines may be fast, but they often fail to capture the subtle nuances and cultural differences of a language. So the supposed magic of content translation can quickly go out the window.
Imagine your advertising message suddenly becoming a bad joke in another language. Even worse: What if it has a negative impact on the brand image and credibility of your company, possibly even legal ramifications? A nightmare scenario for brands.
That’s why, for us, the same principle applies as always: It’s not about more content but about better content! A high standard of quality is paramount in content marketing. As tempting as the advantages may sound, the risk of an incorrect, cringy or even shitstorm-worthy translation is simply too great with 100% automated translations. That’s why we would never advise our clients to translate something themselves using a tool – if anything, perhaps, the restaurant menu while on holiday in Croatia. But that’s about it.
Machine-assisted translation
Okay, let’s be real here: Machine-assisted translation is not all that “new”. Everyone who has been working in the field of translation for a few years knows: Tools that translators can use for support have been around for a while. Before Google Translate or DeepL made their grand entrance in the translation arena, CAT tools and corpora were all the rage. The emphasis in this case, however, lies on: tools for support! In technical jargon, this process is called “MTPE” – i.e. machine translation with post-editing (by professional translators or post-editors).
And what about ChatGPT as a translation tool?!
At the moment, you can hardly get around the topic of AI and ChatGPT. So let’s briefly address the question, “Why can’t I use ChatGPT for my translations?” Our answer: You could – but don’t expect too much from it! It will probably do a decent job at quickly translating an e-mail.
However, there are translation tools out there that work much better than ChatGPT. Some AI- and machine-learning-based tools have been on the market for over a decade, were designed specifically for translation and are constantly evolving. ChatGPT hasn’t been able to catch up with them yet, so the quality level of ChatGPT translations is still very much below that of other providers.
Regardless of this: In all the years working as translators, we have never come across a tool that gave us a translation that we were 100 per cent happy with. All the tools we have tested so far produce translations that are too close to the source text – which makes them sound unnatural. Obvious translation errors are also not uncommon. That’s why any tool-generated translation requires comprehensive and in-depth post-editing and revision.
Human translators
Without blowing our own trumpet too much, the “human touch” is indispensable when translating. Especially when it comes to understanding the nuances of a language, handling them with plenty of (cultural) sensitivity and conveying emotions accurately.
In other words: We can definitely still one-up machines in some crucial aspects! We can grasp the overall context – not just that of the text or website but of your brand, your target audience and the cultural environment. We are able to set the right tone, evoke the right emotions and skilfully present your products or services.
By the way, it doesn’t matter whether a tool was used in the first step or not. Every translator proceeds differently and prefers to work either with tools, without tools or only sometimes with tools. What counts is the final product: appealing texts that provide added value and impress both users and Google!
Want your texts to pack a punch and resonate with your readers – in English as well as in German?
Then it pays to team up with someone who knows exactly how to achieve that. Our creative crew of copywriters at punkt & komma is happy to help you with writing and translating your content – with lots of skill, sure instinct and that essential human touch!