Translators – the linchpin of localisation
As technology advances and ever more lofty claims circulate online, it’s tempting to think you can enter a text into an automation tool and get optimum translation results in seconds. There is no denying that technology plays a key role in translation – gone are the days of scribbling pen on paper. In today’s modern world, professional translators use what is known as computer-assisted translation (CAT) tools. Yet this does not mean that they are not doing the bulk of the work. Such CAT systems support translators in their work, streamlining the process and helping ensure consistency. But they remain exactly that – an aid, and certainly not a replacement.
A different perspective
Before we get into the worth that translators bring, we think it important to mention that translation is often viewed as a cost. And who likes the thought of spending money? Yet the saying ‘you need to spend money to make money’ very much applies here. Ultimately, you are not buying the words on a page: What you are buying is the impact of valuable localisation. We would argue that translation is not a cost, but an investment. Be that an investment in your product’s success, in securing regulatory approvals or, at the individual level, in achieving the desired outcome in a legal matter (e.g. visa, divorce, or cross-country inheritance applications). When you look at it from this perspective, the value of translation becomes abundantly clear.
Translators as key contributors
Now coming back to the question of technology. As mentioned earlier, tech is part and parcel of the translation world. Yet to think it can replace human contributors entirely would be short-sighted. You need humans to ‘read the room’. AI can only flag something as inappropriate if a human tells it such – it does not feel the emotions of being insulted or offended, so it cannot sense whether a reference, joke or wordplay will go down like a lead balloon in a different market. This is especially important when translating marketing content: All it takes is one flawed campaign to tarnish your company’s reputation and for you to fall victim to cancel culture. And with social media buzz now often spreading like wildfire, it’s vital to get your messaging right from the get-go.
What’s more, translators bring a level of richness to a text that machine technology simply cannot. Equipped with years of experience of both reading and crafting words, we inject emotion and nuance into content, breathing new life into texts so that they reach new markets and cultures effectively. Without this, the process is sterile and transactional. And who wants that for, say, fantasy novels, children’s tales or crime fiction? As a leisure activity, reading is designed to bring joy and spark curiosity, and these are innately human behaviours.
Translators as quality assurance experts
Even when considering ‘dry’ texts such as pharmaceutical leaflets, translators are crucial. You can think of them as sense checkers. It is not unheard of to see mistakes in the source text. Whilst AI may be able to override an error that’s categorically wrong (misspelling of a word), it is not fact-checking. Quite the opposite is true. AI tools carry the risk of ‘hallucinations’, i.e. presenting false or misleading information as factually correct. Over the years, our translators have been known to tell us when something in a source text just doesn’t seem quite right to them – a gut instinct, if you will. By engaging in such thought processes and going beyond the words shown on screen, we as humans can efficiently rectify errors originating from the source text, saving the client time, money and potential bother. So even if the content could be considered unimaginative, quite often it’s imperative to uphold pinpoint accuracy and quality. Indeed, it is for good reason that courts across the globe stipulate that translations must be carried out by a qualified translator – when the stakes are high, experts are needed.
First Edition – a certified translation agency
Here at First Edition Translations, we harness technological advancements to optimise our workflows to the benefit of our customers and linguists alike. Since we first began in 1981, we’ve seen our fair share of industry developments. We have multiple systems in place to help us answer resolve issues and handle non-negotiable deadlines with ease. Where appropriate, we are happy to discuss hybrid human-machine translation services. That said, it is wise to heed caution when hearing lofty claims about AI. Put simply, we strongly believe in the immense value that our professional translators offer. Whether you’re a private individual, global corporation or anything in between, we are always happy to hear from you under enquiries@firstedit.co.uk Our multilingual project management team can advise you on pricing, timelines, certification and what approach is right for you.