With the advances in machine translation, AI and machine learning, new translation models are emerging. Translation buyers can choose from professional human translation, machine translation and ‘hybrid models’ such as post-edited machine translation. There is clearly a place for all three in today’s marketplace.
Which translation type is right fo you?
As translational professionals, we know the ins and outs of each of these models in terms of speed to market, price and most importantly – quality. Translation buyers pick and choose the type of translation that is the best fit for a particular content asset (such as high-end marketing translations for crucial landing pages, but machine translation for low value, less frequently visited website content). The problem? Customers expect the same user experience across an entire brand.
Manage your audiences’ expectations
“Here at AJT, we feel that it is important for brands and content creators to make an informed decision on the type of translation they require, and that their customers understand the type of translation they are reading”, Managing Director Anja Jones explains. “Companies shouldn’t be embarrassed about publishing machine translation or, even worse, try to pass it off as professional human translation. In our opinion, what’s important is that companies let their customers know what they are reading so they can manage their own expectations”. For example, if a customer reads some poorly translated copy, from a brand they admire and are usually loyal to, then it could very easily damage their perception of that brand and could negatively affect their buying habits. However, if that copy was clearly labelled as machine translation, at least the customer would be warned and would perhaps be less critical of the translation.
It is for this reason that AJT have developed a set of simple, easily identifiable icons, to help brands inform their audiences of the type of translation they are reading.
To help companies and brands inform their customers and be transparent about what they are publishing, AJT is making these icons available as a free download. They can be added to websites and print or digital content, such as white papers, brochures and e-books, so they can be clearly identified as machine, hybrid or professional human translation.
“We think it’s important that professional human translators clearly identify themselves as such, differentiating their work from automated output and celebrating their contribution to a brand’s marketing collateral”, says Mrs. Jones. Translators can use the icons as a badge of honour and to position themselves as providers of professional human translation, hybrid translation or both, within the translation market place. Mrs. Jones concludes, “We hope that this will go some way to help remove the stigma attached to using machine translation and also help to celebrate the effort and expertise that comes with professional human translation”.
The icons If you would like to find out more about the icons, and to download them for free, visit their blog.