Quality translation is one of the most important aspects to consider when launching your product or service in an international marketplace. However, there are different styles of translation that can be used for a range of functions, such as websites, important documents, logos, slogans, and much more.
This blog will focus on AI translation. We will explore what it is and the importance of using an accurate and professional machine translation (MT) system over inaccurate applications that are available.
What is AI translation?
Firstly, translation is the process of recognising the terms and phrases of one language, and restructuring them into a new target language. For example, translation can convert a French website into English.
AI translation, also known as machine translation (MT), has the ability to transfer large amounts of text from one language to another, taking tone of voice and nuances into consideration. AI has multiple benefits, including speedy turnaround times, easy use and low costs.
How can businesses use AI?
Although professional human translators are usually preferred, machine translation is better suited for certain projects.
AI should be used for large volumes of text, internal communications, or documents that cannot be changed, including birth certificates, contracts, court documents, and many more.
Some texts can be translated by AI, and then checked by one our expert linguistics for ultimate accuracy. This ensures any language mistakes are avoided before it is published.
Common Mistakes to Avoid
AI translation is widely available on the market, however, not all systems are professional or accurate. Many companies may decide to quickly translate their slogans, logos, and documents with free translation software.
We have investigated 3 organisations that discovered how using inaccurate AI can have a negative impact:
1. HSBC Bank
HSBC decided to take their brand and slogan global with “HSBC - Assume Nothing.”
This clever slogan meant that with HSBC, anything and everything was possible. This impressed many investors and made them the bank of choice amongst a multitude of customers.
However, when they decided to take their brand on a global, they made the decision to use a free AI translation software, which translated “Assume Nothing” to “Do Nothing.”
Due to this failure, a few customers and investors did not want to work with or support the bank.
2. American Airlines
American Airlines aimed to promote its modernised first-class cabins, creating the slogan “Fly in leather.”
This slogan was everything American Airlines needed it to be.
However, when the advertisement was launched in Spain, lots of people were left uncomfortable and confused as it read “fly naked.” Due to the brand not using professional techniques, the aviation brand was left embarrassed by its mistake.
The company was forced to pull the advert from all marketing platforms, but this wasn’t enough as this mistake is still fondly remembered by the people of Spain.
3. Schweppes
Schweppes is a very popular UK brand, known for its tonic water and lemonade.
Due to the success of the brand, Schweppes decided to go global. However, like many others, this company made the decision of using free and inaccurate AI to translate its products.
When the word “tonic” was translated into Italian, the word changed to “toilet.” This means that the Schweppes advertisement read “Schweppes toilet water” in Italian. This advert caused lots of people to be hesitant to purchase the product, so sales were massively impacted.
Why accurate machine translation is key?
After exploring the mishaps that occurred for HSBC, American Airlines, and Schweppes, we see inaccurate translation can have a negative effect on sales figures and credibility.
These mistakes could have easily been avoided by the use a professional MT system, complemented by an expert linguist.
Why do you need a translation agency?
Since 2006, Wolfestone have been experts in the translation industry. We pride ourselves on fast turnaround times, customer satisfaction, and the ability to translate into over 220 languages, using a dynamic mix of professionals and AI systems.
Contact Wolfestone today and find out more about the services we offer.