I was fortunate enough to be one of the 130 participants of the TAUS Global Content Conference in June of 2019, (and the only freelance translator). The two days that followed were full of networking, knowledge sharing, and inspirational speeches. TAUS Global Content Conference focuses on big questions such as how far machine translation (MT) has come, whether human parity is possible, how machine learning (ML) will impact global communication, and of course, what the rise of technology means for freelance translators.

What follows is my summary of the event and how what I learned can affect translators around the world. For more information, click here to read the footnotes for 2019’s TAUS Global Content Conference.

Lesson One: Neural Machine Translation (NML) Will Fundamentally Alter the Translation Process

Though we’ve had to deal with the rise of CAT and other early MT tools, most of these left the basic tenets of translation untouched. Jobs were still priced on a per-word basis and the translator was the only link between the source and final content. In short, the flowchart of a freelance translator’s tasks looked much the same as it did twenty or thirty years ago. Nowadays though, that’s no longer the case. Below are a few ways that upcoming technologies will permanently alter the translation process:

• Pricing on a per word basis is no longer practical: Instead the rates and payments may work better using hourly fees or project based fees.
• You’re more likely to serve as a proofreader than a translator for some jobs: While people might not be willing to pay a high-end translator to do the grunt work, they’re still open to bringing you on for an editing role.
• Your next project manager might be an algorithm: With automatically generated content where deadlines and algorithms drive decisions, the need for dedicated project managers will shrink. The data generated from algorithms will then be used to drive recruitment, predict market readiness, and determine translation needs. In other words, a computer could one day be your boss.
• Multimedia translation is the future: With VR and AR on the rise, the need for translators willing to adapt to these new technologies will increase. Translators who are willing to embrace these different platforms, including voice-assisted search, will benefit from our early adaptation.

Lesson Two: The Proper Application of MT and AI in Your Workflow Can Set You Apart from Your Competition

As language specialists, we tend to think of MT and AI as the monster under our bed. But if we are willing to embrace these monsters we can use them to our advantages. Having a good MT on hand can help cut costs and drastically increase our production ability, at least if we know how and when to use it.

Lesson Three: Find Your Niche to Future Proof Your Business

John Tinsley of Iconic Translation Machines opened with a startling statistic: ”99% of today’s global content is translated by MT without any human intervention.“ Hearing numbers like that is enough to leave most translators waking up in a cold sweat. I’m not one of them. My research shows that there’s plenty of room for both machine and human translators in the marketplace. In fact, experts estimate the employment outlook for translators and interpreters will increase 29% by 2024. Of course many of you are probably wondering what you can do to ensure you’re positioned for growth.

Generalists and low-quality content mills will be the main casualties in this battle of man versus machine. To succeed in the future, you’ll need to specialize in a field that values accuracy and creativity over speed and volume. Examples of these fields include medical oncology research, renewable energy development, and automotive patent law as well as more creative fields such as marketing. Transcreators, because of their ability to merge copywriting with nuance and emotion, will also be immune to the rising tide of automation.

There is also a new field of specialization to pay attention to. International companies are hungry for freelance translators with experience in digital marketing and social media. They need people who understand local search and can adjust their messaging to meet the needs of customers and search engines alike. Even if an oncology degree is out of reach, the internet is awash with knowledge about customer service, search engine optimization, and social media management.

Lesson Four: There’s a New Translation Business Model on the Rise

Up until a few years ago, translators came in two main stripes: those who collaborated directly with clients and those who worked for language service providers. Many freelance translators make a living straddling the line between the two. These two different ways of working demand different technologies, processes, and timelines. Now, many translators will be forced to contend with a third translation model: crowdsourcing.

In this model, popularized by platforms such as Smartcat and Gengo, end-clients plug their content into a virtual translator community. The platform then automates job management on both sides. By removing the geographical barriers between translator and end-client, the crowdsourcing model opens the market to lower-cost providers in markets where the cost of living is much lower. These lower costs will ultimately hurt the language service providers stuck in the middle. This new business model gives you even more reason to specialize and find your niche.

Lesson Five: Machine Learning Is Creating New Roles for Translators

If generalists and low-quality translators will lose their place in the market, new, more specialized people will take their place. In the next few years, we expect to see a sharp increase in demand for:

Post Editors of MT

While some companies don’t mind machines doing the lion’s share, they’re skittish about releasing raw machine translations into the market. Therefore, they’ll want someone to read over the outputted text for mistakes. The corrections will then be fed back into the data pipeline to further improve the machine’s output. This is a possible field for translators willing to take it on, which can even create a new type of translator.

Transcreators

Machines still struggle to combine culture, language, and emotion into a creative and compelling text. To get that done right, you need a human. Machines also have a tough time understanding cultural nuances, emotions, and the psychology involved in proper translation. All things that are vital to sales and marketing. For that reason, transcreators will weather the digital transformation just fine.

Spoken Content Specialists

Audio is being hyped as the new communication platform. Over time, text interfaces are being replaced with voice-powered assistants like Google Home and Alexa. Podcasts are also growing in popularity. This shift to audio requires a different sort of translator. Those who work in this field must find ways to convey the importance of social, gender, and emotive markers in the work that they produce. They must also be prepared to work with speakers of various dialects in order to create more localized, regionalized content.

Brand Ambassadors

With more of the world coming online, globalized branding is becoming more important. Worldwide retailers will need help ensuring that their company’s values and beliefs are effectively communicated across geographical borders. This will require translators who are willing to act as product testers and advise companies on how best to adjust their product to meet the needs of their target markets.

Local Storytellers

Good marketing is built around good narratives. Simply translating these stories in a target language rarely has the desired impact that companies want. That’s why these groups are looking for people who know how to craft a good tale. This is a perfect role for the translators who also dreamt of a career as a creative writer. And, with the demand for personalization growing, the need for this type of work will only grow.

Conversational Agent Consultants

Like it or not, chatbots are here to stay. While much of their development has happened in English-speaking countries, they’re now being deployed in markets all around the world. Still, these “conversational agents” need a human to help fine-tune and perfect them. People in this position will have to have a good understanding of human psychology, machine logic, and customer service to succeed.

Lesson Six: Machine Learning Will Give You Insight into Your Work

Translators, as connected professionals, will eventually benefit from the datafication of their work. The rise of algorithm and machine translation will make it easier for us to analyze our work habits, performance levels, and productivity. Eventually, ML could allow us to build a data narrative of our past choices and spell check preferences. It could then use that data to make suggestions to improve the overall quality of our work. With this data at our fingertips, we’ll also have a brand-new way to quantify our value to clients and potential employers.

Lesson Seven: Traditional Training Isn’t Enough

Academic training for translators usually consists of two things: translation theory and practical translation. The latter tends to focus on computer-assisted translation tools and general customer service. The former focuses more on ethics, linguistics, and sociology. The topic of MT is barely more than a footnote in these areas. The curriculum rarely makes room for the advanced algorithmic knowledge, specialized skill sets, and advanced IT tools required for the future. Until more universities adapt to this, new translators will have to turn to industry mentors and less traditional sources to help prepare them for the future of the industry.

Lesson Eight: We Need to Stop Being Afraid of MT and Step Up to Help Shape It

Machine translation tools are often built by software engineers with little to no knowledge of the industry itself. This often results in tools that are clunky, complicated, and poorly designed for the translation process. But just like we did with bilingual print dictionaries and translation memories, we have a chance to change that. We can reach out to designers and engineers and ask for things to change. Or perhaps we can join a group or become guinea pigs for the next-generation tools coming down the pipeline. Whatever you do, don’t let the advent of ML leave you voiceless. Do everything you can to make sure that the end product you use is well suited to your work.

Lesson Nine: The Need for Globalized Content Has Never Been Greater

With ML on the rise, most of us think that the need for skilled translators will decrease. That couldn’t be farther from the truth. As huge population centers become increasingly digitized, there’s now an insatiable need for translators willing to work in those markets. Furthermore, with all that big data flying around, there’s a huge need for people to translate and draw conclusions across cultural lines. In short, while machines will take away a lot of the grunt work, freelance translators will be given more opportunities to make a difference.

To summarize: translators need to up their game, focus on niche markets, use MT as a way to boost productivity, use MT as a way to provide ancillary services, and also consider adjusting their business models or pricing schemes to keep MT profitable.

Attending TAUS was an eye-opening experience, being the “linguist” among technology companies. I not only learned a lot about the present state of the industry but also gained a lot of insight into what’s coming. If we specialize and use our human powers to our advantage, we have no reason to be scared of MT and its associated impacts.

Check also:

• When to Choose Machine Translation vs. a Professional English-Swedish Translator
• Why There’s Room for Both MT and Human Translation
• 6 Reasons Not to Use Software for Your Business Translations

This is a guest post from Barb Sichel at International Language Services.

When preparing for technical projects, advance planning and investments in research and design, packaging, engineering, marketing, and more are required in order to ensure the project’s success. Another vital consideration in the technical project planning process is language translation services.

Failure to consider the document translation needs of any technical project will inevitably lead to extra costs, a delayed project, and possibly even lost revenue. In addition, a rushed translation process will typically produce deliverables of inferior quality. This can seriously undermine the desired outcome of the technical project in question.

Early Budgeting Considerations

To effectively budget for translation services, companies need to understand how translation services are priced and what factors make a translation project more or less labor-intensive, further impacting costs. International Language Services provides some key elements to consider in preparation for the translation needs that accompany any new technical project.

Before looking at specific factors that impact a technical translation project, it’s important to determine where translation services fit into your overall project budget. Ideally, this is considered early in project planning, so that adequate funds are allocated. Advanced budget planning also allows a company to get funding approval from the departments responsible for the project.

Key Budgeting Questions

• Will a specific department be responsible for covering translation costs?
• Are translation costs part of the overall technical project budget?
• Will more than one department share responsibility for the cost?
• If so, how will the cost for translation be divided?

Another vital factor is the budget scope. Is this technical undertaking a large project that will be completed in phases, lasting longer than one budgeting cycle? Should it be billed in advance so it can be paid from the current year’s budget and completed next year? It’s important to ensure that these details are dealt with early to avoid unnecessary delays in obtaining approval for your project from each department that is involved.

Budgeting Questions to Ask About Your Technical Translation Project

Every new technical translation project will have its own unique considerations that affect how the translation process will be carried out. Some of the most common factors for technical translations are discussed briefly below.

What is the length and complexity of each document?

In general, a short product brochure will take a lot less time to translate than a complex user manual, with technical terminology, that spans hundreds of pages. Many companies and organizations fail to take differences in length, complexity, or file format into account when budgeting their translation costs.

Your source application and layout may impact cost, as well as the length of your document.

Translation services are typically priced based on word count, so the more text, the higher the cost. This is why it is a good idea to streamline and edit the document(s) in English first, which can reduce unnecessary verbiage and save money and time.

Will the documents be translated into more than one language?

Translating one document from English into Spanish, a commonly requested language, will take less time and resources than translating a document into a less widely used language, or five different languages. For example, translating one short document from English into Spanish may cost $250, but translating it into Italian, Spanish, German, and Dutch could cost closer to $1000.

Planning and determining language needs during the early planning stages of a technical project will help avoid delays, and likely keep costs lower than treating each individual language translation as a separate project.

What languages do you need?

In general, languages that are most commonly spoken, or for whom many professional translators exist, are less expensive to translate into than others. For example, translating a document into Spanish may cost $500, but the same document translated into Turkish or Nepali will likely cost much more. That’s because there are far fewer professional translators available for those languages.

And taking highly technical subject matter expertise into account reduces the pool of qualified resources even further. Supply and demand play a role in determining the market price for technical translation services. Not taking these factors into consideration when preparing to translate documents can result in unexpected costs which may delay your project.

What technical complexities or cultural barriers exist?

For example, if a company based in the US is planning to market a new model of their digital scanner to a Middle-Eastern market, the translators must know English and whatever Arab language is to be targeted (North African Arabic, Hassaniya Arabic, Egyptian Arabic, Levantine Arabic, Iraqi Arabic, or Gulf Arabic)— and he or she must also understand the technical aspects and terminology of digital scanners and the new model.

And because this product concept is not well known to the Middle-Eastern market, the translator will also have to account for cultural nuances when translating to properly convey the product messaging for this audience. Issues like these can take time for professional translators to address and therefore, need to be considered in order to complete a translation within a specified time frame.

Are there any regulatory issues? 

Companies involved in technical projects typically rely on experienced regulatory and compliance experts to monitor and advise them on ever-changing requirements abroad that impact exports. These may be either in-house compliance professionals or outside consultants. International or other local regulations touch on many areas of business and can include specific requirements for content translation.

Companies should always rely on experts for guidance as to what needs to be translated. Failure to do so could result in severe penalties that can be disruptive and delay your project indefinitely. Not knowing which content translation is required and failure to comply can carry serious business risks. Requirements may be limited or extensive, as language and content translation requirements vary depending on product type, product class, industry, and the worldwide locations in which your technical project will be used or shared.

What are the EU-specific regulations?

It’s critical that companies regularly consult with their professional advisors so they know exactly which specific documents, labels, and other communications need translation. For example, in the European Union (EU), if a product bears the CE mark, companies are required to translate all safety-related information into the official language of each country where it will be sold or distributed. This includes labeling, instructions for use, packaging, and user manuals.

Preparing Your Project Materials

Companies can minimize costs by preparing their materials for technical translation and providing certain tools for their translation services provider. The right input from your company can significantly speed the translation process, saving you valuable time and resources.

Provide a glossary or reference guide of key technical terms.

Before the translation project is to begin, prepare a glossary of key terms or a reference guide that defines and explains terminology that is specific to the project. Doing so will give the translation services provider a head start and provide greater clarity toward understanding key technical terminology unique to your industry, company, product, or service.

This will save time and help keep your technical translations accurate and consistent with your preferences. A key benefit of having a reliable technical translation partner is that they can help maintain this glossary or reference guide, incorporating new terms as necessary, and maintain consistency across company projects by keeping track of your preferred translations.

Work with your translation provider to build a company translation memory.

A good manufacturing translation services provider, that works on multiple projects for the same company, will retain translated files indefinitely. There are many benefits to this, particularly with respect to managing document version control and future updates. The translation provider should maintain a “translation memory” on behalf of your company to become increasingly efficient over time in completing your projects.

If discrepancies or uncertainties arise about which terminology is correct, the translation services provider can look back and see what terminology has been used previously. This will ensure accuracy and consistency, as well as money and time savings, in your technical translations going forward.

Prepare your documents according to the translation provider’s specifications.

Documents that are to be translated, especially documents containing technical information and terminology, must be written in a certain way to facilitate translation. Try these tips to help with clarity:

• Express only one thought per sentence
• Don’t embed text inside of images in your documents
• Avoid using words that have multiple meanings
• Leave a lot of white space for text expansion

These may seem like small things, but they can save time and funds on your technical translation project.Your technical translation services provider can give you more tips and suggestions for preparing your documents for translation. Most will ask for “live” versions of the original source files; they will also specify what kinds of document files they can or cannot use.

Have realistic expectations regarding technical translation services.

Quality translation is a professional service provided by specially trained individuals. Translators are not only proficient in the languages involved and trained in linguistics and translation, but they also typically have masters’ or other advanced degrees and specific industry credentials. To be effective, they must be fluent in the source language, native speakers of the target language, and vetted for their subject matter expertise. In short, they must be able to fully comprehend a company’s technical content in order to translate it properly.

Partner with an Experienced Technical Translation Services Provider

A good translation services company can not only provide high-quality translation services but will also work with a company to help sort through options and establish a budgeting process that works for each new technical translations project.

Comprehensive Technical Translation Services

ILS has vast experience when it comes to translating technical documents of every scope, and we can provide advice and assist with budget planning for documents like:

• Technical & User Manuals
• Maintenance Manuals
• Safety Documentation
• Software User Interfaces
• Material Data Safety Sheets
• Installation Guides
• Contracts & Patents
• Packaging & Product Labeling
• Multimedia Presentations & Training Materials
• Engineering Bid Specifications
• Product Data Sheets & Catalogs
• Marketing & Advertising Materials

A Trusted Technical Translation & Budgeting Partner

After handling technical translations for a company, an alert translation vendor should be able to identify patterns regarding a company’s translation needs and how they can impact budgeting for future technical translation projects. Their advice can save you time and money on future translation projects. So, don’t hesitate to ask for budgeting guidance and suggestions.

Whether you are planning for an immediate or future project, it is always helpful to consult your translation services provider as early as possible in the budgeting process. Their experience and advice can be invaluable when creating your documents and projecting costs for your technical translation project.

Bio:

Barb Sichel, Director of Business Development at International Language Services, Inc., has more than 30 years of business to business sales, marketing and management experience. She has been educating ILS clients about translations and assisting them with their multi-lingual project needs since 2006.

Check also:

• How Much Does a Swedish Translation Cost? Pricing Swedish Translations
• The Real Costs of Using Employees as Translators
• What Cheap English to Swedish Translation Really Costs You!
• Swedish Translation vs. Transcreation: Which Is Right for You? 
• When to Choose Machine Translation vs. a Professional Translation

If you want to tap into the Swedish business market, you’ll first need to earn their attention.

Breaking into new markets isn’t just about having in-demand products or filling a need. Rather, much of your success will how you adapt your company to their market.

Despite over a third of internet users being non-native English speakers, studies from Forrester Research show that website visitors will stay on a website longer if the content is in their native language.

Localization is the practice of making your website fit within a unique market. The language of the content, the images of the people, pop culture references, or common symbols can all provide the sense that your website was made with an audience in mind.

Take a look at four reasons your business should consider Swedish localization for your content marketing:

1. Localization Increases Sales

User language preferences in Europe have been studied at length. The resulting figures indicate that 90% of users will opt for a website version in their native tongue, regardless of whether or not they speak English.

Even more telling? A whopping 42% of users say they will NEVER do business with a company if the content isn’t in their native language.

2. Localization Offers a Competitive Advantage

Despite the benefits of Swedish localization, your competitors may be failing to capitalize on them. When you employ content localization, it gives you an obvious advantage over businesses trying to compete for your market but have yet to adapt their content.

And if your competitors DO have a localized website, they’re likely the ones to earn the business if you do not. You can upgrade your own content marketing to encroach on their market share.

3. Localization Offers a Native Appeal

Some companies are so thorough and effective at localization that it’s something of a shock to find out they’re not actually based in your home country.

The more you can blend with your target country’s culture, from imagery to linguistics to the arts and more, the better chance you stand of seeming like you belong in their business world.

4. Localization Strengthens Your Global Presence

Even if you’re only doing business in the U.S. and Sweden, localization can put you in a position of global prominence. It’s not easy taking a business across borders, but investing in localization shows that you have the business acumen to adapt to a new market.

And when you can do it once, you can do it again.
What To Do Next
Using professional translation services can help ensure that your content is properly adapted to the Swedish market. Rather than approaching translation word for word, professional Swedish translators take into account the way people talk and integrate language with culture to produce the desired results.

To learn more about localizing your content marketing for your Swedish customers, contact Tess to schedule a free consultation.

Check also:

• 4 Keys Steps For Translating Your Website From English to Swedish
• 6 Fundamental Tips for Website Localization to Reach Global Markets
• Why You Should Localize Your Website to Swedish?
• Things to Avoid When Translating a Website
• Things to Think of When Developing Localization Ready Websites

Long before the invention of AI and the internet, businesses relied on human translators to intermediate conversations in two different languages. The human element ensured that syntax, grammar, and context were properly transferred and that ideas were well-received.

Fast forward to today, where automated services like Google Translate are trying to pick apart textual data and transcribe them into other languages.

It’s a great concept on the surface. Finding a professional Swedish translator often took time and effort, so having a free translation service at your fingertips provide time- and money-saving benefits.

But let’s be realistic: what online translation services offer in terms of convenience doesn’t make up for their lack of accuracy.

Why Online Translation Tools Get a Failing Grade

If you’ve never used Google Translate before, this round-up of brand-killing translation fails should be proof enough that automated programs aren’t foolproof. Changing harmless vocabulary into words you wouldn’t say in front of your grandma can be damaging to a brand’s image.

What’s more, it makes it clear to your target market that you have no idea on how to speak their language, which also indicates you’re not tailoring your product or business to their needs.

Granted, Google isn’t the only online translation program out there, but others experience the same challenges. English to Swedish translation isn’t word for word, yet that’s how the majority of non-human services treat it.

As a result, you end up with an Americanized version of Swedish content that’s more suited to American culture.

Where the Professional Translator Can Fill the Gaps

There’s no substitute when it comes to using human English to Swedish translators. Professional Swedish translators pour time and energy into learning the linguistics of specific languages, as well as develop intel on subject matter like culture, branding, and lifestyles.

If you want to win over your international target market, you must be able to speak their language. This includes general linguistics, but it also means knowing the language they use on a daily basis, much like how we use slang in our society.

There’s a higher essence of quality and accuracy that most computer programs will never be able to compete with. When you create your content based around how they’re used to speaking, you’ve taken the first critical step in building international trust.

Yes, the Professional Swedish Translator Is Still Relevant!

Though many jobs and skills have gone the way of the buffalo in the digital era, the role of the professional translator is still largely relevant. An online translation service may be sufficient for locating a single word or phrase in another language, but it’s hardly reliable enough to provide large-scale translation services for business purposes.

And since businesses often have profits and a reputation to protect, there’s no reason to risk turning your translation needs into a potential PR disaster just to save a little time and money.

If you’re ready to meet the needs of your target market, contact Tess today to schedule a free consultation!

Check also:

• 7 Reasons You Need a Professional For Your English to Swedish Translations
• 10 Tips for Working Efficiently and Productively with a Professional Translator
• Is It Worth Hiring a Professional Swedish Translator for Your Marketing Materials?
• How Much Does Professional Swedish Translations Cost?
• How to Buy Translations from a Professional Translator – in 3 Easy Steps
• How to Spot a Subpar Translator?
• Save Money By Providing Key Info for Your Translator

KFC put a lot of time and effort into making sure that their Chinese launch went off without a hitch. This meant spending countless hours on translation, product testing, and market research. But, all this footwork did nothing to stop them from horrifically mangling the Mandarin-version of their slogan. Instead of telling consumers that their food was “finger lickin’ good,” KFC asked them to “eat their fingers.” While this issue was quickly fixed, it left a sizeable dent in KFC’s profits. You might be wondering where they went wrong. While they researched their target market, they failed to hire the correct language service professional. What KFC really needed was a transcreator.

WHAT IS TRANSCREATION?

Transcreation is a portmanteau of ‘translation’ and ‘recreation’. To transcreate is to take a source text and recreate it so it better resonates with members of a target audience. Unlike translators, who work to preserve the wording of the original text, transcreators attempt to mimic its tonality, emotionality, and impact. This often means that transcreators make drastic changes to the original content in the process.

WHAT TYPE OF CONTENT IS TRANSCREATION WELL-SUITED FOR?

Every localization project, regardless of scope, needs a great translator. But, sometimes, like with the KFC case above, that isn’t enough. That’s doubly true when dealing with creative or persuasive content. Word-for-word translations of such pieces often go right over the heads of people in other markets. If your content contains any of the following items, it might be time to call in a transcreator:

• Idioms and puns
• Humor
• Slogans and taglines
• Country-specific phrases
• Cultural references
• Persuasion
• Emotional appeals

Put simply, transcreators are to translators what copywriters are to writers. This means that transcreators come with their own unique skills and abilities.

FOUR THINGS EVERY GREAT TRANSCREATOR NEEDS

With that new skillset comes a completely different set of requirements. While we’ve discussed the qualities of a great translator many times before, we’ve never delved into the makings of a great transcreator. I think it’s time to remedy that. Here are four things I’d require from my future transcreators:

• WRITING CHOPS:

  As they’re the language-service industry equivalent of a creative writer, good transcreators have ample experience with the written word. To verify that they write well, you should start the conversation by asking for links to a web portfolio. If you have little knowledge of the language he or she works in, you can also ask your transcreator for concrete proof of their ability.

• ADAPTABILITY:

  Some content calls for a cool, professional tone. Other pieces, such as taglines or blog posts, require a much conversational style. Your transcreator must be able to roll with these sudden changes in voice and tone. To ensure that they have this ability, ask for a variety of samples up front. I would also suggest providing a list of the content types you’ll need translated. Doing that will stop you from finding out halfway through that your transcreator isn’t comfortable with your more technical content.

• KNOWLEDGE OF THE SOURCE AND TARGET LANGUAGE:

  Don’t hire a glorified copywriter with only passing knowledge of your target language. If you make that mistake, you’re going to end up with content that’s well-written but ineffectively translated. To ensure this doesn’t happen, ask to see a resume detailing the transcreator’s experience in your target language.

• DEEP FAMILIARITY WITH THE CULTURE:

  Transcreators have to do more than know a language. They have to live and breathe it. This familiarity with a target culture can make the difference between a poorly-written, ineffective piece, and a well-written, super-effective one.

• PASSION:

  Whether it’s your company’s niche or the transcreation process, you need to hire someone who’s truly excited for the project at hand. If not, his or her boredom will shine through every line of text. When you’re looking to tug on people’s heart strings, the last thing you want to do is put them to sleep. To gauge their interest, ask the transcreator why they applied to the job in the first place. Can any applicants who give a wishy-washy, or overly-generalized, response.

Please note that the above list is in no way exhaustive. You should always trust your instincts when making hiring decisions. As transcreation can cost a pretty penny, you need to ensure that you only hire people you feel comfortable with.

CONCLUSION

Transcreation is a vital part of any localization effort. Without it, your persuasive and creative copy will lose much of its punch. But, you should never hire a transcreator without carefully vetting them. Failing to do so can leave you, and your company, in some hot water. If you’re looking to have something transcreated for the Swedish market, you can contact me at tess@swedishtranslationservices.com. Please visit swedishtranslationservices.com to learn more.

Check also:

• 4 Types of Quality Assurance for Translators
• The Role of Translators in the Software Localization Process
• How to Spot a Subpar Translator?
• The Benefits of Choosing Swedish Translation Services

Google Translate and other machine translators have made a lot of progress since the Cold War. An internet browser can do in seconds what it once took a super computer to do in hours. This inevitable progress leaves many of my fellow translators looking like Chicken Little, always one news article from the apocalypse. The newest scare comes in the form of Google’s Neural Machine Translation and its use of deep neural nets. First introduced in 2016, this update to Google Translate uses probability to increase the accuracy of its translations. Journalists in various publications, including The New York Times and The Economist, have suggested that this newly updated version of Google Translate signals the end of human translation.

I had to know if this “deep learning” version of Google Translate was as revolutionary as those journalists claimed. Would it topple the translation kings like Deep Blue toppled the chess masters? Could it spell the end of human translation altogether? With these questions in mind, I decided to go ahead and test it out. And, I don’t think the sky is falling just yet.

WHAT DEEP REALLY MEANS

Before jumping into the test, I should clarify something here. Deep is an ambiguous word with multiple definitions. These run the gambit from “very intense or extreme” to “profound or penetrating in awareness or understanding.” When people hear that Google bought a company called DeepMind that specializes in “deep neural networks” many people assume that the word “deep” means wise. But, in fact, the word “deep” is being used in a more literal sense. These networks are deeper than their predecessors because they have 12 layers instead of two or three. This does not mean, however, that deep neural networks are any more profound than their shallower counter parts.

With that cleared up, I’d like to share a few of my personal beliefs about Google Translate.

THE SKINNY ON ME AND GOOGLE TRANSLATE

If you’ve been to my blog before, you’ve probably seen a post or two lamenting the quality of Google Translate. Every translator knows that Google Translate has little use outside of making funny internet videos. But, I quickly found that belief didn’t extend to the general public. Many otherwise intelligent people are enamored with machine translation, finding it above reproach. To some degree, I understand. It’s a free tool that speaks more than 96 languages. It’s also the closest many people will ever come to being bilingual.

As a linguist and lifelong translator, however, I do not believe that machine translators are above critique. Simply put, Google Translate is a piece of software which focuses on decoding, instead of understanding, the text put into it. Therefore, the result is typically a garbled, inelegant mess. As you’ll soon see, this still holds true for its newest incarnation.

THE TEST

To test the new and “improved” Google Translate, I translated three English phrases into Swedish and then back into English. What follows is a table of my results:

Original Phrase	Swedish Result	English Conversion	Critiques
Let Me Quarterback Your Transaction	Låt mig kvartalsbaksida din transaktion	Let me quarter behind your transaction	Google Translate does not pick up on cultural references. It also fails to realize that “quarterback” is a term from American Football that means “to lead.” As a result, the Swedish translation is gibberish.
One swallow does not make a summer	En svälj gör inte en sommar	A swallow (the verb to swallow food or drink) makes not a summer	Google mistakenly used the verb form of the word swallow. The resulting sentence structure is strange and literal
Well-written, well-optimized content is a wonderful way to build a reputation	Välskriven, brunn-optimerade innehållet är ett underbart sätt att bygga upp ett rykte	Well-written, optimized well (to get water from) content is a wonderful way to build a reputation	Google misinterpreted the adverb well for the noun well. As a result, the sentence becomes useless.

While Google Translate can bulldoze its way through simple, literal sentences, it’s practically useless for more creative, culturally-oriented texts. It not only tries to tell readers that swallowing is not key to summer, but that soggy pieces of paper drudged up from your well are a fantastic way to boost your website’s reputation. Though the addition of deep-learning will likely improve the software for the general user, it’s still lightyears away from replacing human translation.

CONCLUSION

A lot of translators are terrified of deep neural networks and what they mean for their job security. After testing them out, I quickly realized that there’s nothing to be afraid of. Much like the Google Translate that came before, this “improved” version is still horrible at picking up on subtlety and nuance. It will be years, perhaps decades, before a practical alternative to human translation becomes available.

If you don’t want your Swedish content coming out like the phrases in my test, you’ll need to hire a professional translator. You can contact me directly at tess@swedishtranslationservices.com or visit swedishtranslationservices.com to learn more.

Video killed the radio star. The car spelled the end of the horse-and-buggy. A lot of translators are starting to feel less like valued-professionals and more like unwanted antiques. Many of my peers are so frightened of developments like machine translation and AI that they cannot see its benefits. But, I understand such technological progress can be a boon to our industry and—by extension—you. Join me as I explore five technology Trends impacting the translation industry.

FIVE TECHNOLOGIES CHANGING THE TRANSLATION LANDSCAPE

• Artificial Intelligence (AI):

  The big machine translators are finally starting to realize how much value lies in artificial intelligence and deep learning. By connecting CAT with high-end recognition techniques, AI allows translators and project managers to recognize usage patterns. This results in quicker, more intuitive translations. The Product Owner at memoQ, Zsolt Varga, says that, “Machines will likely play an important supporting role to increase human productivity and value.” But, he’s generally pessimistic about its long-term impact. Others believe that AI will one day bring real-time translation into our grasps. Personally, I think that’s a long way off. Either way, I do expect to see more MT companies using AI and deep learning in their software.

• Convergence:

  Clients are demanding simplicity and speed. As Lukasz Rejter of memoQ puts it: “Clients, by default, do not really care about files, formats, structures, and workflow characteristics – they only deal with these because and when they absolutely must. From their perspective they have a text, a string, a file, an application or a site that they must localize – and they expect it to happen.” Clients don’t want to see their information bounce from CMS to CAT to email. They want everything managed in one easy-to-use environment. This has led to a rise of complete package solutions. In the past year, the lines between many translation processes have begun to blur. As these systems converge, we’ll all benefit from easier access, increased speeds, and easier automation.

• Improved CAT Experience:

  The translation and localization processes of today are a world apart from what they were 20 years ago. Back then, CAT tools were simply that: tools. They were designed to fulfill a simple need. As client demands grew more complex, however, providers rushed to fill in the gaps. Buttons were added. Dashboards doubled in size. This has resulted in CAT software that’s needlessly complex and nearly impossible for inexperienced users to navigate. In the future, I suspect that many CAT providers will release updates with more minimalistic, customizable interfaces. This will make it easier for translators to get their jobs done. I have one thing to say about that: Hallelujah!

• Cloud Computing:

  Everyone has their head in the clouds these days. Or, at the very least, most companies are interested in how cloud computing can help their company. And, many translators are starting to look at how they can use it for the localization process. When asked about the likelihood of the cloud taking over in the near future, one expert hypothesized, “Although cloud technologies are getting more and more popular, and we are using many of them in our daily work, in the translation business a complete take-over by cloud and SaaS technologies is a definite no-go anytime soon.” As cloud is less secure than other options, it’s unlikely that translators will ever be use it for super-sensitive translations. I do think, however, that translators and clients alike should take a look at cloud-based options. Cloud computing’s enhanced flexibility, improved scalability, and increased centralization are worth the effort.

• Videos and Augmented Reality:

  Sandor Papp, the Event Marketing Manager at memoQ, once said, “Our bet for a 2018 trend therefore is this: the year will see a significant increase in demand for video translations and we will also see translation providers adding items to their offerings to ride this wave.” I agree with him. From augmented reality platforms, such as Walmart’s 3D shopping experience, to YouTube videos, of which 300 hours of are uploaded every minute, multimedia content is becoming increasingly popular. To remain relevant, my colleagues are going to have to become more comfortable with video editing and other multimedia tools. As a marketing specialist, I’m already ahead of the curve on this one.

CONCLUSION

As you can see, translation is a field constantly in flux. Driven by changes in client demand, many providers are moving towards simpler, faster processes. As AI and AR become commonplace, translators are going to have to adapt to a future where their value truly lies in their ability to rise above the machines. Since none of these technologies can replace real translators, however, you’re likely still in the market for a great Swedish translator.

If that’s the case, you can go ahead and contact me directly at tess@swedishtranslationservices.com or visit swedishtranslationservices.com to learn more about my services.

Transcreation means taking a message written in one language and modifying it to better resonate with speakers of a different one. While this sounds a lot like what a translator does, the two terms are in no way interchangeable. While translation often focuses on mimicking the content of a document, transcreation focuses on recreating its effect. This often leads to the transcreator making significant changes to his or her source text. This difference, however, is just one of many. Read on to discover five other things that set translation and transcreation apart.

FIVE KEY DIFFERENCES BETWEEN TRANSCREATION AND TRANSLATION

1. Transcreation is Better Suited for Creative or Marketing-Oriented Copy:

   Translation is great for instructional and informative texts. One does not need to be Hemingway in order to teach someone in a different language how to assemble a barbeque grill, after all. In these sorts of texts, there’s not a lot of room for emotionality or nuance. In advertising, marketing, or fictional content, however, that’s not the case. A formulaic translation of Fido’s death, for example, might not evoke half as many tears as a transcreated one. A word-for-word translation of an English advertising slogan, on the other hand, might leave Swedish audience shaking their heads. So, when an emotional response or a purchase is your goal, transcreation is often the best choice.

2. Transcreators Are Writers:

   People who specialize in transcreation are often copy or content writers. This grants them a level of mastery over the written word that’s difficult to find in your typical translator. This also means that they can typically deliver the intended message of a client’s copy in a way that is more impactful than a straight translation. The fact that writing is their focus, however, often means that they’re rarely acquainted with the same groups and associations as translators. If you’re looking for a transcreator, I’d suggest starting with a writing association in the target market.

3. Transcreation Begins with a Creative Brief:

   Translation often begins the second the client sends the source text. Any initial meetings are typically brief and intended to hammer out terms such as cost and project deadlines. The transcreation process, meanwhile, starts with a creative brief. Instead of merely providing the source text and leaving the transcreator to their own devices, the client will have to furnish documents which clarify the tone, intent, and desired results of the intended copy.

4. Transcreation is More Expensive:

   Creating copy that sells takes time. Transcreators will likely spend hours researching the company’s industry, brand, and target market before they ever set pen to paper. This initial research will often be followed by two or three rounds of drafts. There is also a lot more back-and-forth between transcreators and their chosen clients. Simply put, transcreation is a process that takes a lot of time and energy. And, the transcreator must be compensated accordingly.

5. Transcreators Often Advise on the Look and Feel of a Piece:

   Aside from updating labels and captions, translators rarely interact with the more visual aspects of their source text. This is not true for transcreators. They are often in charge of helping clients adapt their branding and illustrations for their target market. A color that’s known to signify jealousy in Germany, for example, would not be suitable for the logo of a transcreated dating site. The best place to see this aspect of transcreation in action is on international book covers. The Chinese covers of Harry Potter and the Sorcerer’s Stone, for example, features a water-color design.

EXAMPLES OF TRANSCREATION

To help drive home the difference between translation and transcreation, I’ve scoured the internet for a few examples of the latter. While these examples showcase transcreation at its best, you should know that there are plenty of times where the opposite happened. So, be careful to vet any transcreator before hiring them. After all, they’re going to cost you a pretty penny.

• Spider-Man: India:
  

  Marvel was worried that the friendly neighborhood Spiderman would not do well in the Indian market. So, they completely revamped the comics before releasing them in the Indian market. In addition to changing Spider-Man’s name to Pavitr Pabhakar, they replaced any mention of New York with locations familiar to Indian readers. In this version of the story, his powers came from a spell laid by an ancient yogi instead of radioactive spider bite.

• Intel Brazil:
  

  Intel is a technology giant that specializes in computer chip design and manufacturing. To help them succeed in the Brazilian market, the company dropped its popular slogan, “Intel: Sponsors of Tomorrow.” Why? In Portuguese, this slogan implied that Intel would be slow to deliver on its marketing promises. Those in the Brazilian market are now pretty well acquainted with the updated version: “Intel: In Love with the Future.”

• Saab Sweden:
  

  You know I couldn’t leave this article without mentioning a great example of Swedish transcreation. In the 1990s, Saab launched a popular ad in the US with the tagline “Saab vs. Oxygen bars.” While these establishments were super popular in the US at the time, they were practically unheard of in Sweden. So, the marketing team went back to the drawing board. Knowing that the original advertisement was intended to imbue their cars with a sense of spaciousness, they changed their slogan to “Saab vs. Claustrophobia.” The new slogan resonated better with the Swedish market than any reference to an obscure American hangout space.

CONCLUSION

People outside of the language services industry think that the words translation and transcreation are synonyms; they’re not. While the former is ideal for ensuring that information transcends cultural barriers, it rarely merits creative freedom. When you need something creative, it’s usually time to call in a transcreator. This does mean, however, that you’ll have to come prepared with a heavier wallet, a creative brief, and an open mind.

Luckily for you, I’m not just a translator. I’m also a marketing specialist with ample transcreation experience. So, if you’re looking to have a slogan or advertising piece adapted for the Swedish market, you can contact me directly at tess@swedishtranslationservices.com. Please visit swedishtranslationservices.com to learn more.

Check also:

• How to Reach the Swedish Market with Transcreation
• Definitions of translation, localization, internationalization and transcreation
• Getting the Terminology Right: When to Use a Linguist, Interpreter or Translator