When auto-translation goes wrong

When auto-translation goes wrong

 How many times have you viewed a website, or read an advert, that has been inaccurately translated into English and thought, “How could they get that so wrong?”

 The trouble is, when using auto-translation, it’s surprisingly easy to do.

 Online translation software doesn’t come without its benefits – after all it is fast, easy and free to use – but relying on it puts you in danger of making embarrassing mistakes (that you may not even be aware of), which can significantly damage your business.

 It affects how your potential customers or clients perceive your company – inaccurate translation makes your business appear ill-informed, unprofessional, and in some cases, even offensive. Putting you at risk of losing business, it’s hardly the reputation you want to build with your overseas customers.

 Is new software closer to providing flawless translation?

 There’s no doubt that translation technology is improving rapidly, and companies are investing vast amounts of money in machine learning and natural language processing.

 Skype, for instance, recently launched their latest real-time translation software, boasting voice-to-voice translations in 7 different languages.

 And there has recently been a move away from traditional, phrase-based statistical machine translation (as used by Google Translate), to artificial neural networks that are capable of learning metaphors and meanings rather than relying on literal translation.

 Yet despite this, inaccuracies - including random words being translated into obscenities, in the case of Skype’s hi-tech software - continue to occur. The trouble is, we are yet to create software that understands, recognises and translates languages to the same degree as the human brain.

 Challenges that continue to plague translation technology include:

 differences in the use of plurals, verb tenses, and pronouns

• some languages used gendered nouns while others don’t
• the source language may contain less explicit information than the target one
• while capable of providing good literal translations, software does not account for language subtleties

 When it comes to business, you have to be certain about what you are communicating to your audience, whether that’s through online content or direct marketing material, contracts or emails, portfolios or brochures – it’s essential for every aspect of how you do business. So imagine how damaging it can be if you get it wrong!

 What does a translation service provide that auto-translation software doesn’t?

 Using a translation and interpretation service that uses real people with genuine knowledge will provide you with reassurance and trust. Other benefits include:

 An understanding of colloquialisms

• An awareness of regional differences in language
• Specialist knowledge of the markets in which you are working
• Empathetic translation that resonates with your customers

 While translation technology certainly has its place, it also has its limitations – working above and beyond the capabilities of current software, professional translators can actively strengthen your business relationships and increase your customer reach abroad.

If you’d like help with translating material to drive your overseas business forward, get in touch with one of the team at Sally Walker, we’d be more than happy to offer advice. Email [email protected], Telephone 01179734742