AI and machine translation have come a long way in recent years – and for basic, everyday texts, tools like mine can save you time and money. But they’re still no substitute for a specialised human translator, particularly when it comes to the following:
 

Creative adaptation: Some texts – especially marketing copy – call for much more than just accurate translation. They need to be reimagined for a new audience. This means capturing the intent and tone of the original text while rewording the message so it feels natural, compelling and relevant in the target language. A skilled translator has the linguistic instinct and creative judgement needed to adapt taglines, rewrite headlines and rework context-specific elements to ensure your message lands with the desired impact.

​

Tone, nuance and cultural sensitivity: Even if the translation is technically correct, AI-generated output often misses the mark when it comes to tone, nuance and cultural sensitivity. What sounds neutral in one language can come across as blunt, overly formal or awkward in another – or even cause offence. Human translators are skilled at navigating these subtleties. We interpret the context and know when to soften a message, when to keep it direct, and how to avoid cultural missteps. This kind of judgement is essential when adapting content for international audiences – especially in the fields of marketing and corporate communications.

​

Subject-matter expertise: Some texts are simply too specialised for general translation tools – or even generalist translators. High-stakes content includes industry-specific terminology and technical language that call for deep knowledge of the subject matter. Specialised translators  draw not only on years of translation experience, but also on relevant work or academic backgrounds in their areas of expertise. This combination of linguistic skill and real-world insight results in translations that are not just accurate and appropriate, but also trusted and understood by experts in the respective field.
 

Consistency and accuracy: Machine translation may be fast and cheap, but it often lacks consistency – especially across longer texts or related projects. Terminology can be inconsistent, formatting may go awry and important details are often translated out of context. What’s more, the translations themselves can sometimes be completely wrong. Left unchecked, these issues can confuse your readers, damage your reputation and ultimately cost you money. A skilled human translator will ensure your content is accurate, consistent and on-brand, so you can publish it with confidence and show that you care about quality.
 

So, while AI translation is great – and very much in vogue – there are times when you really do need a human touch, whether to translate your text from scratch or to post-edit a machine-translated version. And that’s where I come in...