Companies with a presence in foreign markets face the challenge of communicating effectively on a global scale. Augmented translation is transforming international marketing by combining artificial intelligence with human experience and knowledge.

Augmented translation uses advanced algorithms to speed up the translation process, but it's not just about shortening the timelines. This technology allows better cultural adaptation in marketing materials. While machine translations can produce inaccurate or decontextualised texts that lack the creative essence of the source text, augmented translation uses artificial intelligence to provide alternatives, with the guarantee of human experts validating and perfecting the content. This is key in marketing content, where every word counts, and tone, style and cultural context determine the success of a campaign.

Traditionally, the best advertising agencies and marketing departments relied on editors and translators who were experts in their sector to create content aligned with their goals. Nowadays, AI has established itself as an essential tool in creative writing and transcreation. Large language models (LLMs) simplify complex tasks, allowing linguists to evolve into consulting and review roles.

This human validation remains essential: the final text must convey the intended impact of the source message and retain the brand voice. For large language models, these aspects remain difficult to understand. The text may be technically accurate, but it will lack the nuance and style that is essential for effective communication. Transcreation involves adapting the text, not just translating it. Emotions are subjective, and identifying and accurately representing them remains a challenge for AI, which cannot express them in the same way as a person who has been raised in a certain place with a particular lifestyle. For brands to get the best out of humans and machines in transcreation, the speed and efficiency of AI must always be accompanied by the creativity and expertise of a professional linguist.

One of the most important benefits of augmented translation is its ability to handle large volumes of content in multiple languages without sacrificing quality. Global campaigns often require the creation of localised versions of ads, websites and other marketing materials, and augmented translation allows companies to tackle this content by reducing delivery times, without losing the human touch.

For marketing directors, as well as those responsible for product documentation, this technology appears to be an efficient solution for conveying their messages correctly to international audiences.

At STAR, we see this tool as an essential resource in the internationalisation of brands and products. To find out how we can help you, please contact us.