Artificial Intelligence has the capability of changing industries forever and leading them towards digital transformation. It has also shown promise in the field of translation and localization. This has led to businesses getting the opportunity to target new markets across borders.
Let’s understand how AI performs localization to optimize digital content and improve customer satisfaction beyond translation.
How AI Performs Language Translation
AI in language translation uses machine learning algorithms to comprehend the meaning, relationship and context of words and phrases. Within data science, this particular approach for language translation and localization is defined as Neural Machine Translation or NMT. In this ML model, the AI interprets the content it is given and predicts the correct sequence of words it will require for translation.
NMT has remarkable potential when it comes to understanding the meaning of the source sentence and using its vast interlinked neural network for the final translation. NMT has achieved remarkable accuracy in translation. This sets it apart from previous versions like ‘Phrase-based MT’ or ‘syntax-based MT’ in 3 key ways:
- Better End-to-end training
- Greater presentation of word and phrase similarities
- Improved utilization of context
AI for Localization: Delivering Multi-Channel Experience
Taking into consideration the dynamic nature of consumer demands globally, NMT offers great promise for the digital landscape. As their purpose is to improve customer interactions, machine learning development services and NMT are being implemented across many global businesses like call centers, news outlets, e-commerce and online learning platforms.
For marketers, simply translating a website is not the endgame. Marketers need to ensure the entire content is specifically localized to deliver an enhanced and consistent customer experience across various different channels. But we are a long way off from completely replacing human translators and linguistics. However, to achieve the most impact and improve business performance is to use a combination of both: machine and human expertise when it comes to translation and localization.
Benefits of Employing AI for Localization and Translation to Businesses
The implementation and applications of AI in localization and translation has several benefits ranging from lower operational cost to enhanced customer experience. Moreover, it is also considerably less expensive to deploy NMT models in websites, web-based apps, mobile apps and across social media platforms.
Using AI for translation and localization provides a range of benefits including:
- increasing your reach
- consistency and uniformity in messaging to your internal and external audience(s)
- Customizing an accurately translated document to adhere to the target audience’s culture and nuances.
However one of its main benefits is its potential for increasing customer reach and acquisition. Especially in the case of targeting new audiences where their native language can only reach certain geography, customizing and localizing to several local language nuances and customs will be more effective and improve relevance within the reader or listener. Additionally, localizing content to a relevant scenario, improves the retention or recall of content by the target audience, especially when it is tailored to local cultures.
Deploying AI for Localization and Translation
Due to the vast amount of digital content and online customers, there is a need among businesses for digitization and localization, now more than ever. Using AI-based Natural Language Processing and sentiment analysis models, allows developers to explore the applications of AI for translation and localization.
Here are a few online business operations that can benefit from using AI for localization and translation:
1) Localized eCommerce Platforms
E-commerce businesses now have the opportunity to target new markets and drive up sales using neural networks for accurate and mindful localization. The ability of AI to convert numbers to digits in their spoken form assists users and customers in making faster buying decisions, which accelerates return on investment.
2) Customized Chatbots
AI-powered chatbots have become quite popular recently and a vast majority of businesses are adopting the technology to automate their customer interactions. Now AI has the ability to make accurate contextual conversations by translating responses to the local language for better user engagement.
3) Optimized Websites and Mobile App
Many brands spend millions on simply improving the original site’s SEO and end up neglecting the importance of optimizing their translated website(s). Marketing experts agree that it is very important to localize translated websites not only for the purpose of creating uniform content but more importantly, adhering to cultural sentiments, idiomatic correction and punctuation. Using data-driven training, AI is able to effectively identify and correct these errors than humans.
