To employ innovations like artificial intelligence (AI) and machine translation (MT) effectively and responsibly, localization experts must seamlessly integrate them into their processes while still ensuring that human expertise is driving the quality of the project.  

Few in the industry are better equipped to take on this challenge than a solutions architect (SA). Among their many responsibilities, which we outlined in an earlier post, solutions architects remain ever-mindful that any technology they use to augment any localization project has to complement human expertise—and not replace it.  

Let’s explore more about how an SA works to strike this essential balance between innovation and ethical localization. 

Ensuring Technology’s Positive Impact on Localization

Localization technology has the enormous potential to transform workflows on a broad scale. Solutions like AI-powered translation systems can reduce turnaround times and ingest large volumes of content, while automation can simplify repetitive tasks. Such upsides are undeniable, but even so, these tools can present challenges. For example, human overreliance on technology during the localization process runs the risk of losing cultural nuance, and lack of human oversight can lead to biased or inaccurate translations.  

Solutions architects circumvent these pitfalls by crafting workflows that incorporate technological innovation to enhance human proficiency. “The key to using AI and MT is balance,” explains Sara Rodríguez, a solutions architect at Terra. “We integrate these tools into workflows to expedite processes, but we always require human oversight to maintain the highest level of quality control.” 

For instance, MT has the capability to generate initial drafts of translations for high-volume content—of, say, a technical manual. A solutions architect will ensure that the MT was carefully and securely trained on industry-specific glossaries and quality standards so that the technology’s output is as cohesive and informed as possible. However, the SA will also ensure that linguists then join the workflow to further refine the MT’s draft for even stronger accuracy and cultural relevance.  

Similarly, a solutions architect might design a workflow in which AI accelerates various repetitive tasks, which frees professionals to focus on facets of localization that require creativity and cultural expertise. 

The Vital Role of Human Oversight

In the end, it is that very human creativity which is so essential to preserve, and which remains an irreplaceable factor in successful localization. Technology alone cannot deliver it. Human translators bring cultural sensitivity, context, and an understanding of idiomatic expressions to their work in ways that AI cannot replicate.  

At Terra, solutions architects bear this in mind as they ensure that human input and checkpoints are prioritized and utilized in every workflow. In addition, our SAs remain vigilant for any project-related ethical considerations that must be made for people who may be affected by the technologies in use. 

“We think a lot about the EU’s General Data Protection Regulation,” says Sara. “The right of end users to not be subjected to a decision based solely on automated processing should be enforced.” 

Conclusion

As technology continues to shape the localization industry, the role of SAs becomes more critical than ever. By leveraging AI and MT responsibly while safeguarding cultural integrity, solutions architects build trust and deliver meaningful, authentic global communication. Their efforts not only ensure successful localization, but also reinforce the vital human connection that lies at the heart of every project. 

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Localization projects are intricate in that they require a blend of linguistic expertise, technical know-how, and strategic vision. At the heart of any successful localization effort lies a pivotal role: the solutions architect (SA). An SA’s involvement goes far beyond initial setups, as Terra CEO Marina Ilari explains. “SAs play a very important role in building and maintaining long-term client relationships. They act as proactive, trusted partners who are committed our clients’ success.”  

Let’s explore the multifaceted responsibilities of solutions architects and their impact on long-term partnerships.  

Building a Foundation of Trust 

Throughout the localization process, trust between a client and its translation team is the cornerstone of a successful partnership. Projects often involve sensitive data and high-stakes outcomes, making it essential for both parties to be willing to build strong relationships from the start. SAs are instrumental in fostering this trust by prioritizing open communication and recognizing each client’s unique needs. 

“Genuine relationships with clients rest on trust and proactive conversations,” says Sara Rodríguez, a solutions architect at Terra. “An SA ensures that clients feel supported from the first day by taking the time to understand their concerns, aspirations, and preferences.” This personalized approach lays the groundwork for collaboration and ensures that clients feel confident throughout the process.  

Tailored Solutions for Every Challenge 

Localization isn’t a one-size-fits-all process. Every client has distinct goals and challenges, and it’s the job of a solutions architect to design workflows that address these nuances. From Translation Management Systems (TMS) to automation tools, SAs leverage a range of technologies to create scalable solutions. 

“We develop strategies to address bottlenecks in workflows, for example, or we’ll integrate technology like CAT tools,” says Sara. “I’ll often be working to streamline processes to meet a client’s business goals like market expansion or regulatory compliance,” she adds. 

By tailoring workflows to meet specific requirements, SAs ensure that translation projects achieve their immediate objectives, while also remaining flexible for any adjustments clients need to make in the future. For instance, by implementing secure TMS systems with role-based access and real-time quality checks, Terra’s SAs have helped clients manage high-volume, time-sensitive projects with confidence in the moment, while ensuring those same systems and checks will remain workable for clients down the line.  

Supporting Growth Through Continuous Optimization 

Delivering results is only the beginning of a solutions architect’s work. As they stay actively involved throughout the lifetime of a project, they provide support and refine processes along the way. This iterative approach not only boosts operational efficiency but also ensures adaptability in industries like gaming or healthcare, where localization needs can evolve rapidly. 

Soledad Coronel, one of our solutions architects, explains, “The goal is to apply industry best practices in design and development, which include design patterns, scalable architecture, and quality standards.” An SA’s commitment keeps workflows robust and adaptable so clients continue to meet their objectives. 

One notable example of effective continuous optimization that we executed at Terra involved a high-volume video game task that required localization into 15 languages under tight deadlines. The SA in charge developed a workflow that featured contextualization tools and automated checks throughout the life of the project, which resulted in our delivering high-quality translations on time.    

Language, Technology, and the Irreplaceable Human Touch 

In today’s localization landscape, technology is indispensable. But even with advances in AI and automation, the human element remains essential to the localization process. SAs know firsthand the subtleties of what human translators bring to the table, and in an increasingly tech-driven world, SAs reinforce the importance of the human touch by leveraging it in the right places. 

“Translators and linguists bring cultural nuances and idiomatic accuracy that machines can’t replicate,” says Soledad. “Our role requires us to understand that gap between human linguistic expertise and cutting-edge technical solutions, so we can effectively implement the strengths of both.”  

From automating repetitive tasks to managing the human element of complex workflows, SAs bring clarity and optimal efficiency to every project, all while staying true to the client’s vision.  

“Our work really demands a unique blend of cultural sensitivity, technical expertise, and strategic thinking,” Soledad adds. “And then, beyond understanding those tools, it’s about aligning those them with client objectives to deliver impactful results.” 

Conclusion 

The role of a solutions architect is pivotal to achieving successful and long-term client relationships in localization. By combining technical knowledge, cultural insight, and a client-first approach, SAs help businesses navigate the complexities of global markets with confidence.   

Their work not only addresses immediate project needs, but also lays the foundation for sustainable growth and continued success. For any organization aiming to excel in localization, partnering with a skilled solutions architect is a step toward achieving impactful and lasting results.

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Ethical Concerns 

There are a few different ethical concerns you will want to keep top of mind before using AI.  

1. Copyright and Ownership Concerns 

To properly train generative AI, you need a large amount of data. The source of that data is often public postings on the internet. This can lead to the inclusion of copyrighted material without proper authorization. The legal situation around the use of generative AIs is complex and often undefined. There is a significant risk of inadvertently using AI-generated content that may contain copyrighted elements, which could lead to legal complications. Therefore, it’s crucial to check the output for its origin and ensure it does not violate existing copyrights. 

2. Bias 

Generative AI models are trained on human-created content, which often includes inherent biases. As a result, AI sometimes produces biased, stereotyped, or even harmful outputs. While developers are working to mitigate these issues, achieving unbiased results is a challenging endeavor that may take years to perfect. Unlike humans, machines struggle to understand nuanced contexts, which makes it difficult for them to consistently produce fair and unbiased content. 

3. Confidentiality 

Given that AIs are trained on vast datasets, privacy concerns naturally arise. Issues like data breaches, unauthorized access, and improper collection, storage, and use of information are significant risks. Many AI systems are public-facing tools accessible to anyone without restrictions, which poses a considerable threat to confidentiality. Information inputted into these systems can potentially be used to generate responses to future queries, risking exposure of sensitive data. 

Practical Steps for Ensuring Ethical AI Use 

If you intend to use AI, these are some steps you can take to do so ethically.  

1. Check that AI Tools Adhere to Ethical Standards 

Before adopting any AI tool, ensure that it was developed with the four pillars of ethical AI in mind—privacy and security, transparency, fairness, and accountability. These pillars can guide your decision-making process and help you choose tools that align with ethical standards. 

2. Verify Data Sources 

AI tools often present information with equal certainty, regardless of its accuracy. It’s essential to fact-check their output for truthfulness and sound reasoning. You also need to confirm the content is ethically sourced and does not infringe on copyrights. Human oversight is crucial to avoid liability claims and ensure content accuracy. 

3. Develop and Update Company Policies 

Create and regularly update company policies regarding the use of AI in the workplace. Train employees on these policies to ensure they understand the ethical considerations and potential risks associated with AI use. Provide guidance on mitigating issues such as misinformation, privacy breaches, ethical and legal challenges, and bias. 

4. Review AI Outputs 

Review AI-generated content to ensure it respects cultural sensitivities and norms. Be aware of regional differences and gender sensitivities to avoid producing content that could be offensive or inappropriate. 

5. Consider Closed AI Systems 

For handling sensitive materials or information, consider using a closed AI system that is trained solely on your company’s data. This approach prevents your input from being used in public-facing AI models, helping to safeguard your confidential information. 

6. Maintain Transparency with Clients

Transparency is key to building trust with your clients and stakeholders. Keep them informed about the AI tools you use and the measures you take to ensure ethical practices. Being open about your use of AI and your commitment to ethical standards will enhance your credibility. 

The Takeaway 

The ethical concerns surrounding AI are critical issues that businesses must navigate as they integrate these technologies. It is paramount to ensure a solid and trustworthy AI-human collaboration, maintaining ethical standards to protect your business, clients, and community. Responsible AI use not only prevents potential legal and ethical pitfalls but also strengthens your reputation and trustworthiness in the industry. 

By understanding and addressing these ethical concerns, companies can harness the benefits of AI while minimizing risks and fostering a more responsible technological future. 

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The Evolution of the Translator’s Role 

Translators have always adapted to technological changes, from the rise of computer-assisted translation (CAT) tools and translation memories two decades ago to the more recent integration of machine translation systems. Now, AI has entered the scene, promising to streamline translation processes further. But rather than replacing human translators, AI is becoming part of an evolving toolkit that enhances the human touch. 

Today, translators are shifting away from purely linguistic tasks and are now managing AI-driven tools that combine translation memory, machine translation, and terminology databases. These advanced platforms enable translators to work more efficiently, maintaining consistency across large-scale projects. Instead of focusing on line-by-line translation, professionals are increasingly tasked with refining and contextualizing AI-generated content, especially in areas where AI struggles to capture cultural nuances and idiomatic expressions. 

While this new technology can handle the bulk of a translation, the human touch remains essential in ensuring the final product resonates with local audiences. This dynamic underscores the emerging partnership between AI and human translators, where technology augments human capabilities rather than replacing them entirely. 

A Radical Shift in Skills 

As the industry transforms, so too must the skill set of professional translators. Familiarity with AI and machine learning is becoming increasingly important, and translators are now expected to understand how to train and manage AI translation models. In addition to linguistic expertise, they must develop technical skills, ranging from using AI tools to analyzing data that informs the translation process. 

Moreover, the human element of translation remains crucial. Cultural sensitivity, deep contextual understanding, and the ability to adapt content for specific audiences are skills that machines cannot yet master. Translators who enhance their proficiency in these areas, along with the technical aspects of AI, will find themselves better positioned to thrive in this new landscape. 

Adapting to Change: A Necessity for Translators 

In a rapidly evolving industry, adapting to new technologies is vital. Those hesitant to embrace these innovations may find themselves falling behind as AI continues to revolutionize workflows. Conversely, translators who engage in ongoing professional development and learn how to integrate AI into their processes can increase their value to clients and extend their capabilities. 

Embracing change allows translators to not only maintain their place in the industry but also enhance their work quality and expand the scope of their services. Those who adapt will emerge as skilled professionals capable of balancing technology with the irreplaceable human touch. 

The Takeaway 

The world of translation is evolving quickly, but rather than viewing AI as a threat, it should be seen as an opportunity for growth. Human translators will always be essential in providing the cultural and contextual knowledge that machines cannot replicate.

The post The New Role of Translators in the AI Era appeared first on Terra Translations.

Sara Rodríguez, one of our solutions architects, describes her job as “an essential link between technological innovation and individual client requirements” in the language industry. Indeed, Terra’s SAs must extend themselves beyond the traditional scope of an IT role because their work calls for close collaboration with a broad range of specialists. Solutions Architect Soledad Coronel notes that for any given project, she’ll find herself in “intensive communication with linguists, translators, and localization experts,” meaning Terra’s SAs are constantly extending themselves beyond the scope of what many would consider traditional for an IT team member.

The Core Responsibilities of Solutions Architects 

Localization SAs design workflows, oversee these technologies, and ensure linguistic quality, making sure to balance both the technical and cultural considerations of any project. They handle everything from selecting translation management tools to automating workflows that streamline processes, all while upholding linguistic integrity. 

As Sara explains, “We build out customized solutions to optimize localization processes. We want to ensure that linguistic accuracy is preserved, even as we’re also focusing on maintaining technical fluency in file formats, translation tools, and automation systems.” Soledad adds that the work of the SA is to always put the client first. “Client satisfaction is paramount. Beyond any technical performance, we’re focusing on the linguistic and cultural quality of the translated content to ensure it meets client expectations.”

A Day in the Life of a Solutions Architect 

The daily work of an SA in the language industry is a combination of technical problem-solving and close collaboration with various teams to meet client needs. They start by analyzing client requirements, which can range from complex project specifications to quality benchmarks. 

“Our day-to-day involves managing multiple projects, customizing workflows, and adapting technical tools to meet unique client needs,” says Sara. “We balance technical demands with cultural considerations to ensure that each localization project resonates with its target audience.” This involves ongoing collaboration with project managers, linguists, and translators to monitor progress, troubleshoot issues through testing phases, and ensure the highest linguistic quality. 

The role also involves constant learning and adapting, which Soledad explains is an essential part of the process. “With evolving client demands and new tools emerging, we need to stay updated, evaluate the latest technologies, and think critically about how each one can add value to our projects.”

Key Skills and Knowledge Required for Success 

Success as a language-industry solutions architect requires a unique blend of technical, linguistic, and project management skills. A solid grasp of Translation Management Systems (TMS) and automation tools is essential, along with a familiarity with the distinct needs of the industry they’re serving—whether it’s video games, legal, medical, or another field. 

“A solutions architect has to be technically proficient and culturally attuned at the same time,” says Soledad. This balance ensures that localization projects are adapted to meet technical standards while aligning with the cultural nuances of the target audience. 

Moreover, in-depth knowledge of localization tools and multilingual content workflows is necessary to drive efficiency. SAs must also possess strong communication and problem-solving skills so they can facilitate smooth collaboration across teams and ensure that each solution integrates human expertise with advanced technologies.

Conclusion 

Solutions architects bring together the technical and cultural elements of localization as they design tailored solutions that align with both their client’s vision and the technical requirements of the process. By fostering strong relationships through personalized solutions and clear communication, they play a key role in helping businesses reach audiences meaningfully, effectively, and efficiently, on a global scale. 

The post An Insider’s Guide to the Role of a Solutions Architect appeared first on Terra Translations.

At Terra, CEO Marina Ilari and Executive Consultant of Innovation Belén Agulló García work in close collaboration with the entire team to ensure that technology is leveraged to enhance, not replace, the role that humans play in crafting tailored texts.  

“We embrace technological progress, but never at the expense of the personal stories, cultural awareness and creativity that we hold dear and that are central to shaping content that resonates with readers,” explained Belén. 

Striking a balance between technology and human expertise has been a core focus in Terra’s daily operations. Read on to find out how we draw the best from both worlds. 

Centering Human Expertise

“While we engage with advanced technologies, we aspire to promote an atmosphere that values the beauty of the human element,” Marina said. 

Technology accelerates workflows, but it’s our team’s creativity, cultural sensitivity and human insight that breathe life into every project and ensure that our localized content strikes the right chord with readers. Artificial Intelligence (AI) often reflects biases present in the data they are trained on and lacks the deep understanding of cultural context and linguistic subtitles needed for truly effective communication.  Our expert linguists leverage the awesome capabilities of technologies while also drawing on all their unique human knowledge to provide an unmatched level of quality.

Innovating with Integrity 

One clear example of innovation with integrity is our approach to using AI-assisted translation tools. While the potential for efficiency is tremendous, we have an ethical responsibility to the linguists and other language specialists who collaborate with us, so they decide when and how to utilize AI-driven solutions. By working closely with them before deploying any technology in a given workflow, we can make sure that the solution meets their expectations and is an actual aid—and not obstacle—in creating the best possible translations. When our experts decide to use these tools, they thoroughly review the AI-generated content to make sure that it matches cultural and contextual expectations. 

At Terra, our commitment to ethical technology has created a culture of trust and responsibility. By intentionally considering how the technology used impacts each collaborator, client, and community we serve, we’ve created an organization that prioritizes human values. This approach has not only enhanced the quality of our work by deliberately safeguarding human insight but has also strengthened client trust. Our clients know that while we use cutting-edge tools, the human touch that makes our service exceptional is never overlooked.

Fostering Trust and Responsibility

A human-centered approach to linguistic tasks fosters ongoing process evaluation and enriches the quality of the work we do. Each project is carefully crafted by expert linguists, who pour their cultural, emotional, and experiential insights into their work. In the localization of video game content, for example, our experts draw on their rich knowledge of the target language and culture to finely tune the game, so it resonates with the audience while remaining true to the original. This approach leads to high client satisfaction and certainty that the crafted content fits different market ecosystems while effectively capturing the brand’s voice.  

At the same time, guaranteeing that our final output is not biased by AI and represents the values of diversity and inclusion we passionately support and defend is a priority the team never compromises on. Human sensibilities are constantly changing, and by putting people at the center of our work, we ensure that localized versions are crafted to reflect the current values of each society.

Conclusion 

While technology, particularly AI, continues to transform the T&I industry, the role of human expertise is more valuable than ever. At Terra, creativity, judgment, and ethical considerations are not just complementary to technology, they are essential. As we move forward, it’s clear that human value remains at the heart of delivering meaningful, quality results that technology alone simply cannot achieve.

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What is Neural Machine Translation and How Does it Work? 

Neural Machine Translation (NMT) is an advanced AI technology designed to automatically translate text from one language to another. Unlike traditional translation methods that rely on predefined rules, NMT employs a neural network—a computer program that improves translation accuracy by considering the entire text’s context and learning from vast amounts of example data. 

NMT systems typically have two main components—one that reads and understands the original text and another that generates the translated text in the target language. This process mimics the human brain’s function, using interconnected nodes that enable the model to learn and enhance its capabilities over time. The ability of NMT systems to learn from context allows them to provide more fluent and coherent translations compared to older translation methods. 

What are Large Language Models and How Do They Work? 

Large Language Models (LLMs) are sophisticated AI systems designed to understand and generate human-like text. They are trained on vast datasets of text, which enables them to perform a wide range of language-related tasks beyond translation, such as text generation, summarization, and conversational AI. 

LLMs use deep learning techniques with multiple layers of neural networks. Each layer refines the model’s understanding of the data, employing an attention mechanism that focuses on specific parts of the input data. This process allows LLMs to generate text by predicting the next word in a sequence based on the input they receive, making them versatile in generating coherent and contextually relevant text. 

Pros and Cons of NMT and LLMs 

No technology is perfect, so let’s take a look at both the advantages and disadvantages of NMT and LLMs.  

The Takeaway 

NMT and LLMs represent significant advancements in artificial intelligence, revolutionizing how we approach translation and other language-related tasks. While these tools offer substantial benefits, it’s crucial to view them as complementary to human expertise, particularly in ensuring accuracy, cultural sensitivity, and nuanced understanding. Professionals should leverage these technologies to enhance their workflows while remaining vigilant to their limitations and the importance of human oversight.

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Keep reading for four tips on how you can streamline and optimize your translation workflow for maximum impact.  

Consider Automating Key Processes 

If you were to analyze your current localization workflow, you’d probably find that a lot of time is usually spent in manual processing. You should consider automating processes wherever it makes sense. Translation management tools are a great example of technology that can really come in handy. They ensure that your localization team stays effective, organized and connected. It’s easy to upload content and make all your modifications instantly, so you won’t experience any disruption in the workflow. Additionally, you can publish any content that is ready immediately, as well as manage more than one team at a go. Through this software, you will have easy access to various vital data anytime and from any device. All this information and more are conveniently stored in one place for quick reference. 

Set Up a Process for Queries & Feedback  

This may not seem obvious at first, but you need to have a process in place to handle queries and feedback efficiently. If there isn’t a clear process to handle the queries the translators may have for you during the project, or the feedback that you may have and needs to be implemented, the whole localization process can be delayed. We recommend creating centralized query sheets and a process for feedback implementation.   

Continue to Monitor and Improve   

Localization workflows are a constantly changing entity, especially in the modern world of business growth and advancement. As many aspects can come into play such as the scope of work, language pairs needed, formats, and volume, it is crucial to monitor how efficient the current workflow is performing to ensure success. This involves confirming that the quality is maintained and that new tools available for use are being properly investigated for how well they might mesh with or simplify existing components of the workflow. Thus, an up-to-date knowledge of both current and emerging software is necessary in order to maintain a streamlined workflow which offers maximum efficiency. 

Team up with an Experienced Localization Partner  

We can’t stress this enough, having the right partner matters. An experienced localization partner is able to design a workflow from scratch so that it meets your specific requirements and needs. They are also able to quickly adapt a workflow to accommodate changing needs.  
A great localization partner will be proactive in suggesting workflow tweaks that reduce time or money, or that at the very least improve the general experience people on the team are having with this workflow.

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TMS support  

A TMS helps the project management team automate and customize repetitive processes. For example, if they manage a large number of projects with identical requirements daily, TMSs offer templates that can save time and clicks. Furthermore, TMSs allow tracking and reporting. Reports are crucial because they inform stakeholders within a project about the exact volume and scope. Without data from reports, planning or scheduling is not possible. Some TMSs allow tracking other variables, such as time spent on editing, costs, and profitability.   

Most TMSs include powerful quality assurance tools and some even allow storing localization resources, like TMs, references, or term bases (TB). This is a big deal for project management purposes since it offers a built-in quality management solution for workflows while also offering data storage. Repositories are more common in cloud-based solutions and they help maintain resources classified and organized.   

A TMS can also feature vendor management solutions. This includes elaborating databases of vendors with detailed profiles where VMs and PMs can search and filter according to their needs.   

These are just a few of the ways how TMSs can support localization management teams. There are a wide variety of TMSs in the market aimed at different needs, products, and processes, that offer solutions for specific workflows.  

Manage businesses  

In the localization landscape, another type of software is a must when users are in need of organizing workflows and operations. When a business scales up and its processes grow and become more complex, BMSs come to their aid. Language Service Providers (LSPs) benefit from BMSs because these tools efficiently manage and monitor business operations, mainly by performing the following functions:  

• Comprehensive workflow and project management  
• Allocating and coordinating multiple vendors  

• Creating and storing databases of vendors and clients  
• Reporting and tracking multiple variables, such as profitability, services, types of projects, etc. 
• Invoicing  
• Project and vendor rating  

The main difference between a BMS and a TMS is that the latter also includes CAT tool functionalities, while the former doesn’t. Some BMSs are helpful across industries, yet some are customized specifically for localization workflows. Some companies even develop customized BMSs, like TerraSoft.  

Drawing the line  

While always useful and handy, spreadsheets fall short when businesses thrive and their data volume grows. TMSs and BMSs go beyond offering solutions for data storing, workflow tracking, or reporting. Their features also add value to the workflows LSPs manage and reduce potential risks. Counting on TMSs and BMSs ensures cross-checking of data, consistency across projects and time, data management, and thorough monitoring. 

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However, despite their indisputable value, using CAT tools has other implications that need to be taken into account when analyzing localization workflows and projects. 

Reluctance 

Project Managers (PMs) may have to deal with reluctance from some vendors or clients that don’t use CAT tools. Misconceptions about tools being a threat to translators’ jobs are somewhat frequent, or people may wrongly mistake them for auto-translation tools. The use of CAT tools can jeopardize the relationship with the reluctant party, and PMs may need to assess if the tool is a necessary piece of the process or discuss other possible options. 

Training and Specialization 

As useful and productive as they can be, it’s also true that in order to use CAT tools efficiently, users need a certain degree of training. This reduces potential issues and allows users to take the best advantage of all the resources CAT tools offer. In terms of feasible project allocation, PMs teams need solid supplier bases that are trained in translation tools. 

Creativity and Transcreation 

CAT tools are most likely to be inefficient in very creative projects, such as transcreation or localization of products or brands. This is because CAT tools offer a bilingual environment where the source text is displayed in consecutive rows so that users can export a translated text with an identical layout as the source text. But sometimes transcreating a marketing campaign implies changing completely the word order, the amount of text, or even the graphic design of a document or product, so CAT tools won’t be necessarily helpful in these scenarios. 

Row Focus 

Because of the above-mentioned row-organized work environment, CAT tools can make linguists focus on isolated sentences (rows), and not consider the sentence in its context. Furthermore, propagation of repetitions and 100 percent matches may also pass for approved content, without further review. The isolation of sentences may become an issue for creative or literary texts, where translation is not always straightforward and word and sentence order may even be changed. Yet it’s possible to counter it with specialized translators, thorough in-context reviews, and editing steps. 

Analytical Automation 

Analytical and information-based processes include automation, but this doesn’t imply ignoring the scenarios where frequent workflows or tools may not be the best solution. A broader scope for examining translation projects helps the management team to consider all the options available and choose collaboratively the one that best suits each localization need. 

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