In today's global market, it's increasingly common for companies to create videos to promote their products or services. With the rise of digital marketing, video content is a powerful tool to reach a wide audience. However, when creating videos for a global audience, it's important to ensure that the message is conveyed accurately and effectively.
The use of artificial intelligence (AI) to translate dialogue into different languages for video production comes with a number of pitfalls. In this blog, we’ll explore the risks of relying solely on AI for video translation and the benefits of using human native speakers instead.
Lucy Williams from The Translator's Studio, wrote an interesting article recently: “10 Reasons to Use Professional Translation Services and Not Google Translate”. She discussed the fiasco involving the translation of the official tourism website of Santander, Spain. The decision was made to forgo human translators and employ Google Translate to translate the site into six different languages. As expected, the outcome turned out to be an international embarrassment.
AI Translation is Faster and Cheaper
According to the article on the El Español website, the officials at Santander Tourism claimed it was because they ran out of time. But the primary factor that motivates most organisations to choose machine translation over human translation is cost. Time constraints typically stem from inadequate project resources. However, relying on Google Translate to address these challenges is purchasing a lottery ticket, expecting it to be a solution to increasing debt; there's next to no chance of success but the convenience the tech promises is alluring.
The Secret about AI Translation
Organisations that effectively use machine translation have their own personalised translation engines. One cannot simply input any material and expect it to be accurately translated. Instead, the machine must be trained with vast amounts of data and glossaries specific to the use case.
Companies that produce vast amounts of text may opt to have human translators review and edit the results produced by a trained machine. This approach can prove to be cost-effective; however, no professional translator would willingly post-edit translations from Google Translate as it would take just as long as translating the material from scratch.
Check out this great article by Gwenydd Jones, an interpretor and copywriter, about her method of translating. "Human Translation vs Machine Translation".
AI Lacks Contextual Understanding
One of the biggest pitfalls of using AI to translate dialogue for video production is the lack of contextual understanding. While AI can translate individual words and phrases, it lacks the ability to understand the nuances and cultural context of language. This can lead to mistranslations, misinterpretations, and even offensive or inappropriate language.
For example, in English, the phrase “break a leg” is often used as a way of wishing someone good luck. However, when translated into some languages, such as Spanish or German, it can be interpreted as a curse or insult. Without the ability to understand cultural context, an AI may incorrectly translate this phrase, leading to confusion or offense.
Legal Liability
Another pitfall of relying solely on AI for video translation is the potential for legal liability. Inaccurate translations can lead to misunderstandings, miscommunications, and even legal issues. For example, if a healthcare training video is translated using AI and a healthcare provider misunderstands the translated instructions, it could lead to serious harm to the consumer and potential legal liability for the company that commissioned the video.
When producing training videos for healthcare professionals, deep understanding of terminology and concepts is required, as well as cultural nuances that can impact communication. Using a human native speaker with expertise in healthcare translation can ensure that the training videos are effective and comply with regulatory requirements.
Additionally, if a business is producing a marketing video that is translated using AI and it contains inaccuracies or offensive language, it could damage the company’s reputation and even result in legal action from offended viewers.
Lack of Emotional Intelligence
Another limitation of AI is the lack of emotional intelligence. Language is not just about words, but also about tone, inflection, and emotion. An AI may not be able to accurately convey the intended emotion behind a piece of dialogue, leading to a less impactful or even inappropriate video.
For example, in a video intended to be inspiring or motivational, an AI may translate dialogue in a flat or uninspiring tone, losing the intended emotional impact of the message.
The Benefits of Human Native Speakers
While AI can be useful for initial translations or for basic tasks, such as translating individual words or short phrases, the benefits of using human native speakers for video translation are significant. Native speakers have a deep understanding of the nuances and cultural context of language, as well as emotional intelligence, and can provide accurate and impactful translations for video production.
Legal liability is also minimized when using human native speakers for video translation. By using experienced translators who understand the legal implications of inaccurate translations, businesses can reduce the risk of potential legal issues.
Additionally, using human native speakers for video translation can help businesses connect with their audience on a deeper level. By understanding the cultural context and nuances of language, a human translator can create a more nuanced and impactful translation that resonates with the intended audience. This is particularly important in marketing videos, where the tone and message must be carefully crafted to resonate with the target market.
Conclusion
Don't let your video message get lost in translation, the importance of using a human native speaker cannot be overstated. Whether you are producing videos for legal or regulatory purposes, business communication, healthcare training, or marketing, accurate translation is critical. By using a human native speaker, you can ensure that your message is conveyed accurately and effectively, while avoiding legal liability and maintaining your brand reputation.
It's important to remember that translation is not just about language. It's about understanding cultural nuances, idioms, and colloquialisms that can impact how a message is perceived. By working with a human native speaker, you can ensure that your videos are effective and resonate with your target audience.
ThinkFrame Media provides a fast, cost-effective human language translation service. We can take your existing video and have it translated from English to one of over 100 languages or vice-versa, to closed captions, with 99% accuracy. Contact us today for a quote.