Translations – Humans vs Robots

Posted by TP 28th December 2020 News and culture

News and culture


The debate over the superior approach to translating content for new markets has raged on for years.

Recently, the BBC recently posted an article entitled “Can computer translators ever beat speaking a foreign tongue?” which discusses the topic of the capabilities of tech-based translation applications vs the skills of a real person, fluent in the required language for critical content like instruction manuals, scientific journals and advertising.

As an international marketing specialist, this is a topic that’s particularly close to our heart!

The article summarises, that whilst there have been vast leaps forward in the technology – Machines still don’t have the capability to process sentiment and respond accordingly, and that “if you want to create a relationship with the reader, you need a human translator to make it sound natural and capture the sentiment”.

At Clickoo, we agree with this sentiment wholeheartedly – Many of our clients come to us following robo-translations gone wrong. We know that it’s critically important to understand the broader context when communicating with audiences in any language. Avoid falling into the same traps, by reading our tips for localising your advertising.

In fact, when it comes to advertising we believe in taking things to the next level. At Clickoo, we go beyond just applying human translations to our campaigns – Localisation vs Translation in advertising.

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