In the past, when clients were ordering a translation, they had just one service they could choose – straight-forward, plain-and-simple, regular translation. Nowadays, we are faced with a range of different terms and service offerings. There’s translation, localisation, transcreation, machine-translation post-editing, and of course, we also have the option to use fully automated solutions, and to decide whether or not we want to include a separate proofreading step.
This can make it difficult to know which option is right, especially if you are unsure how these different processes work in practice and what the differences are between them. To help make things easier, we’ve produced the following guide to the different options, placing them on a sliding scale from full automation on one end to super creative human transcreation on the other. This should help you understand what is involved in each step, making it easier to know which option is right for you and your text. Read on below to learn more:
FULL AUTOMATION
This is the cheapest and fastest option involving no human input at all. The text is fed into a machine-translationtool or an AI chatbot and the output is used as-is, with maybe a few tweaks being made to correct glaring errors that jump out from the page.
Obviously, the risk level is high with this option. There could be mistranslations and hallucinations in the text, and the tone of voice is almost definitely going to sound unusual and unnatural. Certain parts may also be ambiguous, unclear or difficult to understand. Even so, it’s still a useful option in certain low-stakes contexts, especially when time is short. For example, you might use it to translate an internal email or quickly get the gist of a document in another language. Translations produced using this method will not be suitable for wider circulation, however.
MACHINE-TRANSLATION POST-EDITING ($)
This is the next level up. Instead of using the machine-translation output as-is, the text is then reviewed and edited by a human linguist with expertise in the relevant field. The human reviewer will check for accuracy and correct any mistakes or hallucinations, and they may also change certain words to improve the tone or readability of the text. This allows them to work at a much faster pace and produce a translation both quicker and cheaper compared to the traditional method.
However, the important thing to keep in mind here is that the machine-translation creates a template based on the source text, and this cannot be changed. This means that the syntax and sentence structure created by the machine will be what you get in your final translation, and this may not always be the most natural or engaging option in the target language.
So, what does this mean in practice? Well, essentially, it means that MTPE is more suitable for texts that have a predictable structure or a more functional purpose such as legal agreements, terms and conditions and informational texts. It is less suitable for texts that need to convince readers and really appeal to them, especially texts used in marketing or sales. It is especially unsuitable for prestige texts that will be published and circulated widely, like brochures or websites, however these are all things that can be considered on a case-by-case basis.
Ultimately, the decision will usually come down to the client’s priorities. If speed and budget are paramount, then MTPE may be a good option, especially for predictable texts. But if it’s a flawless text you’re after and both budget and deadline are flexible, then human localisation may be the way to go.
HUMAN LOCALISATION ($$)
This is the next step up. When you choose this service, your text will be translated from scratch by a human linguist, and usually it will also be localised to your target market. This simply means that the language will be adapted so that it is culturally in line with the expectations of the target audience. Other details will also be adjusted, such as units of measurement and currencies, so that the text feels familiar and accessible to its readers. The degree of localisation can always be customised in line with client preferences, and this is something that will be discussed at the outset.
An important thing to consider here is that this option is not the low-tech approach – translators will still make use of AI and other translation tools to help them deliver faster and to produce the best possible level of quality. The difference is that they create their translations more freely rather than working from a predefined template. This means they can use more natural expressions and find more creative solutions to tricky turns of phrase, elevating the overall level of quality and producing something that sounds as if it was originally written in the target language.
TRANSCREATION ($$$)
This is the most tailored and elaborate option, and naturally this is also reflected in the price. The difference between translation and transcreation is that when translating, the linguist has to remain faithful to the original text. When transcreating, however, they have more freedom to take liberties so long as they stick within the confines of a client brief. In this sense, it is more like a combination of translation and copywriting.
This is a great option when you have a text that needs to be more extensively adapted for its new market. Imagine, for example, you are a Scandinavian design company about to launch in a new country. Your Scandinavian heritage is going to be a big selling-point in your new market, where the craftsmanship and values of this region enjoy a prestigious reputation and represent something exotic. However, this is something that your existing texts don’t highlight because they were written with a Scandinavian audience in mind. A transcreated text can therefore take the existing foundation and alter it to really emphasise these advantages, explaining certain concepts and anchoring them in a different way to give the text a new identity in its new market.
Transcreation therefore offers the greatest possible degree of flexibility, and it makes full use of our creative skills in order to produce something truly unique and engaging.
THE BEST OF BOTH WORLDS
As you can see from the suite of options above, it is not necessary to choose between human or machine translation. Rather, we can combine these two elements in different ways to produce different results, all depending on the text we have and the outcome we want to achieve.
A helpful way to think of it is like the difference between fast fashion and haute couture. Most of us have a bit of both in our wardrobe – we’ve got a few basic tees that we wear around the house, and then we have that expensive, designer piece we put on when we really want to make an impression. Your options here are the same. Sometimes we just need something quick and simple that will do the job, and other times we want something that really looks the part as well.
But remember – each text is different, and there is no one-size-fits-all answer that we can apply in every single case. To make sure you always get the best results on all parameters –budget, quality and time – make sure to choose a localisation partner you can dialogue with. That way, you can analyse each text together at the beginning of the process and be sure to always pick the right workflow.
And if you have any questions or doubts, you can always pick up the phone or fire us an email to discuss. So, what are you waiting for? Let’s take a look at your text and begin producing the perfect human-machine-hybrid solution today!
