It’ll come as no surprise to anyone that anything to do with creating and maintaining a web or digital platform presence in 2025 is being modified by two letters – AI. Artificial Intelligence is touching every industry as it emerges as the technical beast that, when tamed, can put any company at the top of its sector. As Forbes puts it “AI is no longer a vision of the future; it is the driving force of the present”.
As a Language Service Provider (LSP), we are embracing AI and using it every day within our work streams to help our clients remove linguistic barriers and operate in a global marketplace. Not many places is this technological revolution more prevalent than with the translation of websites.
Your website, or your app, is your virtual shop window and there’s no point in engaging with a new audience unless it’s spot-on.
There’s a lot of technological tools, mostly led by some form of AI, that can help you make your website work for you in a new language. Here are the top five emerging technologies that we see shaping the rest of the year and beyond in website translation.
One of the biggest ways AI is revolutionizing web translation is in the area of quality assessment. It does this by using real-time evaluation tools. This speeds up the process without jeopardizing quality.
This quality estimation technology analyzes Machine Translation (MT) outputs, pinpointing areas that require human post-editing.
This approach streamlines workflows by allowing human translators to focus solely on segments needing refinement.
You can see how this improves efficiency and reduce costs. It enables you to manage large volumes of content while maintaining high-quality standards.
Your brand is your reputation, your look, your way of doing business, what you stand for and, basically…you. It has to be protected at all costs. And when heading into new markets it may have to be adapted, but it has to remain “you”.
Keeping a consistent brand voice across multiple languages is crucial for global businesses, but it’s not always easy to do. AI now has tools that are trained using your existing content, ensuring translations align with your brand’s tone, terminology, and messaging.
This customization preserves brand identity and also makes content favourable to local audiences. Things don’t just feel translated, they feel localized and with a bit of human oversight they’ll feel totally authentic to your new market, enhancing trust and building on-the-ground engagement.
The dynamic nature of digital content necessitates flexible translation processes. There’s not a one solution that works for all types of digital content and platforms. The magic bullet is having workflows that are adaptable to the end goal of the content.
Are you providing legal or medical information? Is your website an ecommerce platform? Are you housing technical documents and information? Are you selling real estate or holiday packages? Each industry has its own needs with different types of content.
AI-driven adaptive workflows adjust in real-time based on content type, quality requirements, and urgency. For instance, critical legal documents may undergo thorough human review, while routine updates or archiving are efficiently handled by AI with minimal oversight. This adaptability ensures timely and cost-effective localization efforts.
One of the biggest barriers to working in a multi-lingual business is the time it takes to translate conversations and the nuances in spoken language that are missed unless a human translator is present.
Seamless conversation between languages is something that linguistic technology is constantly looking to improve and consistently making gains in.
Real-time translation technology has advanced significantly, which has led to virtually seamless multilingual communication. The big players in business video platforms, like Zoom and Microsoft Teams, have integrated AI tools that facilitate live voice-to-voice translation, breaking down language barriers during virtual meetings.
This technology is becoming indispensable for global businesses, enhancing collaboration and understanding across diverse teams.
Gone are the days where the best websites delivered an amazing, singular customer experience. It’s not good enough anymore. Your customers want to know that you’re speaking directly to them and customizing their experience on your platform to their needs. And if you don’t do it, your competitors will.
Customers increasingly not only want, but expect, personalized digital experiences in their native language. AI can help businesses to deliver tailored content that adapts to individual user preferences, including language, cultural nuances, and regional dialects.
This level of personalization creates deep customer engagement and loyalty. It keeps your customers with you even when price points change, or there are adverse conditions in your industry. It shows you care and that you’re culturally aware and customer-centric.
So, what’s emerging that’s going to make life easier and more cost effective in 2025 and beyond? In a nutshell, AI. But, just as you say leave it to AI, it’s still only as good as the people bringing it to the table and putting into your growth strategy.
You have to know how to use it to benefit your specific business. The best way to do that is to partner with a good LSP who’ll guide you exactly to where you want to go.
Are you looking for a partner to help you get your website translated into new languages? If so, we’d love to talk to you. Consultations are free and there’s no obligation. You’re in safe hands with us as we’re ISO 17100 and ISO 9001 compliant, have over twenty years of professional translation experience, and have earned the trust of organizations around the world.