How Humans Shape AI and Fuel Translation Technologies - Portada
25/01/2022

How Humans Shape AI and Fuel Translation Technologies

Major technological advancements are made every single day and the driving force behind these life saving and world altering advancements is always human. Machines are accelerating processes and providing alternative solutions for many of the repetitive and everyday tasks humans tire of, and the translation industry is no exception. However, not all tasks are repetitive when it comes to translation. For these automatized solutions to work and improve, the involvement of human linguists is imperative. It’s very important to acknowledge that behind any great machine is a super human. Let’s take a closer look at how humans are shaping AI and fueling translation technologies. 

Machine Translation

Machine translation technology has made massive strides in recent years. Long gone are the days of rule based machine translation. Thanks to the introduction of AI and machine learning, machine translation output quality has been improving at a faster rate. It’s worth noting that there are still limitations to this technology — limitations that require human intervention to overcome. In order for machine translation engines to learn, someone has to teach them. As a result, linguists must be involved both before and after a translation takes place. Linguists must “train” the engines to predict how a translator would proceed through post-edition work

Post-edition occurs when a human translator corrects the machine-generated text and provides explanations for each correction. They then explain why they decided to do what they did, which helps improve the machine translation’s capabilities. Next, engineers process this information and feed the engine with more data. The goal is that as time passes, less human interference is required to produce human-quality translations. To achieve this goal, more and more industry-specific machine translation engines are being created and companies now have the possibility of training machine translation engines for their use.

Transcription Services

In the case of transcription services, we’re seeing an increase in the use of speech recognition software. It’s important to pause here and draw a line between speech recognition and dictation. Dictation occurs when the speaker purposefully modulates and uses commands to be understood, which can be easier to decode because the speaker is usually intentionally clear. The difficult task is to decode speech when it’s not dictated, such as during a lecture or an interview.

Similar to machine translation, speech recognition software requires training. The developers of speech recognition software apps are collecting massive amounts of data from the users’ recorded sentences and correcting the transcribed text to train the software and make it more accurate when it comes to elements like accents, jargon, and speed. This is no easy task as no one human speaks precisely the same. Similar to how no two people are alike, deviations in speech patterns and accents must be taken into account. Any type of anomaly, like an accent, can cause speech recognition software to misinterpret certain aspects of a conversation. This is why having a human review of the output — no matter how powerful the technology is — is imperative. If you’re struggling to visualize this technology, pick up your smartphone. Often, when you get a new smartphone, you have to train your phone’s digital assistant (like Apple’s Siri) to recognize your specific voice. In many cases, the phone will only respond to your voice and won’t work for someone else.

The Takeaway

As impressive as machine translation and tools like speech recognition software are, they still require human supervision in order to achieve the best results. There are very necessary human touches that can take the content created by AI and make it more accurate and effective. The post-editing of machine translated texts and transcription QA checks are a necessary step a human linguist must take, as there are times when the sensitivity of the materials require that no risks are taken (such as with medical translation) and that humans are the ones making the important decisions.

10/01/2022

NEWS: Terra Translations Launches New Branding

While we’ve been working on an exciting project for over a year now, there is no time like the new year to reveal what we’ve been up to! Everyone at Terra couldn’t be more thrilled to welcome the new year with a brand refresh that we think our staff and clients will love!

Join us, as we share why we underwent this change, what the process looked like, and what it means for our clients.

Reasons for the change

Marina Ilari, CEO of Terra Translations, wanted to refresh our brand to ensure it shows the world who we are. “I’m so excited about the brand refresh because I think it truly represents who we are as a company with a dynamic, young, and innovative team,” Marina explained, “I think this shows more authenticity because it shows who we are as a team and I hope people that interact with us will see that as well.”

Colleen Beres, Director of Business Strategy at Terra, noted that a branding change is a key part of Terra’s evolution, “Terra Translations has been growing rapidly over the last few years,” Colleen said, “We are not the same company we were 10 years ago or even three years ago. So it was time for us to align who we are internally to what the world sees.” Colleen also expressed that this brand refresh is an opportunity for us to share our excitement and show the world that we are an innovative, fun, and collaborative place to be.

Building the new brand

Tracy from Savage Solutions, the strategic marketing agency that oversaw our rebrand, was there from start to finish to make sure our voice, brand architecture, and messaging better aligned with our updated brand. This rebrand was an extremely collaborative process between the Terra and Savage Solutions teams. “For me, as an art director, being part of meetings with Terra and then getting all the feedback from interviews, was essential because we take all of that into account to make sure that your messaging, your voice, and your tone really aligns with the visuals,” Tracy shared.

Tracy’s goal was to highlight our unique company culture, “You’re a large company, but you’re such a close knit like family vibe, and I wanted to make sure that that came out in the refresh,” Tracy said. 

Matt from Savage Solutions explained that the process to build a brand refresh starts off with a lot of discovery calls and research, “That’s where we get the true personality, the true feelings, the values, what the team believes in… that really flows into the messaging, into the voice, and into the core values, and mission statement, which ultimately, once we know what we sound like, what we believe in, the images, and the visuals just match that,” Matt explained, “So that whole process of discovery to final logo, final brand is really collaborative.”

While we’re thrilled with the rebrand as a whole, Marina is particularly happy with the logo that Savage Solutions developed, “The A and R are together almost like they’re holding hands and to me that speaks to partnerships,” Marina said, “It speaks to friendship, and that we’re in this together. And I really think that represents who we are at Terra when we’re working with you. We are holding hands together.”

Mariana Horrisberger, Business Development Manager at Terra, is particularly impressed with our new color palette and the custom doodles that Savage Solutions created for us. “I’m most excited about our new colors and our new doodles,” Mariana said, “I think that they’re going to let us be more creative and more expressive with our client-facing documents and even with the internal documents. I feel it’s just more authentic to who we are and I think it’s going to let us express ourselves more.” 

Mariana continued, “Our current clients can still expect the same level of quality and commitment to our work and to the level of dedication that we currently employ in every single project, but I also feel like our potential clients will see who we truly are and they will be able to see how we’re not just your everyday translation company, we are more human. We have our personalities and we let them show and we want our clients and our potential clients to see that too.”

Our partner

We collaborated with Savage Solutions on this rebrand, who we met through an organization we’re both members ofScale Up Milwaukee. Savage Solutions is a creative firm located in the Third Ward, Milwaukee, Wisconsin, mainly focusing on branding, establishing, or reestablishing brands. They spend most of their time repositioning brands out in the wild, whether online or in retail. 

When it comes to the Terra rebrand, Cory, Founder of Savage Solutions, explained that, “There was a modernization that had to happen from your visual aspect that you were already living and doing and breathing.” Cory’s goal was to push Terra forward, “The maturity of professionalism that the brand represented was one of the things that we wanted to make sure that we portrayed, but still having a little aspect of fun that goes along with it.” Upon connecting with Terra, Cory was surprised to see how much fun our team has as a virtual organization even though we all work remotely.  

“Because as an organization that is so virtually based, you guys still seem to find a way to have fun.” “We landed on a page where you guys are doing videos that just blew us away on the humor. It’s something that people might not think is humaneness and the personality that your brand had wasn’t being portrayed in the way that it was represented visually. So we wanted to bring out a little bit of that personality and a little bit of fun.”

What does it mean for our clients?

During our rebrand we refreshed our brand positioning statement to make it clear just how important the client experience is to us. 

“I think Terra and our clients are going to benefit from the brand refresh, because it truly feels authentic to us,” Mariana said, “I want our clients to look at the new website and go, this is totally you guys…So I’m really excited about getting feedback from our clients and a lot of teammates as well.”