In recent years, the rapid advancements in artificial intelligence (AI) have significantly transformed a variety of industries. From automating repetitive tasks to streamlining complex workflows, its impact is broad and undeniable. The translation industry, in particular, felt this shift as AI-powered tools begin to shape how translation services are managed and executed. While these innovations are revolutionizing the field, they are also transforming the role of translators, boosting productivity and creating a need for new skills and expertise.
The Evolution of the Translator’s Role
Translators have always adapted to technological changes, from the rise of computer-assisted translation (CAT) tools and translation memories two decades ago to the more recent integration of machine translation systems. Now, AI has entered the scene, promising to streamline translation processes further. But rather than replacing human translators, AI is becoming part of an evolving toolkit that enhances the human touch.
Today, translators are shifting away from purely linguistic tasks and are now managing AI-driven tools that combine translation memory, machine translation, and terminology databases. These advanced platforms enable translators to work more efficiently, maintaining consistency across large-scale projects. Instead of focusing on line-by-line translation, professionals are increasingly tasked with refining and contextualizing AI-generated content, especially in areas where AI struggles to capture cultural nuances and idiomatic expressions.
While this new technology can handle the bulk of a translation, the human touch remains essential in ensuring the final product resonates with local audiences. This dynamic underscores the emerging partnership between AI and human translators, where technology augments human capabilities rather than replacing them entirely.
A Radical Shift in Skills
As the industry transforms, so too must the skill set of professional translators. Familiarity with AI and machine learning is becoming increasingly important, and translators are now expected to understand how to train and manage AI translation models. In addition to linguistic expertise, they must develop technical skills, ranging from using AI tools to analyzing data that informs the translation process.
Moreover, the human element of translation remains crucial. Cultural sensitivity, deep contextual understanding, and the ability to adapt content for specific audiences are skills that machines cannot yet master. Translators who enhance their proficiency in these areas, along with the technical aspects of AI, will find themselves better positioned to thrive in this new landscape.
Adapting to Change: A Necessity for Translators
In a rapidly evolving industry, adapting to new technologies is vital. Those hesitant to embrace these innovations may find themselves falling behind as AI continues to revolutionize workflows. Conversely, translators who engage in ongoing professional development and learn how to integrate AI into their processes can increase their value to clients and extend their capabilities.
Embracing change allows translators to not only maintain their place in the industry but also enhance their work quality and expand the scope of their services. Those who adapt will emerge as skilled professionals capable of balancing technology with the irreplaceable human touch.
The Takeaway
The world of translation is evolving quickly, but rather than viewing AI as a threat, it should be seen as an opportunity for growth. Human translators will always be essential in providing the cultural and contextual knowledge that machines cannot replicate.
In the language industry, the role of a solutions architect (SA) serves as a bridge between innovative technology and the specific, nuanced needs of clients seeking localization solutions. This role differs from SAs in IT, where the focus might rest solely on system design and technical integration. In localization, SAs must grasp the intricacies of multilingual workflows and cultural contexts to ensure their work is not only accurate, but also culturally relevant.
Sara Rodríguez, one of our solutions architects, describes her job as “an essential link between technological innovation and individual client requirements” in the language industry. Indeed, Terra’s SAs must extend themselves beyond the traditional scope of an IT role because their work calls for close collaboration with a broad range of specialists. Solutions Architect Soledad Coronel notes that for any given project, she’ll find herself in “intensive communication with linguists, translators, and localization experts,” meaning Terra’s SAs are constantly extending themselves beyond the scope of what many would consider traditional for an IT team member.
As Sara explains, “We build out customized solutions to optimize localization processes. We want to ensure that linguistic accuracy is preserved, even as we’re also focusing on maintaining technical fluency in file formats, translation tools, and automation systems.” Soledad adds that the work of the SA is to always put the client first. “Client satisfaction is paramount. Beyond any technical performance, we’re focusing on the linguistic and cultural quality of the translated content to ensure it meets client expectations.”
A Day in the Life of a Solutions Architect
The daily work of an SA in the language industry is a combination of technical problem-solving and close collaboration with various teams to meet client needs. They start by analyzing client requirements, which can range from complex project specifications to quality benchmarks.
“Our day-to-day involves managing multiple projects, customizing workflows, and adapting technical tools to meet unique client needs,” says Sara. “We balance technical demands with cultural considerations to ensure that each localization project resonates with its target audience.” This involves ongoing collaboration with project managers, linguists, and translators to monitor progress, troubleshoot issues through testing phases, and ensure the highest linguistic quality.
The role also involves constant learning and adapting, which Soledad explains is an essential part of the process. “With evolving client demands and new tools emerging, we need to stay updated, evaluate the latest technologies, and think critically about how each one can add value to our projects.”
“A solutions architect has to be technically proficient and culturally attuned at the same time,” says Soledad. This balance ensures that localization projects are adapted to meet technical standards while aligning with the cultural nuances of the target audience.
Moreover, in-depth knowledge of localization tools and multilingual content workflows is necessary to drive efficiency. SAs must also possess strong communication and problem-solving skills so they can facilitate smooth collaboration across teams and ensure that each solution integrates human expertise with advanced technologies.
Conclusion
Solutions architects bring together the technical and cultural elements of localization as they design tailored solutions that align with both their client’s vision and the technical requirements of the process. By fostering strong relationships through personalized solutions and clear communication, they play a key role in helping businesses reach audiences meaningfully, effectively, and efficiently, on a global scale.
Rapid advancements in technology, particularly in AI, are shaking the foundations of nearly every sector. In the language industry, AI is transforming how language service providers approach projects and deliver value. And while machine translation tools have become increasingly reliable in recent years, providing more accurate and fluent translations, human intervention is still essential in evaluating the usefulness of these technologies, integrating them into workflows and addressing their blind spots to achieve top-notch results.
At Terra, CEO Marina Ilari and Executive Consultant of Innovation Belén Agulló García work in close collaboration with the entire team to ensure that technology is leveraged to enhance, not replace, the role that humans play in crafting tailored texts.
“We embrace technological progress, but never at the expense of the personal stories, cultural awareness and creativity that we hold dear and that are central to shaping content that resonates with readers,” explained Belén.
“While we engage with advanced technologies, we aspire to promote an atmosphere that values the beauty of the human element,” Marina said.
Technology accelerates workflows, but it’s our team’s creativity, cultural sensitivity and human insight that breathe life into every project and ensure that our localized content strikes the right chord with readers. Artificial Intelligence (AI) often reflects biases present in the data they are trained on and lacks the deep understanding of cultural context and linguistic subtitles needed for truly effective communication. Our expert linguists leverage the awesome capabilities of technologies while also drawing on all their unique human knowledge to provide an unmatched level of quality.
Innovating with Integrity
One clear example of innovation with integrity is our approach to using AI-assisted translation tools. While the potential for efficiency is tremendous, we have an ethical responsibility to the linguists and other language specialists who collaborate with us, so they decide when and how to utilize AI-driven solutions. By working closely with them before deploying any technology in a given workflow, we can make sure that the solution meets their expectations and is an actual aid—and not obstacle—in creating the best possible translations. When our experts decide to use these tools, they thoroughly review the AI-generated content to make sure that it matches cultural and contextual expectations.
At Terra, our commitment to ethical technology has created a culture of trust and responsibility. By intentionally considering how the technology used impacts each collaborator, client, and community we serve, we’ve created an organization that prioritizes human values. This approach has not only enhanced the quality of our work by deliberately safeguarding human insight but has also strengthened client trust. Our clients know that while we use cutting-edge tools, the human touch that makes our service exceptional is never overlooked.
Fostering Trust and Responsibility
A human-centered approach to linguistic tasks fosters ongoing process evaluation and enriches the quality of the work we do. Each project is carefully crafted by expert linguists, who pour their cultural, emotional, and experiential insights into their work. In the localization of video game content, for example, our experts draw on their rich knowledge of the target language and culture to finely tune the game, so it resonates with the audience while remaining true to the original. This approach leads to high client satisfaction and certainty that the crafted content fits different market ecosystems while effectively capturing the brand’s voice.
At the same time, guaranteeing that our final output is not biased by AI and represents the values of diversity and inclusion we passionately support and defend is a priority the team never compromises on. Human sensibilities are constantly changing, and by putting people at the center of our work, we ensure that localized versions are crafted to reflect the current values of each society.
Conclusion
While technology, particularly AI, continues to transform the T&I industry, the role of human expertise is more valuable than ever. At Terra, creativity, judgment, and ethical considerations are not just complementary to technology, they are essential. As we move forward, it’s clear that human value remains at the heart of delivering meaningful, quality results that technology alone simply cannot achieve.
A lot of decision-making goes into the successful localization of audio content. What type of dubbing should be used? Which vocal ranges, tones, and accents should the talent be able to perform? What audio timing constraints need to be set? When these questions—and others—are answered thoughtfully, the localized content is far likelier to resonate with the target audience.
Are you considering audio localization for your next project? Here are six important tips to keep in mind when you put in your request.
1. Know the Purpose and Intended Use of the Audio
You can start your localization team off on the right foot by clearly defining the purpose of your audio. Are you localizing audio for a video, or for a standalone file? If you require audio for a video, the timing must synchronize with the lip movements of the actors on screen, or otherwise align with visual cues. Your team will know up front, then, that part of their task will be the crucial work of script adaptation, to ensure the audio’s run time is perfect. In contrast, standalone audio, which serves media like product tutorials or slides for an e-learning course, may require different pacing and style, especially if used in a device interface. These considerations about the nature of your project, which you can think about up front, can help your localization team tailor their approach to your specific needs from the very start—ensuring a faster turnaround, and, even more important, ensuring that the content serves its intended purpose.
2. Note the Value of a Detailed Script
A detailed script serves as the basis for the recording, and it is key to ensuring that both the translation and the recording meet any time constraints. For instance, if the video has movement or visual cues, the audio must correspond to them precisely. However, if the video involves static images, the audio timing can be more flexible. Either way, a script, which lays out the words to be recorded, can also signal the nuances that will require a particular treatment or adjustment in the adaptation.
If you don’t have a script that you can share with your localization team, don’t worry. Truth be told, it’s not all that common for clients to come with scripts in hand for the audio or video files they need localized. If that’s the case for you, too, your language partner can step in to transcribe the source content. Just keep in mind that making yourself available to work closely with your localization team on this step can make the overall production process more efficient, and the result more polished.
3. Prepare to Weigh in on the Right Voice Talent and Accent
Choosing the right voice talent for a project is one of the most important elements of audio localization, and you will have the final say in this selection process. As you consider the options that your language team has shared with you, it’s important to keep in mind that factors such as gender, age, regional variant, and accent play a significant role in conveying authenticity and connecting effectively with the audience. This is especially true for marketing or e-learning pieces, in which the voice’s “personality” and ability to be engaging are crucial.
Why do regional variants matter? Consider languages like Portuguese or French, which are spoken differentlyfrom region to region. Brazilian Portuguese isn’t identical to European Portuguese, just as Canadian French isn’t the same as European French. Selecting the right variant becomes paramount, since each one features unique vocabulary and nuances that impact audience engagement.
Similarly, accents also influence audience response, as they can signify a character’s regional or social identity or even add humor. However, these subtleties in one culture don’t always translate well to others, and sometimes they can be downright offensive. Accents are challenging to transpose in dubbing and so, depending on the product, a translator might replace the original accent with a local one that holds similar social connotations for the audience. This was done for European French-speaking fans of “’The Simpsons,” in which Groundskeeper Willie’s thick Scottish accent is replaced with a stereotypical regional French accent in the dubbed audio.
And if a highly localized accent still doesn’t seem like the best course of action, another option for the translator is to work with a neutral, standard version of the language to sidestep any potential offense.
4. Match the Tone, Style, and Vocal Qualities that You’re Looking for to the Content Type
As you continue to consider your options for vocal talent, recall that the tone and style of your audio are essential to hooking your listeners. In addition, factors like vocal range, acting skills, and language fluency are critical to resonating with an audience. For instance, marketing content tends to benefit from a lively, persuasive tone to capture attention, while e-learning material does well to feature calm, yet dynamic, narration to maintain engagement. Safety training materials, on the other hand, call for a more serious tone to convey responsibility and caution. To ensure consistency, it’s helpful if you specify your preferred tone and style for your localization team and base it on the target audience and content type. In other words, whether you’ll be replicating the original or adapting it to new cultural expectations.
5. Consider Internal vs. Marketing Purposes for Audio Use
The intended use of an audio project can influence additional fees related to usage rights and licensing. For internal purposes, such as training or corporate presentations, usage fees typically aren’t applied since the content remains within the organization. However, for marketing content, like advertisements, commercials, or trailers, the voice talent or studio may require usage fees that cover the time frame and platforms (e.g., TV, radio, online) where the audio will be broadcast. It’s important to specify the intended purpose and distribution channels early on to account for any licensing fees, avoid unexpected costs, and ensure that all rights are properly secured.
6. Specify the Delivery Format and Review Process
The technical specifications of audio delivery are crucial to achieving the desired quality and format of the final product—and it’s helpful for your localization team to have these in advance, to keep the process streamlined. Key considerations include microphone preference, audio format (such as WAV, MP3, or OGG), and recording levels (LUFS), as these directly influence sound quality and platform compatibility. If these details are unclear, your localization team will typically default to the format of the original file provided. Therefore, consulting with an audio specialist (either in-house or one your localization team provides) beforehand can further ensure that your file meets quality specifications for its intended use.
In Summary
Effective audio localization requires a meticulous planning and pre-production phase before starting the recording process. From clarifying the intended purpose of the project to selecting the right voice talent and technical specifications, these key considerations shape the impact and quality of your final product. When thoughtful decisions are made at each step, your localized audio can deliver a powerful message that resonates with your audience, no matter where they are in the world.
In today’s world, sustainability has become an essential priority across industries, pushing businesses to consider their impact on the planet and society. Companies from different fields are stepping up to lead the change, but we want to turn our attention to the pharmaceutical industry. At Terra, we’re honored to work closely with this sector and have seen firsthand the impressive strides companies are making toward a sustainable future.
Environmental, Social, and Governance (ESG) are the three foundational pillars of a sustainability-focused strategy. In this context:
Environmental focuses on reducing ecological impacts and sustainability, such as lowering CO2 emissions and conserving resources.
Social considers issues like working conditions, human rights, and inclusivity.
Governance emphasizes transparency, ethical business practices, and responsible management.
An ESG strategy provides a structured approach to guide companies toward meaningful sustainability goals by aligning their operations with these pillars, which contribute to both industry progress and environmental responsibility.
How the Pharmaceutical Industry is Driving Change
Pharmaceutical companies are embracing innovative ESG strategies to reduce their environmental footprint and promote social equity. Here are some ways they’re achieving significant goals:
Novo Nordisk is working toward zero environmental impact by building sustainable healthcare systems through partnerships with governments, NGOs, businesses, and communities. Their focus on “Access & Affordability” underscores the importance of healthcare that is both sustainable and accessible.
GSK is committed to environmental goals in line with the Science Based Targets Initiative and the Paris Agreement. They’re reducing greenhouse gas emissions and setting a new standard for how pharmaceutical companies address climate challenges.
Pfizer is taking action to reduce operational waste, conserve resources, and prioritize environmental sustainability as a means of mitigating climate risks. They aim for net-zero emissions, recognizing the direct link between climate change and human health.
Johnson & Johnson is pushing for renewable energy across their operations. Their commitment includes creating sustainable products and promoting environmental health equity.
Haleon has integrated a sustainability impact assessment tool into all innovation projects. Their transparent reporting, including a website carbon indicator, highlights their dedication to responsible environmental stewardship.
These companies set an example, not only for others in the pharmaceutical industry but for their entire supply chain, encouraging all stakeholders to prioritize sustainability.
Towards a Greener Tomorrow
The dedication of these pharmaceutical leaders is setting a strong precedent, fostering a ripple effect that reaches their partners and suppliers. At Terra, we’re committed to supporting this transformative journey by implementing our own sustainable initiatives every year. Together with our partners, we aim to champion a greener, more responsible industry.
Conclusion
As sustainability becomes increasingly critical, we’re confident that more pharmaceutical companies will follow suit. This ongoing commitment to innovation and environmental responsibility will benefit our planet and future generations. It’s a journey that requires continuous improvement and collective effort, and we encourage all industries to embrace the challenge.
As we close out 2024, it’s the perfect time to pause, reflect, and celebrate a year of meeting challenges, embracing innovation, and recommitting ourselves to our core values. This year we worked tirelessly to strengthen our connections to each other, our clients, and to the broader language services community, and we achieved some pretty significant milestones along the way.
Strength in Unity
There’s no denying 2024 was an eventful year in our industry, filled with challenges and uncertainties. Our collective resilience, however, enabled us to not only overcome these difficult moments, but to also emerge stronger as a team.
In the past few months, our team members embraced opportunities to share their expertise and amplify their voices through impactful live panels and events. We advanced thought leadership with two dynamic discussions: Women in Leadership: Navigating Challenges and Creating Opportunities, which celebrated the inspiring journeys of trailblazing women, and Empowering Voices: Women and Diversity in Gaming, which explored how inclusive storytelling is reshaping the gaming industry.
Our team could also be found participating in key conferences and events, which took us from Valencia to Los Angeles and back again. Platforms like GALA,NAWIC, WBDC, ALC, NMSDC, LocWorld 51, LocWorld 52, Game Quality Forum, and Gamescom allowed us to engage in meaningful discussions across industries, and explore themes that resonate deeply with professionals from diverse sectors.
While we were on the road, these events also gave us the opportunity to showcase, on an international stage, our expertise on topics including:
As often as we were forging external connections this past year, we were also busy on the home front developing Team Up, a completely new service to deliver tailor-made human resources solutions to our clients. In addition, we celebrated being named a Great Place to Work—again!—along with our newly conferred ISO 27001 certification in cybersecurity.
Beyond these achievements, 2024 also gave us meaningful opportunities to deepen our bonds as a team. From small-group in-person gatherings to celebrating virtually as a global workforce, these moments reminded us of the power of unity and the joy that comes of sharing our successes together.
Giving Back Through Terra Cares
We value our relationships—with each other, with our clients, with other industry members, and with our community. That’s why we continued our strong support for several non-profits in 2024. Through our Terra Cares initiative, we provided pro bono translation services to communicate and amplify these organizations’ missions. In the last 12 months, we translated more than 137,000 words for Chicas en Tecnología, Doctors Without Borders, and Sustentabilidad Sin Fronteras, proving that language can be a powerful tool for good.
At Terra, giving back is essential to our values. Cintia Iorgi, Operations Lead notes that “the organizations we collaborate with tackle urgent, impactful missions, and being able to support them, even in small ways, is very fulfilling. Hearing firsthand about their challenges and achievements reminds us why this work is so important.”
Our team members know this feeling of fulfillment well. Reflecting on her experience working with Chicas en Tecnologíathis year, Ivana Sabelli, QA Manager, said, “collaborating with them allowed us to reduce the gender gap in technology. It’s rewarding to be part of this initiative that inspires young women beyond language barriers.”
Manuela Lamas, Director of Operations, agreed. “Attending their events and witnessing their dedication to support young women who are starting to take an interest in STEM careers was incredibly inspiring. Contributing to their efforts, even in a small way, feels like a true privilege.”
Closing the Year with Gratitude and Purpose
As December wraps up, we reflect not only on the achievements of 2024, but on the collective strength that made them possible, as well. This year was a testament to the resilience, creativity, and commitment of our team. Whether it was achieving the prestigious ISO 27001 certification, launching Team Up, managing our clients’ day-to-day and projects, or fostering global connections through panels and events, every milestone was rooted in collaboration and a shared vision.
We’re heading into 2025 feeling excited, confident, and ready to embrace new challenges and opportunities—all thanks to the incredible, supportive community we’ve built together.
Thank you all for being part of this journey. Let’s keep embracing innovation and making a difference, side by side.
Everyone should be able to live without fear and receive equal treatment under the law. But for many LGBTQ+ people, these basic rights are not guaranteed. One organization working to defend and expand the rights of this community is The Human Rights Campaign (HRC), a U.S.-based advocacy group that educates the public about gender and sexual minorities, advances pro-equality policies, and mobilizes voters to fight discrimination.
The Human Rights Campaign Foundation (HRCF) improves the lives of LGBTQ+ people by working to increase understanding and encouraging the adoption of inclusive policies and practices. As a part of these efforts, the group publishes an annual Corporate Equality Index (CEI), a tool that rates American businesses on their treatment of LGBTQ+ employees, and in 2016 it released its first report on Mexican businesses. It has since extended this initiative to Chile, Argentina, and Brazil, aiming to support employers in fostering greater inclusivity.
Adriel Maroni, a member of Terra’s commercial team, spoke with Carlhey Bolz, Deputy Director of Global Business Engagement on the Workplace Equality Program team at the HRCF, to learn more about the HRC’s mission, challenges, and triumphs for the LGBTQ+ community, and to discuss its focus on accessible and culturally sensitive communications.
Personal Perspective: An Advocate’s Story
Carlhey’s experiences as a Mexican American woman and member of the LGBTQ+ community have shaped her passion for accessible communication and advocacy for marginalized groups.
She stepped into her role at HRCF in the aftermath of Roe v. Wade being overturned, a moment that underscored the potential risk to marriage equality and other hard-won rights. Understanding how these threats to anti-discrimination laws could personally impact her life, she felt compelled to champion LGBTQ+ rights from a new perspective.
Through her work at HRCF, she has the opportunity to ensure that millions of people have protections in place and access to helpful resources so they don’t have to face discrimination in the workplace. “I’ve worked in unfriendly environments and ensuring that others don’t have to, is definitely fulfilling for me.”
This endeavor requires an understanding of the cultural nuances of each Latin American country in which the HRCF conducts its annual workplace surveys. And having grown up in a Mexican American family, lived and worked in Peru and Costa Rica, and traveled extensively throughout Latin America, Carlhey is aware of how much can vary from country to country. In addition to bringing her unique perspective, she collaborates closely with implementing partners in each country to ensure HRCF’s work remains culturally sensitive and reflects the unique needs of LGBTQ+ communities across diverse program countries.
HRC: History and Commitment to LGBTQ+ Rights
The Human Rights Campaign Fund, originally founded in 1980 by activist Steve Endean, began with a primary focus on supporting congressional candidates who advocated for LGBTQ+ rights. By restructuring in 1995, into the Human Rights Campaign and the Human Rights Campaign Foundation, it was able to expand its mission and incorporate initiatives like the Workplace Equality Program and the Healthcare Equality Index (HEI).
“Our organization has become a stronghold of defense of the LGBTQ+ community and, at our core, we’re really trying to meet the people where they are and help them continue to evolve.”
A major milestone for HRC was the 2015 U.S. Supreme Court decision that made marriage equality the law of the land. Thanks in part to the collaborative movement led by HRC, same-sex marriage is now legal in all 50 states.
The organization also supports congressional hearings on the importance of LGBTQ+ inclusion and mobilizes 72 million equality voters each election cycle, which is a critical focus, especially during presidential campaigns. Recently, HRC has also been tackling an increase in anti-LGBTQ+ legislation, even declaring a state of emergency for members of this community.
HRC’s Initiatives in Latin America: Workplace Equality
In Latin America, HRC has tailored its approach, focusing on culturally relevant policies and inclusive language. Through programs like the Corporate Equality Index and Equidad/e (Mexico, Chile, Argentina, and Brazil), this organization collaborates with Latin American employers, encouraging them to “implement inclusive policies and create welcoming environments for LGBTQ+ individuals.” These programs evaluate and certify businesses that foster supportive and positive environments for LGBTQ+ individuals, setting a standard for corporate responsibility and workplace equity across Latin America.
“We recognize that each country has its unique nuances and specific goals. However, we’ve established a set of foundational pillars that define our commitment across regions—such as non-discrimination policies, the creation of ongoing employee resource groups (ERGs) or diversity councils, internal education and training programs, and active public engagement.”
This work underscores HRC’s commitment to expanding their reach and creating spaces where LGBTQ+ individuals feel respected and represented. By working closely with local advocates and adapting programs to meet regional needs, the organization strives to make language access and inclusivity a cornerstone of LGBTQ+ rights advocacy in Latin America.
Language Accessibility in LGBTQ+ Advocacy
In their Latin American programs, HRCF emphasizes language accessibility, and understanding that effective communication is crucial for fostering inclusivity. Language access allows them to deliver resources and information that resonate with and reach diverse linguistic communities across Latin America. This is vital in workplaces, public spaces, and healthcare settings, where language barriers can significantly affect an individual’s access to resources and sense of belonging.
Conclusion
Human Rights Campaign’s work highlights the importance of creating inclusive, accessible environments for the LGBTQ+ community—both in the U.S. and internationally. By prioritizing language and cultural nuances, they advocate for meaningful change and set a standard for building fairer, more connected communities.
As companies and communities continue to embrace these principles, HRC’s commitment to breaking language barriers serves as a powerful example of how we can all strive toward a more equitable future.
Artificial Intelligence (AI)-powered tools have become integral in various industries, and their influence is becoming more and more prominent in translation and localization. Two notable AI-driven technologies in this field are Neural Machine Translation (NMT) and Large Language Models (LLMs). While both are powerful tools, understanding their differences is essential as their applications, underlying architectures, and functionalities have distinct strengths and weaknesses. This knowledge helps professionals choose the right tool for their specific needs, optimizing efficiency and accuracy in language-related tasks.
What is Neural Machine Translation and How Does it Work?
Neural Machine Translation (NMT) is an advanced AI technology designed to automatically translate text from one language to another. Unlike traditional translation methods that rely on predefined rules, NMT employs a neural network—a computer program that improves translation accuracy by considering the entire text’s context and learning from vast amounts of example data.
NMT systems typically have two main components—one that reads and understands the original text and another that generates the translated text in the target language. This process mimics the human brain’s function, using interconnected nodes that enable the model to learn and enhance its capabilities over time. The ability of NMT systems to learn from context allows them to provide more fluent and coherent translations compared to older translation methods.
What are Large Language Models and How Do They Work?
Large Language Models (LLMs) are sophisticated AI systems designed to understand and generate human-like text. They are trained on vast datasets of text, which enables them to perform a wide range of language-related tasks beyond translation, such as text generation, summarization, and conversational AI.
LLMs use deep learning techniques with multiple layers of neural networks. Each layer refines the model’s understanding of the data, employing an attention mechanism that focuses on specific parts of the input data. This process allows LLMs to generate text by predicting the next word in a sequence based on the input they receive, making them versatile in generating coherent and contextually relevant text.
Pros and Cons of NMT and LLMs
No technology is perfect, so let’s take a look at both the advantages and disadvantages of NMT and LLMs.
Pros of NMT:
Improved accuracy: NMT systems provide more accurate translations by considering entire sentences or paragraphs, reducing errors common in traditional methods and resulting in more natural and coherent translations.
Customization: Users can fine-tune NMT outputs by incorporating specific terminology databases, brand-specific glossaries, and other data sources, further enhancing the relevance and correctness of translations.
Integration versatility: NMT can be easily integrated into various software applications via APIs and SDKs and supports numerous content formats, including CAT (Computer-Assisted Translation) tools.
Continuous improvement: NMT systems constantly evolve by learning from new data, adapting, and improving translation quality over time.
Cons of NMT:
Lack of cultural awareness: Despite considering context, NMT can still produce inaccurate translations and lacks the ability to make nuanced decisions based on cultural contexts or idiomatic expressions.
Data dependency: NMT requires vast amounts of data for training purposes, which can be challenging for less common languages or specialized fields. This can lead to less accurate translations for rare language pairs or niche terminology.
Bias in outputs: Like all AI, NMT systems can inherit biases from their training data, leading to biased outputs in translation regarding gender, occupation, and other sociocultural factors.
Pros of LLMs:
Versatility: LLMs can handle a broad spectrum of language-related tasks beyond translation, including text generation, summarization, and dialogue systems.
Human-like text generation: LLMs can generate human-like text, making them highly valuable for content creation and applications requiring natural language understanding.
Customization through fine-tuning: Companies can tailor LLMs to align with specific needs and objectives through additional training and fine-tuning, enhancing their utility across various applications.
Cons of LLMs:
Lack of reasoning: LLMs often generate text based on probabilistic guesses rather than genuine reasoning, which can lead to inaccuracies or irrelevant responses.
Privacy and data concerns: The data usage and privacy practices involved in training some LLMs are under scrutiny, raising ethical and legal concerns about data privacy.
Susceptibility to manipulation: LLMs can be manipulated to generate fake or misleading content, posing risks, especially in sensitive applications like social media and news.
The Takeaway
NMT and LLMs represent significant advancements in artificial intelligence, revolutionizing how we approach translation and other language-related tasks. While these tools offer substantial benefits, it’s crucial to view them as complementary to human expertise, particularly in ensuring accuracy, cultural sensitivity, and nuanced understanding. Professionals should leverage these technologies to enhance their workflows while remaining vigilant to their limitations and the importance of human oversight.
In the closely connected fields of healthcare and pharmaceuticals, translation plays a vital role in bridging language gaps. Though these industries may appear similar, their translation needs differ significantly—which affects patients, professionals, and translators alike. Understanding these distinctions is crucial for delivering accurate information to diverse audiences, from patients needing accessible health information to professionals requiring highly specialized content.
Industry Focus
In the healthcare field, translation aims to improve communication between healthcare providers and patients. Since much of the content is patient-facing, it must be easy for individuals from various linguistic and cultural backgrounds to understand. Healthcare translation includes materials like patient handbooks, public health brochures, and hospital signage—all of which must be clear and accessible to support comprehension and foster trust. This type of translation directly impacts patient outcomes, as even small misunderstandings could lead to adverse health effects.
Pharmaceutical translations, however, are focused on supporting drug development and regulatory compliance. This content is primarily intended for professionals—such as doctors, researchers, and regulators—requiring highly specialized scientific language. Here, accuracy is paramount to maintain the integrity of drug formulations, clinical studies, and research documentation. Any errors could have significant consequences, such as regulatory rejections or potential legal issues, making precision a top priority. When it comes to marketing campaigns and more creative content, the target audience is usually patients, and therefore the translation must be crafted with this in mind.
Terminological Accuracy vs. Cultural Adaptation
In healthcare translation, cultural adaptation is essential. Translators must consider local beliefs, healthcare practices, and cultural nuances to make information resonate with diverse patients. This adaptation is particularly important to build trust and ensure patient comprehension, as an overly literal translation could confuse or mislead patients and impact their health and quality of life.
While cultural adaptation is often used in marketing content, pharmaceutical translation prioritizes terminological accuracy. This is critical for preserving the meaning of highly technical documents, such as dosage instructions and clinical trial results. Pharmaceutical translators must adhere strictly to scientific terminology, as even a minor error could compromise drug safety or lead to regulatory complications. In this context, precision in language is essential to protect product integrity and patient outcomes.
Types of Content for Translation
Healthcare translation typically covers accessible documents like patient handbooks, public health brochures, and informational signage. These materials must use clear, straightforward language to ensure they are easily understood by a wide audience, including those without medical knowledge. Translators must consider simplicity and clarity above all to ensure that patients understand crucial health information.
Pharmaceutical translation involves highly specialized content, including clinical study reports, regulatory submissions, and product leaflets. Translators must have expertise in both medical and regulatory language to meet the stringent standards required by regulatory authorities across different countries. Inaccuracies in this type of translation could not only pose legal risks, but also jeopardize patient safety on a global scale.
Global Impact
Localization is particularly important in healthcare, where hospitals and clinics often serve multilingual populations. By translating healthcare materials into multiple languages, providers can offer more inclusive care.
Pharmaceuticals, generally, operate on a global scale. Medications are often produced in one region and distributed worldwide, making consistent, accurate translation essential. Translating instructions, safety guidelines, and disclaimers effectively across regions ensures that the global public has access to safe and reliable products.
The Takeaway
While healthcare and pharmaceutical translation serve distinct roles, both are crucial in enhancing health and safety globally. Healthcare translations prioritize cultural relevance and clarity, while pharmaceutical translations emphasize terminological accuracy and compliance. Collaborating with professional translators helps enhance both sectors by ensuring critical information crosses linguistic barriers effectively.
It’s easy to get caught up in metrics, data, and strategic initiatives, but at Terra we always return to what truly matters—people. Every successful endeavor we’ve undertaken stems from our unwavering commitment to prioritize the human experience at the core of our operations. Our Chief People Officer, Natalia Quintás, encapsulates this philosophy perfectly. It’s all about “humans at the core,” and that approach defines how we manage people and build a thriving company culture.
Prioritizing People in Decision-Making
Every decision made at Terra is driven by the impact it will have on our most important assets, aka our team. “Our people are our most valuable asset,” Natalia said. While data is an essential tool, it’s not the be-all and end-all. Instead, it’s used to enrich the employee experience. “We leverage people analytics not just for data’s sake, but to genuinely understand and support our team,” she explained. By focusing on the human experience, Terra fosters an environment where employees feel engaged, motivated, and valued. Decisions are made with empathy and purpose, ensuring that the needs of the workforce come first.
Human-Centered Leadership
Leadership at Terra goes beyond merely making decisions—it’s about making decisions that enhance the well-being of our teams. “True leadership is about putting people first, understanding their needs, and empowering them to succeed,” Natalia noted. The leadership at Terra ensures that every team member is equipped with the tools they need to flourish and that their personal growth is prioritized. By nurturing a leadership model centered around people, we create an environment where collective well-being is emphasized, driving both individual and company success.
Empathy and Connection
In today’s digital-first world, maintaining strong human connections has become more challenging but is as vital as ever. Natalia underscored the importance of empathy: “We stay connected, we stay human. In every initiative, empathy drives our approach.” At Terra, empathy ensures that respect and trust remain the foundation of our relationships, allowing team members to collaborate openly and support one another. It’s through these genuine connections that we overcome challenges and build a stronger, more united company.
Cultural and Emotional Awareness
In a diverse, global workplace, understanding cultural and emotional nuances is key to building a cohesive team. Natalia highlights the importance of these soft skills, stating, “Emotional intelligence and cultural awareness are just as important as technical skills.” By valuing these skills, Terra creates a workplace where every employee feels respected and included. This respect fuels innovation and fosters a sense of belonging, ultimately strengthening teamwork and collaboration.
Holistic Employee Support
At Terra, supporting employees means taking a holistic approach that goes beyond their professional lives. “It’s not just about professional development; it’s about caring for the whole person—mentally, emotionally, and physically,” Natalia said. This approach helps build loyalty and resilience among employees, ensuring that they feel fully supported in all aspects of their lives, which in turn benefits the company as a whole.
Building an Inclusive and Sustainable Environment
Inclusivity and sustainability are pillars of Terra’s human-centered HR approach. “Our goal is to create a sustainable work environment that fosters respect, inclusion, and belonging,” Natalia explained. When employees feel valued, they become more committed to the company’s success, contributing to a positive and productive workplace culture. This inclusive and sustainable approach is key to retaining top talent and maintaining a healthy work environment.
Teamwork and Collaboration
Teamwork is at the heart of Terra’s success. “Success is never a solo journey; it’s built on the strength of the team working together towards a common goal,” Natalia shared. Terra promotes teamwork and celebrates achievements, recognizing that it’s the collective hard work of the team that drives the company forward. “Celebrating our achievements honors our collective hard work and dedication,” she added. This acknowledgment of team efforts strengthens bonds and motivates everyone to strive for continuous success.
Continuous Improvement
Terra’s commitment to keeping humans at the core doesn’t stop at the current processes. “Staying human means continuously improving how we engage with and support our people,” Natalia noted. By focusing on ongoing improvement, Terra ensures that its HR practices evolve with the changing needs of the workforce, always keeping the human element central to every decision.
The Takeaway
At Terra, our “humans at the core” philosophy ensures that people are the most important aspect of every decision we make. Leadership, empathy, and continuous improvement are the cornerstones of this approach. As the world continues to evolve, Terra remains committed to supporting the growth and well-being of every team member, fostering a culture where all can thrive both professionally and personally.
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