MarTech Interview with Krissie Petfield

With 16 years of experience in brand marketing, PR, and events, how much progress has AI made in improving the accuracy of language translations for global brands? AI has made significant strides in improving the accuracy of language translations for global brands over the past decade. Early AI-powered translation tools often produced stilted or inaccurate translations, particularly when dealing with complex nuances, cultural references, and industry-specific terminology. However, recent advancements in machine learning and neural networks have led to a dramatic improvement in translation quality. These technologies enable AI models to learn from vast amounts of data, including multilingual text and human-translated content. As a result, AI-powered translation tools can now produce more accurate and natural-sounding translations, even for highly specialised content. While AI has made significant progress, it’s important to note that human expertise remains crucial, especially for sensitive or critical translations. A hybrid approach, combining AI-powered tools with human review, can ensure the highest level of accuracy and cultural appropriateness.