Should I use a Human Translator or Machine Translation to translate my website?
21st July 2020
There are hundreds of languages spoken in the world today, meaning there is a need for translation for both businesses and individuals. The advancements in technology over the past few years give us various options to get your translation completed. One of these options is machine translation. Although machine translation isn’t personal and can’t be localised, the quality of translation it offers is constantly improving thanks to improvements in artificial intelligence and now ChatGTP. If machines can learn how to recognise a human’s face, they can also learn our language, right?
With that in mind, website owners battle between using website translators such as Google translate vs investing in human translation.
Google Translate, just like other machine translation tools, uses machine translation to generate a translated version of the site’s content. As a result, the accuracy of the translation is often questionable. Of course, there are benefits of using Google Translate, such as convenience and no cost, however, the drawbacks can seriously harm your business’s image. Machine website translation tools will make grammatical and structural mistakes and there is no quality control.
But today we have new artificial intelligence-powered chat products like ChatGTP (Microsoft AI tool) and Bart (Google’s version). These tools are text only systems that require users to input a text prompt, for which it generates a text response. Tools like the Google Translate mobile app can translate live speech and text in images through its Lens technology.
Some argue that the AI tools do a better job than Google Translate, especially when translating from widely spoken languages like Spanish and German into English. However, as a language model, ChatGPT can provide answers in real time, but it is not designed to replace machine translation tools like Google Translate.
With that in mind let’s look at the advantages and disadvantages of machine translation and human translation.
Human or Machine Translation (MT) for SMEs?
A recent survey published by the European Commission revealed that out of over 2,800 small and medium enterprises (SMEs) nearly 40% of respondents had not used a machine translation tool prior to the study. While an overwhelming majority of SMEs still preferred human translation for business activities, such as negotiating contracts and dealing with the public sector in another country, over 70% said machine translation was still useful for their business.
The majority of SMEs used machine translation for social media, gathering information and chatbots. However, most respondents favoured human translation when negotiating and signing contracts, resolving conflicts around commercial transactions, dealing with the public sector abroad, and even conducting marketing and promotional activities.
The advantages of machine translation
- Many free tools are readily available (Google Translate, Chat GTP, Bart etc.)
- Quick turnaround time
- You can translate between multiple languages using one tool
- Translation technology is constantly improving.
The disadvantages of machine translation
- The level of accuracy in meaning can be very low
- Accuracy is also very inconsistent across different languages
- Machines can’t translate context
- Mistakes are sometimes costly (these mistakes can cost you your reputation, clients and a lot of money)
- Quite often machine translation simply doesn’t work (the classic Chinese menu translation is a perfect example)
What are the advantages of human translation?
- High accuracy and creativity
When translating a whole document, where the meaning needs to be completely understood, machine translation will not be up to scratch. Translating web content, marketing copy and legal documents is not about a simple word-for-word translation. In order to convey a brand’s identity and the appropriate message, a human need to interpret what is being said – beyond the actual words – and then find the right way to say it in the target language. Having your copy translated by a professional translator guarantees precise language translation, usage of localised language and inclusion of cultural context. Machine translation also lacks creativity and uniqueness. What’s unique about programmed translations?
- Quality control is enforced
The quality of translation is not dependent on the language pair. MT tools rely on their translation database which is built from existing online translations and commonly translated languages. This explains why translations in Spanish have somewhat more accuracy than translations of more rarely used languages.
- Meaningful context
Humans can interpret context and capture the same meaning, rather than simply translating words. We can spot pieces of content where literal translation isn’t possible and find the most suitable alternative. MT and other tools can’t interpret slogans, metaphors, idioms and other language nuances, resulting in nonsensical literal translations.
- Localised content
Humans can interpret the creative use of language, e.g. puns, metaphors, slogans, etc. While machine translators can translate a lot quicker, the machine doesn’t acknowledge nor translate idioms, slang or terms that aren’t pre-programmed within the machine’s memory. We know the importance of localised content for businesses trying to reach customers overseas. Poorly translated content just won’t work. Only humans will have the ability to add cultural elements to translation.
- Speaking the voice of your audience
Finally, trans-creation is part of the translation process meaning the intent, context and tone of translated content are all reflected accurately and reflect the culture of your target audience.
The disadvantages of human translation include a higher cost and longer turnaround time, but does one day really make a difference when your reputation is on the line!?!
When should I use machine and human translation?
Our advice would be to use human translation when the accuracy of meaning is imperative, when your content is aimed at clients or other businesses and when you have a duty of care (e.g., market research surveys, legal documents, medical guidelines, installation guidelines).
Using a machine translator when you have a large bulk of repetitive content to translate and getting just a rough idea of meaning is good enough when you are having a relaxed chat with a friend or for translating a few sentences for internal use within a company, provided no real accuracy is required.
The drawbacks…
One of the biggest downsides of human translation is the cost. In most cases, content on your core landing pages doesn’t change, often meaning you’d only need to budget translation for these pages once/twice a year.
It will also take longer to have the content translated by a human than it would by an online tool, but deep down you know it’s worth it. It will not jeopardise your company image and it will engage with the audience. Think better engagement = higher conversions.
Foreign Tongues has been providing professional translation services and advice to businesses for more than twenty years. Our experienced project managers and linguists will help you and your company overcome the language barriers to international markets.
Contact us now for the 20 Minute Quote and one of our project managers will help guide you through the planning of your next international project.
