In the Now Podcast: Episode 25

Join Nowspeed's CEO, David Reske, as he engages in discussions with founders, marketers, and CEOs from around the globe. Delving into the realm of marketing and leadership, aiming to unravel the myths and misunderstandings that often surround these topics.

Should You Rely on Humans Or Machines Translation?

If you are trying to reach a global audience, do you rely on humans or machine translation to get the job done?  Now that we’re all talking about ChatGPT and how AI can write and have conversations with us, is it necessary to use real people to translate your content into other languages one word at a time? Wendy Pease joined me this week on In The Now to discuss the nuances of language and how it’s necessary to understand regional differences, cultural connotations, and the quirky parts of language in order to communicate with a global audience.   I hope you enjoy the conversation and learn something new that will help you be more effective with your non-English speaking customers. Watch Wendy’s interview now!

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Episode Transcript

In the Now: Wendy Pease

In this compelling interview, Wendy Pease, the president and owner of Rapport International, dispels common myths about AI taking over translation and illuminates the nuances that make human translators irreplaceable. Discover insights that could redefine your understanding of language, marketing, and the fascinating intersection of both.

 

Watch the full interview with Wendy Pease here and read an excerpt from the interview below. 

Nowspeed: My name is David Reske, Founder and President of Nowspeed Marketing. Welcome to this edition of In the Now where we focus on uncovering the myths and misunderstandings of marketing and leadership including content marketing and strategy with some of the world’s most interesting people.  I’ve had the pleasure of speaking to many interesting individuals and today the turn has come to Wendy Pease. Could you introduce yourself and explain a bit about your role and experience?

 

Wendy: Hi David, I’m Wendy, the President and owner of Rapport International Language Services. We’re a company specializing in providing high-quality, written translation and spoken interpretation services in over 200 languages. This gives us a uniquely global perspective on communication and marketing. I’ve also authored a book, “The Language of Global Marketing,” and host a podcast, the Global Marketing Show. Through these platforms, I aim to share insights and experiences about the intricacies of marketing across languages and cultures.

Nowspeed: It’s a pleasure to have you here, Wendy. There’s something fascinating about the connection between language and marketing, isn’t there? Could you share with us how you became interested in the field of translation?

Pease: Absolutely, David. The path that led me here is indeed interesting. After completing business school, I had this strong desire to establish my own company. I was determined and full of energy but didn’t have a concrete idea of what venture to start. The corporate world had its charms, but it felt like something was missing. I craved the flexibility and dynamism that comes with entrepreneurship.

During this period of uncertainty, I stumbled upon a small translation company that was for sale online. It seemed like the universe was aligning my passions travel, language, writing, and entrepreneurship into one compelling opportunity. It was a decision that was both a risk and a leap of faith, but I took it. Now, almost 19 years later, I can confidently say it was one of the best decisions I ever made.

Nowspeed: That’s a powerful testament to pursuing what you love. Moving onto the subject of global marketing and translation, what’s a common misconception that people generally have about this field?

Pease: A common myth that keeps circulating, especially in today’s tech-driven era, is that Machine Translation or Artificial Intelligence is going to fully replace humans in generating quality translations.

Nowspeed: The topic of AI certainly grabs a lot of attention these days. Could you delve into why AI won’t be replacing humans in translation any time soon?

Pease: Absolutely, David. The intricacies of language are both vast and complex. Language isn’t a static construct with fixed meanings. It’s a living, breathing entity that evolves with society, and is laden with cultural connotations, emotional undertones, and localized contexts. When it comes to translation, it’s not simply about replacing one word with another from a different language. It requires a deep understanding of both cultures and the flexibility to capture the same essence in another tongue.

AI and Machine Translation have come a long way and they do provide substantial help for basic translations. However, when it comes to capturing the unique, subtle quirks of language, or interpreting an ambiguous phrase, or transferring humor or emotion, machines fall short. These are the areas where human translators shine, as they can leverage their cultural insights and language intuition to deliver translations that resonate with the target audience. That’s why, despite the rise of AI, we continue to see a strong demand for human services including content marketing and strategy.

Don’t miss this conversation. Watch and listen to the full interview here