It’s true that technology can help with translating retail materials. This can speed tasks up and reduce costs. However, it’s very important to have people involved in the process.
Here’s why: While computers are good at changing words from one language to another, they often miss important details. They might not understand:
· Your Brand Voice: Every company has its own way of speaking to customers. This “voice” includes the tone, style, and personality of the brand. Computers often struggle to capture this, resulting in translations that sound generic or even inappropriate.
· Cultural Nuances of the Target Audience: What works in one culture might not work in another. Computers don’t always understand these cultural differences, which can lead to mistranslations that are confusing or offensive.
· Context of Words: The meaning of a word can changes depending on how it’s used. Computers sometimes struggle to understand the context, leading to inaccurate translations.