The obvious problem with AI translations in marketing: lack of conversion performance

Has your revenue abroad gone down recently, and you don't know why?

The reason could be simpler than you think.

Chances are your foreign-language content is not performing well.

If you have started using AI translations, your communication may miss the mark completely.

Even if you had your AI translations checked and corrected, and they are free of errors, mistranslations and hallucinations, they will typically lack that essential connection with your customer.

The feeling your customer should have - that you understand them.

• Good marketing translations do not blindly follow the register that is typical for the source language - like the often hyped-up language in American source texts that feels over the top in many other countries.

• They do not copy the typical phrasings of one language that sound unnatural in the other, and that need a completely different approach in the translation.

• Good translations use the right tone - where some audiences expect respect in the form of a formal tone, others would feel this creates a distance, and the informal tone is the only correct choice in their language.

• Any puns and wordplay - so prevalent in marketing - will have been replaced by puns and wordplay that work in the target language - and they may be completely different.

• Good marketing translations will only contain cultural references that the intended audience will know.

• Any typos and errors in the source will be corrected in the translation, and not blindly carried over into the translation, where they could damage your brand or mislead customers.

In short, AI translations will not convert - and conversion is the aim of your marketing texts.

If you want your texts to drive your revenue, have them translated by a professional human translator like me.