AI

AI and Translation: What Clients Need to Know

| alexispernsteiner

Artificial intelligence has transformed the way we talk about language and translation. In recent years, we’ve seen an explosion of tools that can produce passable translations at remarkable speed. The conversation around this technology, however, is often polarized.

On one side, the general public and many clients sometimes overestimate AI’s capabilities, assuming it can replace professional translators entirely. On the other side, many translators react defensively, focusing only on AI’s flaws while downplaying its strengths.

As we continue to transition into this new era of AI ubiquity, it’s important to communicate with our clients about the advantages and limitations of these evolving technologies, explain our role as language service providers, and guide them in making the right decisions about which types and tiers of service they require.

What AI Can Do Well

AI tools are undeniably fast and efficient, and for certain types of projects they can be a useful starting point. Drafting a rough version of a straightforward text, processing very large volumes where speed is the priority, or suggesting alternative phrasings during the creative process are all tasks where AI can provide genuine value. Used wisely, these systems can save time and reduce costs. But relying on them without human oversight is risky, particularly in contexts where nuance, accuracy, or brand voice are essential.

Where AI Falls Short

Despite their impressive output, AI systems are prone to errors that can have real consequences for clients. They can introduce factual mistakes, invent details, or mistranslate critical information. They often lack consistency, switching terminology or style mid-text. They flatten or misinterpret tone of voice, which is especially damaging for luxury, cultural, or high-profile communications. Even at the level of mechanics, they frequently mishandle punctuation, formatting, and stylistic conventions across different markets. These are not small issues: in publishing, branding, or client-facing communications, such flaws can undermine credibility and compromise a brand’s image.

The Human Role

What sets professional linguists apart is that our work goes beyond “fixing” machine output. We read the source and target texts with equal care, making sure nothing is distorted, omitted, or invented. We rework phrasing to capture nuance and tone of voice, align the style with brand priorities, and ensure consistency across terminology, formatting, and punctuation. Where AI tends to flatten or generalize, we bring back rhythm, precision, and credibility.

Equally important, we guide clients in understanding how AI fits into the process. That means showing where it can genuinely help, and where its flaws make human intervention non-negotiable. It means using AI responsibly—prompting it effectively, reviewing its output critically, and protecting confidentiality at every stage. In this way, we don’t just deliver translations; we deliver texts that are accurate, polished, and aligned with both the client’s message and their audience’s expectations.

Final Thought

AI may be fast and impressive, but it cannot replace the judgment, sensitivity, and cultural insight of a professional. The real value lies in combining technological efficiency with human expertise, so that every text remains accurate, elegant, and fully aligned with a brand’s identity.

translation and research

| alexispernsteiner

A conversation with a potential client last week has had me thinking about the disjunct between what people think goes into translation and what actually does. Of course, it’s natural that we don’t understand all the nitty-gritty of other professions. I only have a vague idea of what goes on inside a cockpit or how lawyers spend their days, notions gleaned mainly from Studs Terkel’s 1974 book Working (I jest–kind of) and media portrayals. But, in light of AI’s storm on my livelihood (subject for another blog post) and just for general insight into what happens after you, the client, confirm a project, I would like to clarify an overlooked but vital part of the work of a translator: research.

So the client in question, whose target readers are funeral homes and the bereaved, was very rightly concerned about getting the language just right in English. A translation gaffe here could be less on the order of accuracy and more related to conveying the message in a sensitive and culturally appropriate way. The concern here is two-fold: the translator must both find the habits of language used in the rites and rituals of funeral ceremonies and strike the right note of caring and sensitivity appropriate to grief.

The client, who is interested in both translation and post-editing (AI/machine translation followed by intensive proofreading and editing) services, wanted to know my rate for research. This is a wonderful inquiry from a client. On the one hand, it shows a real attentiveness to the message they wish to put forward, and on the other, it demonstrates a true understanding that research takes time–and time is money.

Yet I do not have an additional rate for research, and that is because research is nearly always inherent to what I do as a translator. Research can be as straightforward as hunting down terms in various language resources–general and specialized dictionaries in French and English, linguist forums, Google searches, and so on. It can go more in depth, pushing me down field-specific rabbit holes. And it can be very academic, as I read and scan through journals, books, and periodicals (my early training in academia is a big help here). I may watch YouTube videos or search through images; I may take time to watch a documentary or immerse myself in relevant literature. The strategies and tactics change depending on the project at hand and, to a certain degree, on my previous experiences.

My educational background in literature, culture, and theory makes me particularly well-suited to translating for cultural fields. However, all kinds of life experiences can be brought to bear in this profession. I am surprised by how often I rely on recollections of my first job as a sales associate at Banana Republic or memories of my environmentalist grandparents. Past translation work has also left a strong mark on my practice, including numerous scholarly publications in postcolonial studies and even romance and detective fiction.

Whatever the project, there will inevitably be some degree of research. This, among other things, is what I am evaluating when I ask to see the original text–or at least an excerpt–before generating a quote. Like many translators, I have a sliding rate scale to reflect the time and skills a translation will require. Many criteria go into this evaluation and of course one of the main ones is research. So, rest assured, dear client, when I send you a quote, the research fee is already rolled in!