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How machine translation is changing the industry: When to use it and when to avoid it?

Machine translation (MT) has revolutionised the translation industry in recent years, transforming the way translation agencies, companies, and individuals approach multilingual communication. Driven by the rapid advancements in artificial intelligence (AI), machine translation tools like DeepL and Google Translate have become accessible, faster, and continuously more sophisticated. But, as powerful as these tools are, it’s crucial to understand when they’re suitable and when professional human translators are absolutely essential.

Advantages of machine translation

Instant results and wide accessibility

One of the undeniable strengths of machine translation is its speed. Within seconds, anyone can translate lengthy texts, web pages, or even entire documents. This makes online translation services particularly attractive for quick tasks or general understanding of foreign content.

• instant translations available 24/7
• accessibility from any device
• cost-effective for high-volume, routine translations

Constant improvement through AI

Thanks to advances in AI, machine translation systems have evolved significantly, offering improved quality and more natural-sounding translations. For example, translation engines now better understand context and nuances, significantly enhancing the clarity and readability of the output compared to earlier iterations.

Limitations and risks of machine translation

Despite these advantages, machine translation still faces important challenges and limitations, particularly when precision, nuance, or cultural sensitivity are critical.

Accuracy and contextual problems

Machine translation often struggles with context. Idiomatic expressions, sarcasm, humour, and culturally specific references frequently lead to awkward or incorrect translations. For example, promotional materials that rely heavily on nuanced language can end up feeling unnatural or unclear when translated by machines.

Cultural misunderstandings

When translating materials targeted at specific markets or cultures, such as in tourism translation, incorrect translations can negatively impact audience perception. A cultural faux pas caused by inappropriate wording can harm a brand’s image or result in lost opportunities.

Specialised or technical content

In sectors like medicine, law, engineering, or finance, even minor translation errors can have significant consequences. Machines typically lack the expert knowledge required to manage specialised terminology consistently and accurately, posing considerable risks in highly technical or sensitive areas.

When to use machine translation and when to avoid it

Suitable scenarios for machine translation

Machine translation is ideally suited for:

• general texts and casual communication
• internal documentation where absolute accuracy isn’t critical
• preliminary translation to quickly grasp content meaning

Situations requiring professional human translation

Human translation becomes essential when:

• dealing with legal contracts, medical documentation, or technical manuals
• translating marketing content, where tone and cultural nuance matter
• accuracy, consistency, and cultural appropriateness are non-negotiable

Let’s illustrate this with a comparative example:

• Machine translation: “Discover city centre restaurants ideal for every taste.”
• Human translation: “Explore handpicked city centre eateries that cater to every palate.”

The machine translation offers a literal, functional output, while the human translation provides an engaging and culturally adapted version that resonates better with a targeted audience.

The future of machine translation in collaboration with professionals

Machine translation will continue advancing, becoming more nuanced and accurate. However, it won’t entirely replace human translators. The future lies in collaboration—professionals leveraging AI to streamline their workflows, manage high volumes effectively, and focus their expertise on fine-tuning translations for maximum cultural relevance and accuracy.

Translation agencies and professionals who embrace this synergy will thrive, providing clients with the best of both worlds: the speed and accessibility of machine translation combined with the precision, context-awareness, and cultural intelligence of human expertise.