2023 - AJT

Back to human: Harnessing the power of partnership in localisation

At last year’s Association of Translation Companies’ Stargazing Conference, three localisation professionals, Karen Gammarota from Wise, Jennifer Vela Valido from Spotify, and Megan Hilleard from Renishaw discussed their job roles and what they look for in the ideal translation partner. It quickly became apparent that the human touch is still very much in demand, not

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How to translate music idioms

Found in all languages, idioms inspired by the world of music contribute to a richer and more expressive vocabulary. There are plenty examples to choose from. In Italian, for instance, “fare la prima viola” (“to play the first viola”) means you’re the one calling the shots. For the English and German equivalents, you just switch

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Localising for Luxembourg: Leveraging the power of multilingualism

Luxembourg: An introduction Nestled between Germany, France and Belgium, Luxembourg is inherently multicultural and, consequently, multilingual. With a population just shy of 650,000 inhabitants, the linguistic landscape is even more impressive: most Luxembourgers speak four languages and both official and unofficial communication often takes place in Luxembourgish, German, or French. English and Portuguese are popular

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Why human, beats robot: Understanding the limits of machine translation for multilingual marketing

It’s been hard recently to avoid the continued chatter around new and emerging AI technology in the marketing space. Ever since ChatGPT made its way into the professional domain, people have been turning to machine learning and artificial intelligence for everything from social media posts to creating award-winning art! So it’s understandable that for many

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Going green in Germany: How sustainable brands can flourish in a growing eco-market

Environmental responsibility has never been more imperative. While climate change is challenging everyone to think about their own contribution to creating a better world, from an economic point of view, ecological awareness is also increasingly informing decisions of consumers and companies alike. Buyers want their shopping to be sustainable, and brands are promoting their green

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International SEO: Why bad translations hurt your search engine rankings

There are many obvious problems with a badly translated webpage: missing context, misunderstood phrasing and a lack of local knowledge, for example, all of which contribute to an alienating experience for customers. It’s why we consider true localisation, done by experienced translators, to be so important and why we always advise that businesses approach AI

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