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~ Ontranslation ~

the content is different, and the goal of each page on your “Related to AI-powered translation, for us professional
e-commerce is different. This means that, depending on translators, the use of machine translation in forms less
the phase and the objectives you have set, you can tap into evolved than the current AI-powered translations, is
one or other linguistic service and use one or other quality something that has been there for a while. And we have
level for that service.” been using it for many years.

“It is a combination of the market, the needs and goals of Machine-powered content is nothing new for us. We have
your brand or business, and the phase of internalization been dealing with machine translation for a very long time.
and resources you have. But in all cases, your aim should And we already know which ones are the ups and downs on
always build trust.” that.”

So, it is not true what we hear many times: to sell “For me, my take on ChatGPT, which I believe is perhaps
globally, you only need to have the e-commerce in the most advanced LLMs currently, is that it should be used
English; this won’t even work inside Europe. You have as a complement to human translation. And how we are
to localize. Correct? using it in Ontranslation for the preproduction and post-
“Definitely. Because we are humans, and as humans, production stages. Meaning, ChatGPT can be very useful
we need to connect. It is not only about getting the for drafting and getting to know the target audience and
information, about understanding; it is about the emotions style of your work; then you get all that information for
that information can convey. And the only way to do that, a human to do a localization, a transcreation, or an SEO
to transfer that emotion, is through language and culture. translation, and then once the human has worked, we use AI
That’s the only way to create a really nice connection. again to double check against the initial brief. My approach
In fact, even if you are testing the waters, I won’t dare to is a bit ‘the other way around’ of what is currently most
land in some markets without having a proper localization used.”
because it will damage the perception of my brand for that
culture and those people.” “Currently, a lot of people are using AI as the centre of Your international
the translation process, and humans are in the pre- and
Following those same criteria, social media will also post-production stages. These AI translations with human
have to be divided by language and culture, correct? proofreading are what is being called ‘post-editing,’ and
“Ideally, yes. The problem is that having multiple social it could be useful for English because let’s not forget that shipping partner
media channels for each language or culture is expensive 90% of the content that was trained inside ChatGPT was
not only at a localization or translation level but also from a English, so when it comes to other languages ChatGPT is
maintenance perspective.” close to nonsense.”

AI-powered translations done the smart way Oscar continues: “So, for English it could be a bit better to Smart, cost-effective e-commerce solutions
have ChatGPT in the centre. But for all the other languages,
In a world where AI-driven is currently the absolute craze forget about it. We are not there yet. And I even doubt it
and businesses globally constantly talk about the potential would ever be as powerful as it is for English for languages
and already practical AI applications, it stands to logic to like German or Chinese. There are a lot of things to
ask Oscar what he feels and what he thinks about this. consider when using these AI services. To summarize, first, Part of the PostNL group
Ranked as one of the best postal
After all, Ontranslation success in providing localization these services are a tool. Second, I would not use them for
and translation services over the past thirteen years is a non-English content when we want it to be central to the
testament to its clear understanding of what makes buyers project. And lastly, the best way to use it, in my opinion, is companies in the world
trust the content of any given e-commerce. as a pre- and post-support in the whole process.” Post NL
2023
Worldwide shipping to 190 destinations awarded
With the current AI-driven this and that, what do you Can you explain to us a bit more about SEO Gold medal
think about using AI for translation and localization? translation? We are an international delivery
How much can we really use AI for translation, and “Yes, and it also happens to be one of my passions. SEO
can you give us a guideline on this? translation precisely takes culture into account, especially company with local experts
“I think the best course is to draft a mixed strategy, in which the way people look for information and what their needs
Spring GDS
you can combine different linguistics services like machine are with respect to a product or service.” awarded
translation, AI-powered translation, human localization- Competitive rates
One rate for forward/returns
translation, or human proofreading. There are a lot of “A Chilean will look for different features in the same Silver medal
different services a translation agency should be able to product than, for example, a Spaniard. A Spaniard might,
offer. And brands should take advantage of this to match it for example, when shopping for a coffee table, that the
Sustainable solutions Scan the
to their corresponding goals and development stages,” says table is made of a long-lasting material, whilst the Chilean
Oscar. might be more interested in the fact that the table is made
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