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~ Ontranslation ~

of sustainable materials. That different way of looking at the And how can a brand achieve this in its localizations/
same thing based on their cultural differences is what makes translations?
people from different countries search for things differently. “When you are doing the translation, localization, or
That is why it doesn’t make sense to just translate a list of transcreation, you need to understand the product; that’s the
keywords and assume that it will rank in other countries.” first thing. What does it offer? How it works? And then the
market. What makes that market different? What cultural
“Even when we do a perfect direct translation of a keyword, rules exist in that market? What are the competitors doing?
it might not work. That’s why we need to do native keyword Everything.”
research for that specific culture or country and understand
their pain points and their needs to have results. Once we “You need to understand the reality, the cultural and
are clear with this, we can do a transcreation, which is a linguistic reality, and then you do a transcreation to create
combination of localization and copywriting. And here is the content that can accommodate these new words, these
where you can introduce emotion in the content.” new intents you have found.”

Emotion and trust, are the foundations of success In your experience, what trends do you think will
mark localization and translation in 2024?
For Oscar, the key to having a successful localization is to “Obviously, AI is going to be there. And we need to explore
build trust in your audience. And to do so, your content and understand how we are really going to benefit from
needs to convey emotions. Here lies the secret to why some AI but in a more professional way. In our case for example,
e-commerce is successful in selling in some markets, and we have created a custom GPT in order to help us tackle
others can’t hit the nail. If your audience doesn’t trust you, it these cultural, intercultural differences. And I believe
is even worse than if it just doesn’t understand you. that, in my opinion, this application of AI is very useful
for any company planning to go global. It is called ICA
Emotion is something you have already mentioned - Intercultural Communication Assistant - and second,
several times cultural and linguistic consultancy, I think, is going to take
“Yes, because you need to be able to connect emotionally to the central stage here,” says Oscar.
engage, to persuade, to gain the trust of that user and lead
him to buy, to click to do whatever you are asking.”

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