In an increasingly interconnected global society, translation  plays a vital role in facilitating cross-cultural communication,  promoting mutual respect and appreciation for our diverse world. In the  Advertising field, this is even more true.

« Translation is a Key Issue in the World of Communication »

• It enables people to share ideas, knowledge, and information.

• It helps bridge language barriers, fostering global collaboration, trade, and understanding among people.

The introduction and widespread adoption of highly effective  automatic translation tools could have huge repercussions on the dubbing  and translation industry.

The Negative Side

• Increased Efficiency and Cost Savings: 

Automatic  translation tools have the potential to streamline the translation  process, making it faster and more cost-effective. This could lead to  reduced demand for traditional translation services, especially for  simple or routine translation tasks.

• Competition and Price Pressure: 

With  the availability of free or low-cost translation tools, traditional  translation and dubbing companies may face increased competition. This  could lead to price pressure, as clients may seek lower-cost solutions.

• Impact on Entry-Level Translation Jobs: 

Automatic  tools may reduce the demand for entry-level translation positions that  involve basic and repetitive tasks. Translators who primarily handle  straightforward content may face challenges in finding work.

• Training and Skill Development: 

Professionals  in the translation and dubbing industry may need to continuously  upgrade their skills and adapt to new technology. There may be an  increased demand for experts who can integrate these tools effectively  into the workflow.

The Positive Side

• Quality Control and Human Touch: 

While  automatic translation tools have improved significantly, they often  struggle with nuances, cultural context, and creative elements of  language. High-quality translation and dubbing services may still be in  demand for content that requires human expertise, cultural sensitivity,  or creative adaptation.

• Content Diversity: 

The  availability of these tools might make it easier for niche or  lesser-known content to reach a global audience. This could create new  opportunities for translators and dubbing professionals who specialize  in less common languages or genres.

• Quality Assurance and Editing Services: 

As  automatic translation tools improve, there may be an increased demand  for services related to quality assurance, editing, and human review.  Translators and editors who can enhance the output of automatic tools  may still find work.

• Shift in Industry Focus: 

These  industries may shift their focus toward higher-value services that  require human expertise, such as transcreation (creative adaptation of  content), voice acting, cultural consulting, and adaptation of content  for specific markets.

• Legal and Ethical Considerations: 

The  use of automatic tools may raise legal and ethical considerations,  especially in industries where accurate and legally compliant  translations are critical, such as legal, medical, and financial fields.

It is a complex and multifaceted equation, that will evolve in  the near future. As Communications professionals, we must keep an eye on  it!

From the tactics we recommend to the costs of our campaigns, this will impact our work more than you think.

...and I am not even talking about the Entertainment Industry ;)