24/07/2026
Translation isn't what you see. It's everything you don't.
People often say, "Can't Al just translate it?"
Yes, it can produce words in another language. Sometimes those words are even quite good.
But how do you actually know if those words are fit for purpose?
That comes down to everything beneath the surface...
- human judgment
- embodied cultural experience
- language used in context
- unique human perspective
In a world increasingly filled with generic, same-sounding content, don't start with the tool.
Start with the thinking beneath the surface.
Work with translators who use Al to augment human expertise, not to replace it.
That's where translation becomes communication.
