CX Files Roger Barlow - LATAM Translations - AI Has Changed Translation Into Interpretation
Roger Barlow is Director of LATAM Translations. He is based in São Paulo, Brazil.
Roger is British and has lived in Brazil since 1998. Since 2001 he has focused on helping Brazilian companies engage with a global audience. This involves a significant amount of translation from and to Portuguese.
Multilingual CX is a subject we have often covered on CX Files so Mark decided to call up Roger because of his experience managing a company that is entirely focused on translation. How has AI impacted translation and will we see a complete replacement of translation because AI can now do this work?
The answer may be surprising. AI is getting better, but the reality is still that many humans don't understand each other so there are many subtle messages and meanings that may still require human attention.
CX leaders considering a complete move to automated multilingual support may need to take these ideas on board - day-to-day basic services can be automated, but it's still not possible to achieve 100% accuracy using AI in translation or interpretation.
https://www.linkedin.com/in/roger-barlow-87270991/
Summary:
Mark Hillary and Peter Ryan discuss the impact of AI on translation services with Roger Barlow, who runs LATAM Translations in São Paulo. Barlow highlights that while AI can handle basic translations, it struggles with nuances and context, especially in complex documents like ESG reports. He notes that most of his work comes via email, and the pandemic led to a permanent shift to remote work - WFH is now normal. Barlow also mentions that AI is often used without permission, leading to errors. He predicts a potential pushback against AI-driven translation due to its limitations in conveying subtle meanings and maintaining document quality.