Being omnimarket, or the ability to translate all content for every language, is now the new “going global.” In an omnimarket environment, organizations no longer face the chicken and egg scenario. Machine-first translations make content available in every language so arguing about whether it’s worth the investment to translate or not is no longer relevant.
Rather than localizing top-tier content exclusively for established markets, omnimarket organizations translate everything for everyone and see where the chips fall.
They leverage machine-first, human-optimized systems to prioritize investments in undeveloped markets and expand their multi-channel translation footprint in developed markets. They connect and reach out with content first to nurture and cultivate relationships until interest is detected and a real connection established.
Once confirmed, humans take over to determine how content should be tailored to resonate further with the audience. “Human optimized” could mean transcreating an advert, message, hiring human salespeople, or setting up more substantial operations to deliver local customer support. Ultimately, machine-first human-optimized systems lead to more human and more relevant customer experiences in an intelligent translation era.
Linguistic Artificial Intelligence (AI) is a technology that can help to process, understand and generate content. Its goal is to find patterns and connections within content across languages. It does so to understand the intent of content and to organize it – without understanding what the content is, automating and scaling content processes is challenging. It’s technologies like these that companies should explore if they want to address their specific content challenges, and take advantage of the opportunities presented by an exciting, new intelligent translation era.
Over the coming months, we’ll reveal how you can introduce intelligence to your content supply chain. Watch out for our upcoming blog series exploring the Intelligent Translation Era in more detail. In the meanwhile, click here if you’d like to learn more about the Intelligent Translation Era, and how you can prepare your business for global growth.
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