SlatorPod Slator

Jonas Ryberg, Chief Globalization Officer of Centific, joins SlatorPod to talk about the evolving language services landscape and Centific's approach to navigating the changes brought about by generative AI and large language models (LLMs).

Jonas looks back on the opportunities and challenges of 2023, with the impact of ChatGPT triggering clients, who are facing budget constraints, to redefine translation quality metrics and optimize processes.

Jonas sheds light on Centific's proprietary platform, Honeybee, an accelerator that integrates into clients' localization workflows through APIs. This platform harnesses generative AI to streamline processes such as content creation, assessment of style, and even provides a bot for translators to interact with instead of navigating through style guides.

Jonas explores the growing trend of multilingual content generation with the advent of LLMs. He believes while the output from LLMs is promising, there is still a need for human expertise to review and refine the generated content.

Looking ahead to 2024, Jonas reveals Centific's plan to bring Honeybee and JourneyMate, a customer experience tracking platform, into a SaaS-based platform, targeting both individual users with lower-cost access and custom enterprise clients.

Diego Antista, Co-Founder and CEO of GetGloby, joins SlatorPod to talk about the complexity of translating and transcreating digital ad campaigns.

Diego shares a pivotal moment when he discovered that the cost of translating campaigns for multicultural audiences was a significant barrier for advertisers, leading to the creation of GetGloby with fellow former Googler, Juan Fusoni.

Diego shares insights into the advertising industry, such as the role of agencies in global campaigns and the metrics advertisers prioritize to measure campaign success.

Diego sheds light on the challenges of localizing keywords, particularly in languages with character limitations, and discusses how GetGloby addresses the need for consistent brand voice across various languages.

Diego discusses the platform's current target segment, primarily large clients and global agencies, and outlines their plans to launch an online product for smaller advertisers.

Diego explores the tech stack behind GetGloby, focusing on the use of AI, machine translation, and the development of their proprietary model called Jaga. He also highlights the importance of incorporating native reviewers for certain clients, especially in the luxury brand sector.

Looking ahead, Diego shares how clients will soon be able to activate a new campaign for a flat fee of 10 dollars per month, with a credit-based model replacing the traditional cost-per-word approach.

Florian and Esther discuss the language industry news of the week, with the release of Slator’s new Pro Guide: Scaling an LSP Key Account.

The duo analyzed the job requirements and responsibilities for an AI Localization Analyst at Chubb, an insurance company.

Florian discusses when he, for the first time, realized he briefly fell for a third-party-created video. A speech by Joana Cotar, a member of Germany’s lower house of parliament, was translated and lip-synced into English using AI.

Far from being critical of her voice being cloned and her speech being machine translated without any edits, Cotar gushed about how  “wonderful” it is that her speeches are now accessible in “English, Portuguese, Spanish, French, Indonesian, and even Chinese”.

Florian touches on a study by Microsoft Azure researchers evaluating the performance of GPT-4 in post-editing machine translation.

Esther provides updates on recent M&A and funding activities in the language industry. difuze, a Canadian media localization company, acquired WANTED!, a post-production studio, while The Translation People secured GBP 10.5 million in debt financing. Additionally, she gives a mixed financial update on ZOO Digital, Ai-Media, and AMN Healthcare.

Florian concludes the episode by discussing OpenAI's release of GPT capabilities for customization. He shares his experience building a chatbot using the new feature and emphasizes the potential for creating customized language models for niche applications.

Gabriel Fairman, Founder and CEO of Bureau Works, joins SlatorPod to talk about the potential of generative AI in translation management.

Gabriel shares the origin story of Bureau Works, where over the years his perspective shifted towards viewing translation as an information management challenge, leading Bureau Works to transition into a tech-enabled business.

Gabriel discusses the challenges and opportunities presented by large language models, touching on issues of cost, workflow integration, and the potential for a more interactive and fluid translator-computer relationship.

Gabriel rejects the idea of comparing language models like GPT to human translators, viewing them as aids to improve the human experience rather than alternatives.

Gabriel Fairman explains the flexibility of Bureau Works' UI, which aims to optimize productivity and a sense of authorship, in contrast to the repetitive and frustrating nature of traditional machine translation post-editing.

BWX is concentrating on simplification in 2024, introducing features like the learning terms tool, and aiming to integrate translation seamlessly into various tools and simplify project creation and management.

Pablo Navascués, Managing Director of global content and SEO agency Key Content, joins SlatorPod to discuss the impact of generative AI on content creation and SEO.

Pablo explains how content strategy and SEO strategy have become more interconnected, emphasizing the need for high-quality, user-oriented content. He acknowledges that AI can be valuable for scaling content production. However, he highlights the need for human expertise in certain cases, as AI-generated content may not always meet quality and accuracy standards.

When it comes to Google's approach to ranking AI-generated content, Pablo suggests that Google values content based on how helpful it is to users rather than focusing on whether it is created by humans or AI.

Pablo talks about the challenges of prompt engineering in working with large language models and how it can be utilized for A/B testing and data analysis.

He shares insights from their research on AI content tools, which revealed that there is no one-size-fits-all solution, and different tools perform better depending on the type of content, audience, and language. 

Pablo predicts that content workflows will become more sophisticated and personalized, and the role of content strategists within organizations will become more critical.

Bryan Murphy, CEO of Smartling, joins SlatorPod to share insights into the language technology leader’s position as a turnkey cloud-based language AI solution.

Bryan talks about his background in software and e-commerce and how he joined Smartling to leverage technology in the translation and localization business.

Bryan expands on how Smartling has built a sophisticated translation and localization management platform and expert-in-the-loop productivity technology. The CEO explains Smartling’s decision to leverage its technology to gain an edge in the language services market.

He highlights the impact of large language models and generative AI in enhancing productivity, improving translation quality, and reducing costs. Bryan also touches on recent product launches like Smartling Translate, which targets the individual contributor within the enterprise.

Bryan discusses the impact of AI in the industry and its transformative potential, likening it to the advent of the commercial internet. He elaborates on the role of human language experts in the industry, emphasizing that AI enhances their productivity rather than replacing them.

Looking ahead to 2024, Smartling aims to improve the quality for customers, simplify processes, and further boost translator productivity.