Whether it’s a quick email to an international client, a product description for a global webshop, or a technical manual in multiple languages, a translation is now just a click away. That convenience is appealing, but it also comes with risks. A text that seems understandable is not always reliable.
When convenience becomes risk
Machine translations work well for simple sentences or general content. But when the subject becomes technical, legal, or culturally sensitive, things can go wrong. A poorly chosen term, a lost nuance, or a cultural misstep can damage your brand, reputation, or customer relationships. A small mistake in a product description can lead to misunderstandings, a mistranslated legal sentence can result in expensive claims, and a marketing campaign that doesn’t fit the local culture often loses its persuasive power completely.
What this means for companies
The impact of inaccurate translations can be significant. It can lead to lost trust with customers or partners, inconsistent brand communication across markets, and even legal or financial risks from misinterpretations. That’s why more and more companies are choosing a hybrid approach, combining technology and human expertise.
The smart combination: speed and quality
The best results come when automatic translations are paired with human review. The machine handles the groundwork: fast, efficient, and scalable. Then a professional translator or editor ensures the text is accurate, persuasive, and aligned with your brand voice. This way, you benefit from the speed of technology and the quality of human expertise.
Consistency, context, and brand experience
Translation memories, terminology lists, and style guidelines help maintain consistency, especially with recurring content. But context and brand experience remain human work. Language is not just about words; it’s about intent, emotion, and nuance. That is where the difference lies between something simply translated and truly understood.
