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What Separates Language from Accessibility and Responsibility?

All companies have many regulations and business requirements to comply with today – plus additional scrutiny from enforcers and public commentary alike. It may seem like a never-ending list: doing what’s right for the business, humanity, and the planet. Corporate websites have sections for accessibility; commitment to employees; measures for diversity, equity, and inclusion (DEI); global corporate responsibility; ecological sustainability; and more. Many are striving to find ways to use inclu...
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What is Authentic Voice Today?

As part of an ongoing investigation into multimedia localization tools and practices, CSA Research is examining enterprises’ global use of video. A combination of professional interest while researching marketing content and personal interest because I’ve just moved, led me to view several TV ads and online videos by international energy providers, including EDF and E.ON. These marketing videos took me down the proverbial rabbit hole, trying to figure out the source and target languages. Which...
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A Year of Recovery in the Language Industry – and Just About Everywhere Else

2020 disrupted nearly every human activity on the planet. The pandemic, lockdowns, and economic consequences blocked the expected growth in language services that we forecast for that year (“The Language Services Market (2021)”). In stark contrast, 2021 was a year of recovery for most of the language services and technology companies that responded to the survey for the 18th CSA Research Global Market Study. They got back on track from the pandemic body slam, optimized and rethought their busi...
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Curves Ahead: MT and the Future of Language Technology

Technology developments tend to follow a typical pattern of improvement over time, known as an S-curve. Although it is a familiar pattern, it is worth unpacking its five phases and considering how they apply to language technology and forecasts about it. Examining how they have played out with successive generations of machine translation points to a future in which other advanced natural language processing technologies have tremendous potential to deliver useful and innovative capabilities.
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Mind The (Language) Gap

“Mind the gap!” A phrase often heard at railway stations or on the subway: voiced during announcements or indicated by signs, it encourages people to avoid falling between the train and the platform. It refers to a physical distance and a dangerous hole that suitcases, legs, and small children might disappear into. It is the moment of moving between one customer experience and the next: the starting point and solution, the vehicle and the destination, the expectation and the reality. But are t...
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Sentient AI: Parrot, Parity, or Parody?

Last week, the Washington Post published an article about Blake Lemoine’s claim that his employer Google’s LaMDA language model/chatbot system had achieved sentience and had a “soul.” Lemoine, an engineer in the company’s responsible AI group, based his assertion on a dialogue in which LaMDA expressed human-seeming sentiments and concepts. Google placed Lemoine on leave, thereby sparking renewed discussion about what machine sentience is and what it means. What can the experience of the lan...
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Mastering Globalization in the De-Globalization Era

For the last few months pundits across the political spectrum have written op-ed columns and long articles questioning whether geopolitical events such as war and polarized politics signal the end of globalization. This post considers those concerns of policymakers but contends that activities to address the growing complexity of a de-globalizing planet raises the bar for any organization operating in multiple countries – and that this reality will create new opportunities for anyone who can ma...
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Swiss Cheese and Customer Experience

In the late 19th century my great-grandfather, Otto, smuggled the culture for Gruyère cheese from Switzerland to the United States. Thinking about him reminds me of the “Swiss Cheese Model,” an approach to accident prevention that focuses on putting up multiple barriers that should collectively prevent major mishaps even if one or more of them has a hole in it. A similar “Reverse Swiss Cheese Model” applies to international customer experience. To see how, imagine an English-centric company ...
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How to Perfect Your Cold Emailing Technique

Cold emailing is the equivalent of cold calling – the solicitation of a potential customer who had no prior interaction with a salesperson – and is simply handled by email. It means you reach out to a sales target without them having made the first move. And that’s why it amounts to shooting an arrow in the dark. Why? The prospect doesn’t know you. Your email may land in a spam filter or remain unread even if it was delivered. Cold emailing is a tough exercise. Sometimes your arrow will hit,...
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Headless Global Content Doesn’t Happen by Magic

In recent years, there’s been a lot of buzz around “headless” systems – whether for content creation and management or for the translation workflows that feed the global customer experience. The concept being that rather than having a traditional front- and back-end (publishing and creation), these systems allow content to be magically managed, extracted, repurposed, and delivered through a myriad of end points, from mobile apps to corporate websites integrated with a partner’s own custom p...
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