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Did you know that companies have access to subtitling in real-time or that riders can access in-app translation to enable their ride-hailing-service drivers to find them on the left corner of the intersection, rather than on the right? If not, check out what Amazon Web Services presented at the most recent LocWorld in Lisbon, Portugal. Platform providers such as Alibaba, Amazon, Baidu, Facebook, Google, and Microsoft continue pouring money and people-hours into harnessing artificial intelligence (AI) to drive machine learning capabilities throughout their products and services. Here’s why buyers and providers of language-related services and technology need to pay attention and track what these platform firms are building and creating in areas related to natural language processing (NLP) – a capability that all of these companies claim is absolutely critical to their overall success in the AI arena: For buyers: What CSA Research has been predicting around translation – and now interpreting – as a ubiquitous service since our earliest days is becoming reality with current advances in AI and machine learning. Localization teams and centers of excellence for globalization have an essential role to play in preparing their organizations to take advantage of enhanced multilingual capabilities for written, spoken, gestured, and digitized signals.
For LSPs: Whether or not your prospects and customers are aware of how AI-driven capabilities will affect their business, they soon will be. Don’t wait for them to bring up the issue or to be caught off-guard during a quarterly review when they do. Prepare now to position how your team will be there as they try to figure out how to apply these capabilities with global customers and multicultural audiences within their home market.
For technology developers: Advances in AI and machine learning are moving so quickly that it’s very unlikely that your prospects or customers even know what they could be asking from you. It’s up to you to educate them as to what you see possible as it relates to your products and services.
Some platform providers were a bit late to the localization party. Some still struggle to offer enjoyable and seamless experiences for their own customers (yes, Amazon still directs its Swedish patrons to its German site where they depend on machine translation to make their purchases). But their earlier and current shortcomings don’t mean that they’re not heavily investing in NLP at this point. For better or for worse, these are the companies driving innovation for the language industry for now. So, assign someone to stay up-to-date on what they’re doing and prepare for the ride!
Director of Buyers Service
Focuses on global digital transformation, enterprise globalization, localization maturity, social media, global product development, crowdsourcing, transcreation, and internationalization
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