Our Analysts' Insights

It is incredible to think that, less than eight years after the first publicly available neural machine translation (NMT) systems appeared on the scene, some media coverage already sees NMT as so 2015. As generative AI (GenAI) really exploded into public view in 2022, it wasn’t surprising that an overactive tech press’ imagination would see it as the be-all and end-all of technology. Our recent survey with freelance linguists certainly reflects this view, with many language workers expressing ...

We’ve all been entertained by spells going wrong in the Harry Potter books and movies. What does any of it have to do with generative AI? If you think of artificial intelligence as the magic, then the prompt is the spell you use to invoke the magic. And not all spells – or prompts – are created equal.

National variants of multinational languages such as English, French, and Spanish underscore the challenges to a government or business of providing readable content to any citizen or customer, prospect, or employee. They face what sociolinguists call varieties – that is, dialects, registers, styles, lexicons, and gender conventions – in both written and spoken language. Furthermore, usage and comprehension issues extend deep into any interaction, further affected by payment systems, regulatio...

The explosion of interest in generative AI technology like ChatGPT has led to general calls for the regulation of artificial intelligence – these will also affect the language industry. Although today it is unclear who would be responsible for a critical mistranslation stemming from MT on a company’s website, CSA Research predicts that within a year some unlucky company will become the textbook case that decides this matter. This post explores how current and proposed regulation of artificial ...

Artificial intelligence (AI) and caring people are together bringing life-changing services for accessibility and communication, but you must look past the hype and the deep fakes to find them.

Multimedia, transcribed audio, and AI-generated content in all the world’s digital languages join more traditional content types in filling up data centers. Together they create challenges and opportunities across organizations, raise the alarm for more oversight of content, and further the case for aligning enterprise content strategies, investment, and operations.

Large language models have been in the news a lot in November and December and the coverage has been mixed, to put it mildly. Meta posted its Galactica model on November 15 but took it down just three days later in the face of intense criticism. By contrast, when OpenAI released ChatGPT two weeks later, on November 30, the response was much more positive. Examining why the reactions were so different provides insight into the potential and limitations of machine translation (MT) as well as cauti...

Would you encourage a colleague, a friend, or your children to work in a profession that is extremely damaging to their mental health? No, I didn’t think so. However, that’s exactly what we’re doing when hiring people to moderate extremely high volumes of (multilingual) web and social media content, hour after hour, day after day. Being a content moderator (sometimes called a “process executive”) has been cited as “the worst job in technology,” whether you’re contracted at arm’s length ...

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...

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...