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Kremlin, Moscow, Russia

Why The Human Touch Matters in An AI-Driven World

Posted 29 January 2024

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While LLMs (Large Language Models) are becoming increasingly sophisticated and capable of translating content for new markets, they cannot localise content for specific cultural contexts. To localise content effectively, you must have the input of a skilled human with a solid understanding of cultural contexts and nuances for specific regions.

Connecting with your target audience across international markets requires knowledge of the different cultures. Simply translating your marketing materials isn’t enough. You must utilise localisation experts to help convey the meaning of your content in a way that genuinely resonates with audiences across different markets and accounts for cultural nuances.

4 Reasons Why Localisation Experts Are Needed

1 – Contextual narratives

AI can generate creative outputs, but it needs more depth of human creativity. AI is incapable of abstract thought and cannot draw upon personal experiences and emotions, which fuel human creativity. Localising creative content for specific cultural contexts is a human-driven process, considering the nuances and preferences unique to each community.

2 – Emotional intelligence

Understanding and responding to emotions in an empathetic way is a human strength. AI lacks emotional understanding and may struggle in contexts that require empathy and compassion. Localising any form of communication aimed at diverse audiences involves an understanding of cultural sensitivities and nuances. This is where humans excel.

3 – Complex decision-making

Complex decision-making often involves a deep understanding of context, ethics and values. Humans are better equipped to navigate ambiguous situations and make decisions based on a broader range of factors. Localising business communications and strategies for different markets requires an awareness of cultural norms and local values.

4 – Ethical decision making

Making ethical decisions often involves subjective judgement and other human factors such as reasoning. Localising ethical guidelines and documenting business practices to align with cultural norms is a complex process that demands a deep understanding of local values – a task still best suited to human decision-makers.

Preventing Cultural Oversights with Human-Led Localisation

When it comes to localisation, human intuition plays an important role in decision-making and problem-solving. Innovations often come about from intuitive insights that cannot be replicated by AI. For instance, if you need to adapt a piece of content for a new region but a recent event runs the risk of triggering cultural sensitivities, human experts will pick up on this.

Humour Is Subjective, Particularly in Different Markets

Humour is a culturally nuanced form of expression that involves wordplay, context, and an understanding of human psychology and social dynamics. AI may struggle to generate truly witty and contextually relevant humour. Localising creative content which plays on words or includes local humour involves understanding cultural references, idioms and sensitivities.

Using ALM Translations for Localisation: Go Global, Speak Local

Our linguists and international marketing teams are well-equipped to help businesses and organisations of all sizes localise their content for different audiences across the globe. With in-market expertise, our team has their eyes and ears on the ground, understanding the cultural nuances in ways that only those living in the region can. This experience is invaluable to businesses that are trying to successfully tap into new markets. Request a free quote today.


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