Model Translation versus Giant Language Processing Systems
In the world of marketing, Large Language Models (LLMs) have become the backbone of various tools we use daily, such as ChatGPT, Alexa, Siri, and Google Translate. However, when it comes to global marketing campaigns, these models need a helping hand from human linguistic and marketing experts to create transcreated content that resonates authentically with diverse audiences.
Our approach to transcreation involves a blend of creativity, compliance, and local insight, ensuring a deeper connection, faster growth, and global leadership. This strategy is ideal for campaigns with tight deadlines across multiple markets, thanks to the 24/7 scalability offered by LLMs.
While LLMs can generate initial transcreation drafts quickly, they often miss cultural nuances, idioms, and subtle meanings embedded in specific languages or regions. To bridge this gap, the best practices for combining human oversight and LLMs in transcreation involve a hybrid workflow.
In this model, AI handles the initial drafts, while humans provide expertise for cultural relevance, brand voice, and quality assurance. This approach balances efficiency with nuance, ensuring accurate, engaging, and culturally sensitive transcreated content.
Key best practices include:
- Hybrid Translation Workflow: Use LLMs or machine translation to generate the first draft quickly and at scale. Follow this with professional human post-editing to refine idiomatic expressions, culturally specific references, and brand tone that LLMs may miss.
- Human Expertise for Nuance: Humans are essential for creative adaptation, especially in marketing where emotional impact, localized references, and brand consistency must be maintained. Expert linguists review and adapt AI outputs to fit regional audiences and marketing goals.
- Quality Assurance and Terminology Management: Employ human reviewers to enforce glossary compliance, consistent terminology, and cultural appropriateness, preventing misinterpretation or brand safety issues.
- Iterative Collaboration: Combine the strengths of LLMs—such as handling multiple languages and generating diverse phrasings—with human feedback loops to progressively improve output quality and relevance.
- Training and Fine-Tuning: Use parallel corpora and curated datasets to fine-tune or instruct LLMs specifically for transcreation tasks, enhancing their capability to produce marketing-relevant content while reducing human workload.
- Human Evaluation: Maintain ongoing human evaluation to assess and benchmark LLM output quality, ensuring it meets marketing standards and cultural expectations across target regions.
By integrating LLMs with human linguistic and marketing expertise, we create a scalable, cost-effective transcreation process that preserves brand integrity and resonates authentically with global audiences. This hybrid model leverages rapid AI generation with meticulous human refinement, addressing the creative and cultural complexity inherent in global marketing.
For instance, the transcreation of Twix's campaign tagline 'Twix. Two is more than one' involved linguistic and cultural consultation and a focus on recreating the intent of the line rather than a direct translation. Similarly, BMW's company slogan "Freude am Fahren" (driving pleasure) became "The ultimate driving machine" in the US market, a perfect example of effective transcreation.
Marketing execution agencies also play a vital role in producing content that is culturally relevant to ensure a target audience feels valued. At our website, expert language services ensure messages stay clear, impactful, and culturally relevant, capturing not just the words but the emotion and intent behind them.
The future of transcreation may lie in hybrid models that combine AI speed and scale with human creativity and cultural understanding, ensuring that brands can connect with their global audience effectively and authentically.
- In the realm of marketing, AI-driven Large Language Models (LLMs) are paired with human linguistic and marketing experts to craft transcreated content that resonates authentically with diverse audiences, maintaining brand voice and adhering to compliance.
- Our hybrid transcreation workflow encompasses AI generation of initial drafts for rapid and scalable content creation, followed by human post-editing to refine idioms, cultural nuances, and brand tone, bridging gaps missed by AI.
- Collaboration between AI and human experts is essential for campaigns involving creativity, regional adaptation, and brand consistency, as demonstrated in the transcreation of Twix's tagline, "Two is more than one," and BMW's slogan, "The ultimate driving machine."
- The future of transcreation lies in leveraging AI speed and scale in combination with human creativity and cultural understanding, ensuring brands can authentically connect with their global audience.
