Live Translation industry involves translations done by humans and not machines.
Technology may not replace human translators but it will help them work better. Advancements
in the technology have greatly revolutionized the Live Translation Industry and The Translation
Industry in general. This is evident in the following ways:
Post-editing Machine translations- this is the most current technological enhancement in the
translation industry. Machine translation has proven to produce better results and is faster
(Tirosh, 2020). Tirosh also states that there are claims that Machine translation results into a
greater productivity than translating from scratch.
Growth of the Translation Industry- This is evident from the increasing use for non-English
languages. This suggests that the pressure for translation services is rapidly growing
Artificial Intelligence- Developments of artificial intelligence have raised questions whether
human translators will be eliminated will be rendered unnecessary in the translation business.
However, it is evident that human translators are not totally replaceable with machines or
artificial intelligence. This is because there are thousands of languages in the world and the AI is
in most cases incorporated with just about 40 languages (Tirosh, 2020).
Increasing demand in Mandarin Translation- Mandarin is the language spoken by Chinese
people. China has emerged to one of the world’s top economies as far as purchasing power is
concerned. With large manufacturing companies, merchandise trader and foreign exchange
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reverse, china has attracted global trade leading to the increased demand for mandarin translation
services. Other languages with increasing demand are Spanish and German.
Transcreation- This is the process of taking the initial intention of an organization’s marketing
information and delivering it to a new audience (Tirosh, 2020). This entails alteration of images,
logos and iconography while still maintaining the originally intended information. This means
that companies can reach to any market worldwide.
Challenges in Live Translation Industry
Cultural Challenges- Language is part of culture. Lack of knowledge of cultural values and
norms of an intended group may lead unintentional offence to the specific group. Some words
are considered culturally unacceptable or impolite and when used, the recipient may be offended.
Political Challenges- The political situation of a country or a particular area can determine the
reactions to the information translated. Some governments have total control over internet
Social Challenges- What is socially acceptable in one society may not be acceptable in the other.
Information translated is received differently by different audience depending on their social
Economic Challenges- Competition from cheaper translation options has become a major
economic challenge in the industry
Environmental challenges- Translation of climate change research is mostly limited to English.
This is a disadvantage to other foreign policy makers who does not understand English thus the
important information on climate change becomes valueless to them.
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Unbabel is an artificial Intelligence online translation organization based in San Carlifonia and
Limitations of Unbabel
Mistranslations- There have been cases where some words are mistranslated hence different
meanings (Paola, 2020)
Translation error- This has been witnessed when a name of a town in one language was
translated to a totally different town in a different language.
Additional of words- The machine might add extra words to what is being translated thus giving
a totally different meaning than what was intended.
Unabbel has been facing the challenges of inaccurate pronunciations hence translating different
meanings or offensive words.
Inconsistency or incorrect use of terminologies- Machines lack the human aspect to
distinguish cultural differences (Maxim,2018)
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Maxim. K., (2018). The good, the bad and the ugly of machine translation for customer service
Ofer. T., (2020). The Top 3 Translation Industry Trends for 2019 and What They Mean for
Paola. B., (2020). Unbabel Review