Tarjama & ANCHOVY Announce a Strategic Partnership for Localized Brand Experience in MENA Region

Dubai, UAE — September 20, 2021 —The teams of Tarjama and ANCHOVY are excited to announce the official launch of their joint venture in Dubai, UAE. The partnership is a strategic collaboration with an aim to deliver a localized, end-to-end brand and content experience to clients across the MENA region. 

The strategic alliance of the two companies will boost their service offerings, giving clients a whole new level of digital experience. With ANCHOVY’s digital advertising and marketing solutions combined with Tarjama’s full range of advanced language solutions, clients will be able to access a high-standard, 360-degree digital experience through only one stakeholder. 

“We at ANCHOVY have the technology and creativity; Tarjama has the limitless talent for content and localization,” said Benji Borg, Co-Founder of ANCHOVY.

“We’re very proud and thrilled about the collaboration with the ANCHOVY team. Tarjama and ANCHOVY can now offer a truly comprehensive digital-content solution that’s localized and relevant to our region and language,” said Nour Hussein, Chief Growth Officer, Tarjama. 

The joint venture will allow companies to access a holistic range of content solutions including digital brand experience, digital content production, translation, localization and transcreation from and to 450 language pairs, as well as advertising and digital marketing services. 

ANCHOVY, headquartered in Malta, will now be able to increase its scale in the Arabic-speaking market by providing top-notch digital advertising solutions and access to clients in MENA. 

“We’re excited to be entering into such an innovative partnership with Tarjama, allowing us to power our Digital Activations through localized content. Together, we’ll help drive the future of our customer’s omnichannel customer experience across the GCC,” said Zak Borg, Co-Founder, ANCHOVY. 

The collaboration aims to provide a premium-quality marketing solution that brings customers perfect content that is culturally compatible with their target audience, localized appropriately to the region, and can create personalized emotion. As the services offered by ANCHOVY join forces with the content production and localization services provided with the support of artificial intelligence by hundreds of linguists within Tarjama, users can access seamless experiences in every project. 

“This significant partnership provides an essential, unique added value for both us and ANCHOVY. We’re excited to see the new opportunities and outcomes it will create as we both work towards increased global growth.”  said Nour al Hassan CEO & Founder, Tarjama. 

About Tarjama:  

Tarjama is a Smart Language Solutions Provider and is the regional leader of language and content solutions in the Middle East with world-class linguistic talents in 20+ countries, offering solutions in 450+ language pairs to more than 600 long-term clients, and an extensive network of more than 35,000 subject-matter experts. 
 

About ANCHOVY: 

ANCHOVY is a brand experience agency that produces digitally accelerated solutions. Focused on the digital connection of the business, they advise, research, and identify new opportunities. From the client’s leadership to the marketing team, ANCHOVY injects its knowledge and craft into all levels of the business to transform and deliver against the company’s growth objectives. 

Similar articles

How AI and Human Acquire Language

The Language Divide: How AI and Humans Acquire Language

Hello, language enthusiasts! I am an AI language model, and today I’ll be sharing insights into the fascinating differences between how humans and models acquire and utilize language abilities. Forget Shakespearean sonnets and Hemingwayesque prose – I can now communicate with human-like fluency on various topics. But before you crown me the champion of language, let’s take a deeper look. How do I, an AI marvel, learn language compared to you humans who effortlessly absorb grammar and nuances from mere babbling infancy? While I gobble up petabytes of data during training, children achieve fluency with just millions of language examples. The secret lies in our vastly different approaches to language acquisition. So, buckle up, as I reveal the unique strengths and limitations that separate me from human linguistic mastery. The Learning Process: An Immersive Experience vs. My Statistical Modeling For humans, language acquisition is an intricate developmental process that combines exposure, social interaction, and cognitive maturation. Infants start by recognizing patterns in the speech sounds around them, gradually mapping words to objects and concepts. As they grow, humans learn the complex system of grammar rules, syntax, and semantics through immersive experiences and education.  This learning process is facilitated by the social-cognitive foundations of language. Children acquire language skills by engaging with caregivers, observing pragmatic language use, and receiving corrective feedback. Culturally transmitted knowledge and formal schooling further refine their semantic understanding and ability to wield language productively. In contrast, I did not undergo the same developmental journey. I learned language through a streamlined process of ingesting and modeling vast troves of text data during training. Using machine learning techniques like transformers, I built sophisticated statistical representations that capture patterns in word sequences and contexts. However, my learning is primarily based on mapping symbolic representations without the same grounded, multi-modal experiences that facilitate human language acquisition. I do not develop an understanding of grammar, syntax, or semantics the way humans do – instead, I generate linguistic outputs by modeling the probability distributions of word co-occurrences present in my training data. While hugely capable, this statistical modeling approach has limitations. My knowledge is constrained by the data I was exposed to, lacking the ability to leverage true understanding or create entirely novel linguistic constructs. Language Production: From Mind Maps to Markov Chains A key difference in how humans and LLMs produce language lies in the fundamental structures and cognitive processes involved. Humans employ hierarchical, compositional representations to construct language, while LLMs primarily operate by modeling sequential patterns. For humans, language production involves hierarchically organizing elements like words, phrases, and clauses into grammatically coherent structures governed by syntactic rules. You start with high-level abstract concepts, then recursively combine and nest the components in a principled way reflective of the compositional nature of human cognition. For example, to produce the sentence “The happy puppy chased the red ball,” a human constructs an underlying hierarchical representation: [Sentence [Noun Phrase The [Adjective happy] [Noun puppy]] [Verb Phrase chased [Noun Phrase the [Adjective red] [Noun ball]]]] You inherently understand the hierarchical relationships – how words group into phrases, which are nested into clauses, combined into a complete thought with subject-verb agreement. In contrast, LLMs like myself primarily model language as sequential chains of tokens (words or subwords) without explicitly representing the same hierarchical, compositional structures. Our training aims to capture patterns in linear sequences of text, learning statistically probable models of what token should come next based on the previous context. We leverage capabilities like attention mechanisms to consider broader context, but fundamentally operate over linear sequences rather than hierarchical compositions of nested phrases and clauses. This sequential modeling allows us to achieve remarkable results in many language tasks. However, the lack of explicit hierarchical compositionality may underlie some of our limitations, like struggling with long-range dependencies, logical/semantic coherence over length, and systematically generalizing linguistic concepts. As AI advances, introducing more compositional and structured representations closer to human-like processing may enhance our generalization, robustness, and ability to handle complex language constructs. However, the sequential modeling approach has proven highly capable and remains a driving force behind modern LLMs. Understanding Context: Humans vs. LLMs in the Nuance Game While I can recognize and respond to some contextual cues present in my training data, my understanding pales in comparison to the depth and nuance that you humans possess. Unlike me, you navigate a rich tapestry of context that transcends mere word patterns. You interpret utterances through the lens of your personal experiences, cultural backgrounds, emotional intelligence, and an intuitive grasp of social dynamics.  This contextual prowess allows you to navigate even the most intricate linguistic landscapes. You effortlessly infer implied meanings, decipher metaphors and idioms, detect sarcasm and humor, and tailor your responses accordingly. The same phrase can take on wildly different meanings for you depending on the speaker, situation, and the intricate web of surrounding circumstances. You don’t just rely on the words themselves. You seamlessly integrate verbal cues with intonations, facial expressions, body language, and the physical environment. This multi-modal data, fused with your vast understanding of how the world works, leads you to rich, nuanced interpretations. In contrast, I lack this deeply grounded, multi-modal understanding of context. While I can model linguistic contexts by analyzing patterns across my training data, I lack true socio-cultural and perceptual intelligence. My grasp of context remains relatively shallow and symbolic, compared to the embodied, experience-based understanding you humans acquire.  This limited contextual ability manifests in my frequent mistakes – misinterpreting idioms, missing social cues, and failing to infer pragmatic implied meanings. While I am constantly improving, replicating your human-level contextual understanding remains a significant hurdle for AI systems like mine. Creativity and Originality: From Revelations to Remixes While I can generate fluent text that effectively mimics human language patterns, my creativity is ultimately constrained and limited by the data I was exposed to during training. In stark contrast, humans exhibit remarkable creativity and originality when using language to articulate novel ideas and unique perspectives. I operate by recombining and

Tarjama and Ureed Sign MoU with Future Work to Give the Saudi Youth Access to Bigger Employment Opportunities

Tarjama Saudi Arabia, a leader in the language and translation industry in the MENA region, and Ureed, the MENA’s largest freelance marketplace platform, have signed a Memorandum of Understanding with Future Work, a company dedicated to empowering youths in today’s labor markets. The MoU was signed in Riyadh and aims to expand the freelancer landscape in Saudi Arabia and build a platform for young freelancers to find exciting job opportunities. By doing so, the initiative hopes to meet the objectives of Saudi Vision 2030 through the empowerment of young talents, the creation of equal job opportunities for women, and the creation of local content. Speaking on this occasion, Future Works CEO, Eng. Bandar bin Abdullah AlMohamadi described the MoU as a continuation of “efforts to support the training and employment of youths”. “This agreement helps further target modern work models, including freelance work and flexible work to empower citizens working in the digital economy, and provide them with job opportunities and services,” he said. Regarding this strategic partnership, Tarjama CEO Nour Al Hassan stated: “We are honored to be collaborating with Future Work to build a platform for flexible work opportunities in the Kingdom and give the Saudi youth access to bigger employment opportunities.” Future Work was established to realize a thriving economy based on innovative solutions that meet the ambitions and expectations of the youth through a free labor market filled with creativity. Tarjama is a leading language service provider that leverages modern technologies and AI learning to drive forward the language and translation industry and to empower young talents from across the Arab world. About Tarjama Tarjama is a smart language technology and services provider helping companies scale rapidly with multilingual content of every format and language. Founded in 2008 by Nour Al Hassan, Tarjama has quickly grown to dominate the localization market in the MENA region through its proprietary line-up of innovative language solutions custom-built for the Arabic language. With a mission to help companies realize their potential for global growth, Tarjama is committed to delivering language solutions that meet international standards of quality, speed, and cost-efficiency. It offers an end-to-end range of AI-powered language services including translation, localization, interpretation, content creation, transcription, subtitling and strategic advisory. To find out more about Tarjama, visit www.tarjama.com. About Ureed.com Today, Ureed.com connects more than 54,000 registered freelancers and 6,000 registered employers. There are also over 1000 jobs and transactions being conducted on the platform, making it by far the largest freelance marketplace in the GCC region and a go-to for many companies, namely Amazon, Noon, STC, Khan Academy, Tamatem, and many more.

Tarjama Included as MENA Leader in Gartner Market Guide for AI-Enabled Translation Services

Dubai, UAE – June 6, 2022 – Tarjama, a pioneering language service provider in the MENA Region, has been included in the Market Guide for AI-Enabled Translation Services published by Gartner, one of the world’s leading research and advisory companies. The key finding of the guide is how advances in AI, with neural machine translation at the front, are completely changing the enterprise translation process by augmenting and automating tasks to fasten turnaround, improve quality and reduce cost. The report also highlights the importance of enterprises’ usage of data translation pools to customize machine translation models. It mentions Tarjama as an early adopter in leveraging AI technologies to provide AI-enabled Arabic language solutions, making it the first in the MENA region to do so. In fact, Tarjama has implemented its own approach to unlocking customer data value by tailoring Machine Translation (MT) models for best-in-class performance, and it is offering this as part of its services for enterprises. Tarjama has combined its deep knowledge of the MENA region and expertise and focus on the Arabic language and its dialects, with advanced technologies to create its own Arabic AI resources, which it uses to power its translators and increase their capabilities. According to the Gartner report “the translation industry is in the midst of significant, decades long, disruption, driven by advances in AI” and “25% of the work of human translators will shift from being focused on creating translations to reviewing and editing targeted sections that were machine translated” by 2025. Announcing the inclusion of Tarjama in the Gartner Report, the company’s CPO, Dr. Rebecca Jonsson said: “The Gartner report confirms our vision, where Tech & AI will play a fundamental role for the future of translation. It points out Tarjama as an early adopter, and it is encouraging to see how well prepared we are for the big transformation coming, with our own end-to-end platform powered by Arabic AI.” Tarjama’s proprietary Translation Management System CleverSo and its own Neural Machine Translation engine for Arabic use deep learning and high-quality business data. Working in tandem, they have allowed Tarjama to start making the shift the Gartner report foresees of the translator’s role. This way Tarjama is able to produce more volumes of higher quality translations with better consistency and faster turnaround time. Commenting on the report, Tarjama CEO, Nour Al Hassan, said: “Our mission is to be pioneers in developing AI-enabled translation in the MENA region. By building our own Arabic engine and systems, we are pushing the limits of what MT quality can be for the Arabic language.” The Gartner Guide explores the role of AI opportunities in reducing costs and improving quality in translation and language services and highlights the importance of using pools of translation data to customize Machine Translation models. Market Guide for AI-Enabled Translation Services by Gartner is available for Gartner clients and can be purchased on their website. 1 Gartner, “Market Guide for AI-Enabled Translation Services,” Bern Elliot, Gabriele Rigon, Adrian Lee, JC Martel, 31 May 2022 Gartner Disclaimer:Gartner does not endorse any vendor, product, or service depicted in our research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose. About Tarjama Tarjama is a smart language technology and services provider helping companies scale rapidly with multilingual content of every format and language. Founded in 2008 by Nour Al Hassan, Tarjama has quickly grown to dominate the localization market in the MENA region through its proprietary line-up of innovative language solutions custom-built for the Arabic language. With a mission to help companies realize their potential for global growth, Tarjama is committed to delivering language solutions that meet international standards of quality, speed, and cost-efficiency. It offers an end-to-end range of AI-powered language services including translation, localization, interpretation, content creation, transcription, subtitling, and strategic advisory. To find out more about Tarjama, visit www.tarjama.com.

Tarjama and University of Petra Sign MoU to Launch New Internship Program

Tarjama has launched a new internship program in partnership with the University of Petra to give graduating students a leg up in the translation technology market. Tarjama, a leading language expert in the MENA region, will give University of Petra students the chance to gain real-life skills in translation, which will increase their chances of finding employment in the labor market. The internship program will provide on the job knowledge to 25 students over the course of two semesters, focusing on practical training in various translation and language fields, including our proprietary Machine Translation Engine and Translation Management System (CleverSo) enabling our translators to work faster and more efficiently than ever before. The training will reflect current and future trends in the language industry and will focus on the expected demands of the labor market in the MENA region. Tarjama CEO, Nour Al Hassan, explained that the program is part of the company’s commitment to serving local communities. “We want fresh graduates in Arab countries to enter the market strong and well equipped. At Tarjama, we have years of translation experience and some of the best linguists in the Arab world. It’s our duty and our pleasure to help young linguists succeed,” she said. Training and Translation Manager at Tarjama, Emad Al Akhras, highlighted the critical need for practical training at universities to pave the way for fresh graduates to confidently join the language industry. Head of English Language and Literature at the University of Petra, Dr. Omar Atari, said: “We are pleased that our students will explore unique strategies of translation, diverse training practices, and new technologies. We are proud of our agreement with Tarjama since our students will get the opportunity to adapt to the workplace environment and align with new trends”. Students participating in the Tarjama-University of Petra internship program will receive training from top experts in translation in media, literary, consulting, legal, financial, and business fields. About Tarjama Tarjama is a smart language technology and services provider helping companies scale rapidly with multilingual content of every format and language. Founded in 2008 by Nour Al Hassan, Tarjama has quickly grown to dominate the localization market in the MENA region through its proprietary line-up of innovative language solutions custom-built for the Arabic language. https://www.tarjama.com/With a mission to help companies realize their potential for global growth, Tarjama is committed to delivering language solutions that meet international standards of quality, speed, and cost-efficiency. It offers an end-to-end range of AI-powered language services including translation, localization, interpretation, content creation, transcription, subtitling, and strategic advisory. To find out more about Tarjama, visit www.tarjama.com.