Featured, Localization, Translation

Transcreation: Tailor Your Content For The Target Culture

Transcreation takes place within the field of translation studies. However, as a technique that is considered to provide more creative results compared to the translation, which is simply changing the words with the right equivalence to give the same meaning, both techniques are employed for different purposes.

We have gathered the necessary details you need to know about translation and transcreation and how they differ from each other.

What is Transcreation?

Even though the terminology itself suggests some ideas about the meaning of this technique, it is still important to know what exactly transcreation definition entails. The word itself is playful since it combines the words “translation” and “creation.” So by far, translation and creativity go hand in hand in this technique.

Sometimes replacing words and trying to give the exact meaning of a sentence won’t work—transcreation steps in when translation is not enough. Transcreation preserves the overall feeling, style, and intent of the source text; however, it conveys the message differently rather than focusing on finding the equivalent words. Transcreation helps the audience resonate with the text even more compared to the translated texts. There are some common areas where transcreation technique is frequently seen, and these are;

Idioms, sayings
Taglines
Branding material
Humor
Country and culture-specific phrases
Wordplays
Poems

Difference between Translation and Transcreation

As it is briefly mentioned before, transcreation includes creativity and conveys the meaning of the source text when the transcreation experts also contribute the progress with their cultural and relevant knowledge to the text. Therefore, transcreation can also be a technique that requires writer or copywriter perspective since it involves originality and creativity.

Translators perform translation as commonly known, but it might be challenging for them unless they are familiar with the cultural and relevant background information about the source text they need to adapt. Sometimes specific texts might not mean a lot for the target audience if they aren’t familiar enough with the culture the text was created into. Transcreation steps in to eliminate that feeling of alienation and grabs the audience’s attention by certain adaptation and appropriation techniques without failing to convey the same message intended in the source text.

Transcreation is highly used in content marketing since markets and brand strategies mostly differ from region to region and highly depend on the target audience. Many prefer transcreation to translation for marketing purposes since translation might seem more informative and monotonous compared to transcreation, where you can call your audience to action and tailor your text according to their needs and desires. For example, Chevrolet’s “Nova” model didn’t peak in sales in Spanish, most likely due to a marketing slogan without transcreation. This isn’t shocking since “No va” in Spanish simply means “it isn’t going” (it doesn’t work). Once again, the importance of transcreation is clear here.

Why transcreation is a must for some languages

Some languages have a highly poetic and figurative nature, and these are mostly accepted as the biggest challenges by experts within the field of translation. Arabic is one of them where feelings and certain emotions are expressed passionately, making literal translation insufficient.

Here are some of the examples from other languages telling us why transcreation is a must:

1- Arabic: If the saying below were translated literally, users would definitely be confused without knowing what to get from this sentence. However, the exact meaning is still to be conveyed in a different way with transcreation.

“Dokhool El Hamam Meesh Zay Khoroogo”: دخول الحمّام مش زي خروجه

Translation: Entering a bathroom isn’t like leaving it.

Meaning: It’s not easy getting out of tricky situations.

2- Spanish: Spanish idiom below definitely doesn’t make sense until the reader is provided with the meaning.

“Creerse el ombligo del mundo”

Translation: to think of themselves as the bellybutton of the world

Meaning: To think of themselves as the center of the world where everything and everyone revolves around them.

3- Idiomatic phrases in different languages: Apple iPod Shuffle is one of the oldest products of Apple, and the product was advertised with an idiomatic expression that challenges copywriters and translators in many senses. iPod came out with a “Small talk” slogan. This transcreation challenges experts to market such a massive product in different markets while conveying the same meaning as the idiom has in the English language. This how it is transcreated in other markets:

Latin American Spanish: Mira quién habla, or “Look who’s talking.”

European Spanish: Ya sabe hablar, “already knows how to talk,” something a proud parent might say.

French: donnez-liu de la voix, or “Let him speak.”

Canadian French (Québécois): Petit parleur, grand faiseur, or “Says little, does much.”

As it can be seen from various examples above, transcreation defines countless values, from making your product’s campaign successful to conveying the meanings of the most basic language elements such as proverbs, idioms, and sayings in an accurate way.

Why websites need transcreation

Websites are many individuals’ and businesses’ digital presence in the virtual world. Therefore it is important to treat your page as a unique platform since it constantly communicates and transfers your values and vision to your customers or visitors.

Also, we live in a world where people from miles away can reach a website and acknowledge its existence effortlessly in seconds. For individuals and businesses to create a powerful existence and reach different markets and opportunities, website transcreation provides a beneficial solution, especially when there is a pressing need for delivering content and all kinds of related info to visitors in their native languages and cultural habits. Transcreation blends translation and creativity and allows you to focus on your international or local campaigns to take your brand or digital existence further.

Tarjama offers next-level transcreation solutions for you and your business and makes sure your message and specific needs aren’t lost along the way. So get in touch with Tarjama now to get started on your transcreation journey!

From Code to Culture: LLMs and Humans Bridging Global Dialects

Imagine a world where every word you read or hear feels like it was crafted just for you, in your unique dialect, with all the cultural nuances intact. Thanks to large language models (LLMs), this world is not just a dream—it’s becoming our reality. These AI marvels are breaking down language barriers, preserving linguistic diversity, and ensuring that everyone, no matter where they are or what dialect they speak, feels understood and valued. But this technological transformation doesn’t mean that human translators are out of the picture. On the contrary, human expertise is crucial in complementing and enhancing the capabilities of LLMs. Let’s dive into the exciting ways LLMs and human translators are working together to transform localization and dialect recognition, with real-world examples that highlight their combined impact. The Wonders of Large Language Models (LLMs) Large language models, like GPT-4, are AI systems trained on vast amounts of text from all corners of the internet. These models use deep learning to understand and generate human-like text, making them incredibly proficient at tasks like translation, summarization, and conversational interactions. Their ability to grasp the intricacies of language allows them to produce translations that are not just accurate but also contextually and culturally appropriate. Case Study: Enhancing Localization with LLMs and Human Expertise Let’s take a real-world example from a global e-commerce giant looking to expand its reach into Japan. Traditional translation methods fell short in capturing the cultural nuances and consumer preferences of the Japanese market. Enter LLMs and a team of human translators. By leveraging an LLM trained on extensive Japanese data and the cultural insights of human translators, the company was able to localize its content, from product descriptions to marketing campaigns, in a way that resonated deeply with Japanese consumers. The result? A significant boost in customer engagement and sales. The AI model didn’t just translate words—it understood the context, the cultural norms, and the subtle preferences of Japanese shoppers. Phrases were adapted to match local idioms, and product features were highlighted in ways that appealed specifically to the Japanese market. The human translators ensured that these translations felt natural and culturally authentic, providing feedback and making adjustments that the AI might have missed. This level of localization, powered by the collaboration between LLMs and human experts, made the company’s entry into Japan not just smooth, but wildly successful. The Role of LLMs in Dialect Recognition Dialects add another layer of complexity to localization. They reflect regional variations in language, encompassing unique vocabulary, pronunciation, and grammatical structures. Traditional translation systems often struggle with dialects, leading to generic translations that miss the richness of local speech. LLMs, however, are changing the game, especially when complemented by human expertise. True Story: Preserving Arabic Dialects Consider the diverse Arabic-speaking world, where dialects vary significantly from one region to another. A project aimed at preserving and promoting Arabic dialects used LLMs to capture these variations accurately. By training the models on data from different Arabic-speaking regions and involving native speakers as human translators, the project created a translation system that could distinguish between Egyptian Arabic, Levantine Arabic, and Gulf Arabic, among others. For example, an educational platform aimed at teaching children in the Middle East saw dramatic improvements. Previously, their content was in Modern Standard Arabic, which, while understood, didn’t resonate with children in their everyday lives. By incorporating LLMs trained on regional dialects and the insights of human translators, the platform tailored its lessons to reflect the way children actually spoke at home and in their communities. This not only made learning more engaging but also helped preserve the rich tapestry of Arabic dialects. Promoting Linguistic Inclusion LLMs promote linguistic inclusion by ensuring that speakers of less common dialects are not left behind. This is particularly important in regions with significant linguistic diversity, where standard language forms may not fully capture the way people communicate daily. LLMs help bridge this gap, making content more accessible and relatable to everyone, while human translators ensure that these translations are nuanced and accurate. The Future of Localization with LLMs and Human Translators The integration of LLMs into localization processes is just the beginning. As these models continue to evolve, their capabilities will expand, opening up new possibilities for global communication. Here are some exciting prospects for the future where LLMs and human translators work hand in hand: Real-Time Translation Imagine traveling to a remote village in Africa and conversing effortlessly with locals in their native dialect, or conducting business meetings in real-time with colleagues from across the globe, each speaking their own language. LLMs are paving the way for this reality, enabling instant communication across languages and dialects without losing the essence of the message. Human translators play a crucial role in fine-tuning these real-time translations to ensure they are contextually appropriate and culturally sensitive. Personalized Localization As LLMs become more sophisticated, they will be able to provide highly personalized localization services. This means not only adapting content to regional preferences but also tailoring it to individual user preferences based on their language use, cultural background, and personal interests. Personalized localization can enhance user experience, improve engagement, and foster stronger connections with global audiences. Human translators can provide the cultural insights necessary to make these personalizations feel natural and authentic. Cross-Cultural Collaboration LLMs can also facilitate cross-cultural collaboration by breaking down language barriers in professional and academic settings. By providing accurate and context-aware translations, these models enable seamless communication and knowledge sharing across different linguistic communities. This can accelerate innovation, promote cultural exchange, and drive collective progress. Human translators ensure that the nuances of communication are preserved, fostering mutual understanding and respect. Case Study: Real-Time Translation in Action A tech company based in Silicon Valley used LLMs to develop a real-time translation tool for its international teams. Previously, language barriers caused delays and misunderstandings. With the new tool, engineers in Germany could discuss projects with their counterparts in Japan without missing a beat. The LLM didn’t just translate words—it maintained the technical

July 31, 2024

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

June 24, 2024

How Can Tarjama’s AMT Revolutionize Your Arabic Translation Needs?

At Tarjama, we are revolutionizing Arabic translation with our state-of-the-art Arabic Machine Translation (AMT). Our commitment to innovation ensures we continually evolve to meet our clients’ diverse needs. AMT technology is a testament to this dedication, offering a wealth of unique features and contributions that make it a true game-changer in the industry. Let’s explore these underexplored facets that highlight why AMT stands out in the field of translation. Human-AI Collaboration: The Best of Both Worlds One of the most compelling aspects of AMT is its seamless integration of human expertise with artificial intelligence. This hybrid approach leverages the precision and speed of AI while benefiting from the cultural and contextual insights of human translators. Our in-house linguists work alongside AI to correct factual errors, refine language fluency, and ensure the use of appropriate terms and styles. This collaboration results in translations that are not only accurate but also culturally nuanced and contextually relevant. Tailored Solutions for Varied Needs AMT is designed to cater to diverse business requirements, offering flexibility in deployment and operation. Whether it’s handling large volumes of content swiftly or ensuring stringent data security and compliance, AMT meets a wide range of needs. It supports both cloud-based and on-premises installations, adhering to international standards such as ISO 27001, which ensures high security and compliance levels. Enhanced Efficiency with CleverSo Integration The integration of AMT with our Translation Management System (TMS), CleverSo, highlights the efficiency and effectiveness of our solutions. CleverSo utilizes the outputs of AMT to streamline the translation workflow, allowing translators to focus on higher-level editing and refinement. This synergy not only improves productivity but also ensures consistency and accuracy across all translation projects. Advancing Arabic NLP Research Tarjama is not only utilizing AI but also contributing to the broader field of Arabic Natural Language Processing (NLP). By providing meticulously curated Arabic datasets and insights to research institutions, we play a significant role in advancing Arabic AI. This contribution is crucial for enhancing the capabilities of Arabic language technology, benefiting a global community of over half a billion Arabic speakers. Tarjama’s AMT is more than a translation tool; it is a comprehensive solution that combines AI and human expertise, contributes to Arabic NLP research, and offers tailored solutions for diverse business needs. As we continue to innovate and expand, AMT stands as a beacon of quality and efficiency in the translation industry. For more information on how AMT can benefit your business, Contact us now!

June 4, 2024

The Influence of AI on translation and localization in 2024: 5 Emerging Trends to Keep an Eye On

As we navigate the language-rich landscape of global business in 2024, the influence of AI on translation and localization is transformative. Embracing these emerging trends allows businesses to not only overcome language barriers but also create a more immersive and authentic experience for their global audiences. The growing demand for multilingual AI translation technology, coupled with the increasing marketing needs and evolving privacy/disclosure laws, propels the expansion of the Translation Service sector. According to Globe News Wire, the translation service market is poised to reach USD 47.21 billion, with a projected CAGR of 2.60% by 2030. The synergy between AI and language services is unlocking new possibilities for cross-cultural communication, setting the stage for a more interconnected and inclusive global marketplace. 1. Advanced Neural Machine Translation (NMT) The progression of Neural Machine Translation (NMT) powered by Artificial Intelligence (AI) has fundamentally transformed language services. Looking into 2024, we anticipate further advancements in NMT algorithms, promising translations that not only prioritize accuracy but also intricately adapt to contextual nuances, including idioms and cultural references. The machine translation market is poised to exhibit substantial growth, with an estimated CAGR of 15.19% from 2022 to 2027. This growth forecasts an increase in market size by USD 1,022.6 million. Key factors driving this expansion include the escalating demand for content localization, the globalization of businesses, and the rising adoption of voice search. In essence, the machine translation market comprises software solutions that glean meaningful insights into human sentiments and opinions by collecting, measuring, and categorizing voice and speech data from sources such as audio files and calls. A notable trend influencing language services is the increasing integration of AI, particularly NMT, with Computer-Aided Translation (CAT) tools. This collaboration introduces features like automated terminology suggestions and context-aware translation recommendations. Businesses leveraging advanced NMT can enhance the quality of their translations while significantly reducing the time and cost associated with traditional language services. As a result, companies can streamline their global communication, making it more efficient and culturally resonant with their target audiences. 2. Customized Localization Through AI Insights In 2024, the scope of localization extends beyond mere translation, encompassing the adaptation of content to align with the cultural, linguistic, and regional preferences of the target audience. AI assumes a pivotal role in this process, offering crucial insights for customized localization. By scrutinizing data from diverse sources, such as social media, user behavior, and market trends, AI becomes a guiding force for businesses, enabling them to tailor content to specific audiences and increase their profits. A study by Harvard Business Review underscores the significance of this approach, revealing that brands leveraging localization services are 1.5 times more likely to achieve heightened profits compared to those that overlook this strategic practice. Customized localization not only ensures that the language is accurate but also considers cultural sensitivities, idiomatic expressions, and visual elements that resonate with the local audience. AI-driven insights empower businesses to create content that feels native to each market, enhancing user engagement and fostering a deeper connection with global consumers. The use of data-driven budgeting decisions further enhances efficiency in resource allocation, translating high-value content while employing machine translation for less critical material. Analyzing social media metrics becomes a powerful tool for understanding market sentiment and identifying areas for growth. The iterative nature of using data allows businesses to continuously refine their strategies, ensuring they remain responsive to the evolving demands of the global market. The symbiosis between AI and localization practices emerges as a strategic imperative for organizations striving to thrive in the interconnected and culturally diverse marketplace of 2024. 3. Real-time Language Support with AI-Powered Chatbots: In 2024, AI is reshaping global customer support by revolutionizing real-time language assistance through AI-powered chatbots. These chatbots, equipped with NLP capabilities, interact seamlessly with users in multiple languages, offering instant assistance and resolving queries efficiently. Businesses are increasingly incorporating AI-driven chatbots for multilingual customer support, improving user experiences and allowing scalable language support without a proportional increase in human resources. AI chatbots ensure consistent and accurate communication across diverse language markets. AI-driven localization is poised to power personalized customer experiences in 2024, capitalizing on the opportunity for businesses to deliver a personalized approach currently underutilized by over half 61% of global enterprises. The localization industry will witness a wave of innovation, leveraging AI and Language Model Systems (LLMs) to create deeply personalized experiences across global markets. These technologies bring a new level of automation to content translation, allowing human resources to focus on critical assets, while automated quality checks ensure fit-for-purpose content at every step. 4. Improved Speech-to-Speech and Speech-to-Text Translation Technologies Leveraging AI capabilities, speech-to-text software is transforming various applications, including hands-free note-taking, live captioning, and elevated customer service. It efficiently converts spoken words into written text, facilitating rapid and effective creation of emails, generating helpful meeting and event transcripts, and enhancing overall accessibility. The adoption of speech recognition for transcribing audio and video content not only streamlines business processes but also fosters accessibility. As we move into 2024, we anticipate significant strides in speech-to-speech and speech-to-text translation technologies. These advancements enable real-time, precise translations of spoken language, effectively dismantling communication barriers. Notably, the technology now accommodates a wider array of dialects and accents, fostering greater inclusivity in communication. This development carries profound implications across sectors such as international business, education, and healthcare, where clear and accurate communication is imperative. These evolving technologies will not only boost translation efficiency but also elevate the quality of cross-cultural interactions, fostering a more connected and accessible world. 5. Growth of Transcreation and personalized content generation Transcreation stands as a specialized art within the realm of translation, striving not merely to convert words from one language to another, but to transform a message while retaining its original essence and impact. Widely embraced in marketing, this approach serves as a key asset in cross-cultural communication, offering a distinctive edge in conveying messages effectively across diverse audiences. The surge in customer demand for personalized content is propelling the need for both

January 17, 2024

Transcreation: Tailor Your Content For The Target Culture

What is Transcreation?

Difference between Translation and Transcreation

Why transcreation is a must for some languages

Why websites need transcreation

Similar articles

From Code to Culture: LLMs and Humans Bridging Global Dialects

The Language Divide: How AI and Humans Acquire Language

How Can Tarjama’s AMT Revolutionize Your Arabic Translation Needs?

The Influence of AI on translation and localization in 2024: 5 Emerging Trends to Keep an Eye On

About us

Our Technology

Contact us

Privacy

Terms & Conditions

Work with us

Blog

Case Studies

Help center

Company

Capabilities

Products

We offer innovative language  
solutions to connect global markets.

Transcreation: Tailor Your Content For The Target Culture

What is Transcreation?

Difference between Translation and Transcreation

Why transcreation is a must for some languages

Why websites need transcreation

Similar articles

About us

Our Technology

Contact us

Help center

Company

Capabilities

Products

We offer innovative language solutions to connect global markets.

We offer innovative language  
solutions to connect global markets.