ECommerce is currently seeing explosive growth, it's projected to reach USD$5.5 trillion by 2027, according to the US International Trade Administration. To thrive in this highly competitive market, businesses must develop a robust localisation strategy to ensure clear and coherent communication with their global customer base.
Below, we'll take a closer look at a case study showcasing Travod's new AI-powered – an innovative service that blends customised artificial intelligence engines and human review. Our client is an eCommerce business currently gaining traction in Asia and the Middle East.
The client's challenge
Our client aimed to swiftly and cost-effectively localise their products into five key languages, covering 80% of their target market in the Middle East and Asia. They required a wide array of translations ranging from product descriptions to marketing content. More importantly, all this collateral had to be translated from American English to Japanese, Chinese, Punjabi, Indonesian and Pashto, each presenting unique cultural and linguistic challenges.
The solution: Travod AI
This case study exemplifies the precise purpose that Travod AI was designed for – fast, cost-effective and impeccable localisation for different content types that require different degrees of human editing.
Travod AI is the result of years of research, development, and experimentation, incorporating leading AI engines like Amazon AWS, DeepL, Google, Microsoft, Rozetta, Tencent, and Phrase NextMT. This flexibility allows us to customise existing engines to fit a business's brand identity and tone of voice.
We started by categorising the content based on on the degree of human oversight required after localisation using Travod AI. Here is a breakdown below:
• Low oversight: Product specifications, product titles, FAQs, labels and packaging.
• High oversight: Landing page copy, ad copy, legal and compliance content, blog posts, and instructional content.
For content requiring low oversight, such as product specifications, product titles, FAQs, labels, and packaging, Travod AI employed a streamlined process that maximised automation.
We selected and customised the most suitable AI translation engine for every language pair, in order to translate the content quickly and accurately. This was followed by automated quality checks to review the translations for consistency, accuracy, and cultural relevance. A small team of linguists then reviewed the translations to ensure that they met the client's standards, before finalising and delivering the content to the client.
For content requiring high oversight, we adopted a more human-centric approach. We used an engine customised to the client's content to generate initial translations, which were then reviewed and refined by human translators to ensure accuracy and cultural relevance.
A team of experienced linguists reviewed and edited the translations to ensure that they met the client's high standards before our quality control team reviewed the translations again to identify any potential issues. This approach ensured that the translated content was of the highest quality, meeting the client's diverse needs and localisation goals.
Results
The implementation of Travod's AI-powered localisation services led to remarkable results:
• Travod AI has proven to be approximately 43% less expensive compared to a traditional localisation workflow.
• The turnaround time for translations was halved, enabling the client to launch their products in new markets before schedule.
• The combination of AI-powered translation and human expertise ensured that all the translations were of high quality, meeting the client's standards.
A solution tailored to your needs
Travod AI offers different service tiers to meet the unique localisation needs of each company:
• Pure AI package: For non-critical internal content where speed is key, advanced machine learning provides fast translations.
• Human-optimised AI: For important internal documents or straightforward external content, AI translation is combined with human review to ensure accuracy.
• Custom package: For complex, creative external content where quality cannot be compromised, a thorough multi-step process involving AI translation, professional editing, and proofreading captures the nuances of language and culture.
Conclusion
Travod's AI-powered localisation services provided a transformative solution for the eCommerce business, enabling them to expand their global reach efficiently and cost-effectively. By leveraging AI technology and human expertise, the client was able to overcome traditional localisation challenges and achieve significant reductions in translation costs and turnaround times, while ensuring high-quality standards. This case study demonstrates the potential of AI-powered localisation in driving global business success.
Want to streamline your translation processes? Get in touch to discuss a project.
About Travod
Travod is a global provider of expert language services and agile technology solutions for businesses worldwide. Providing culturally localised content, Travod offers a full range of translation services in 100+ languages. Our international team of over 5,000 specialist linguists work together to provide a bespoke service for more than 6,000 organisations and brands. Travod is fully ISO 9001 and ISO 17100 certified, demonstrating its ongoing commitment to the highest standards of quality in the translation industry. Travod is part of Mondia Technologies Group.
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