When AI Works (And When It Doesn’t): Choosing the Right Workflow for Your Translation Needs
AI has changed the translation industry. But it hasn’t replaced the human element, and it shouldn’t. For brands, knowing when to use AI-supported workflows and when to stick with human-led translation is essential. Get it right, and you could save time and money without compromising on quality. Get it wrong, and your message might miss the mark entirely. Here’s how to know the difference.
When AI Works Well
AI workflows shine in scenarios where:
- Speed and volume are priorities
- Consistency is key
- The content is repetitive or structured
These workflows combine machine translation with human quality checks (Two stages of human checks in our workflows!). They’re especially useful for:
- Internal communications: HR updates, internal newsletters, company-wide policy documents.
- E-learning content: Modules with clear, instructional language and minimal creative nuance.
- Product information and catalogues: Structured descriptions and specs that repeat across formats.
- FAQs and support docs: High-volume, low-flair content where accuracy matters more than brand voice.
- Technical manuals: Where clarity and standardised terminology are more important than style.
- Some website content: We recommend a hybrid workflow for websites as some content works well, but some needs a human touch from scratch.
In short, if your content is practical, predictable and high-volume, AI-supported translation can be a smart, budget-friendly choice. But ask us first!
When AI Doesn’t Work
Despite the advances, AI struggles with:
- Tone of voice
- Cultural nuance
- Wordplay and emotional resonance
It lacks the emotional intelligence to understand context, humour, or subtext. That makes it a poor fit for:
- Marketing and brand copy: Straplines, brochures, and advertising.
- Creative content: Storytelling, campaign messaging, and anything designed to connect on a human level.
- Video/audio scripts: Where rhythm, style and pacing play a role.
If you want your message to resonate, persuade or build trust, human-led translation is non-negotiable.
The Brightlines Approach: Best of Both Worlds
We help clients navigate the grey areas with hybrid workflows. That means:
- Advising on content suitability: Not every project needs AI. We’ll tell you when it doesn’t.
- Delivering human-led creativity where tone, nuance and connection matter.
- Using AI support for the right content types to increase speed and reduce cost.
Want to see if your content suits an AI workflow?
