{"id":94635,"date":"2024-11-13T10:32:16","date_gmt":"2024-11-13T09:32:16","guid":{"rendered":"https:\/\/phrase.com\/?p=94635"},"modified":"2024-11-18T15:53:11","modified_gmt":"2024-11-18T14:53:11","slug":"ethical-ai-localization-managers-cultural-sensitivity","status":"publish","type":"post","link":"https:\/\/phrase.com\/blog\/posts\/ethical-ai-localization-managers-cultural-sensitivity\/","title":{"rendered":"Ethical AI: The Evolving Role of Localization Managers"},"content":{"rendered":"\n<div id=\"acf\/text-block_2c2a49e35da6fcd740d1cb7ee15e1ba7\" class=\"pxblock pxblock--text alignfull spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_69_1 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Overview<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/phrase.com\/blog\/posts\/ethical-ai-localization-managers-cultural-sensitivity\/#audio-version\" title=\"Audio version\">Audio version<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/phrase.com\/blog\/posts\/ethical-ai-localization-managers-cultural-sensitivity\/#the-power-and-pitfalls-of-ai-in-localization\" title=\"The power (and pitfalls) of AI in localization\">The power (and pitfalls) of AI in localization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/phrase.com\/blog\/posts\/ethical-ai-localization-managers-cultural-sensitivity\/#the-ethical-imperatives-in-ai-driven-localization\" title=\"The ethical imperatives in AI-driven localization\">The ethical imperatives in AI-driven localization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/phrase.com\/blog\/posts\/ethical-ai-localization-managers-cultural-sensitivity\/#98-where-machine-beats-memory-in-translation-speed\" title=\"98: Where Machine Beats Memory in Translation Speed\">98: Where Machine Beats Memory in Translation Speed<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/phrase.com\/blog\/posts\/ethical-ai-localization-managers-cultural-sensitivity\/#the-evolving-role-of-localization-managers\" title=\"The evolving role of localization managers\">The evolving role of localization managers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/phrase.com\/blog\/posts\/ethical-ai-localization-managers-cultural-sensitivity\/#chatgpt-translation-how-to-harness-ai-to-drive-global-business-growth\" title=\"ChatGPT Translation: How to Harness AI to Drive Global Business Growth\">ChatGPT Translation: How to Harness AI to Drive Global Business Growth<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/phrase.com\/blog\/posts\/ethical-ai-localization-managers-cultural-sensitivity\/#three-ways-localization-teams-can-make-sure-ai-is-used-ethically\" title=\"Three ways localization teams can make sure AI is used ethically\">Three ways localization teams can make sure AI is used ethically<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/phrase.com\/blog\/posts\/ethical-ai-localization-managers-cultural-sensitivity\/#conclusion\" title=\"Conclusion\">Conclusion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/phrase.com\/blog\/posts\/ethical-ai-localization-managers-cultural-sensitivity\/#how-ai-can-supercharge-your-international-expansion-strategy\" title=\"How AI Can Supercharge Your International Expansion Strategy\">How AI Can Supercharge Your International Expansion Strategy<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"audio-version\"><\/span><strong>Audio version<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Prefer to listen to this blog post? Listen to our AI-powered podcast version of this blog, exploring how localization managers play a crucial role in using AI ethically within the translation industry.<\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<iframe loading=\"lazy\" width=\"100%\" height=\"300\" scrolling=\"no\" frameborder=\"no\" allow=\"autoplay\" src=\"https:\/\/w.soundcloud.com\/player\/?url=https%3A\/\/api.soundcloud.com\/tracks\/1956280835&#038;color=%23ff5500&#038;auto_play=false&#038;hide_related=false&#038;show_comments=true&#038;show_user=true&#038;show_reposts=false&#038;show_teaser=true&#038;visual=true\"><\/iframe><div style=\"font-size: 10px; color: #cccccc;line-break: anywhere;word-break: normal;overflow: hidden;white-space: nowrap;text-overflow: ellipsis; font-family: Interstate,Lucida Grande,Lucida Sans Unicode,Lucida Sans,Garuda,Verdana,Tahoma,sans-serif;font-weight: 100;\"><a href=\"https:\/\/soundcloud.com\/phrase-560136068\" title=\"Phrase\" target=\"_blank\" style=\"color: #cccccc; text-decoration: none;\" rel=\"noopener\">Phrase<\/a> \u00b7 <a href=\"https:\/\/soundcloud.com\/phrase-560136068\/ethical-ai-the-evolving-role-of-localization-managers\" title=\"Ethical AI: The Evolving Role of Localization Managers\" target=\"_blank\" style=\"color: #cccccc; text-decoration: none;\" rel=\"noopener\">Ethical AI: The Evolving Role of Localization Managers<\/a><\/div>\n\n\n\n<div id=\"acf\/text-block_bac8e2dab8169b29f00e9837ceaf1138\" class=\"pxblock pxblock--text alignfull spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<p><span style=\"font-weight: 400;\">When we talk about artificial intelligence (AI) in localization, there\u2019s a natural tendency to speak about it from an operational angle. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">After all, the right use of AI and Large Language Models (LLMs) has been busily revolutionizing high-volume machine translation (MT) for some time. Companies can now handle and translate vast amounts of content quickly and efficiently. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">However, there is another major impact that we\u2019re perhaps guilty of dancing around &#8211; how exactly will AI impact jobs in our industry. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">As more automation and machine-assisted processes become the norm, there\u2019s a natural tendency to worry about people being replaced. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This then leads to other questions: If people are removed from the loop, can we trust AI to handle things? Will the translation quality meet our standards and those of our customers? Should we be worried about AI &#8216;hallucinations&#8217; in our content? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">And the questions don\u2019t stop there.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As AI becomes more prominent, the roles of localization professionals will inevitably shift, but in the majority of cases, this might be the best thing that could happen. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">In this article, I\u2019d like to look at how those roles are adapting. More importantly, why the role of humans is so crucial if we\u2019re going to ensure that these technologies are applied ethically, safeguarding both the integrity of translations, and maintaining cultural sensitivity across incredibly diverse and complex markets. Let\u2019s dive in\u2026<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><b><\/b><\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-power-and-pitfalls-of-ai-in-localization\"><\/span>The power (and pitfalls) of AI in localization<b><\/b><b><\/b><b><\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h4>Efficiency and volume &#8211; how AI and LLMs are revolutionizing high-volume translation tasks<\/h4>\n<p><span style=\"font-weight: 400;\">Let\u2019s start by thinking about how and why AI and LLMs are being applied currently. One of their main advantages over human translation is the ability to translate very large volumes of content efficiently. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Coupling speed with cost-effectiveness means companies can scale their translation efforts and stick within their budgets. AI also provides a fairly straightforward path to new, often less widely spoken, language pairs, meaning that internationalization is quicker and easier. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Despite these advantages, AI comes with several ethical challenges that need to be addressed so that the systems can be used responsibly: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Bias in Training Data<\/b><span style=\"font-weight: 400;\">: Because LLMs utilize such large datasets, any biases in those sets can easily be amplified. In many cases, AI is looking for the most common, repeatable uses of certain terms, so it\u2019s easy to perpetuate bias. This can skew translations, and provide outputs that marginalize or exclude certain groups. Considering the lengths businesses go to ensure cultural sensitivity and relevance, it\u2019s easy to see how this could have a significant impact on brand reputation, and the bottom line.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Human Bias in AI Use<\/b><span style=\"font-weight: 400;\">: With the best will in the world, everyone carries conscious and unconscious biases, and it\u2019s all too easy to introduce these into our AI processes. From inadvertently favoring a particular dataset to interpreting outputs based on our own beliefs or cultural background, none of us are immune. If outputs aren\u2019t scrutinized properly, or are applied inappropriately, AI can easily be misapplied.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Bias For and Against AI<\/b><span style=\"font-weight: 400;\">: Perhaps most importantly here, there is also a notable bias for or against the use of AI in translation. At one end, company leadership may be clamoring for cost reduction, efficiency and scalability. At the other, localization managers might be concerned about their job and their team being sidelined by new technology, leading to slow adoption and a reluctance to apply AI capabilities in certain areas. <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As with most business decisions, it\u2019s all about balance. AI is not, and never has been, designed to fully replace human expertise; rather to augment it and allow localization professionals to focus on more strategic, high-impact tasks.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By addressing these biases and ensuring that AI is used ethically, localization managers can play a vital role in guiding the responsible integration of AI into the industry.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Of course, this is easier said than done. Localization professionals will need to consider which of their existing skills can most readily be employed in AI-led translation processes.\u00a0<\/span><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/text-block_02eaa3394b8ecef9a341f9d042a53ecb\" class=\"pxblock pxblock--text alignfull spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<h2><span class=\"ez-toc-section\" id=\"the-ethical-imperatives-in-ai-driven-localization\"><\/span>The ethical imperatives in AI-driven localization<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h4><span style=\"font-weight: 400;\"><strong>Data quality and bias mitigation<\/strong><br \/>\n<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">As I mentioned earlier, the quality of training data for any LLM is paramount. High quality, and crucially, highly representative datasets are essential to combat bias.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, neural machine translation (NMT) systems often struggle with less widely spoken languages due to the limited availability of high-quality data. This can result in errors and mistranslations that misrepresent these languages and their cultural nuances. This has traditionally been particularly prevalent with many African languages.\u00a0<\/span><\/p>\n<figure id=\"attachment_94637\" aria-describedby=\"caption-attachment-94637\" style=\"width: 697px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-94637\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2024\/11\/livinglanguages-300x265.png\" alt=\"Bar chart displaying the number of living languages in Africa as of 2022 by country. Nigeria leads with 520 languages, followed by Cameroon with 277 and the Democratic Republic of the Congo with 214. Other countries shown include Chad, Tanzania, Ethiopia, C\u00f4te d'Ivoire, Ghana, Sudan, and South Sudan, highlighting Africa's linguistic diversity\" width=\"697\" height=\"616\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2024\/11\/livinglanguages-300x265.png 300w, https:\/\/phrase.com\/wp-content\/uploads\/2024\/11\/livinglanguages-768x679.png 768w, https:\/\/phrase.com\/wp-content\/uploads\/2024\/11\/livinglanguages.png 806w\" sizes=\"(max-width: 697px) 100vw, 697px\" \/><figcaption id=\"caption-attachment-94637\" class=\"wp-caption-text\">Number of living languages in Africa as of 2022, by country (<a href=\"https:\/\/www.statista.com\/statistics\/1280625\/number-of-living-languages-in-africa-by-country\/\" target=\"_blank\" rel=\"noopener\">Source: Statista<\/a>)<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Consider for example, that <\/span><a href=\"https:\/\/www.statista.com\/statistics\/1280625\/number-of-living-languages-in-africa-by-country\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Nigeria alone has more than 500 languages and dialects<\/span><\/a><span style=\"font-weight: 400;\">, each with a high level of cultural and geographical specificity (and if you want to dive deeper, you might also consider the bias I\u2019m displaying by choosing Africa as a\u00a0 hub of diverse languages). <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Culturally sensitive translation is something that is particularly challenging for AI. Context or cultural applications of certain terms change much more frequently than most datasets, leading to translations and applications that might be technically perfect, but could also be inappropriate or even offensive. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">As an example, consider a hypothetical situation where AI is being used as part of the content moderation process on a gaming platform. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the UK, the word \u2018Bloody\u201d can be used as a mild curse word for emphasis, but if our user is playing a first-person shooter game, are they actually cursing, or commenting on the amount of pixelated blood that\u2019s spraying around on-screen? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s a very minor, and very specific usage, but could well have a compound effect on auto-moderated in-game conversation, blocking content or players for perfectly innocent interactions. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">The human element is crucial here, and equipping decision-makers with more culturally aware training processes can make a huge difference. <\/span><\/p>\n<p><a href=\"https:\/\/www.forbes.com\/sites\/eriklarson\/2017\/09\/21\/new-research-diversity-inclusion-better-decision-making-at-work\/?sh=267e29904cbf\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Culturally diverse businesses often outperform their contemporaries<\/span><\/a><span style=\"font-weight: 400;\">, so it makes sense to build this approach into our AI data as well. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Because we\u2019re talking about a technological problem, we might want to apply a technological solution. In the past, this would have meant \u201cbetter datasets\u201d, But there is a fundamental difference between earlier neural models and the emerging way in which LLMs are being used.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Neural models were trained from scratch on large data sets.\u00a0 So controlling and manipulating these data sets was very important and consequential.\u00a0 LLMs however,\u00a0 are &#8220;pretrained&#8221; by the large organizations that create them, so the end user often has little or no control over what information was used for initial training.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, users do now have much richer methods of control over refining outputs, by interacting with them and adding nuanced instructions and prompts. This instruction could include formal or informal language, changing the tone of voice, avoiding certain words, and more.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This level of control and interactivity is new, and wasn&#8217;t possible until quite recently, but again, it very much requires human experts to drive the changes and to evaluate and ensure the results are satisfactory.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><b>Transparency and accountability<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">The types of AI systems at work in <a href=\"https:\/\/phrase.com\/blog\/posts\/machine-translation-tools\/\">high-volume machine translation<\/a> can often seem a mystery if you aren\u2019t an expert. If managers and users can\u2019t understand why their AI system is making the choices it makes, they aren\u2019t going to feel comfortable using it &#8211; or passing those translations onto users. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Localization professionals are quite right to demand clear, exact explanations from LLM engines and vendors around which datasets and algorithms are being used, and why decisions are being made by these systems. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">While training to help understand what is happening \u2018under the hood\u2019 can help here, there also needs to be a focus on who trains AI systems, and in particular, how we train them so that they can check and evaluate the output of other AI systems, as well as how users can regularly audit for changes in the levels of bias, and quality rate measurement to spot dips or peaks in accuracy. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">If you\u2019re dealing with legal, medical, or indeed any type of personal data, the risks are obviously much higher, and while this is chiefly seen as an engineering issue, any vendors should have clear guidelines around how personal data is anonymized and removed from AI memory. The legal costs of misuse or misapplication can be enormous.\u00a0<\/span><\/p>\n<h4><b>Cultural and contextual sensitivity<\/b><b><br \/>\n<\/b><b><br \/>\n<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">It\u2019s hard to underline this enough. AI translation is efficient, but without very clear guidelines and refinements, it is not subtle. Without careful consideration of context, your translations are going to miss the mark in many ways &#8211; and not all of them will be expected.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The most obvious example of this might be the literal translation of an idiomatic expression:<\/span><\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cIt\u2019s still up in the air\u201d.\u00a0<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Is your project literally on board an airliner right now, or do you simply mean you\u2019re waiting for something to be resolved? <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">It\u2019s easy to become overly concerned about these things, but on the flipside, getting it right offers huge opportunities to raise engagement and foster loyalty, and this means combining human oversight with large-scale AI powered translation. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">(As a delightfully silly example, the French word for \u201cchoice\u201d is \u201cChoix\u201d. In the French translation of the Harry Potter books, the famous Sorting Hat is referred to as a \u201cChoixpeau\u201d &#8211; a take on \u201cChapeau\u201d,\u00a0 the French word for hat. It\u2019s often the smallest examples that showcase why and how a human\u2019s insight and ability to interpret can make all the difference.)\u00a0<\/span><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/blog-cta-block_9bb3ea7dd2b9154d43c2e00c6861db92\" class=\"pxblock pxblock--blog-cta alignfull bg--outline image--orientation-square\">\n\t<div class=\"block-container\">\n\t\t\t\t<div class=\"content\">\n\t\t\t<p style=\"text-align: center;\"><a href=\"https:\/\/phrase.com\/blog\/posts\/98-where-machine-beats-memory-in-translation-speed\/\">Learn more<\/a><br \/>\n<a href=\"https:\/\/phrase.com\/blog\/posts\/98-where-machine-beats-memory-in-translation-speed\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-91630\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2024\/09\/P1008-698-X-419-Highlight-image-01-300x180.png\" alt=\"\" width=\"300\" height=\"180\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2024\/09\/P1008-698-X-419-Highlight-image-01-300x180.png 300w, https:\/\/phrase.com\/wp-content\/uploads\/2024\/09\/P1008-698-X-419-Highlight-image-01.png 699w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<h2 class=\"h2 single-post__title\" style=\"text-align: center;\"><span class=\"ez-toc-section\" id=\"98-where-machine-beats-memory-in-translation-speed\"><\/span><span style=\"color: #181818;\"><a style=\"color: #181818;\" href=\"https:\/\/phrase.com\/blog\/posts\/98-where-machine-beats-memory-in-translation-speed\/\">98: Where Machine Beats Memory in Translation Speed<\/a><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: center;\"><span style=\"color: #181818;\"><a style=\"color: #181818;\" href=\"https:\/\/phrase.com\/blog\/posts\/98-where-machine-beats-memory-in-translation-speed\/\">Discover how machine translation outperforms traditional translation memory in speed and efficiency. Learn how to optimize your localization process with data-driven insights and analytics.<\/a><\/span><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/phrase.com\/blog\/posts\/98-where-machine-beats-memory-in-translation-speed\/\">Read now<\/a><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/text-block_36ca4f7e37e31495376c3d68245549b5\" class=\"pxblock pxblock--text alignfull spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<h2><span class=\"ez-toc-section\" id=\"the-evolving-role-of-localization-managers\"><\/span><b>The evolving role of localization managers<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h4><b>From tactical to strategic<\/b><\/h4>\n<p><span style=\"font-weight: 400;\"><strong>Localization managers are now strategic business assets<\/strong>. Certainly, there\u2019s still the need to coordinate assets and make sure projects are delivered on time, but the bigger picture is all about balancing the gains offered by AI with the need for high quality, consistent and sensitive translations and transcreation. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Localization managers should ideally be looking at ways to use AI to create more efficient workflows and drive scale, but will also need to be sharing that knowledge by setting operational guidelines for its use. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">In practice, this means that a specialist localization professional is in charge of keeping humans in the loop.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In many cases, this means reconfiguring processes and ensuring that translation teams are able to review and optimize AI-generated content regularly.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It also means developing new methods to assess how effectively teams improve or correct flagged content. In this new era, monitoring dashboards and analysis tools become crucial.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Similar to the ways Engineering and Marketing teams work, the modern localization team needs a set of tools and processes that <\/span><a href=\"https:\/\/www.investopedia.com\/terms\/k\/kaizen.asp#:~:text=Kaizen%20is%20a%20Japanese%20term,a%20gradual%20and%20methodical%20process.\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">adopt the \u2018kaizen\u2019 way of working<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; a method that consistently looks for ways to optimize both processes and outputs.\u00a0<\/span><\/p>\n<h4><b>Localization managers as educators<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">The localization team is now a hub of knowledge, and education is fast becoming one of their primary responsibilities.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While it may seem we\u2019re reaching a saturation point with AI, in practice we are far from it, and knowledge is often very unevenly distributed across the business. Localization managers are perfectly positioned to inform and educate decision-makers on the capabilities and limitations of AI.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">This may seem like yet more work being heaped on to localization managers\u2019 plates, but luckily, there are standard approaches that can help here.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Organizing training programs and \u2018lunch and learn\u2019 sessions for internal teams, working with marketing to develop more informative assets for clients, and sharing reporting to help set reasonable, contextual expectations for AI performance, backed up by solid numbers. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">This increased engagement with the broader business can also help localization teams emphasize just how important it is to keep human oversight and use it in conjunction with AI to get better results. After all, if you are the ones sharing all the knowledge, how can you be replaced? <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Beyond being the go-to source of knowledge, there are also ways localization teams can showcase their value during the initial set-up and ongoing running of AI technologies. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/blog-cta-block_c796a5e55937461cdc0d48740dba58a8\" class=\"pxblock pxblock--blog-cta alignfull bg--grey image--orientation-square\">\n\t<div class=\"block-container\">\n\t\t\t\t<div class=\"content\">\n\t\t\t<p style=\"text-align: center;\"><a href=\"https:\/\/phrase.com\/blog\/posts\/chatgpt-translation\/\">Deep dive<\/a><br \/>\n<a href=\"https:\/\/phrase.com\/blog\/posts\/chatgpt-translation\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-89217\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2024\/07\/AI_data_storage_shutterstock_1107715973-300x169.jpg\" alt=\"Illustration of AI technology symbolized by a glowing circuit board pattern surrounding the letters 'AI' in a high-tech server room, representing the integration of artificial intelligence in global communication and translation processes.\" width=\"300\" height=\"169\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2024\/07\/AI_data_storage_shutterstock_1107715973-300x169.jpg 300w, https:\/\/phrase.com\/wp-content\/uploads\/2024\/07\/AI_data_storage_shutterstock_1107715973-1024x576.jpg 1024w, https:\/\/phrase.com\/wp-content\/uploads\/2024\/07\/AI_data_storage_shutterstock_1107715973-768x432.jpg 768w, https:\/\/phrase.com\/wp-content\/uploads\/2024\/07\/AI_data_storage_shutterstock_1107715973-1536x864.jpg 1536w, https:\/\/phrase.com\/wp-content\/uploads\/2024\/07\/AI_data_storage_shutterstock_1107715973-2048x1152.jpg 2048w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<h2 style=\"text-align: center;\"><span class=\"ez-toc-section\" id=\"chatgpt-translation-how-to-harness-ai-to-drive-global-business-growth\"><\/span><span style=\"color: #181818;\"><a style=\"color: #181818;\" href=\"https:\/\/phrase.com\/blog\/posts\/chatgpt-translation\/\">ChatGPT Translation: How to Harness AI to Drive Global Business Growth<\/a><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"btn-group\" style=\"text-align: center;\"><span style=\"color: #181818;\"><a style=\"color: #181818;\" href=\"https:\/\/phrase.com\/blog\/posts\/chatgpt-translation\/\">Discover how ChatGPT is being used for translation by global organizations.<\/a><\/span><\/p>\n<p class=\"btn-group\" style=\"text-align: center;\"><a href=\"https:\/\/phrase.com\/blog\/posts\/chatgpt-translation\/\">Read now<\/a><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/text-block_257ddd424431687bfda6049bb1ee9ea7\" class=\"pxblock pxblock--text alignfull spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<h2><span class=\"ez-toc-section\" id=\"three-ways-localization-teams-can-make-sure-ai-is-used-ethically\"><\/span><b>Three ways localization teams can make sure AI is used ethically<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h4><b>Build ethical guidelines<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Every new technology needs a set of robust guidelines before rollout, and while a good vendor will have these in place, it pays to pay close attention and plot out clear guidance for areas like data quality, bias reduction, and translation training to accommodate cultural nuance. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Strong frameworks should always include the need for human oversight. While this oversight will need to be more robust for materials and translations where more nuance is required, it\u2019s important to have regular checks and balances in place wherever you employ AI to scale translations. In the past, there have been several high-profile examples of seemingly <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=avEPVMmjRM0\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">simple applications going rogue<\/span><\/a><span style=\"font-weight: 400;\">, or being open to<\/span><a href=\"https:\/\/www.washingtonpost.com\/technology\/2023\/11\/02\/prompt-injection-ai-chatbot-vulnerability-jailbreak\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"> interference from outside actors<\/span><\/a><span style=\"font-weight: 400;\">. Always remember that AI is never a \u2018set and forget\u2019 solution, but an active and evolving system.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By setting clear rules, localization managers can ensure that AI supports, rather than undermines, industry ethics.<\/span><\/p>\n<h4><b>Ongoing monitoring and refinement<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Speaking of continuous involvement, remember to plan in regular audits of your AI input and outputs. These are absolutely key to spotting and addressing biases and errors that can creep in. As more information is provided to an LLM, so the risk of bias increases, so make sure you are performing regular checks.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Localization teams can use both AI and human experts to review translation processes regularly. Automated tools can flag issues in AI-generated translations, while human experts fine-tune for accuracy and cultural fit. This approach will also keep improving AI, making it more reliable over time.<\/span><\/p>\n<h4><b>Transparency in AI<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Finally, let\u2019s think about transparency in more detail. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">From a customer-facing perspective, companies and organizations need to be clear about how and where they use AI, and to be honest about the potential for bias and errors in results. As in other areas of the business, being open about risks and the steps being taken to limit them is a key part of building trust with stakeholders and customers. This also provides an opportunity where the localization team can showcase their expertise in both the benefits and risks of AI\u2014key strategic areas where the team should have a voice. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">As an example, including being transparent about where AI is used can help set clear expectations for users. It\u2019s equally important to communicate\u00a0 internally about which data is used and how it has been prepared before it is used to train AI systems.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Clean data is an imperative, and while it means more work up front, it will always lead to better results. By focusing on transparency, localization teams can promote a more ethical and responsible use of AI.<\/span><\/p>\n<h4><b>Ways Phrase can help address ethical issues<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">One of the main drivers behind Phrase\u2019s own <a href=\"https:\/\/phrase.com\/blog\/posts\/phrase-quality-performance-score\/\">Quality Performance Scores (QPS)<\/a> is to make translation quality more transparent. By breaking down how scores are calculated using the MQM 2.0 framework, it gives localization managers greater insight into the inner workings of AI translations, and is an opportunity to spot changes in quality, accuracy and bias. <\/span><\/p>\n<p><a href=\"https:\/\/phrase.com\/blog\/posts\/phrase-quality-performance-score\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-91020\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2024\/09\/PhraseQPS-300x169.jpg\" alt=\"\" width=\"749\" height=\"422\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2024\/09\/PhraseQPS-300x169.jpg 300w, https:\/\/phrase.com\/wp-content\/uploads\/2024\/09\/PhraseQPS-1024x576.jpg 1024w, https:\/\/phrase.com\/wp-content\/uploads\/2024\/09\/PhraseQPS-768x432.jpg 768w, https:\/\/phrase.com\/wp-content\/uploads\/2024\/09\/PhraseQPS.jpg 1280w\" sizes=\"(max-width: 749px) 100vw, 749px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Similarly, Auto LQA acts like automatic pre-translation, handling the initial quality check so that linguists can focus on refining and validating the results\u2014ultimately saving time and effort.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For dispersed localization teams, centralizing translation tasks through a single platform like Phrase can help promote transparency, helping teams across different locations stay aligned and informed. This visibility reduces errors and miscommunication, ensuring projects remain consistent and high-quality.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"conclusion\"><\/span><b>Conclusion<\/b><b><br \/>\n<\/b><b><\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The integration of AI and large language models (LLMs) into localization has brought both exciting opportunities and important ethical questions. As AI reshapes high-volume translation tasks, it&#8217;s crucial to keep standards high in areas like data quality, transparency, and cultural sensitivity. Localization managers now play a bigger role, moving from day-to-day tasks to overseeing how AI is used responsibly and effectively.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Key ethical issues\u2014like bias in AI training data, the need for human oversight, and the importance of being transparent\u2014are critical for the ethical use of AI in localization. Using AI responsibly means recognizing that it should enhance human expertise, not replace it. AI should be a tool that supports localization, without compromising quality or cultural respect.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Localization managers are leading this change. Their active role in shaping AI practices, educating teams, and setting ethical standards will ensure that AI remains a helpful resource in the industry. By taking these steps, they&#8217;ll help create a future where AI-powered localization not only meets the needs of global communication but also respects the diverse cultures and languages involved.<\/span><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/blog-cta-block_1a460576c98145e24a7c3ff757dc5bad\" class=\"pxblock pxblock--blog-cta alignfull bg--green image--orientation-square\">\n\t<div class=\"block-container\">\n\t\t\t\t<div class=\"content\">\n\t\t\t<p style=\"text-align: center;\"><a href=\"https:\/\/phrase.com\/blog\/posts\/ai-international-expansion-localization-efficiency\/\">Learn more<\/a><br \/>\n<a href=\"https:\/\/phrase.com\/blog\/posts\/ai-international-expansion-localization-efficiency\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-93678\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2024\/10\/Untitled-design-9-300x169.jpg\" alt=\"Silhouette of a thoughtful person with glasses, overlaid with AI and technology-related graphics symbolizing data processing, automation, and artificial intelligence, representing the impact of AI in streamlining international business expansion and localization\" width=\"300\" height=\"169\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2024\/10\/Untitled-design-9-300x169.jpg 300w, https:\/\/phrase.com\/wp-content\/uploads\/2024\/10\/Untitled-design-9-1024x576.jpg 1024w, https:\/\/phrase.com\/wp-content\/uploads\/2024\/10\/Untitled-design-9-768x432.jpg 768w, https:\/\/phrase.com\/wp-content\/uploads\/2024\/10\/Untitled-design-9-1536x864.jpg 1536w, https:\/\/phrase.com\/wp-content\/uploads\/2024\/10\/Untitled-design-9.jpg 1920w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<h2 class=\"h2 single-post__title\" style=\"text-align: center;\"><span class=\"ez-toc-section\" id=\"how-ai-can-supercharge-your-international-expansion-strategy\"><\/span><span style=\"color: #181818;\"><a style=\"color: #181818;\" href=\"https:\/\/phrase.com\/blog\/posts\/ai-international-expansion-localization-efficiency\/\">How AI Can Supercharge Your International Expansion Strategy<\/a><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: center;\"><span style=\"color: #181818;\"><a style=\"color: #181818;\" href=\"https:\/\/phrase.com\/blog\/posts\/ai-international-expansion-localization-efficiency\/\">Learn how AI can streamline your international expansion by automating localization, enhancing customer experiences, and accelerating global market entry<\/a><\/span><\/p>\n<p class=\"btn-group\" style=\"text-align: center;\"><a href=\"https:\/\/phrase.com\/blog\/posts\/ai-international-expansion-localization-efficiency\/\">Read now<\/a><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Explore how localization managers play a crucial role in using AI ethically within the translation industry, balancing automation with cultural sensitivity, and addressing issues like bias and transparency to safeguard translation quality and inclusivity.<\/p>\n","protected":false},"author":47,"featured_media":94645,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_stopmodifiedupdate":false,"_modified_date":"","_searchwp_excluded":"","footnotes":""},"categories":[37,38],"class_list":["post-94635","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-global-business","category-localization-strategy"],"acf":[],"_links":{"self":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/94635"}],"collection":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/users\/47"}],"replies":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/comments?post=94635"}],"version-history":[{"count":18,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/94635\/revisions"}],"predecessor-version":[{"id":95172,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/94635\/revisions\/95172"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/media\/94645"}],"wp:attachment":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/media?parent=94635"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/categories?post=94635"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}