Should you choose a robot or a human?

Who's playing the violin?

Can a robot make music?


It looks like it can...

Robot playing violin

It plays... but would you choose to go and see it in a concert hall? Is it a virtuoso?


Machines can translate.  They can do a great job for a gist translation. They can work in highly customised domains with a lot of investment and input from experienced, specialist hands.

But would you honestly trust your creative marketing translations to a machine translation? There are greater risks.

A brand risk... 
A risk to your personal reputation... 
A risk of a damaging new product launch...
... or a risk to an existing market.

Will a machine offer cultural advice?
Can it help you plan your marketing strategy and tactics?
Can it offer you reassurance by answering your questions or responding to your concerns?
Can it transcreate?
Rewrite sections that don't apply or that your local office is unhappy with for its clients?
What about SEO?
Will a robot be your partner throughout the campaign?

Choose a human professional translator. There is so much to consider.

Call Anglicity on +44 (0)20 8581 9369 or email karen@anglicity.com

Still not convinced? Watch Anglicity's latest video on Vimeo...

Karen Andrews runs
Anglicity Ltd. She is a 

human translator and

transcreator.  She is

also a copywriter,

digital marketer and 

multilingual 

project manager.

For further information see
Anglicity's website

10 communication challenges only humans can solve

As an international marketer, your head must be spinning. Technological advances are demanding so much of your time and energy. Rest assured, technology won't change everything about international communication. Anglicity suggests below what won't change* about your future communication needs:

1. The customer will remain human.

2. The customer will remain delightfully and almost wilfully unpredictable

            - despite all market research

            - despite all market predictions

            - despite endless analytics.

3. There will always be a need for well-written, original creative copy with emotive appeal in the customer's own language.

4. Even the best machine translation will always present a brand risk without human input, because languages will keep evolving.

5. There will be an increasing need to customise your message for the idiosyncrasies of different global and regional target audiences.

6. Strategic marketing planners will always need advice on how to adapt to

            - the uneven roll-out and uptake of new technologies and devices globally

            - frequent updates and new trends

            - differing media preferences globally

            - differing attitudes and preferences between the generations.

7. There will always be a need for language experts with advice on cultural, linguistic, historical, legal and regional sensitivities. Fail to consult at your peril.

8. Making both the original and the translated word work effectively with pictures, in presentations and in videos will remain a challenge.

9. There will always be a need for conscientious communicators who check every last detail. Experienced marketers like you don't take short-cuts or risks with their brand.

10. There will always be innovative businesses needing expert guidance and consultancy services as they venture into export markets for the first time.

Yesterday's world is history. There are always new challenges to face.  Technological challenges are nothing new to the translation world. Experience of facing yesterday's challenges counts.  It demonstrates the ability to adapt to the new challenges ahead. Today's human translators are evolving into the linguistic, cultural and marketing experts that international marketers like you need. When your head is spinning with all your communication challenges, isn't it reassuring to speak to a human expert instead of a machine? Do you agree?

If you would appreciate some human help with your international marketing communications, email karen@anglicity.com or call Karen on +44 (0)20 8581 9369.

Karen Andrews runs
Anglicity Ltd. She is an

experienced international 

marketer with 15 years' 

experience. Anglicity offers

marketing consultancy,

content marketing, translation

and transcreation services with a 

particular focus on innovation.

The above blog was inspired by comments made by Amazon CEO, Jeff Bezos.