<p><img src="https://static2.businessinsider.com/image/5fb29e39402d49001924f1ab-2121/GettyImages-852459910.jpg" border="0" alt="SDL brand supplied" data-mce-source="Getty Images"></p><p></p><bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p><em>By Mihai Vlad, vice president of machine learning, SDL</em></p><p>Much of the world remains in the tight grip of the COVID-19 pandemic, forcing businesses to work harder than ever to compete. <a href="https://www.npr.org/2020/08/01/898099559/some-companies-report-huge-profits-despite-economic-decline-due-to-covid-19" target="_blank" rel="noopener nofollow sponsored">Research shows</a> that many megabrands, specifically Big Tech, are thriving. These megabrands continue to dominate as they have unlimited budgets and resources at their disposal.</p><p>To stay competitive, businesses have to adapt to new and changing global restrictions. Companies once on the digital sideline are now moving operations online, and those that were already online are looking at optimizing their online presence.</p><p>And it seems to be working: Research suggests that consumers intend to continue shopping online even after the pandemicparticularly in areas not traditionally associated with home shopping, including over-the-counter medicine, groceries, household supplies, and personal-care products. <a href="https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-great-consumer-shift-ten-charts-that-show-how-us-shopping-behavior-is-changing" target="_blank" rel="noopener nofollow sponsored">McKinsey expects</a> growth in these areas to exceed by 35% post-pandemic.</p><p>It's not just retailers that are moving their operations online. Museums are hosting virtual tours, gyms are hosting virtual workouts, and believe it or not, virtual babysitters are now available to help parents with their childcare. Given the proliferation and shifting preferences for digital experiences, now is the time for brands to rethink their digital strategies and take advantage of the opportunity to reach a far wider audience.</p><p>But how do organizations looking to reach global audiences compete with large multinational companies who already have the processes in place and a presence in multiple markets' AI-powered machine translation just might be the answer for companies looking to compete.</p><h2><strong>You don't need boots on the ground</strong></h2><p>Megabrands have traditionally relied on local boots-on-the-ground marketing support to reach global markets. They boast dozensif not hundredsof marketers continually churning out content across multiple languages. Everything from websites, videos, advertisements, social posts, emails, blogs, podcasts, ebooks, and research needsthe list goes on. But to win the hearts and minds of consumers, this volume of content is what is required, especially when you consider that consumers now demand a personalized experience on any one of their seven connected devices.</p><p>It's simply not an option for smaller companies to take this approach.</p><p>Artificial intelligence can level the playing field between megabrands and their counterparts. Consider the case of <a href="https://www.made-in-china.com/" target="_blank" rel="nofollow noopener sponsored">Made-in-China.com</a>, a B2B e-commerce platform connecting international buyers with Chinese suppliers, that was looking to enter new markets quickly and bring Chinese products and suppliers closer to global audiences. The company used machine translation to translate 30 million product descriptions effortlessly and now offers its products across 100 languages. That's quite an achievement that even the megabrands would struggle to accomplish.</p><p>Another example is <a href="https://www.rs-online.com/" target="_blank" rel="nofollow noopener sponsored">RS Components</a>, a leading international distributor of electronic, electrical, and industrial components. It translated its entire catalog of 600,000 products (containing 30 million words) into 12 languageswhile producing a tenfold efficiency gain in translation times for new products from 10 days to one.</p><p>Both companies have relatively small content teamsand yet, were capable of launching their services across dozens of new marketsand faster than before.</p><p>Marketers are only beginning to tap into the potential of linguistic AI-powered machine translation, using it to better market goods and services with intelligent recommendation engines, data-driven personalization, virtual assistants, chatbots, and more.</p><h2><strong>Don't offend your customer</strong></h2><p>Amazon's recent launch in Sweden shows that mistakes can happen when launching in new markets despite being one of the globe's top brands. A series of <a href="https://www.reuters.com/article/amazon-com-sweden/lost-in-translation-amazon-website-launch-trips-over-faulty-swedish-idUSKBN27D11P" target="_blank" rel="nofollow noopener sponsored">translation errors</a> led to confusing and somewhat vulgar translations. You only get one chance with a customer, so having a global language service partner that understands each country's unique culture will ensure your message isn't lost. With their machine translation technology, a language service provider should also offer trainable machine translation engines, which ensure your brand uses consistent terminology and language across all your content. The combination of machine-first, human-optimized translations can ensure embarrassing errors don't creep into your customer engagement.</p><h2><strong>No two machine translation systems are created equal</strong></h2><p>It is important to note that not all machine translation tools are created equal. Most publicly available, free translation tools do not provide the accuracy, reliability, professionalism, and security required by companies. The ability to leverage machine translation to seamlessly generate and securely manage the translation of all content types across all repositories creates a compelling competitive advantage.</p><h2><strong>Preserve formats</strong></h2><p>Often, automatic translation can introduce additional work for teams already stretched. Machine translation that uses cutting-edge neural machine translation can support file types that businesses rely on, such as Microsoft Word, PDF, InDesign, and subtitle formats for translation.</p><p>Let's look at other ways that marketers can take advantage of linguistic AI and machine translation to broaden their global reach and compete with the behemoths of this world.</p><h2><strong>Deliver a more personal experience to everyone</strong></h2><p>Language is one of the most personal dimensions of an individual. Yet, having your content personalized in every language is a significant challenge and an expensive endeavorone that gets overlooked given the costs of professional translations. Machine translation can complement manual efforts. And when the software incorporates linguistic AI capabilities, it can also help decide what resources are needed for the best translation outcome and what content is best suited for full automation.</p><h2><strong>Derivative content creation </strong></h2><p>The ability to break content into parts that can be assembled and reassembled can be a game changer for marketers. For example, linguistic AI capabilities can automatically generate "snackable" content for multiple channels such as Twitter, Instagram, Facebook, and website banners, reaching potential customers with personalized messages on the media they frequent.</p><h2><strong>Language transformation </strong></h2><p>This machine-first approach finds patterns and insight in content and then applies what it knows and has learned to a new workflow. It identifies the most important web content to localize, enables content writers and translators to work more efficiently, and allows for the globalization of chatbots.</p><h2><strong>Increased understanding</strong></h2><p>Social teams can't be expected to understand every language, making it difficult to understand the social conversations taking place around their business. The ability to translate multilingual social media content allows companies to assess and react to user sentiment trends toward products and services.</p><p>Just as David was able to bring down Goliath by being smarternot biggerorganizations that lack limitless resources need to harvest innovation to win customers' hearts and minds in the digital marketplace. Advances in AI and machine translation have changed the game for organizations. Content is the basis of the digital customer experience: any content, any language, any device.</p><p>AI and machine translation give organizations a way to cost-effectively create, manage, and then deliver a new type of customer experience, based on content, to any device. At a time when millions of brands are competing for the same consumer through content, machine translation is an incredibly powerful proposition for any aspirational brand to consider.</p><p><strong><a href="https://www.sdl.com/" target="_blank" rel="nofollow noopener sponsored">Find out how SDL can help your company reach a global audience.</a></strong></p><p><em>This post was created by <a href="https://www.sdl.com/" target="_blank" rel="nofollow noopener sponsored">SDL</a> with <a href="https://www.businessinsider.com/sponsor-posts" target="_blank" rel="nofollow noopener sponsored nofollow sponsored">Insider Studios</a>.</em></p><p><a href="https://www.businessinsider.com/sc/how-brands-can-expand-globally-with-machine-translation-2020-11#comments">Join the conversation about this story »</a></p> Click here to read full news..