Explorez tous les épisodes du podcast Globally Speaking

“Companies are nowadays expected to seamlessly cater to client preferences and deliver relevant and personalized content on demand. Real-time and just-in-time localization is a key component of this hyper-personalized approach to communication”. Listen to Loïc Dufresne de Virel, 25-year industry veteran and head of localization at Intel, who couldn’t be more enthusiastic about recent AI developments and their impact on customer experience. Loïc explains, however, that the key to effectively capitalizing on this major transformation lies not only in the choice of AI but in the ability to integrate it into existing processes at multiple levels. Assigning a specific natural language processing task to an AI worker is relatively easy. The real challenge lies in the compatibility with other technologies, the ability to deploy AI capabilities at scale, and the requirement to support complex content formats - in parallel with the development of more flexible workflows based on AI-generated outcomes. Knowing how to strike the right balance between AI-enabled automation and the human touch, each complementing and augmenting the other, is undoubtedly the key to turning content localization into a significant driver of incremental revenue.

It's AI bingo at the moment! Everyone's talking about it - but did you know that the quality and quantity of training datasets are crucial to the accuracy and effectiveness of machine learning models? The more diverse and representative the data, the better the AI model can perform in terms of nuance. Did you ever wonder how to ensure that AI discerns what Americans would wear to a wedding? And what people would wear in Asia, Europe or Africa, taking into account the specificities of each country? In this enlightening AI dialogue episode of our Globally Speaking podcast, Melanie Peterson - Program Director for Train AI at RWS - joins Vasagi Kothandapani to discuss how she tackled one of her biggest AI challenges: a rating and labelling data project for western-style womenswear using resources in the APAC region only, where the raters were 80% male. Melanie unpacks the intricacies of her mission, shedding light on how she explains what she does to her family and friends, why a rocket scientist or a chef might have been involved in one of Train AI's latest data training projects, and what exactly we mean by data collection, data creation, data annotation and sentiment analysis. Get ready for a captivating exploration into the heart of AI.

How does a well known household brand ensure that it consistently projects a strong brand image on the global stage? You might think you need to translate your all your content – particularly your product names – into local languages. But not always. Take IKEA as an example. The company’s products are listed in Swedish across many of its foreign language websites, including France, UK and Spain. In this episode of Globally Speaking we speak to Anna Golubeva, Translation Specialist from IKEA translation team, about the approach they take to engaging with international audiences, the role of language and how – despite not translating all their content – they’re still able to unlock global understanding.

SAP has a model for localization that we don't see in most companies. In fact, localization has a different meaning at SAP than how it's typically defined. Its internal LSP team is called the Language Services Department which includes about 200 people who work with over 100 outside translation agencies. How does such a large, complex and developer-driven company manage its multilingual challenges so successfully?  

 In the wake of the Great Flood of 1999, a small group of people went to Hue, Vietnam to help save the lives of children who had lost their parents in the tragedy. Who could have ever guessed at the time that teaching language localization skills would become a road map for leading so many of these children out of poverty and into a future of real opportunity?To learn more about Virtual Assistant Circle, visit: www.friendsofhue.org

In 2017, we saw significant advancements in translation technology, most notably in the growing use of neural machine translation. But technology isn't the only thing that is having a major impact on our industry these days. Hear what our hosts believe are the major trends we'll all be facing in the coming year.

Michele Coady, Microsoft's Director for Global Readiness, has a lot to say on what companies can do to keep their communications from inadvertently offending disparate cultures. Hint: One way is to make sure you don't miss this fascinating episode of Globally Speaking.

New technologies are moving interpreters farther and farther away from the center of the action. Whether it's remote video interpretation or over the phone, the traditional rules of interpretation are changing. Hear what three of the world's top interpretation experts have to say about new advancements—and the future for interpreters. 

How does the world's leading CRM platform localize highly complex business software to make it easier for more than 150,000 companies across the globe to build stronger relationships with their customers? Join us to learn how Salesforce drives localization to new levels.

Cultural differences in geographical names usually aren't a top-of-mind priority for translators and localization professionals. But using incorrect place names can be serious cultural and political hot buttons—and even worse, the loss of your client's trust. Find out how to avoid offending key target audiences when the assignment calls for localizing maps.

With so many translation technology options on the market today, it's no wonder why language service professionals are often confused about what technology products to use, and which solution is the best choice for their own particular needs. Are you one of them? Join us for some stimulating conversation—and answers—about translation technology issues. 

Today's episode features an eye-opening discussion with Tableau Software's Daniel Sullivan, who is Director of Global Content Readiness at Tableau Software. Learn more about the needs, opportunities and pitfalls localization professionals must face to understand the growing impact of more targeted, relevant and insightful data. 

As language professionals we hear a lot about the dangers of disappearing languages. But what about writing systems? What happens to a culture when new generations can't read its ancestral alphabet? Join us for a fascinating—and unscripted—conversation with Tim Brooks, founder of the Endangered Alphabet Project. 

You’re not alone if you take pride in your culture. But do you feel that brands understand your culture, context and deeply personal preferences? A recent survey revealed that nine in ten consumers feel that brands must show their understanding and appreciation of national identity and culture – but only 23% feel brands understand are actually doing so. Given our reliance on digital – isn’t it about time that brands make the effort to demonstrate they understand us? We speak to Michael Brennan, Ingenious8, about his research report, ‘Unlocked 2023: In Understanding We Trust’, which questioned 6,500 customers across 13 countries about their global customer experiences. Michael delves into the findings, key themes emerging from the research and explains why now is the time for brands to invest in their underlying technology and services in order to deliver on their customer experience promises.

Translation pricing hasn't changed from around 20 cents a word in two decades. Or with the advent of faster translation software, has it? Join us as we talk with Anne-Marie Colliander Lind and have one of the most important discussions we've ever had on Globally Speaking.

The interpreter's job is to translate what a speaker is saying while keeping their own opinions and feelings completely separate. Or is it? When a motivational speaker wants to move an audience to action, how do you keep the main points from being lost in translation, unless the translator conveys the same feelings and excitement as well? The answer—INTERPRETAINMENT.

Netflix recently launched service to 130 countries simultaneously, It's the most aggressive localization push in history, and it's great news for translators. Tune in to hear how Netflix is changing the way companies communicate with global customers--one by one. 

The recent Ebola outbreak in the Democratic Republic of Congo once again confirms the critical role language and translation play in a crisis. Ellie Kemp, head of crisis response for Translators without Borders, joins us to discuss how volunteer translators are helping in the humanitarian effort to fight Ebola--and what each of us can do as well.

If music is the universal language, where does localization fit in? How does localizing music differ from localizing language? And what are the primary factors that drive a composer's thinking when creating music for a global audience? Tune in for a lively discussion with renowned composer, Marty O'Donnell. 

Plan. Produce. Promote. And perfect. Why are the four P's of global content marketing so important for achieving your global marketing goals? And what happens when you leave one of them out?

Join us as we talk with Dan Hill from Airbnb—one of the leading pioneers in the global sharing economy. Learn how a platform for private individuals to easily and safely transact business has revolutionized the global travel industry. And what it means for language professionals. 

 Where do you go for in-depth news and information about the language industry? For more than 25 years, MultiLingual Magazine has been the primary answer. Learn more about the magazine's past, how the media landscape is changing, and why relevant news coverage is so valuable for professional language service providers. 

Demand for localization services is booming in the gaming industry. But producing winning translations is far from easy. It's a serious business that can sometimes mean the difference between success and failure in a specific market. If you want to stay ahead of the game in gaming localization, today's episode is one you won't want to miss. 

What if the translation of a word had to deal with life and death? Join us as we talk with someone who handled that very responsibility every single day.

It’s human nature to want to connect with family, friends and colleagues. This sentiment appears to extend to brands: 64% of consumers want brands to connect with them, according to research. But, to connect with consumers you need to build trust, communicate clearly and consistently – in their own language – and across their device of choice. When you have millions of customers, how can you ensure that you’re connecting with them individually in a way that builds trust? Here we speak to Paul McCabe, VP of Customer Experience at Roland Corporation’s, about the power of language and its role in customer excellence. Paul also discusses his company’s journey, from being completely dependent on human translation to building a machine-led localization service that delivers on the expectation that the customer experience should always align with the brand.

In the third and final episode of our series on neural machine translation, we focus on how advancements in neural MT will impact LSPs and professional translators from a practical perspective. Hear why leading experts believe neural MT is a means to support human translation and not an end in itself.

Tune in for the second in our three-part series on Neural Machine Translation. Hear what some of the language industry's leading experts on Neural MT think about the promises, limitations--and pitfalls--of this revolutionary new technology. This podcast uses the Flow and Disorder sound by copyc4t from freesound.

The New York Times is writing about it. So is The Economist and dozens of other prestigious business publications. Why is Neural MT suddenly so important--and critical to language service providers? Tune in for the first in our three-part series on why neural MT is one of the hottest trends in the translation industry today.

2017 is shaping up to be a year of many changes for the translation industry. Hear what some of our listeners think will be among the biggest trends this year.

 With digital channels available to every business today, small- and medium-sized companies can compete against industry giants like never before. Hear how some of the world's smartest SMEs are making it happen. 

Moravia. Welocalize. Other translation companies. And now, Lionbridge. Why are private equity firms investing so heavily in the language industry? And what does it mean for LSPs?

In 2016, we saw major industry consolidation, the growth of voice-based content, the scramble for translation talent–and much more. But what lies ahead in 2017? Our predictions may surprise you.

The 80/20 rule. User-generated content. De-centralized translation management. Some of the strategies Marriott International uses to achieve its globalization goals are breaking new ground–not only for one of the world’s most respected brands, but also for the hospitality industry worldwide.

Content may be king according to most B2B marketers today, but how do you keep the king from losing its power when multiple markets and dozens of different languages are involved? Excellence in localization and compelling content are the answers.

Renato and Michael share their opinions on the three top things localization professionals must and must not do to deliver optimum results. And value.

Your international explanation plans are ready. You’ve identified your target markets. Your team is ready to start engaging with customers. But how well do you know those markets? Japan, for instance, might seem like a prosperous country with plenty of opportunity. But will your remote-controlled garage doors take off? Most likely not – most of the population live in apartments. This crude example shows that, despite an optimistic outlook, a target market could prove to be a huge risk. In this episode, Maria Schnell, RWS’s Chief Language Officer, explains why it’s critical for companies to fully understand – on a deep level – the culture and context of their audiences. And why these two pillars need to be part of the foundations of any growth strategy. She will also give examples where clients have seemingly overlooked the basics, and what can be done to ensure that companies always put culture and context at the centre of their customer engagement strategy.

What's the roadmap for elevating localization's role in a global enterprise? In this episode we discuss best practices for success in international markets—and your career.

What does it take to be a truly effective global marketer? Dr. Nitish Singh discusses the educational divide between digital marketing and localization--and what LSPs can do to bridge the gap. Is certification the solution or is real-world experience enough? Join us as we take a closer look at this important issue.

Join Renato and Michael as they discuss the ins and outs of selling in the LSP space. Key topics include price vs. cost, selling to novice vs. mature buyers, how sales have changed today and, most importantly, how to sell effectively at every stage of the buyer's journey.

The Ebola outbreak in Africa. The earthquake in Haiti. The countless children who die every day for lack of good nutrition. Join us as Lori Thicke tells the story of how she founded Translators without Borders. And how this amazing organization continues to educate, enrich and save lives. One language at a time.

Lane Greene, the primary language reporter for The Economist and writer of the magazine's Johnson language column, discusses translation from a journalism perspective. Why isn't translation more frequently used to verify news sources, and what do journalists need from the language industry?

Show up. Participate. Be there. That’s all you need to do to make an unconference worth your time. But that doesn’t explain why unconferences are so popular in the language industry. Join Renato and Michael as they interview three industry pros who discuss how unconferences benefit LSPs. Learn how to make your own unconference successful.

Branding is one of the most common concepts in marketing, but it's also one of the hardest to define. And when you consider branding from a global perspective, it's even far more complex. In fact, there is no universal approach you can take to guarantee a successful global branding strategy. But the value and importance of a company's brand reputation--and its local voice, no matter where it's heard--are more than worth the effort involved in building a strong worldwide brand. Join Renato and Michael as they discuss ways global branding has changed in recent years--and ways it's also returned to its roots.

What happens when a young company uses localization as a primary growth strategy in its early expansion stages, instead of waiting until it builds greater brand recognition and a stronger global footprint? Georgia Vidler, localization manager for Canva, joins us to discuss how localization helped this Australian provider of online design tools gain 10 million users in a matter of months—and why localization continues to fuel skyrocketing growth.

Does crowdsourcing deliver on the promise of cost-saving convenience and quality assurance for localization managers? What happens when global brands rely on multiple translators with varied backgrounds? Does widespread collaboration actually help or hinder the workflow process—and the outcome? Renato Beninatto and Michael Stevens discuss the pros and pitfalls of using crowdsourcing for translation and localization services.

Roughly 60% of international travelers now book their reservations online. Travelers who don't find what they’re looking for right away are far more likely to become lost opportunities than confirmed reservations. Global travel brands aren’t the only ones feeling the pressure. So are LSPs who provide global travel companies with translations and destination-specific content under tighter and tighter deadlines. John Jimenez, Portfolio Director of e-Commerce at Interstate Hotels & Resorts, joins us to discuss how digital marketing has changed the travel industry’s marketing priorities—and what it means for LSPs.

Today’s fast-moving, hyper-connected world means that customers demand relevant content, meaningful communication, accurate information, instant access, and consistent and personalised experiences. And they want of this own language, 24/7, and on any device. In short, they want to understand you – and they want you to understand them. But how can companies unlock this level of understanding? Let’s break it down. Firstly, you need to have a relationship with your customer to unlock understanding. But you can’t build a relationship without trust. And you can’t build trust without communicating. This means that the language used across your communications needs to meet three criteria. This episode will explore the three criteria required to unlock global understanding:  * Culture: A deep understanding you only get from humans  * Content: Tech to understand data, channels, formats. Need to adopt a data-led marketing approach  * Consistency: Provide same experience, language, terms etc across any channel customers choose

Dino Pick, Chairman of Board of the Defense Language Institute, and Deputy City Manager of the City of Monterey, California, joins us to discuss why Monterey is known as the world’s language capital. And why a one-of-a-kind hub of linguistic talent is such a critical resource for national defense—and for global brand communications.

Every translator today seems to be asking one question above all others. And the question is this--will we continue to have jobs in the future? Or will machine translation, better translation software, more speech, voice and text translator apps—and who knows what else—eventually make our jobs obsolete? The answers may surprise you.

In this episode of Globally Speaking, Andrew Thomas connects with Vangelis Lympouridis, a specialist in Innovation by Design, Design Thinking, Immersive Virtual Reality and Augmented Reality (XR) technologies, for a fascinating discussion around cosmolocalization and the metaverse. Listen to Andrew and Vangelis introduce the concepts of the metaverse and the emerging technologies that impact the localization industry, including cosmolocalization.