Brilliant humans, powered by technology

AI has changed what’s possible in translation. Synthetic voiceovers can produce lifelike audio in multiple languages without booking voice artists. Real-time translation supports multilingual subtitles for live events and on-the-spot interpreting for virtual meetings. And tools like our own Clara can generate original, native-sounding content directly from English prompts, skipping the translation step entirely. The technology is advancing fast, but the organisations getting the most from it are the ones applying it within structured workflows with proper linguistic oversight.

That depends on what you’re trying to achieve. Large language models power most modern machine translation engines and handle high-volume content well. But for organisations that care about brand voice, terminology consistency, and cultural accuracy, the real value comes from how the technology is configured and governed. Our own technology stack includes MTAP for automated post-editing, Pronto for self-service AI translation, and Clara for multilingual content generation. Each is designed to work within a structured framework, not as a standalone tool.

Speed, scale, and cost efficiency. Translation technology reduces the number of manual steps in the localisation process, which means your budget goes further and content reaches new markets faster. It also improves consistency, because machine translation engines configured with your approved terminology will use the same terms every time, something that’s harder to guarantee across a large team of human translators working independently.

Technology works best when it’s guided by people who understand language. Machine translation can struggle with nuance, tone, complex grammar, and specialised terminology. Without structured oversight, the output can be technically comprehensible but commercially off-brand, or worse, misleading. That’s why we build human oversight into every workflow we run, from lightweight spot-checks on high-volume content through to full linguistic review on brand-critical material.

Machine translation uses AI to generate draft translations at speed. It’s well-suited to high-volume, lower-risk content. Human translation is carried out by a professional linguist who brings a deep understanding of language subtleties, cultural context, and subject-matter expertise. Most organisations benefit from a blend of both, applied strategically based on content type and risk. We work with over 4,000 specialist linguists and a suite of AI-powered tools, and our job is to help you decide which approach fits which content.

For straightforward content in well-documented language pairs like English to Spanish or French, accuracy is genuinely impressive. For nuanced, context-specific, or highly specialised content, it still falls short without human refinement. The key variable is configuration. A machine translation engine trained on your terminology and brand voice will significantly outperform a generic one. That’s why we spend time configuring every AI workflow before it goes live rather than relying on off-the-shelf defaults.

We operate within ISO 27001-certified processes and are fully GDPR compliant. Our AI workflows run within secure, governed environments, not through public-facing consumer tools. Data is encrypted in transit and at rest, and access controls ensure only authorised users can manage translated content. If data privacy is a specific concern for your organisation, we’re happy to walk you through our security setup in detail.