How to get better, faster, on-brand translations with AI

Machine translation (MT) has changed dramatically in recent years.

Thanks to AI and large language models (LLMs), it’s now faster, more fluent, and more accessible than ever before.

But here’s the catch: while many businesses are using machine translation to save time and cut costs, very few are using it in a way that protects their brand, voice and consistency.

So, how do you get the speed and efficiency of AI without ending up with generic, error-prone content that needs rewriting?

Here’s how to use AI translation the smart way—so your output is fast, accurate, consistent and brand-ready.

Free and off-the-shelf machine translation tools (like DeepL or Google Translate) are brilliant for instant, low-stakes translations. They’re fast, easy, and require no setup.

But they also come with limitations that can undermine your brand:

• They don’t follow your tone of voice
• They can’t apply your brand terminology or approved glossary
• They don’t remember your previous translations
• They often need heavy editing to meet internal standards
• And they raise serious questions about data privacy

Used well, machine translation can be a powerful tool. But you need more than raw output to get results you can use confidently. You need customisation, consistency and control.

Getting the best from AI translation doesn’t mean building a huge localisation team or investing in expensive software. It just means choosing the correct setup and knowing what to look for.

Here are three things that make a huge difference:

1. Customise your AI

A generic translation engine doesn’t know your brand. However, an innovative MT solution like Pronto can be trained to follow your tone of voice, apply your brand glossary, and improve over time through translation memory. This means less rewriting since there’s better alignment with your messaging from the start.

Plus, a tool like Pronto comes with built-in post-editing as standard, thanks to a feature called Pronto Auto Edit™. For those projects where you’d feel safer passing the content through a professional translator, you can request Pronto Pro Edit™ at the click of a button.

Request a demo or download our brochure to learn more.

2. Use automated post-editing

AI post-editing is an advanced process that applies large language models (LLMs) to refine raw machine translation output. It works by analysing the translated text at a sentence and paragraph level, improving grammar, fixing awkward phrasing, and enforcing stylistic consistency based on your preferred tone of voice and terminology.

This isn’t just spellcheck, it’s a second layer of AI that reviews and rewrites where needed, producing content that’s clearer, more natural, and easier to publish.

Put simply, it’s one of the simplest ways to raise quality without adding cost or time.

As we’ve said, Pronto includes this as standard through Pronto Auto Edit™, our built-in AI post-editing feature that enhances fluency and readability in real time. This means you can shortcut many manual steps in the translation process and get better quality output the first time round.

3. Know when to bring in a human

Some content needs more than AI can provide.

Whether legal, brand-critical, or nuanced messaging, it helps to have a solution that lets you call in expert linguists without outsourcing the whole job.

That’s why we added in the Pronto Pro Edit™ feature; we know some clients want to have their content thoroughly reviewed and refined by a specialist without leaving the platform or kicking off a separate project. It’s ideal for high-stakes content that requires an extra layer of accuracy, brand alignment and tone of voice refinement.

Think of it as a built-in safety net: Use AI for speed, with the option to switch to human review when precision matters most.

At Comtec, every day we work with brands that need to move fast but can’t afford to compromise on quality.

We saw how many teams were caught between costly agency workflows and low-control, free tools, so we built Pronto to fill that gap.

Pronto is our AI-powered, self-service translation tool that helps businesses:

• Bring translation in-house
• Translate content instantly using secure, custom-trained AI
• Apply their brand tone, glossary and style guide to every output
• Use built-in AI post-editing (Pronto Auto Edit™) for improved fluency and consistency
• Request expert human review when needed (Pronto Pro Edit™)
• Get set up in under two weeks, with full support from our team

You can now try Pronto for free for your first month when you sign up for a flexible three-month plan. We’ll take care of the setup—so you can start seeing results immediately.

See pricing and request a demo.

Whether you’re translating at scale or need just a bit of linguistic polish, Pronto offers a flexible solution that adapts to your workflow.

With Pronto, you get a built-in post-editing step as standard, called Pronto Auto Edit™. This means the raw MT output has already been tailored and tweaked to sound more like your brand, adhering to your glossary, style guide and translation memory.

But you can also request a second proofreading step from one of our expert linguists, which we recommended for more sensitive or commercially important text. This is an add-on service called Pronto Pro Edit™.

AI is transforming how businesses approach translation, but only when used strategically.

If you’re still struggling with free tools, feeling like you’re not getting value for money for your expensive MT or TMS tool or juggling expensive freelancers, It might be time to rethink your setup.

Better, faster, on-brand translations are possible without adding headcount or complexity.

And right now, we’re offering your first month absolutely free when you sign up for one of our flexible three-month plans. Plans start from just £550 a month.

We’d love to chat with you if you’d like to explore what that could look like for your team. No pressure, just honest advice.