GALA 2018 conference in Boston

Wednesday March 21, 2018 - Posted by:

GALA 2018 took place in Boston last week. The Globalization and Localisation Association’s annual conference brought together Language Service Providers (LSPs), Localisation Consultants, language technology experts, translators and some representatives from the Translation Studies discipline in academia. It inspired all attendees to carry on innovating and considering how best we can continue to move forward and shape this industry. Locaria’s Localisation Associate Director Laura Cantora summarises the key takeaways below.

Translation Tech

Machine Translation (MT) and Neural Machine Translation (NMT) as well as Artificial Intelligence (AI) took centre stage. It is clear for everyone that the industry has changed massively during the last 5-10 years and would likely continue to do so.Translation technology companies are investing heavily in developing new features to embrace the new advances in MT and NMT – for instance MemSource launched during the conference an AI bonus feature to assist with post-editing. The system is now able to identify (reportedly, with 98% accuracy) non-translatables from a text and mark them directly as approved segments, thus locking them for translation – making the post-editing job not only cheaper but also faster.

 

What is Quality?

A lot of the conversations diverted around the future of the profession. Although the technological advances may seem scary for the translator, the general consensus was that the human figure will not be replaced any time soon.  The access to MT will contribute to a higher demand of translated texts, as users will expect to have more and more documents in their languages. At the same time, they will also make demands for better quality.

And quality was indeed another favoured subject during the conference. What is quality? Who or what defines quality? Is the end-user satisfaction always what matters most? And if so, how do you evaluate customer satisfaction? What defines customer success?

 

Big Data

Big Data stood out as another hot topic for the future of the profession. Language providers are concerned with finding ways to take part in the big data revolution. Questions raised were how best to a) collect data and b) make use of all the data available to conduct meaningful analysis and infer useful conclusions from it. Ivan Smolnikov, CEO and Founder of SmartCat, proposed using the data LSPs have about their translators’ performance to work with them to improve quality and gain efficiencies.

It was exciting to be reminded that Locaria are at the forefront of these discussions with our ground-breaking data-driven approach to localisation. Using the tools that we have built in-house to analyse data, we are already able to support our clients to:

  • get local insights and use local language content only where it is meaningful for customers
  • be more locally-relevant and customise content to meet customer expectations

 

It was clear from the conference that these capabilities are something that both big corporations and smaller organisations will demand more and more.

Latest from our blog

How Hreflang Tags Can Help Your International SEO Strategy

How Hreflang Tags Can Help Your International SEO Strategy

What is the hreflang tag attribute? The ‘hreflang’ tag attribute is an important tool for sites with multilingual content. The tag (sometimes referred to as rel=”alternate” hreflang=”x”) tells the search engine to send people towards content in their own language or region. For example, if a site has a page which ranks in English, but […]

Localising Augmented and Virtual Reality Content

Localising Augmented and Virtual Reality Content

Every few years the marketing world is hit with news of the next big thing, so cynicism surrounding predictions about the future of marketing is to be expected. With this said, augmented and virtual reality technology is bucking this scepticism and the marketing world is genuinely excited for its integration into retail.  The global market […]

Korean Call-to-Actions

Korean Call-to-Actions

A call to action (CTA) is a phrase in marketing copy that encourages the target audience to do engage with the content in some way. The goal of the CTA can be varied, from encouraging users to subscribe, read more, sign-up, and more. However, when translating CTAs, it is important that they are localised for […]