For the language industry, the year 2024 will go down as a year that had multiple developments and innovations at a fast pace, but this growth came with some distinct trends on the technological front that included translation feature as a service (TaaF), the emergence of multimodal AI, and retrieval augmented generation (RAG) and the use of large language models (LLM) enabled applications.
The integration of AI tools and human skill was in the central place in the deliberations of the industry specialists even as the different size companies had their perspectives. The responses of the readers and viewers as revealed in the weekly Slator polls are snapshots of the sentiments, preferences and scopes across the industry.
1. Is it Time for Language Service Providers to Change Their Mindset?
The language service sector has survived difficult times in the past but it was not business as usual for an industry that started 2024 on the wrong foot as reports of some firms filing for bankruptcy around that time surfaced. This is a pointer that the adequate provision of funding and accessing the latest generation of ai tools does guarantee permanence in the business. The German AI company Lengoo, for example, went bankrupt in March 2024 after the WCS Group of Holland went bankrupt in December 2023 (which was purchased by Powerling later).
In the poll carried out by Slator Weekly, a figure of 52.1% of the respondents stated that they believe that there will be more bankruptcies of LSPs, while only 3.4% feel that this is not likely to happen. During the poll, more than half of the respondents in this particular poll held the opinion that there would be an inevitable increase in the number of LSP bankruptcies in 2024. Respondents who expressed the feeling that recruitments would also be impressive but really insufficient were almost close to 31.1%, while 13.4% stated that it was barely possible.
2. What is Post-editing of Machine Translation in the Market?
The phrase-matching interpretation of translation, however, is somewhat reduced in importance as MT broadens into more creative areas such as literature and marketing - It stands to reason that the volume of MTPE activities has now eclipsed human translation editing in volume. This statement, made by the Société française des traducteurs (SFT), was not more than a few hours old and was retracted immediately, but not before it acknowledged that 70% of its members regard post editing as unnecessary owing to somewhat the low pay given to the job and the boring nature of the work.
LawBuilder.ai supports this claim; in the polls of July, 2024, for instance, 61.2% of the participants affirmed that most of the time post editing is just boring and dull work - 23.5% said they do so “once in a while” when they feel it is needed while 10.2% said anything related to MTPE was annoying because the tools were not up to their standard with 5.1% showing even some iota of interest in carrying out the work.
3. Would Shakespeare Grudge the Other Bard’s Translations?
William Shakespeare’s works reflect British culture, and thus his works have not been translated during his lifetime, however, Gemini which was initially called Google Bard is capable of translating all of Shakespeare's works into several foreign languages within minutes. Although in the research of Burns and Swerve translation conducted in the year of 2021 scholars showed a bias in preferring human literation translation, the progress in LLMs technology in January 2024 forecasts a competency switch in different translation techniques and style.
It is a fact that AI translation is a threat of entering the creative fields of writers and the social media and publishers have begun to speak about its use and even promote it. However, readers were split on their expectations regarding the pace at which AI translation may be effectively deployed in creative works within a period of 2-3 years. To the question of whether MT use will become widespread in literary translation in 2-3 years, about two-thirds (31.9%) of the respondents viewed it as improbable. Around one-fifth (20.2%) held the contrary view leaving the rest to be evenly divided across likely (17.0%), uncertain (16.0%), and unlikely (14.9%).
4. Is Translation Quality Evaluation a Solved Problem?
Despite the advancement in MT as well as the development and availability of automated metrics like BLEU and COMET, human evaluation is essential to determine the quality of translations. The new ISO 5060 Standard fulfils this need by indicating how translation output may be evaluated by humans regardless of its source.
The standard consists of seven quality categories including terminology and style, while error severity is also allocated to the mistakes. As much as ISO 5060 focuses on the harmonization of approaches toward evaluation, as of February 2024, only 6.8% of polled believe that this is a solved issue, with 72.7% believing the area needs further research and 20.5% who believe the language and the type of text in the translation process.
5. Has ChatGPT Changed Google Search Behavior?
OpenAI launched the prototype of SearchGPT in July 2024, offering a direct AI-powered "answer experience" instead of traditional search results. It, however, raises several questions on the accuracy of answers and self-referencing as AI-generated content becomes a part of search results.
Has this new release changed how Slator readers search? According to our poll, nearly two-thirds of respondents (65.7%) primarily use the Google search engine. Less than a quarter (22.9%) of readers reported using Google Search a bit, and ChatGPT more often. The rest (11.4%) said they mostly use ChatGPT for questions.
6. Has AI (LLMs, etc.) altered your work life over the last 24 months?
In episode #221 of SlatorPod, Spence Green, Lilt CEO, discussed how the need for AI in localization has become increasingly imperative. This involves the potential of custom LLMs, RAG, and AI orchestration to automate tasks, customize content, process huge volumes of data, and increase ROI.
As companies like Reddit truly and materially demonstrate their faith in AI localization, the general adoption and adaptation of the language industry are challenged. According to a Slator poll, more than one in three localization professionals (37.5%) have not introduced AI into their daily work practices yet, while more than one in five, namely 23.6%, have all-in. Two equal cohorts – at 19.4% each – use AI language tech "somewhat" or "a little," respectively.
7. Will AI increase or decrease demand for language learning in the long term?
OpenAI introduced the multimodal GPT-4o model and demonstrated a live speech-to-speech translation (S2ST) demo with Italian and English. Reactions on X ran a storm, pronouncing an end to translators and language learning as we have known them. Social media jitters turned into quakes and caused some investors to sell shares of the language learning platform, Duolingo.
The responses of the readers to the question of whether AI would increase or decrease demand for language learning in the long term were rather split, with more than one-third (36.9%) predicting that demand will increase and another (35.4%) that it will decrease. A little over a quarter (27.7%) believe demand will stay the same.
8. What role would prepare you best to lead an LSP?
The world's largest LSP, TransPerfect, has been growing continuously on the basis of acquisitions and diverse offerings, including technology. But the real engine in the company is, of course, people such as Jin Lee, appointed as co-CEO in January 2024.
At that point, Lee was a 20-year veteran of the company, having joined as a project manager and having been Senior VP for Global Production before his co-CEO appointment. In this light, we asked readers what roles best prepare them for running an LSP, and the largest cohort (46.0%) believes it is project management. Other readers selected sales and language experts (14.3% each), and finance/admin and language ops (11.1% each).
9. Are you experiencing a summer slowdown in business?
There was no traditional summer slowdown for the language industry in 2024 — at least, not in the northern hemisphere. July alone was busy with significant investment activity, from early-stage funding to major acquisitions.
Capital kept pouring into some sectors, including AI dubbing and captioning, plus language tech. Yet, when we asked readers if they were seeing a summer slowdown, 40.3% said they were definitely experiencing a cooling period. For the rest, the summer was either fairly stable (33.9%) or busier than ever (25.8%).
10. How has your business year gone so far?
News of bankruptcies hit the language industry at the start of 2024 and may even have shocked some Slator readers into action to avoid a similar fate. The Language Service Provider Index (LSPI) showed indications of stability for some companies and actual growth for the Super Agencies.
Although the LSPI only includes about 300 companies which volunteer their data for the survey, the February 2024 edition seemed to foreshadow the mixed bag LSPs experienced for the balance of 2024. While some companies were indeed pushed out of business, acceleration in M&A was also clear. Readers self-reported that, as of February 2024, business had thus far been great (27.6%) or good (25.9%), flat (20.7%), not great (15.5%), or bad (10.3%).
No comments:
Post a Comment