Is Machine Translation Right for Your Business?

𝘈𝘱𝘱𝘳𝘰𝘹 𝘳𝘦𝘢𝘥 𝘵𝘪𝘮𝘦: 4 𝘮𝘪𝘯𝘴🕒

Machine translation (MT) can speed up your global content delivery and reduce costs, but it’s not a one-size-fits-all solution.

Used strategically and combined with post-editing, it can be a powerful tool. Used carelessly, it can cost you clarity, quality and trust.

Is it right for your business? Well, the answer is yes, if used wisely.

What is machine translation?

Machine Translation (MT) is the process of using software to automatically translate content from one language to another, with no human linguist involved at the point of output (at least, that's the case with raw MT workflows).

While early systems relied on rule-based algorithms, modern MT now uses AI and neural networks to generate faster, more fluent results. This makes it especially useful for high-volume or fast-turnaround projects.

Where machine translation works best

Machine translation is best used when speed and cost are top priorities and perfect 'nuance' isn’t essential.

Here are some good use cases:

For these kinds of materials, MT (especially when post-edited) can offer fast, functional output that supports operations and insights.

Where MT falls short

There are situations where using MT alone introduces risk, confusion, or even compliance issues, including:

• Highly technical documents
• Creative marketing
• Regulated content
• Certain legal documents
• Life sciences materials

For any of the above, human specialist translation or MT post-editing by experts is essential to avoid errors or reputational risk.

What are the key benefits of machine translation?

When used well, MT workflows deliver measurable business value, such as:

• Speed: Get translations back from your provider almost instantly.
• Cost-efficiency: MT is low-cost and a great entry point for businesses testing translation.
• Scalability: MT can process a large volume quickly, whether it's one product listing or 10,000.

Limitations to consider:

We're always honest with our clients. Even though we offer machine translation options, we can say that MT isn't perfect and knowing its weaknesses is important.

• No true localisation: Although getting better with generative AI, raw machine translation doesn't adapt materials completely.
• No context awareness: Ambiguities can lead to incorrect meanings or tone.
• Lacks creativity: Again, this is getting better with generative AI, but overall, MT lacks the creativity needed for marketing translation and transcreation.
• Privacy risks: Free tools or off-the-shelf MT may store your data.

Should you use machine translation?

Ultimately, the decision is yours.

But ask yourself:

• Is the content high-risk, creative or technical?
• Do I need certified translation, transcreation or localisation? (Where MT perhaps isn't an option)
• Am I dealing with regulated content?
• What's the purpose and goal of my project?
• What's my deadline and budget?

In many cases, machine translation or MT combined with human post-editing (MTPE) are good solutions.

Wolfestone’s approach: Translation with intelligence

We offer multiple levels of service, including:

• Pure AI translation for speed and scale

• Rapid (MTPE) for quick turnaround with human review

• Specialist human translation for technical content

• Branded or Creative for marketing and emotionally resonant content

Our teams can advise you on the right fit for your content type, industry, budget and timeline.

Machine translation is a powerful tool, but only when used strategically.

Whether you’re localising an app, translating support content or exploring global markets, we’ll help you choose the smartest solution.

Need guidance on what’s right for your content?

Get in touch for a free consultation, quote or MT test sample.

𝘒𝘦𝘪𝘳𝘢𝘯 𝘩𝘢𝘴 𝘣𝘦𝘦𝘯 𝘸𝘳𝘪𝘵𝘪𝘯𝘨 𝘢𝘣𝘰𝘶𝘵 𝘭𝘢𝘯𝘨𝘶𝘢𝘨𝘦 𝘴𝘰𝘭𝘶𝘵𝘪𝘰𝘯𝘴 𝘴𝘪𝘯𝘤𝘦 2021 𝘢𝘯𝘥 𝘪𝘴 𝘤𝘰𝘮𝘮𝘪𝘵𝘵𝘦𝘥 𝘵𝘰 𝘩𝘦𝘭𝘱𝘪𝘯𝘨 𝘣𝘳𝘢𝘯𝘥𝘴 𝘨𝘰 𝘨𝘭𝘰𝘣𝘢𝘭 𝘢𝘯𝘥 𝘮𝘢𝘳𝘬𝘦𝘵 𝘴𝘮𝘢𝘳𝘵. 𝘏𝘦 𝘪𝘴 𝘯𝘰𝘸 𝘵𝘩𝘦 𝘏𝘦𝘢𝘥 𝘰𝘧 𝘔𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘢𝘯𝘥 𝘰𝘷𝘦𝘳𝘴𝘦𝘦𝘴 𝘢𝘭𝘭 𝘰𝘧 𝘰𝘶𝘳 𝘤𝘰𝘯𝘵𝘦𝘯𝘵 𝘵𝘰 𝘦𝘯𝘴𝘶𝘳𝘦 𝘸𝘦 𝘱𝘳𝘰𝘷𝘪𝘥𝘦 𝘷𝘢𝘭𝘶𝘢𝘣𝘭𝘦, 𝘶𝘴𝘦𝘧𝘶𝘭 𝘤𝘰𝘯𝘵𝘦𝘯𝘵 𝘵𝘰 𝘢𝘶𝘥𝘪𝘦𝘯𝘤𝘦𝘴.