Why AI Isn’t Enough

AI Translation as the New Standard?

There’s no doubt that machine translation has made huge strides in recent years. Neural network–based engines can now process dozens of pages in seconds — and the results are increasingly readable. For many companies, it may seem like the perfect solution: fast, cheap and not reliant on human effort.

But in areas where translation really matters — business communication, marketing, legal or technical documents — simply “translating words” is not enough. You need to understand the meaning, capture the tone, adapt to the cultural context, and sometimes even interpret intent. And no algorithm can reliably do that yet.

The Best Translations Go Unnoticed

The paradox of translation is that the best ones go unnoticed. They read naturally, nothing feels off, nothing breaks the flow. You don’t even think of it as a translation — the text simply works.

And that’s exactly where AI still can’t match human translators. A machine may find the right words, but it often misses subtle shifts in meaning, cultural nuances or differences in communication style and tone. Instead of a catchy marketing slogan, you end up with an awkward phrase. Instead of a precise legal clause, you get vague wording. And instead of a professional impression — mistrust.

Context, Nuance and Judgment

A professional translator doesn’t just convert words. They work with meaning, structure and intent. They need to understand both the source and target languages — but more importantly, they must understand what the text is trying to say and to whom.

Sometimes, a single word can have several meanings. Take the Czech word "přehled" — it could mean a summary, a list, a topic overview, or even a newsletter. Without context, even a human might hesitate. But while a machine just “picks one,” an experienced translator will ask, clarify, or adjust the text to make it make sense.

When AI Helps – and When It Hurts

Used wisely, AI can speed up and streamline the translation process. For example, in technical manuals or large-scale documentation, machine translation can provide a good foundation for post-editing. It’s also helpful when localizing large websites where volume and consistency are key.

But for more delicate types of communication — marketing, HR materials, legal texts, proposals, contracts or public presentations — human involvement is absolutely essential. Not because of obvious mistakes, but because machines still can’t do what humans can: understand context and make the right call.

AI Translation — With a Human Touch

It’s not about being “anti-technology.” On the contrary — we actively use AI tools in our agency. And that’s precisely why we know when they’re helpful — and when it would be risky to rely on them without oversight.

Our approach is simple:

Where AI helps, we use it.

Where it could hurt your reputation, we rely on experienced translators.

And where every detail counts, we combine the best of both worlds.

Final Thought: Translation Is Still an Art

Today, translation is part science, part craft — and still very much an art. Just like in other fields, technology can support the human expert, but not replace them. Especially when it comes to communication, branding and trust.

So if you need a translation that works in the real world, don’t just ask “how fast” or “how much.” Also ask: “Will the reader understand it?” And “Will it leave the right impression?”

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Marek Šauer | 05.09.2025

translation and AI machine translation post-editing human translator neural MT engines