Case Study. The goal of this project was to create a LinkedIn carousel for MediaLocate. This experiment was originally run in September 2023 using Google Bard. Google has since replaced Bard with Gemini, a vastly more capable model for multilingual translation. We’ve kept the original references intact as a time capsule of early generative AI. While Gemini offers greater accuracy for cultural idioms, the core takeaway of this post remains unchanged: AI accelerates the work, but human context makes it resonate.
As a B2B marketing consultant, my goal is to help companies like MediaLocate enhance their image of expertise within their target market and showcase their active involvement in the community. Through various marketing and communication projects, I aim to help them build lasting trust with their clients.
Franco Folini
Have you ever wondered how people in other parts of the world express the metaphor “Don’t count your chickens before they hatch“? While Americans envision farm animals, a hunter in France may express the same concept by talking about a bear, and someone in Italy is likely imagining a cat in a bag.
I recently collaborated with MediaLocate on a project that explores these fascinating linguistic nuances. As a marketing consultant, my goal is to help companies like them project an image of deep competence and active involvement in their market. By highlighting the complexity of global communication, I aim to help them build lasting trust with their clients.
The Global Challenge: How Well Do You Know Your Idioms?
I’ve put together a quick challenge based on the LinkedIn carousel I developed for them. It’s designed to test your “transcreation” instincts. Can you match the literal translation to its correct language?
- “One should not praise the day before the evening.“
- “Don’t rejoice for the eggs before the chickens hatch.“
- “You cannot profit from your crops until they have grown, processed, and turned into money.“
The Answers:
- German: Man soll den Tag nicht vor dem Abend loben.
- Greek: Μη χαίρεσαι για τ’ αυγά πριν βγουν τα κοτόπουλα.
- Mongolian: Yp тариа нь ургаж… мөнгө болж хувирах хүртэл…
Whether it’s a Polish hunter dividing a bear’s skin or a Chinese reminder not to be “too happy too early,” the core message remains the same: patience and certainty matter.
The Human Touch in a Digital World
In my work supporting MediaLocate, I emphasize that while AI tools like Bard and Gemini are incredibly efficient, they are most effective when guided by expert hands. Their CEO, Stephan Lins, makes a great point in the carousel: these technologies only truly resonate when combined with human expertise.
While AI tools like Bard and Gemini are incredibly efficient, they are most effective when guided by expert hands. These technologies only truly resonate when combined with human expertise.
Stephan Lins, CEO of MediaLocate
My role is to help companies bridge that gap, ensuring that their message doesn’t just get translated, but actually connects with the culture it’s entering. Projecting competence in a global market isn’t just about using the latest tech; it’s about showing your audience that you understand their world.
Despite being an early iteration of LLM translation, I found the results from Arabic to Dutch to be quite impressive. It demonstrates just how far machine translation has come in discerning “idiomatic nuances and intricate linguistic subtleties.”
Franco Folini
From Bard to Gemini
The translations in this carousel were originally generated by Google Bard (later renamed Gemini). For those following the fast-paced world of AI, Bard was Google’s first publicly available LLM. It was an early, imperfect version of generative AI and was later replaced by the more robust Google Gemini.
Despite being an early iteration of LLM translation, I found the results from Arabic to Dutch to be quite impressive. It demonstrates just how far machine translation has come in discerning “idiomatic nuances and intricate linguistic subtleties.”
More Articles About Localization
Translating an English Idiom with ChatGPT: “You are pulling my leg.”
A recent experiment with ChatGPT as an automatic translator examined its ability to translate idioms, specifically “You are pulling my leg.” The AI performed well, understanding context and cultural nuances, although human expertise remains essential for more intricate translations. The evolving capabilities of AI translators promise improved accuracy in the future.
Translating an English Idiom with ChatGPT: “You can’t have your cake and eat it.”
The author reflects on creating a LinkedIn carousel for MediaLocate, using MidJourney for images and ChatGPT for translations. They emphasize the importance of cultural nuances in language and note the evolving performance of AI translators, predicting improvements in bias and image quality over time.
