Large language models (LLMs) are revolutionising the way businesses communicate across borders, offering quick, cost-effective translations that open new markets. But without human insight to capture cultural nuance and emotional tone, companies risk losing the very connections they seek to build, says Paul Verhaar, Practice Lead Data Science & AI at Sopra Steria Netherlands.
It’s hard to ignore the hype surrounding large language models (LLMs). Businesses are promised the ability to scale faster, cut costs, and reach international audiences with ease.
LLMs, we’re told, will translate anything from product manuals to entire websites in seconds, opening up previously unreachable markets. Sounds perfect, right? Not quite.
For all their efficiency, relying solely on LLMs could mean companies are talking to their global customers but failing to actually connect with them.
Examining how LLMs are transforming business, and in particular how AI-enhanced knowledge access or AKA advanced search are streamlining company operations, will be a key theme at the World AI Summit in Amsterdam on October 9-10, where I will be giving a keynote address alongside colleagues Isabelle Pons and Harold Selman.
The impact is already profound and is affecting all aspects of company functions, but for now, I want to drill down into the opportunities for companies in terms of their communications.
The AI-driven leap in business communication
There’s no doubt LLMs are revolutionising the way companies communicate across borders. The ability to translate vast amounts of content in a fraction of the time it takes humans is a game changer.
Small to medium-sized enterprises (SMEs) that once couldn’t afford the high costs of professional translation can now speak the language of new markets, literally. Lowering the barriers to entry is leading to increased revenue potential for businesses, especially those venturing into regions with previously insurmountable language barriers.
The technology is not just about speed; LLMs can even be prompted or trained to reflect a brand’s tone of voice, ensuring that the company’s personality translates across languages.
This all sounds promising, and indeed it is, particularly in industries where communication speed and cost-efficiency are key. From marketing campaigns to product descriptions, LLMs have given businesses a powerful tool. But, as with any technology, there’s a catch.
The cultural blind spots of machine translations
Here’s where the excitement about AI needs tempering. While LLMs excel at word-for-word translation, they often stumble when tasked with conveying meaning that goes beyond the literal.
This is especially apparent in niche or less common languages, where datasets are often incomplete. LLMs, despite their sophistication, cannot capture the subtlety of local idioms or cultural references, which vary wildly across even neighbouring regions.
Take a common business slogan or marketing pitch. In English, it might work perfectly. But translated by an LLM into another language, it could land with the same elegance as a lead balloon.
Machines don’t ‘get’ humour or context – they replicate patterns, but they don’t understand them. At their core, they are still tossing around zeros and ones. This lack of emotional intelligence can lead to awkward, if not damaging, miscommunications.
In short, AI translations risk glossing over the very cultural nuances that make communication effective. And, in the race to be fast and cost-efficient, businesses may unwittingly alienate the very customers they’re trying to win.
AI + human touch: the winning formula
This is where human expertise becomes invaluable. The human brain excels where LLMs fall short: in interpreting context, understanding cultural sensitivities, and knowing how to tweak a phrase to make it truly resonate with a local audience.
Translators are more than just language converters; they are cultural intermediaries, filtering messages through the lens of local understanding.
Pairing LLMs with human editors provides the best of both worlds. The speed of AI allows businesses to rapidly translate large volumes of content, while human oversight ensures that the final product is polished and contextually relevant. It’s a hybrid approach that balances efficiency with accuracy, and it’s the only way to build the trust and emotional connection that global customers expect.
Moreover, this model isn’t just about avoiding awkward translations. It’s about fostering authenticity in communication – the kind that wins over consumers and creates loyal, long-term relationships.
Brands that embrace the human touch will be the ones that stand out in a world increasingly dominated by AI-driven communication.
Scaling globally without losing the local connection
What LLMs have unlocked for businesses, particularly SMEs, is remarkable. The level of internationalisation that was once the preserve of only the largest multinationals is now available to companies of all sizes. But this technological revolution comes with a warning: in the race to scale, businesses mustn’t lose sight of what makes communication meaningful.
Combining LLMs with human insights ensures companies can tailor their messaging to diverse audiences without sacrificing speed.
This approach also allows brands to navigate the complexities of local laws, customs, and preferences that LLMs alone can’t interpret. Whether it’s launching a product in a culturally conservative market or avoiding political sensitivities, having a human translator on board can mean the difference between a successful expansion and a PR disaster.
The future of business communication lies in collaboration
Looking ahead, the potential for AI-driven multilingual communication is immense. As LLMs continue to evolve, they will undoubtedly improve their understanding of language patterns, but they will never fully replace the need for human cultural insight.
The most successful businesses will be those that invest in both AI and human translators, fostering collaboration between developers, linguists, and regional experts to create content that resonates on a deeper level.
For companies, the benefits of this approach are clear: broader reach, faster content production, and ultimately, greater revenue. But the real advantage lies in building stronger, more authentic relationships with global customers.
In a world where consumers are increasingly savvy about when they’re being ‘spoken at’ versus being ‘spoken to,’ businesses that master the AI + human formula will be the ones that thrive.
So, while LLMs are transforming the way businesses enter new markets, they can only truly succeed when paired with the human touch. In the end, it’s not just about translating words – it’s about telling stories that connect across cultures.