Are TMSs Where Your Multilingual Content Dies?

A third-party Translation Management Software (TMS) used to be crucial for boosting efficiency and managing content translation projects. It helped you amass multilingual content to reach a variety of markets globally. But now, the TMS isn’t as powerful in helping you compete with other brands worldwide — especially compared to the AI solutions that language service providers and Language Solutions Integrators (LSIs) (like Lionbridge) offer. Despite its many features, no TMS can keep up with AI translation and AI-generated content services.

Read on to learn why TMSs are being challenged, and language technology platforms like Lionbridge Aurora AI™ are helping industry giants compete globally with their multilingual content creation and multilingual content strategy.

TMSs Can’t Help You Generate New Multilingual Content

A TMS holds your content (often chopped up into context-less words and phrases) then helps manage workflows, vendors, and machine translation for multilingual content transformation services. This used to be the accepted methodology to help companies reach new markets competitively. However, industry standards have changed. Companies use social media, the internet, and digital platforms to provide a constant stream of new, multilingual, and personalized content to their target demographics. This is a stark change for global companies: the sheer volume of content combined with the requirement to meet the consumer where they are — in their language, culture, and demographic. Brands need to meet these new requirements with the latest tools, not just a TMS.

AI Content Platforms Help Your Multilingual Content Flourish

AI content services platforms, like Aurora AI, hold all your content rather than breaking it into context-less words or phrases. They use all this content to learn about things your TMS never could:

• Your brand, tone, and voice
• Your customer and their concerns
• Your markets
• Your customers’ buying patterns

AI content platforms use this knowledge base to translate and review multilingual content with top quality and accuracy. You can feed them:

• Your glossary, to assure perfect consistency in terminology
• Brand voice content examples, so content always retains it
• Buyer data, so content is more reflective of your sales cycles and nuances

These are all functions a TMS can never match. More importantly, your competitors already use them. Many industry giants are relying on AI content platforms to generate new multilingual content or perform tasks like multilingual AI content optimization at a higher scale and pace than ever before. Ignoring the comparative inabilities of a TMS will guarantee competitors dominate you in the markets.

Your TMS Introduces Increased and Hidden Costs

Currently, a TMS is just a project management system — one without regard for your content outcomes and goals. Additionally, it’s still expensive to:

• Purchase
• Run
• Fix
• Maintain with annual fees

You’re also paying the labor costs to operate your TMS, the project costs from outside vendors, and the high cost of human translator-centric translation and localization projects.

Your TMS isn’t just producing content at a less competitive rate. It’s also costing you thousands every month. (Note that when working with a Language Services Provider, some solutions may still utilize the company’s TMS, but customers won’t incur the same costs.)

AI Content Platforms Fit into Content Workflows Seamlessly

Your TMS is supposed to make localization and translation more convenient, but it forces you to treat it as a separate process. Your team will manage many factors that don’t relate to your bottom line and content goals. An AI-powered solution is an easy, seamless addition to your content workflows. The AI content platform uses information about your products/services or previous content. It translates and localizes content in new languages, relying on its understanding of your brand, customer, and products. Your team can offload the labor and minutiae of the translation and localization process. You can also elect to use an AI review of the final content or a human review, whichever achieves the optimal results. Meanwhile, a TMS demands attention, resources, and time for these tasks. It also typically requires a more in-depth review, which incurs extra time and costs in the content localization or translation process.

Most notably, a TMS will never generate new content for you. You can feed existing content, products, and services you want content for into an AI content platform. The platform will then develop content using your specifications, such as messaging, target demographic, tone, language(s), and more. You’ll save time, money, and labor while you wait (a short period) for your new multilingual content.

Why It’s Time to Switch to Aurora AI Instead of Your TMS

Aurora AI is an AI content platform your company needs to excel in global markets. With Aurora’s AI-powered services, you can do everything your TMS did

• Faster
• On a larger scale
• With less internal labor and costs

You can also generate new content with the Lionbridge Content Remix App, a tool on the Aurora AI platform that builds new content with a different tone, language, or target audience based on your input. TMSs require various human interventions, which aren’t time or cost-efficient. With Auora AI, humans manage outcomes through the process rather than menial project tasks.