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Case Study: Multilingual Retail Marketing
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SELECT LANGUAGE:
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 (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 tools like Lionbridge Aurora AI™ are helping industry giants compete globally with their multilingual content creation and multilingual content strategy.
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 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:
AI content platforms use this knowledge base to translate and review multilingual content with top quality and accuracy. You can feed them:
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.
Currently, a TMS is just a project management system — one without regard for your content outcomes and goals. Additionally, it’s still expensive to:
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.)
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.
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
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.
Aurora AI has the advanced capabilities to help you reach your goals. It’s different from other AI solutions because Lionbridge prioritizes your content outcomes, providing transparency and security for responsible AI. We’ve developed Aurora AI using our TRUST and REACH frameworks.
The TRUST framework commits us to transparently developing useful content and never incurring the risk of data loss or cyber-attacks. (T for transparency, R for reliability, U for usefulness, S for safety, and T for timeliness.)
The REACH framework guarantees that all generated content focuses on your ideal business outcomes and audience relevance, utilizing a human in the loop when necessary. (R for ROI, E for engagement, A for audience, C for control, and H for Human in the loop.)
These two frameworks ensure your translated, localized, or AI-generated content is optimally effective and provides high ROI. They also save significant costs, time, and labor for low TCO. This impact lets your team focus on your bigger business goals, not minutiae like word counts and translation timelines.
Ready to explore Aurora AI for your multilingual content solutions? Talk to our AI experts, who are prepared to help you customize your multilingual content workflows to meet your company goals. Lionbridge prioritizes deep AI expertise, AI trust, and your multilingual content marketing strategy. Let’s get in touch.
We’re eager to understand your needs and share how our innovative capabilities can empower you to break barriers and expand your global reach. Ready to explore the possibilities? We can’t wait to help.