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The Era of AI Trust

4 steps to minimizing risk with AI-generated content

AI technology is nothing short of revolutionary. Per research from Salesforce, 67% of senior IT leaders in their survey will be prioritizing Generative AI in their business operations. For 33% of those senior IT leaders, AI output and services will be a top priority. AI can streamline and assist with thousands of tasks, including content and communication-oriented tasks such as content generation, translation, and localization. With Generative AI solutions, companies can dramatically streamline these tasks. Furthermore, businesses that employ AI in their customer outreach strategy will ultimately increase their reach to new markets and customers. As we embrace AI services for content creation, optimization, and translation, it will be critical to consider a vital factor: AI trust. This article will review the potential challenge of an AI trust gap. We’ll also review the four steps to address and reduce this AI risk.

Why is AI Trust a Challenge?

AI trust regarding content creation, translation, and localization is a concern for several reasons.

Hallucinations or Inaccuracies

For businesses across many verticals, rules and regulations carry dire consequences. If a business doesn’t use responsible AI practices and thus has errors or “hallucinations” in its content, it may trigger serious financial, legal, or ethical consequences. For example, what if an AI-generated article gives the wrong steps for serious tasks, such as submitting financial documents or cleaning a wound? These errors could have grave consequences. When an AI tool is trained on low-quality, biased, or outdated data, it’s likely to produce content that contains harmful “hallucinations.”

Risks of Low-caliber Content

When businesses use AI-generated content without proper preventative steps, they may have three issues:

  • Incurring penalties for their website’s SEO

  • Failing to engage users

  • Losing their brand voice and messaging

AI can construct, translate, and localize content — to a certain extent. However, without human intervention and planning, it may be unable to do these things with the caliber, consistency, or appropriateness required. This inconsistency may create problems regarding SEO. Google’s top priority, especially with the latest algorithm updates, is to value the highest-quality content. This prioritization means engaging, informative, accurate, unique, and well-written content. Google’s focus on high-quality content doesn’t expressly prohibit AI-generated content, but it is more likely to sanction content with no human in the loop at all. AI can’t consistently deliver/translate/localize content that meets Google’s definition of high quality. Notably, if a company uses poor translations, even for small sections of its otherwise high-quality website, or publishes a handful of poorly-written blogs, it’s gambling with its entire website’s SEO. Per a conversation with Google’s John Meuller, it may penalize the whole website’s SEO for this subpar content. To be able to trust that content won’t risk SEO, it’s vital to include human-in-the-loop AI translation in your process.

Beyond risking SEO penalties, content that is only developed, translated, or localized by AI may be less engaging for the intended audience. AI-only output is often less original, too long or rambling, or its translations and localizations can be problematic. To be able to trust that content will intrigue its intended audience, it’s essential to include a human reviewer in the process. They can check the accuracy of translations, reduce wordy text, or remove too many emojis.

Sometimes, a Human Expert is Necessary

Generating, translating, or localizing content for complex and regulated fields (such as Healthcare, Life Sciences, Finance, the law, etc.) demands deep knowledge and experience. It may require a person with specific certifications or education. Even if there aren’t official rules and regulations to meet, content might need human guidance to meet ethical or emotional standards that AI simply cannot satisfy by itself. Purely AI-constructed or translated content can’t offer this element for the foreseeable future.

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4 Key Steps to Address AI Trust

Creating trustworthy AI-generated content is possible with these four critical steps.

#1 Utilize a Human Reviewer

It’s possible to use a human reviewer in various ways throughout the content generation, translation, or localization process to find factual, stylistic, grammatical, linguistic, and other errors. They can ensure the content, whatever language it’s in, has substantial SEO value, is well-translated, free from erroneous advice, or is generally compelling and valuable to readers. The material’s complexity can dictate the level of intensity in human review. Choosing when to involve the human reviewer in the process is also possible. Depending on the circumstance, it’s more helpful at the beginning, end, or during every step. These are a few examples.

Legal translations: A human may heavily review and edit output after an initial AI translation to ensure the text is legally sound and ready to meet the demands of a court submission.

A short blog for marketing: A human could input prompts for the blog into the AI tool. They could complete a quick, cursory read before publishing the blog.

A translation into a rare language: A human reviewer can check the quality of a small, preliminary sample of a translation. They can subsequently adjust the prompts for the AI tool, ensuring the final translation has corrected vocabulary, grammar, etc.

#2 Consider Self-Correction Features

AI technology has the unprecedented ability to correct its previous output and eliminate egregious errors via “self-correction.” The AI prompts can include instructions for the technology to review its initial output, looking for specified flaws, or using a designated knowledge database to ensure accuracy. It’s critical to note that this self-correction can only help to review a limited content span for accuracy and high quality. Per a recent study by Google’s DeepMind, the self-correction abilities of AI are significantly limited. For content that requires a high level of expertise or accuracy, it’s still necessary to include a human-in-the-loop for a more rigorous review and editing.

#3 Work with AI Experts

For optimal results using AI to create, translate, or localize content, working with AI experts is vital. Though the technology feels simple and user-friendly, it still has the capacity to develop subpar initial output that could impact a website’s SEO, consumer confidence, etc. AI experts, like the ones at Lionbridge, already have experience with AI’s predecessors. They have been studying best practices for working with AI to manufacture, translate, and localize content that has solid SEO value and is engaging, informative, and accurate.

AI experts also know when to include a human expert for necessary reviews. AI experts, like the ones at Lionbridge, already have a deep network of appropriate reviewers for every kind of content across all verticals.

#4 Pick Trustworthy AI Solution Providers

Select an AI solutions provider with trustworthy AI experts. You can measure this quality in these areas:

Cybersecurity:

The provider understands potential cybersecurity risks of using generative AI. Trustworthy organizations have an arsenal of innovative tools and procedures to ensure your data’s security. Lionbridge never allows our GenAI providers to store, share, or use any customer content for training purposes. We use best-in-class hosting in enterprise-class Azure subscriptions. We measure and meet real-time performance metrics, production KPIs, and ISO standards 9001, 13485, and 27701. With all these precautions, we can solidly demonstrate a global system resiliency, even in today’s fraught, cyber-attack-laden internet.

Your goals:

Trustworthy AI providers are curious about, and always prioritize, your goals. They tailor solutions directly to your objectives. Importantly, they never try to sell you extra AI technology or solutions. They only recommend and implement exactly what you need to reach your goals. Lionbridge doesn’t try to sell customers access to a TMS or any other middleware software. You’ll only get laser-focused solutions for your specific needs.

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Transparency:

The provider is transparent about their process and outcomes. They allow you to see into every step and offer you the chance to provide input or customize your content’s generation, translation, and localization to meet your goals. Lionbridge is the only language partner focused on integrating LLMs, industrial process automation, and high-caliber human-based services into our scalable solutions. This work has taught us why transparency is critical for our customers.

Not insignificantly, a transparent business is also able to prove its resiliency. You can be sure that the organization you entrusted with your data will be around to finish this project — and help you with future ones. Lionbridge has over 25 years of experience in the industry and has lasted through a variety of economic factors and industry transitions. You can trust we aren’t going anywhere.

Get in touch

We are entering an “Age of Trust” regarding AI. Everyone is concerned with the AI trust gap:

  • When to address it

  • How to address it

  • When you need a human in the loop

Technology alone cannot address the AI trust gap. Human input is critical, sometimes at every stage, from prompt engineering to input to quality review.

Use Lionbridge’s content creation services to build robust, trustworthy content. We also offer website content optimization for your existing content. We don’t just utilize innovative generative AI technology. You can rely on our expert human reviewers for customized content solutions, from prompt engineering to quality review. We have a track record of dedication to quality and a foundation of decades of experience with language services. Get in touch today.  

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AUTHORED BY
Samantha Keefe and Brendan Walsh, Global Technical Search Operations 
  • #technology
  • #translation_localization
  • #ai
  • #blog_posts