All of this is to say that companies shouldn't downplay the importance of professional translators and localization services, as a small mistranslation can really affect a brand's image. In addition, launching a campaign to foreign markets should be tested with native speakers to avoid any misinterpretations or offensive meanings. And relying 100% on machine translations should definitely be avoided, as it's still not the same as human translation.
"Machine translation can be useful for quick, informal understanding. But it struggles with nuance, tone, and intent—especially when context is missing. That’s why it’s risky to rely on it for anything customer-facing or brand-critical," says Silvi.
"Also, the reliability of machine translation varies by industry. In technical fields or regulated sectors like legal or medical, even small errors can have serious consequences. For marketing content, where tone and style matter, human input is essential. The smartest approach is combining automation with professional review," she concludes.
