AI writing – fancy or highfalutin?

 

[rainbow over my parents' house]

I had the peculiar experience of seeing my parents’ house advertised for sale after my mother died. I have to admit that I found it difficult match the description of the property to the actual house. It read:

“Nestled within the Encino Hills, near Mulholland Dr, in the acclaimed Lanai Road Elementary school district, sits this charming mid-century 4 bedroom, 2 bath 2,202 sq. foot home ready for its new owner. Don't miss the chance to reimagine this nearly 16k lot surrounded by flourishing foliage and citrus. Enter through double doors into a foyer which connects to a spacious vaulted ceiling formal living room with a fireplace and adjoining dining area….”

In reality, it was an expanded but simple aging wooden house but clearly the AI-created description makes it seem far more attractive to buyers.

This personal example highlights the strength as well as the dangerous temptation of AI writing. On the one hand, it is an expert-system, creating a text that only highly experienced and talented copywriters can write. On the other hand, in many cases, the resulting text is not actually effective in communicating the message as many English speakers consider overly fancy language either exaggerated or intended to deceive.

To be clear, AI produces text according to the prompts that the writer enters. The parameters include, among other, level of vocabulary, purpose of the document and educational level of the reader. Thus, in theory, AI should be able to produce a text that is tailored for the intended goal. Accoridingly, the skill of the programmer has a dominant influence on the relevance of the text.

One of the major problems is that a significant percentage of those using AI to write their texts are not fully fluent in the language and often unaware of the nuances of communicative language. Thus, based the concept that more the better or, as in the case of writing, the higher, the better, users tends to aim to write highly sophisticated texts. The resulting copy thus chooses the elegant and indirect route instead of the simple and direct approach. For example, compare “visitors have the possibility of observing a myriad of animal species at the local zoological center” and “visitors can view a wide variety of animals at the zoo.” Clearly, the first shows a far richer level of vocabulary but many adults, even some native speakers, not to mention children, would struggle to understand the meaning or find it off-putting.

The cultural background affecting this reaction to high-level language partly stems from a preference in English for content over style. For many English speakers, using sophisticated language in terms of vocabulary and structure is viewed as an attempt to prove personal superiority or hide the truth. In simple terms, English speakers often expect to a person to say something directly and not decorate it. Americans in particular expect their leaders to “tell it like it is” and value that type of communication even if the form is rather simplistic, even crude. For example, many voters truly respect Trump because of his manner of answering questions but he is not the first president to be overly direct. Even modern legal language strives to be simple and direct and drop its pretensions as many modern scholars consider the use of legalese as an elitest and dangerous practice.  See my previous post.

This insistence on clarity at the price of elegance is contrast to the situation in many other countries and cultures. In France, for example, listeners are often quite willing to forgive a complete lack of content if the language is elegant enough. Almost all French politicians and even masters of ceremonies sound almost royal in their speech. It is hard to name one French president that was not an elegant speaker. Thus, AI creates more benefit in some languages than in others.

Thus, an AI user without the knowledge of when high-level language is appropriate can unintentionally create an artificial and/or ineffective text. People seeing a marketing text with such language know that it is not written by a human as almost no one can or wants to write in that style. Thus, the alien text only highlights the fact that they cannot write. Even worse, if the purpose of the copy was to sell or persuade, the AI-generated copy will tend to create distrust, the exact opposite.

To give a concert example of power of short direct speech, note that most Americans know by heart at least a part of Abrahams’ Lincoln’s Gettysburg address  (1863), which totals 272 words, while nobody remembers a single word from the preceding two-hour speech by Edward Everett. English speakers prefer, to paraphrase Lincoln, English “of the people, by the people, for the people.” It does not mean that that there is no place of AI texts. My parents’ house sold quite fast in fact. However, direct plain English, edited until it is clear and smooth, often produces better results. Simply put, highfalutin AI English is often not an appropriate manner of expression.

The shortest distance to the customer – The Israel Translators Association Town Hall meeting

[right triange]

The business world is dynamic. If, in the past customers, almost always purchased from middle party, whether a store or an agency, today consumers, whether business or private, more and more frequently choose to work directly with the provider of the good or service. Thus, the opportunity, albeit challenge, for many freelancers is to reach these customers. Translators have experienced this transformation to one degree or another for over a decade. On December, 3, the Israel Translators Association (ITA) hosted an online open Town Meeting on the subject of direct customers. The participants, members of the ITA, suggested several ways to find non-agency customers, notably linking with complementary services, contacting previous customers and getting listed on the sites of national associations. These methods, among others, are tools to help translators as well as other service providers reach their customers directly.

The translation business has fundamentally changed in 20 years in terms of structure and method.  A few decades ago, the vast majority of translation jobs flowed through an agency, which served an intermediary. Translators would connect with these agencies, many of them small and local, which would then refer  work to them. Furthermore, humans did all translation, great and small, with the sole help of translation-memory based tools. Today, in terms of volume, the vast majority of translation volume passes through large international agencies, some of them public companies, referred to LSPs, language service providers. As occurs in most conglomerated industries, the per-word unit price has decreased significantly, which translators experience as pressure to lower rates if they want work. Moreover, AI and simple machine translation allow many customers to avoid paying a translator or, at worst, send to an agency at a reduced rate, which uses machine translation or AI to produce a basic draft to be edited at a lower cost by a linguist. Thus, depending on their niche, many translators find themselves with less business at lower rates, which is a depressing situation.

The ITA Town Hall brought together experienced translators to share ideas how to find the direct clients and escape the difficult agency situation. One of the key ideas was to connect with services and business that offer complementary products. For examples, graphic artists, PR campaign managers, business planner, financial product experts and attorneys often need translation services. The connection can be virtual or physical. LinkedIn and relevant  Facebook forums provide an ideal place for freelancers to make themselves known. It is even more effective to physically meet other businesspeople especially in business networking organization such as BNI and Rotary as well as at professional conferences. Emphasizing and nurturing the symbiotic relations can bring in customers directly and indirectly.

It is also important to use the hidden resource every established business has, namely its previous customers. When business is slow, some established translators contact previous customers that have not used them in a long time. The content could be a holiday greeting or a simple statement such as “I am between projects and am available for any translation you may need”. If the provider did a proper job in the past, the email may result in a new order or a reference to another potential customer as people often forget with whom they worked several years in the past. This action is simple to undertake and can yield positive results.

In my experience, one of the most effective methods is to join and be listed on the site of national organizations. For instance, translator organizations, including the ATA in the United States and ITA in Israel, have a list of translators and their specializations on their sites  that is accessible to the general public. Potential translator buyers, looking for some kind of assurance of professional quality, seek and appreciate membership as it shows a level of seriousness and professional investment. Furthermore, through cooperating with colleagues in these organizations, it is possible to send and receive referrals, another source of direct customers. Being part of a professional body provides many opportunities to find direct customers.

To make it clear, the translation buyer also benefits. Many agencies, especially public ones, emphasize the bottom line, profits often at the expense of quality. By contrast, freelancers succeed or fail on the quality and timeliness of their service. Their clear interest is to provide the best quality product that circumstances allow. As there is no additional cost for the intermediary, the agreed price is often less than those charged by an agency, an important factor in many buying decisions. Thus, direct connections are of mutual benefit.

In many niches in translation, it has become necessary to bypass the agencies and work directly with customers. In this manner, translators can attain the price and volume of work they desire. The ITA Town Meeting suggested several methods of finding the shortest route to professional rates, the hypotenuse if you will, from the service provider to the translation buyer without an intermediary. It takes some effort but the direct way is the most efficient.

Paine-ful wisdom – on translators, editors, between them and beyond them

 

[The Odd Couple]

This week, I sent the following email to a trusted project manager (PM) after reviewing the changes her editor had made to my translation: “I reviewed the edits and noticed that the editor found a few minor errors [ones that do not affect understanding], introduced a few minor errors, improved the phrasing in a few places and mainly made preferential changes. The most important thing is that the customer receives the best possible translation.” The translation involved was a two-page bank declaration in convoluted Hebrew (aren’t all bank documents in convoluted language?) on a poor PDF delivered in 24 hours.

This unpleasant interaction between translator and editor, with the PM in between, led me to reconsider the Odd Couple-like nature of the relationship between technical translators and editors. Limited by time constraints, translators must convert a text in the source language, often not very easy to read due to the quality of the PDF, into a Word document in the target document acceptable for use by the customer. This task involves reading the document many times in several forms, including bilingual and monolingual as well as on screen and on paper, all within a short period of time. Not only is it difficult to read the document “freshly” every time without sufficient time gaps, another pair of eyes will always find ways to improve the translation. Thus, the even the most professional translations are not perfect. 

By contrast, the editor’s task is read the monolingual document, comparing it when necessary to the source document, identify any errors and refine the existing text until it shines. They, of course, apply their judgment and opinion of correct language, which may not be identical to the translators’ view. The task is far more focused and involves many less read-throughs. Details matter, as Felix Ungar would say, without consideration of the emotional reaction of the translator that had put so much effort in producing the text. The result is that many translators feel that editors abuse them, as reflected in a typical emotional response: ”This editor had to prove his/her existence.” Clearly, there is generally little love between technical translators and editors.

However, if the goal of the translation process is to produce the most faithful and well-written document for the customer, i.e., to provide value, both the translator and editor are essential to the process. No one pair of eyes can attain that goal regardless of the amount of knowledge and experience. In the best possible world, the PM understands this.  In my case, she will continue to work with me as she has done for many years as I provide a solid translation on or before the deadline, exactly what is required of me. Likewise, she will continue to depend on that editor to improve translations in order to retain her customers. Unfortunately, this global understanding of the goal is far from universal. Still, it is important for translators to keep it in mind when receiving "massacred" versions of their translation. In fact, the words of Thomas Paine ring true: “The real man smiles in trouble, gathers strength from distress, and grows brave by reflection.”

Home furnishings – an (almost) full house of English expressions

 

[house plan]

Home is where the heart is. Apparently, as in most domestic situations, all those feelings are somewhat at the expense of logic and consistency, at least in terms of language. While non-native English speakers can easily remember the names of the various elements of a house and their literal meanings, they often struggle the more figurative senses of these terms. It is possible to understand these expressions through the prism of a meeting of a board of directors or the exact material involved but more often only by context. In my opinion, this partial logic makes English an entertaining and human language.

In a formal meeting of directors, the chair, i.e., the person leading the session, may table a motion. Curiously, in the US this term means to take it off the agenda while in the UK it means to discuss it. In the first case, the reasons for avoiding a discussion range from it being so off-the-wall, ridiculous, that it would be absurd to waste time on the matter or, more sinisterly, the chairperson received money under the table, a bribe, not to discuss it. The criminal involved would rather sweep it under the rug, make it disappear, at least visually. On the other hand, if the members do discuss the issue, some may consider it a window of opportunity (even though most people do not enter a house through a window if you think about it). It could open the door to a better future, allowing it to happen. Opponents, by contrast, fear that it would slam the door on a better opportunity. The mere thought of adopting the motion makes them hit the roof and get very angry. Of course, interested people wait for white smoke to come out, meaning that the board has made a decision one way or another.

Sometimes the material or location provides a clue to the meaning. A pioneering person can break a glass ceiling, a illusionary limit that a society has placed on that person. In matters of window covering, a curtain call involves a very large amount of fabric as used at the theatre. So, it means getting a second round of applause at the theatre. On the same note, if it is curtains for the villain, the curtain has come down, ending his/ her plot or even life. On an even larger scale, the iron curtain was the political and military barrier separating the Soviet Union and its allies from the West. Today, its form tends to be electronic and virtual but that is a matter for another discussion. Regarding police matters, a stool pigeon may see a bit vague until you see a pigeon tied to a stool in the field as was done in the 1800’s to hunt those birds. The police still use this aviary tool in a way by placing an informer. Back to the house, if your sports team is in the basement (which is the almost annual place of my favorite teams), they are in last place in the division. By contrast, a bargain basement is where department stores sometimes concentrate their discounted products to get rid of them and implies cheap items. Details matter.

Alas, there are terms that simply have to understood in context. A couch potato rarely moves from the sofa, watching TV and eating all day. Regarding the ground below you, flooring a pedal means pushing the accelerator to the maximum while being floored by the news involves falling to the ground. Pharmacies can sell an over-the-counter  (OTC) drug without a prescription. Since the 1940’s and Curtis LeMay, some Airforce generals insist that carpet bombing, the general destruction of a city or country,  will persuade a population to surrender. Remember the classic definition of insanity: doing something over and over again, expecting a different result each time. If you are in the dog house, it means that you are not feeling loved and welcome at home. Of course, every pub visitor loves it when the drinks are on the house, i.e., free. These expressions make some sense in a certain sense.

I hope you enjoyed the tour of the house and will find it easier to navigate through the rooms. If a home is a castle, an English house is rather peculiar, with many quirks but also much character (which is a synonym for wooden beams on real estate TV programs). If English is not your native language, I hope I furnished you with some knowledge of useful idioms. It make you feel more at home in the English language.

In praise of disorder – the joy of Mediterranean messiness

 

[cluttered desk]

Some 40 years ago, I took the train to Rome after having spent a month in Germany. I vividly remember the feeling of chaos at the Rome train station, the confusion due to the lack of signs and my discomfort with the chaos of the city.  Still, I said to myself that I would love to have the German transportation in Italy and enjoy the best of two worlds. A few months ago, I flew to Nurenberg through Heraklion, Crete. This trip made me realized how much today I prefer the chaos of the Mediterranean to the orderliness of the northern Europe.

To paint a picture, Heraklion is similar to many other urban areas in the eastern Mediterranean in terms of aesthetics and manner of living. The sidewalks are often partial; the parking is improvised; trashcans, not to mention recycling bins, can be few and far between, with the results evident in the gutter sometime. The occasional rain turns some streets into Venetian canals. In terms of sounds, loud car honks and louder conversations are the norm, creating an interesting cacophony, exaggerated for those that do not speak Greek. As for signing, the panels at Knossos (for those that did not buy the video player) left much to the imagination. By the way, the Heraklion airport deserves its awful reputation. On the other hand, the food was rich and tasty, featuring fish, meat and vegetables. The desserts were tasty. The people were friendly and helpful, happy to share their culture even in non-tourist areas. In summary, Heraklion, like Cyprus and Israel, was loud and genuine, for better or worse.

By contrast, Germany, like Holland, was clean and orderly but socially structured. The streets were sterile, with not only trash cans but also recycling bins in all public squares. The signing was complete and without translation errors, not a given in the world. (FYI, translators love discovering amusing translation errors.) The buildings were impressive and well maintained. As for the food, in that part of Germany, it was primarily meat in various forms, with a few vegetables, primarily the potato in French fries (chips). The bread was as heavy, albeit tasty, as the meat. The beer was plentiful and justified its reputation. On the other hand, people spoke quietly and interacted with foreigners and, as it appeared in some restaurants, even among their family, formally, without great emotion. I understood that clear limits of public expression existed. Northern Europe is clearly an calmer place to visit.

As I boarded the plane for Israel on my way home, I remarked that if I could not live in Israel, I could imagine myself living in Crete. To quote Baloo, they have the bare necessities of life down pat, i.e., good food and real social relations. As for the administrative chaos, it can be amusing, even an advantage sometimes. By contrast, I could not see myself fitting in Germany, Holland or any other northern European country as, after 35 years, I do not want to play by strict rules set by others. As Jacques Prévert wrote, je suis comme je suis; je suis fait comme ça – I am what I am; I am made like that. I not only enjoy the food of the Mediterranean but also relish in the dramatics of its human interactions. Some 40 years ago, the disorder was too much for me. Now, at this stage of my life, I prefer my society to be like my desk, a bit messy.

Focus – how large business do and entrepreneurs can stand out above the crowd

 

[pencil]

Businesses large and small struggle to distinguish their products and services As a rule, a multitude of enterprises strive to sell similar products and services, making it difficult for customers to identify and remember the best option. Larger corporations, having the budget to hire branding experts, are often proficient in creating an identity for a product, generic or not. The result is successful advertising campaigns. By contrast, entrepreneurs, often working alone with little knowledge of the market and marketing, generally create muddled messages. Regardless of actual work experience, it is advisable for freelancers and small businesses to hone their message as the larger corporations do in order attract more customers.

It is fascinating to observe how certain companies brand their products in highly competitive markets. Proctor & Gamble, the owner of head and shoulders shampoo brand, does not emphasize esoteric chemicals or exotic ingredients but instead hammers the message that the product eliminates dandruff, employing an attractive actor in various action segments whose only line is “I don’t” in response to the statement “I didn’t know you have dandruff”. In this manner, the brand is identified with elimination of dandruff. Likewise, Mark Jacobs reinforces the name of the perfume “Daisy” with advertisements filled with models surrounded by daisies, creating an impression of the scent, true or not. In the UK, McCain advertises its frozen French fries (chips in UK English) as the old friend of the family, a part of past and current memories. In practice, they probably taste the same as their competitors but the TV adverts emphasize how one can depend on this brand for a familiar taste. Instead of trying to be all things to all people, these companies focus on one aspect that supposedly sets their products apart from their competition.

Translators, as do many other freelancers, tend to aim wide and, consequently, miss their mark. Many translators have a long statement on how many languages they work to and from, sometimes as many as five languages, with several areas of specialization. Even colleagues ultimately do not remember the exact combinations, not even one sometimes, in the presence of so many details. Potential customers, those that may one day need their services, will almost certainly not recall the message. Almost all translators (mea culpa) tend to list all their combinations and skills on their marketing sites, including their CV’s and websites, on the hope that they will attract more customers. In practice, most translators earn most of their income from one language combination with the other options barely impacting their business. Thus, the wide net approach actually is counterproductive.

Instead, based on the successful campaigns of large companies, freelancer translators  should identify their main service and emphasize it in every manner possible. They can mention other combinations and services but in a form that does not distract from the main message. The goal is identification between the service provider and the service, e.g. Jane Doe, certified Spanish to English medical translator.

Thus, focus is the key for product and service branding. I personally intend to apply this approach on my next website (whenever that is) as well as on any other current or future marketing efforts. In practice, I am a recognized Hebrew to English legal translator, period and want my potential customers to remember it. If the message is clear, the next time potential customers need such a service, they may remember the name. To stand out, being the sharpest pencil in the box is the key.

Talking about the elephant in the China shop – should translation buyers use AI/machine translation?

 

[elephant]

The most common question non-translators ask (in one form or another) after I say that I am a professional translator is whether anybody needs me anymore. Likewise, when translators gather, the hot topic is the impact of AI on the business in general and the person in specific. AI carries the image of a drum roller machine, flattening anything in its path and whose existence many prefer to ignore out of dread. Going beyond this fear, it is legitimate to consider the role of machine translation, whether of the simple Google translation, more complex neural network or Hogarthian ChatGPT type. More specifically, I will address the blunt question when a translation buyer should pay money and employ a human translator.

As a matter of introduction, each of the three main machine translations types in their various guises attain their translation results in slightly different ways. The simplest, Google Translation and its cousins, search for the most common translation of the term as it appears in bilingual texts in the Internet and any online glossaries. The results are free but not always very relevant for the context. Neural translation and other more specialized methods selectively pick corpuses, including approved high-level bilingual texts such as from the European Community or the UN, and search for terms based on the type of the texts, e.g. legal and financial. This data base is more precise but is time-consuming to build. However, the results are generally far more relevant Accordingly, this method often involves some buyer cost to cover the development costs. Finally, AI translation uses a probability algorithm based on a broad internet data base and uses prompts to fine tune the results. The costs vary on the engine. Accurate results are somewhat dependent on the ability of the person to write prompts and specify the desired result. Even in the best circumstances, AI results tend to be a bit idiot-savant, i.e., ranging from brilliant to imbecile.

Here are some pointers regarding the appropriate use of machine and human translators:

·   To state the obvious, there is no need to pay a human translator to translate most texts for private use. If the goal is to understand more or less the content of an email or website text, any of the three types of machine translation will produce a sufficiently clear result, albeit occasionally with amusing terminology errors.

·   For longer texts, when time is a premium, it is possible to use a neural network or ChatGPT to produce a reasonable translation for a small internal audience. The purpose of such translations is essentially to share information, reducing the impact of any inaccuracies.

·   For mass translations where the cost of human translation is prohibitive, such as in identifying the content of  a large volume of legal documents or producing descriptions for a multilanguage low-cost online site that does not have the profit margin to employ human translators, machine translation might be a solution although the poor quality of the less expensive options may negatively affect results.

·   For texts aimed to make an impression on the public, including marketing and menus, businesses should employ a human translation. In these cases, it is not sufficient to transmit the facts. There is a need to persuade and impress. The public often equates the care invested into the text with the care invested in the product. Seller, beware.

·   For texts with legal and medical consequences, among others, translation buyers should avoid using machine translation. The consequences of a poorly translated legal brief or medical device instruction manual far outweigh the cost of a proper technical translator.

·   In some cases, government authorities require human translation and a signed certificate of accuracy. They do not accept self or machine-made equivalents. In these cases, read the requirements very carefully. For more information on what exactly a certified translation is, see here.

In summary, if you desire more than to attain information, employ a human translator. The costs of the poor results will far exceed any savings from free or low-cost machine translation. In other words, to talk about the elephant that is machine-translation, it should not be let into a china shop of fragile words as it tends to be somewhat clumsy but it is acceptable to let it into the gym as long as you clean it up afterwards, no bull.