Wondering about the Topics of the Creative Language Conference?

 

See below for more information


 

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Personality of a Bot

 

NASTASYA SAVINA

CEO AT JUST AI UK

 

265 billion customer support requests are made every year, and it costs businesses $1.3 trillion to service them yet up to 80% of support requests can be served without human involvement.

 

Companies can reduce customer service costs by 30% by using text chatbots or voice assistants or skills. No wonder that there is so much hype around chatbots.  

 

A chatbot can be a powerful touchpoint through which a brand communicates to its customers and shapes its image. Many creators of a chatbot wish it to be more "human", accessible, empathic, not the stone-cold sterile machines. 

 

But it is not enough to give a chatbot a human's name - it has to speak the same tongue as your target audience. There are seven tips & tricks to make sure the corporate chatbot acquires an appropriate tone of voice with your customers. Some of these suggestions are technical, like analysing the logs and creating a glossary. Other are organisational, like including a representative of a target audience in the project team.

 

But some creators do not stop there. Inspired by the popular culture, some creators add "personality" to the chatbot. This feat is extremely difficult but possible. When realising this task, creativity, brilliant knowledge of psychology, and humour meet technical excellence. There is a bot with a personality - Alisa from Yandex (it's the Russian version of Google Assistant). Not only is she intelligent, but she also has that quirky type of humour that her 30 million users love so much.

Sabina

Ethical Concerns of AI in Marketing

 

SABINA JASINSKA

SENIOR DIRECTOR OF GLOBAL MARKETING AT WELOCALIZE

 

In recent years, marketing has emerged as one of the most fertile grounds for AI. And the revolution is real.

Marketing leaders need to engage in AI initiatives as soon as possible or they will risk being outpaced by AI-enabled competition. Not surprisingly, according to an Adobe survey, top-performing companies were more than twice as likely to use AI for marketing compared with their competition.

 

With AI, however, come ethical challenges. AI doesn’t have empathy, a moral compass, or an understanding of privacy concerns. The American Marketing Association pointed out many examples of biases and prejudices that stem from data submitted to the AI algorithm, and examples of gender or racial discrimination are abundant.

 

Why should marketers care about ethics in AI deployments? In my talk, I will demonstrate why ethical concerns should be top of mind for your organization. We will explore why it makes sense to put in significant effort to win customers’ trust, operate in full transparency and provide education about the opportunities AI will create for consumers.

 

We will explore the following topics:

  • - Questions concerning analytics and data collection practices
  • - Examples of how AI is used in marketing, such as recommender engines
  • - Examples of what could go wrong
  • - Training AI to be more ethical through reinforcement learning and machine learning
  • - Making AI transparent, explainable, interpretable, fair, and auditable
Giulia Tarditi

Transcreation in the Age of AI: Scoring Content on the Base of Its Impact on UX

 

GIULIA TARDITI

HEAD OF LOCALISATION AT MONESE

 

At Monese, we strongly believe in the game-changing power of transcreation.

We do not just localise our app to make it consumable by speakers of different languages - we want to deliver terrific user experience across our entire language portfolio. That is where translation falls short of expectations, and that’s where transcreation comes in with its ability to adapt messaging as opposed to attempting to translate it.

 

Mobile apps are particularly suitable material for transcreation. Guaranteeing a user experience comparable to that of the original language version is key if we want to turn a download into a registration just as well in French as we do in the original English version - but it is hard to do this without actually questioning the English-centric hegemony within the language and the creative industries.

 

For this reason, we are researching the feasibility of removing the need for the English source text from which transcreations are normally produced. What this means in practice is that all languages are produced at the same time - English included, in a process that we call content co-creation.

 

However, doing this for all texts within the app would be costly and time consuming, which is why we are using AI to build a system that automatically ‘scores’ content on the basis of its impact on user experience. The content is then channeled through one of the following

 

Flows:

  • - Machine translation plus occasional post-editing
  • - Human translation
  • - No-English-shown transcreation

 

By channeling content this way, we ensure content that is key for conversion gets the time and attention it deserves, which we can afford to dedicate to it by saving money on less pivotal chunks of text that nobody is ever going to read. By employing AI we feel empowered to give translators their creative space back and to finally deliver on the promise of having globally happy customers.

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Creative Global Communication: AI and Translators, Quite the Power Couple?

 

GAËTAN CHRÉTIENNOT

FOUNDER AND CEO AT SIX CONTINENTS

 

Better not trust the hype: AI today isn’t clever, it has no imagination whatsoever,

and is clearly lacking what it takes to be called a genius. While we can all dream about the future of AI, this engaging presentation will focus on what is already achievable today: wisely used, AI can foster creativity among translators and linguists, help trigger their inspiration, originality and unique talent.

 

Pure human translation might soon become a thing of the past: AI is a powerful and easy-to-use technology that makes “augmented linguists” always more productive. AI also comes with the powers that will radically change the way translation, localisation, internationalisation and globalisation are performed. Believing is seeing: from mockery to fear and from fear to faith, onboard on an AI journey to the new translation era.

 

Hear details on how AI has been coming to life at my French translation company Six Continents: when AI tackles the creative frontier...

jamie

Language Technology, Powered by Humans

 

JAMIE BROWN

HEAD OF LANGUAGE AND DEVELOPMENT AT WHAT3WORDS

 

Tech company what3words makes talking about your location much easier. Having divided the entire world into 3m squares, each square gets a unique ‘code’ (or ‘address’) consisting of three words – as accurate as GPS coordinates but far easier for the human brain to recall. For example ///filled.count.soap marks the exact entrance to what3words’ London headquarters.

 

Anyone with the what3words app or access to the internet can enter these three words and navigate right to our front door. Exact locations with no other form of address can be found easily. Countries with poor street address systems now have access to an alternative.

 

Words are uniquely part of our product itself – they are not just the tool by which to speak about it. Every time we launch a new language option, we specifically localise the map; not directly translated, but individually crafted so the user feels they’re using a product intended for them.

 

In this talk, I will explore how we use a variety of computational linguistic tools and methods to help us with this, but most importantly, teams of real-life speakers (around 50 per language) who supplement the technology with the essential human perspective that elevates our product. What could feel clunky and computer-generated is made alive by a shared understanding of the product we are aiming for, a rounded perspective of the language from all angles and speakers, and the cultural insight that will keep users feeling positive about their new ‘3 word address’.

tina

How Will Bots Shape the Work that We Do, and How do Humans Fit In?

 

TINA SQUIRE

DIRECTOR OF DIGITAL SALES AT INTERACT CONTACT CENTRES

 

According to Forrester, in 2019, 53% of global data and analytics decision makers say they have implemented or are in the process of implementing some form of artificial intelligence. Twenty-nine percent of global developers have worked on AI/ machine learning software in the past year.

 

Everyone is talking about chatbots and AI being the next best thing: let’s look at how AI and bots are currently being used and could be used. Let me guide you through a brief overview of the various types of AI, what they do and how they may affect our daily lives.

 

I will introduce you to conversational commerce and what business transaction can, and do look like now, using bots. I’ll show you how the bots benefit our staff and our customers at Interact Contact Centres and how we use bots to deliver a positive customer experience. I will also tell you about the additional roles that we have created because of the introduction of the bots in our digital sales. Where do humans fit in to the new world of ever evolving AI and bots?

 

Finally, we will take a look at what AI and bots could mean for language professionals. What are the potential job opportunities in this ever-evolving market?