Why LSPs need to rethink their translation workflow (before it breaks)
AI and machine translation · LSPs need to rethink their translation workflow because client demand has outgrown traditional production models: more content, more languages, tighter deadlines and lower budgets.
Transcreation: when words acquire a new flavour
Localisation and markets · What transcreation is, when a campaign needs cultural adaptation and how we carried a drinks brand’s message into new markets without losing its flavour.