Empowering localization project managers with linguistic AI

“Vulnerability is the birthplace of innovation, creativity and change,” said Brené Brown at a TED talk in 2012. Today, localization project managers are increasingly finding themselves thrust into a position of vulnerability as their understanding of artificial intelligence (AI) is outpaced by its rapid rise in their industry. Linguistic AI can provide time savings for project managers and their customers alike, but many lack the knowledge to explain its benefits to customers. Identifying this vulnerability is the first step to overcoming it, but project managers can’t do it alone; they need support from their organizations. So, in the spirit of Brown’s message, let’s look at how organizations can turn this vulnerability into an opportunity for strategic transformation. 

Why do project managers need to understand linguistic AI? 

Customers today expect language service providers to go beyond translation and to act as consultants, supporting their global growth and advising them on integrating AI into go-to-market strategies. The project manager, as the point of contact, is the face of the organization to the customer. By being able to confidently answer questions and give advice on different AI-enabled solutions, the project manager builds the customer’s trust in the capabilities of the organization as a whole. 

What can linguistic AI do for project managers and their customers? 

Perhaps the most well-known application of linguistic AI is in neural machine translation (MT), which produces far more accurate and fluent translations than its predecessor, statistical MT. While still not as reliable as traditional human translation, it offers customers a cost- and time-efficient solution for localizing low-value, high-volume content, either through pure MT or through machine translation post-editing (MTPE) – an approach that combines the speed of MT with the human touch of an experienced translator. 

But AI can also automate a number of cumbersome administrative tasks, saving the project manager time and helping deliver results for the customer more quickly. For example, the project manager needs to know as early as possible whether the most efficient solution for a project is MT, MTPE or human translation. This information allows them to allocate resources for post-editing or translation if necessary, set appropriate deadlines and produce accurate quotes. An AI-powered tool can help by providing a quality estimation of a machine translation so that the project manager can plan accordingly up front. In addition, AI tools can rapidly perform content insight and analysis to help organize large batches of source texts, prioritize work correctly, assign the right resources based on factors such as the domain and language pair, and determine the best data to use to enhance translation memories and termbases. 

How can companies prepare their project managers for a future with linguistic AI? 

Project managers face two main barriers to overcoming their lack of AI training. The first is knowing where to start. For most people, project managers included, AI is a new and sometimes intimidating topic. Many will struggle to identify suitable learning resources because they simply don’t know what they don’t know. A clear, focused learning path, created by those who understand AI and its place in the business, is crucial. 

The second barrier is time. Too often, tight deadlines, constant pressure and time-consuming admin tasks leave project managers too overloaded for any real personal development. Organizations need to support project managers in carving out time in their busy schedules for this business-critical learning. 

The path to creating an environment where the next generation of talented localization project managers can thrive will look different in every company, but will follow the same broad steps: 

• Identify tasks where AI automation could support project managers, and ensure the right technology is in place 
• Identify and train project managers in the key AI-related skills they need in order to maximize efficiency in the workflow 
• Identify and train project managers in the AI knowledge that they need in order to confidently answer the kinds of questions that customers ask
• Ensure that training materials are relevant to localization project managers and appropriate for their level of expertise 
• Build AI into the company-wide strategy and culture, and learning and development plans 

AI can be an absolute game changer, supporting project managers with efficiencies and automation of manual tasks, and reducing turnarounds and costs for customers. But real change requires courage: the courage to challenge the status quo and the courage to embrace technology and intelligent automation. By helping project managers to overcome their vulnerabilities in the area of AI, organizations can start to see real change and to reap the rewards of this exciting new technology. “Vulnerability is not weakness; it’s our greatest measure of courage.” – Brené Brown, Rising Strong. 

At RWS, we have decades of experience in both localization and AI. To learn more about AI at RWS, click here. Or, to find out how we can help you fine-tune your AI strategy with expert consultancy and industry-leading localization technology, get in touch today.