Of course, you’ve probably used Google Translate at some time to quickly find the translation of an English word into French or to look up how to say, “happy birthday” in German, Chinese or Thai. With the advance of technology, we have a vast wealth of information on any existing language at a click. Social networks and other communication media today practically demand that users/consumers have some knowledge at least two languages to keep up with trends. But not everyone is in a position to know more than three languages.

The need for a translator of multiple languages is an essential requirement these days, whether for personal or work reasons, and it looks like Google Translate is here to stay. With over a billion translations per day, the app makes it possible to translate a text from one language to another in just a few seconds and for free. It’s an amazing accomplishment … but how precise are its translations?

Beloved by companies

Given that a professional translation can be pricey, companies have also been attracted by the apparent magic of the most famous translator around. It’s certainly a very affordable and fast way to break down the huge barrier of language with a possible foreign consumer.

Yes, it’s true that Google Translate guarantees speed and is very useful for answering the occasional query, but it’s not so efficient when it comes to professional translations. Why? Because first and foremost Google operates based on statistics and there is no real professional linguistic or philological support behind it, which is why you can every now and then come across translation errors that make you laugh. That’s why we can comfortably asset that Google Translate still falls short when it comes to delivering a quality translation, especially in the business and professional worlds.

How Google mistakes impact your brand

Because it’s a program managed by statistical algorithms, Google Translate doesn’t understand grammar rules, exceptions, syntax or other essential aspects of a language, which is why errors are so common and can negatively impact your company in various ways:

  • Loss of credibility.  If a user reads a poor translation or sees grammar mistakes in your content, you immediately lose the integrity and trust that a brand should convey.
  • Bad image. Understandably, a poor translation in a marketing and advertising campaign can lead to people laughing at or criticising a company.
  • Impedes growth. A brand’s image is just as important as the quality of its service and the language in which it is presented must be faultless. If there are linguistic errors, the chance of losing sales increases considerably.
  • Calls your reputation into question. Corporate material with grammar and translation errors can say a lot about the quality and effort a company puts into doing things. Your target public will tend to think that your company is mediocre.



So…still think that automatic translations are the best way to grow your company?