Ad for AI-powered translation service says machines can’t match human understanding
Translated puts a spotlight on the role of humans in the advancement of its platform.
The translation platform Translated has been working with AI ever since it was founded in 1999. The tech provides its professional translators with a tool that helps them to work better and faster.
The platform’s brand insights reveal that humans engage in translation every day, often without even realizing it – such as decoding messages through unspoken glances and gestures enabled by our cultures, experiences and beliefs.
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To celebrate these ways that we remember, imagine and interpret based on our unique perspectives, Translated’s multi-market ‘Human Touch’ campaign emphasizes the brand’s ethos that no technology advances matter without the crucial role of people.
Created by creative agency Auge, ‘Human Touch’ is a moving collage of human interactions without the use of language, highlighting everyone’s ability to translate what is not expressed in words.
A team of 48 professional translators from the Translated linguistic pool in 12 countries, rooted in their respective regions, validated the authenticity of the multicultural actors’ body language and facial expressions in the film. They analyzed the impact of gestures on their cultures, discussing meaning, cultural sensitivities and cultural nuances.
‘Human Touch’ will run on paid social channels Facebook, YouTube and LinkedIn in 12 markets across the world and on B2B digital channels across Europe and America.