Given the rapid development of AI, you might well be tempted to simply make use of ChatGPT, DeepL or Google Translate to translate your texts for free, or perhaps to rely on an employee, colleague or friend who speaks both languages.

Some companies do, indeed, resort to such solutions, in the misguided belief that it will save them money. However, if it’s important to ensure that the text in the original (source) language is the best it can be, then surely it’s worth making just as much effort to get it right in the translated (target) language – particularly if you’re looking to break into a new market? While it has made huge advances over recent years, AI still makes mistakes that could have embarrassing or even disastrous results. Equally importantly, it lacks the nuanced understanding that a professional translator will provide.

Using a translation agency may be the best solution if you need large volumes of text translating into lots of different languages very quickly. But in other cases, using a skilled professional translator for all your written communications can have numerous advantages. An independent professional translator will be able to:

• gain personal knowledge of your company, its ethos, communication style and translation needs
• address any queries with you directly
• save you money (you’ll have no intermediary to pay)
• develop a coherent style and vocabulary for all your communications
• ensure that your written texts are as fluent in the target language as they are in the source one
• ensure that your communications are culturally and linguistically adapted to a particular country – what we call language localisation.

Localisation is often treated as a separate skill – and may be charged accordingly by an agency – but it’s crucial to ensure that your communications are clearly understood and culturally appropriate in your English-speaking market.

At its shortest distance, England is a mere 33 km (21 miles) from France, but culturally as well as linguistically, the two countries are much further apart! And while, the USA and Britain speak the same language – or so you might think – they, too, have huge cultural differences, as well as linguistic (grammar, punctuation, vocabulary and spelling) ones.

As a native-born Brit with a French degree who has lived in France full time since 2007 (and acquired French citizenship in 2024), I am well placed to translate from French to British English. In addition, I have wide experience of Americanising British English texts – or translating directly into American English – notably for recipes. To discuss how I may be able to help you effectively communicate with new markets, click on the link below.