{"id":7688,"date":"2026-03-06T15:47:37","date_gmt":"2026-03-06T15:47:37","guid":{"rendered":"https:\/\/ata-divisions.org\/GLD\/?p=7688"},"modified":"2026-03-06T15:47:37","modified_gmt":"2026-03-06T15:47:37","slug":"german-to-english-marketing-translations-how-ai-can-help-and-hinder-us","status":"publish","type":"post","link":"https:\/\/ata-divisions.org\/GLD\/german-to-english-marketing-translations-how-ai-can-help-and-hinder-us\/","title":{"rendered":"German to English Marketing Translations: How AI can help and hinder us"},"content":{"rendered":"

I\u2019ve been translating for almost 15 years\u2014*since before the days when AI was even a familiar term, much less a heavily hyped tool that we \u201chave\u201d to use in order to stay competitive. That means I\u2019ve done the heavy creative work of juggling phrasing and nuance without having a sounding board at my fingertips. I\u2019ve spent days pondering a particularly sticky phrase, only to have the perfect solution pop into my mind minutes after sending off the finished translation. So I appreciate AI. It helps me work more efficiently and generate ideas that I might not have come up with on my own.<\/p>\n

However, I also know its limits. And I know that relying on it too heavily can hinder my creativity and my ability to add the special touch that my clients pay me for. In this article, I\u2019ll discuss how I use AI in my marketing translations\u2014and how I don\u2019t use it. Then we\u2019ll take a closer look at AI translations created by both Claude and ChatGPT, each using two different prompts. Finally, we\u2019ll compare these to my own non-AI translation of the text to see what I did differently than the bots.<\/p>\n

What are marketing translations?<\/h2>\n

First of all, what do I mean when I say marketing translations? And how do they differ from other kinds of translations? There\u2019s some debate about this, but I\u2019ll define \u201cmarketing translations\u201d as the translation of marketing materials, advertising copy, blog content or corporate communications that are shared with prospective customers or other important stakeholders.<\/p>\n

To be effective, marketing translations need to sound natural in the target language and also incorporate good copywriting techniques. For that reason, marketing translators will often adapt the writing style and\/or the content to make it more appealing to the new target audience. When the adaptations are more extensive, this is called transcreation<\/em>\u2014a mix of translation and creative copywriting. But even with only minor adaptations, the writing style and ease of reading is of greater importance than with more technical translations.<\/p>\n

How can AI help with marketing translations?<\/h2>\n

As you might<\/em> have heard by now, AI can help you translate more efficiently. But don\u2019t worry\u2014I\u2019m not here to sing the praises of MTPE. Quite the opposite.<\/p>\n

I\u2019ve found that I do my best work by translating manually and occasionally checking in with an AI tool to get ideas when I\u2019m stuck on a tricky sentence, word, or phrase. But I never just toss my source text into the tool and post-edit. If I did that, I would surely miss some of the nuance and potential turns of phrase that come from reading the source text and translating word by word.<\/p>\n

This is how I like to use AI in my work:<\/p>\n

    \n
  1. Phrasing suggestions<\/strong>: When I know that a sentence sounds clunky, but can\u2019t quite find a better way to say it, I\u2019ll copy-paste the source sentence into an AI tool (removing any identifying information if necessary) and ask it to give me five possible translations. I\u2019ll then take elements of my version and the AI versions and puzzle them together until I\u2019m satisfied with it.<\/li>\n
  2. Adapting tone and register<\/strong>: In marketing translations, the real challenge is often changing the tone and register for a new audience. If you adhere too closely to the source text, your marketing text won\u2019t do its job, which is to appeal to an audience and get them to buy.
    \nBefore AI, I used to let my translations sit and \u201cmarinate\u201d for at least a day or two before refining the tone and style. And that\u2019s ideal. But on a tight deadline, an AI tool can help you get that much-needed distance from the text without the wait.<\/li>\n
  3. Researching idioms and puns<\/strong>: Marketing materials are often filled with idioms, colloquial language, or puns that you may not understand immediately. (Even after living in Germany for 20 years, I still get blindsided occasionally!) AI can explain these to you in just a few seconds. That said, it\u2019s always important to confirm AI\u2019s explanation. As we all know, it can make mistakes.<\/li>\n<\/ol>\n

    How well can AI translate a paragraph of marketing text?<\/h2>\n

    In the following example, I\u2019ve slightly altered a paragraph of text from one of my actual translation projects and fed it to Claude and ChatGPT, using two different prompts. Let\u2019s see how they each performed:<\/p>\n

    Claude – First attempt with a basic prompt<\/h4>\n

    \"\"
    \nChatGPT – First attempt with a basic prompt<\/h4>\n

    \"\"<\/p>\n

    Claude – Second attempt with a more sophisticated prompt<\/h4>\n

    \"\"<\/p>\n

    ChatGPT – Second attempt with a more sophisticated prompt<\/h4>\n

    \"\"<\/p>\n

    My translation (created in the pre-ChatGPT days):<\/h4>\n

    Since 2016, we\u2019ve been changing things up in the IT refurbishment industry. Our mission: Combining top tech with maximum sustainability. And we work hard to make it happen. From our humble beginnings as a box mover, we worked our way up to become an integral part of the European IT refurbishment industry. In 2016, we started out with a team of just four employees. Now, we have more than 90 people working here \u2013 and we\u2019re also the proud recipients of the German Environmental Award 2024.<\/p>\n

    So, as you can see, the prompts you use do make a difference. With the simple \u201ctranslate this\u201d prompt, I find that ChatGPT produces a far more natural translation than Claude, although it is far from perfect. With the more sophisticated prompt, I prefer several elements of Claude\u2019s translation\u2014particularly the phrase \u201cgrown into a recognized name\u201d as compared to ChatGPT\u2019s \u201cgrown into an established player\u201d.<\/p>\n

    However, for me, the crux of this paragraph is the last sentence. If translated directly, the information does not flow logically in English. It bounces from the number of employees, over to the environmental award, and back to the number of employees. In my translation, I restructured it (and split it into two sentences) to fix this issue. And in our AI test, only ChatGPT with the more sophisticated prompt managed to do something similar.<\/p>\n

    So, as you can see, AI can\u2019t be relied on blindly. The particular tool and<\/em> the prompts you use will make a difference. However, it is a useful tool to help you brainstorm, rephrase things, and research terms and idioms you might not be familiar with. And it might just help you find that phase you were looking for\u2014before you hit send.<\/p>\n

    [*All em-dashes are my own]<\/p>\n","protected":false},"excerpt":{"rendered":"

    I\u2019ve been translating for almost 15 years\u2014*since before the days when AI was even a familiar term, much less a heavily hyped tool that we \u201chave\u201d to use in order to stay competitive. 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