Machines with a human touch
Machine translations courtesy of Google Translate or DeepL cost nothing. But do you get the hoped-for results? Fine if all you want to know is what your Russian Facebook friends are posting or how to use your new Chinese rice cooker. But you often need more than that. Alert to this reality, the International Organization for Standardization (ISO) established the new ISO 18587 standard for machine-aided translations. It differentiates between simple machine-generated translations and those requiring in-depth post-editing: the former produces content that's at least understandable, while the latter results in a product that's indistinguishable from a completely human translation. Agencies looking to provide this demanding post-editing process must use specialist translators certified to ISO 17100, something we at Apostroph have been doing for some time now: our translators are highly qualified native speakers with many years of experience.
We can advise you personally – and without using machines! – on the translation approach that best suits your linguistic needs. Perhaps you have a longish text whose potential for machine translation needs checking? Or you'd like some advertising copy that conveys your message in an assured and emotionally appealing way? That calls for transcreation, where our translators recreate your text in the target language with a creative feel for the target audience. If a text is confidential or legal aspects need to be considered, experienced and specialised translators are the appropriate choice.
But if you're happy with an approximation of the instructions for the rice cooker, and you don't need much more than a brave 'like' in Russian, then we'll be honest and say: go with DeepL, Google Translate, Systran!
You can rely on Apostroph: not only do we offer premium quality language services, we also provide proven, professional advice – with an extra portion of machine-free humanity!