The discussion around AI in the translation industry often feels mired in fear and misconception. I’m frequently left asking myself, what exactly is it that we are complaining about? Is the genuine concern that AI will render human translators obsolete? My current personal client roster tells a very different story. They actively encourage my use of AI, not as a replacement for my expertise, but as a powerful tool to enhance efficiency and achieve superior outcomes. They see AI as far more than mere text prediction machines; they view them as boosters of productivity that extend well beyond just the act of translation.

Any translator who continues to view AI solely through the narrow lens of direct translation or interpreting is, in my humble opinion, missing the fundamental shift happening right now. This narrow focus often leads to an unproductive obsession with the marketing hype and misrepresentations of some tech companies. My core focus, and our core focus at OLI, however, remains on delivering the best possible results for our clients, leveraging the tools designed for the job. What truly concerns me is the pervasive, often self-imposed, fear among translators regarding something that largely exists in their heads. It’s time for a critical re-evaluation of our services and, crucially, our inherent value proposition.

Our value isn’t merely being ‘the human in the loop.’ While human oversight is undeniably vital, our true worth lies in sophisticated linguistic expertise, cultural nuance, strategic thinking, and the ability to navigate complex communication challenges that AI, in its current form, cannot replicate. Embracing this requires continuous learning, significant adaptation, and a willingness to put in the hard work. This isn’t unique to our profession; it’s a demand across nearly every industry, for both blue and white-collar workers alike.

The AI Challenge: Why Translators Need to Stop Fearing a Ghost

It’s also worth addressing those translation ‘buyers’ — the fervent proponents of AI-driven solutions — who genuinely believe they can bypass human linguistic professionals. They are, I believe, poised for a rude awakening. While the allure of automated translation and interpreting might lead some, including government bodies, to make premature decisions (as evidenced by its inclusion in some public tenders), the true cost of relying solely on unvetted AI will become painfully apparent.

Indeed, as a fellow professional recently commented, there’s a legitimate concern about the ‘peddlers of machine translation and interpreting’ attempting to convince the market of AI’s complete autonomy through ‘cherry-picked stats, dodgy testing, and outright disinformation.’ Translators are losing jobs, not because AI can genuinely replace them, but because clients are being misled.

This brings us to a crucial point: the fuss is not just about grammatical errors or awkward phrasing. It’s about risk management. Unvetted AI usage in high-stakes contexts raises serious concerns around data protection, intellectual property, and NDA compliance. Relying on automated tools without human expertise can lead to significant legal issues and irreparable reputational damage. For the professional translator, our evolving role is to become a crucial partner in this process, helping companies navigate these risks by choosing the appropriate AI tools, crafting effective prompts, and ensuring compliance and data security. Unless translators and interpreters collectively articulate, with a strong, unified voice, what it truly takes to navigate these challenges, individuals and organisations will suffer the consequences.

Historically, our industry has struggled with effective public relations. For the sake of all involved, this must change, and it must change now. Because every time a potential client sees a LinkedIn post that says ‘AI is taking my job’, we’re inadvertently assuring them that they were right in their decision to ‘replace’ us.

Competing on Judgment, Not Speed: The New Rulebook for Translators

We need to reframe our approach to AI. You cannot create less friction or be faster than AI. It’s a futile race. The combination of zero friction plus human judgment is what people will ultimately pay for. Our goal shouldn’t be to beat AI at its own game, but to meet its standard of efficiency so we can turn our attention to where humans truly compete: judgment.

So, what do I mean by friction?
In a business context, friction refers to any obstacle or point of resistance that slows down a process. For us, this has always been a part of the human-to-human workflow. Think about the time spent on misunderstandings, chasing down half-answers, or clarifying requests. These are the ‘annoying — but the cost of doing business’ inefficiencies we’ve long tolerated.

AI is training our clients — and the entire market — to expect a near-frictionless experience. The expectation is now for a seamless flow from a request to a quality response, with no roadblocks in between. You can’t compete with AI on sheer speed, but you absolutely can and must compete on the lack of friction. To do this effectively, we must move beyond the common, and ultimately flawed, way of thinking about AI.

Thinking of AI in translation as simply ‘feeding a machine, checking the output, and done’ is a grave mistake. It’s a segment-by-segment mindset that ignores the bigger picture. The true value of AI lies in its ability to enhance a project on a macro level, making our entire workflow more efficient and, critically, more frictionless for the client. And it’s this focus on building a superior, professional service that will ultimately distinguish us from the misinformation and AI bluffs that permeate the market.

Conclusion

The good news is that those who succumb to these AI bluffs, be they governments or private entities, will eventually realise their error. As someone else wisely noted, ‘This bubble [of expectations] will burst.’ The pertinent question for us, then, is: how are we positioning ourselves? Where do we insert ourselves into this evolving equation? How proactive are we in shaping our own future? The future of our profession lies not in fearing AI, but in understanding it, mastering its applications, and proactively demonstrating our irreplaceable value to clients who genuinely seek quality and efficiency, not just cheap automation.