The translation industry is in a frenzy, and has been for a while. Language industry events hype new developments and disruptive innovations which leave those who are looking for clear information - language service providers and buyers alike – in a state of confusion with more questions than answers. The articles in this topic put new trends and develoments in context, with special focus on the European translation market but without losing sight of what is happening in the rest of the world.
Transcreation is one of the latest hypes in the translation industry. More and more translation companies are adding it to their list of offerings. But is it really transcreation that they are offering, or is this an example of old wine in new bottles?
How goodshould a translation be? Are translation companies overdelivering? Are translation buyers underbuying? The topic of fit-for-purpose translation quality is one of the most hotly debated in translation forums and events today.
Most translation companies look at MT with a good measure of suspicion and hesitation, not knowing if it will harm or help their business. Let's take a look at the current state of the industry and try to give an answer to the question should I be using it too?