I run a translation agency – these are the most common questions I get about AI translation
Ever since ChatGPT and AI made their explosive entrance into the (translation) world over two years ago, I’ve been getting the same questions – from friends, clients, colleagues, and even other translation agencies. Questions like: Do we still need translators? How good is AI at translation? Or, Isn’t it unnecessary to hire a translator when you can just use AI translation?
Here are my answers – and thoughts on why AI doesn’t replace us, but changes how we work(Swedish version here).
1. Do we really still need professional translators?
Yes – but not for everything. AI translation and machine translation often work well for getting the gist of a text. But when it comes to publishing something externally – on a website, in a campaign or a press release – it’s not enough for the message to “come through.” It needs to feel right, sound professional, and reinforce your brand.
We frequently work with professional translations from English into Swedish and other Nordic languages – and in these cases, AI is rarely enough. A skilled translator can convey tone, cultural context, and everything else a text needs to truly work. And frankly, AI still struggles with Nordic languages due to limited training data. There just isn’t enough material available in Swedish, Norwegian, Danish or Finnish – let alone Icelandic…
2. Do you use AI in your translation work?
Absolutely – but always with human post-editing. AI and machine translation help us work faster, especially in large-scale projects involving multilingual content production. But there’s always a professional translator, copywriter or editor reviewing the content to ensure tone, context, and correct terminology. AI creates the rough draft – but our copywriters finish the job.
3. Is it cheaper to use AI translation?
Many clients ask about translation costs when comparing AI to human translation. The answer is: it depends on what you want. An initial draft using AI is of course less expensive. But if you want professional translators, copywriters and editors who understand your industry, proofread, localize and ensure quality – that requires human expertise. We offer both options – and we’re always transparent about what you’re getting.
4. What’s the difference between AI and a copywriter?
AI can translate – but it can’t communicate. When a client asks us for help with campaign copy or a landing page, AI is just a tool – not the one thinking strategically, asking follow-up questions or finding the right tone. This is where the difference between AI-generated content and strategic copywriting becomes clear.
We work with both translators and writers who collaborate with our clients – sometimes as on-site consultants, other times as external copywriters or web editors.
5. Will AI translation completely take over content production?
No, I don’t think so. AI is evolving fast, but we also see client expectations rising. When “okay” AI translations are free, high-quality translations become something people are willing to pay for. That’s why we’re seeing a shift toward greater specialization – like UX copy and content production that integrates SEO, brand-building and contextual adaptation.
The translation agency of the future isn’t just a language service provider – it’s strategic, creative, and digital. Just like Native.
Need help taking the next step – whether it’s translations into English, the Nordic languages (or others), SEO copywriting or AI-supported production? Get in touch or email me directly via the link below – we’d love to help you create content that works and converts across languages.