Within what dimension is AI communication?

Before I start I have to warn you that this blog is going to be a little longer than you’re used to from me!


AI is a new buzz word amongst a number of my peers in the language industry and it spans across a variety of other industry sectors too. It has been given an elevated profile in recent months with the introduction of NMT (Neural Machine Translation) by Microsoft and Google. This, in simplistic terms, is machine translation in a large neural network trained by deep structured learning techniques. The results are producing some “human-like” translated content, even if the source of the original content is not entirely accurate. They believe that the accuracy will follow over time, and I don’t doubt that it will get better, but these results could have a more sinister impact in today’s modern communication absorption than on face value. I blogged about this previously. Since writing that piece I’ve been privileged to speak with some highly read individuals on the subject matter of AI, one such person was Marc Cohn who is the VP of Network Strategy at The Linux Foundation, and this has opened up my thoughts to a whole new take on why humans and human contact is so much more important when communicating.

The dimensions of communication:

In order to put this into context, I have broken up the way we communicate and given them dimensions.

Frist Dimension – The written word:

The written word is extremely powerful, as the saying goes “the pen is mightier than the sword” but it lacks in so much in depth and colour. Some of the best authors in the world can evoke these images but each one of those images is personal to you and your own journey to the point in time at which you read the words. How many times have you returned to a book, re-read it, and then seen it in a different way? The point is; we create the texture of what we are consuming from the written word based on our beliefs, state of mind, the speed we’ve read it and numerous other, outside and inside, influences. We’ve no doubt all experienced the social media Keyboard Warriors who then suddenly went silent after something was explained to them over the phone.

Second Dimension – The spoken word:

That leads me quite seamlessly into the second dimension, the spoken word. Our choice of vocabulary, our intonation, our breathing, our volume levels all add another level of understanding to the communication. Unlike the written word, when spoken we can express a simple word like “really” to be one of surprise or one of distrust.  A simple tut after hearing a long explanation as to where you were last night, speaks volumes and evokes feelings in both the respondent as with the receiver not possible without wordy exclamation or emoticons.

Third Dimension – Pictures or images:

The reason so many of us use emoticons is because we need to portrait a feeling visually in accompaniment to the written word. “A picture paints a thousand words” is very true and by coupling the written word together with images or emoticons, we can deliver a richer more lifelike message to the recipient but lacking once again the intonation of the spoken word.

Fourth Dimension – Video and Film:

One of the marketing successes of this generation is creating video content which goes viral. Merging the spoken word with moving images evokes a whole new level engagement with the recipient’s emotions and when done right can create an internet success almost overnight. Sadly it can also be used to evoke emotions such as existential angst, anger and other such ugly feelings resulting in fruitful recruiting grounds for those in society with different moral beliefs than the majority of us.

Fifth Dimension – Live music:

When moving into the direct communication from one human being to another there is nothing more powerful than live music. Thought provoking, beautiful poetry arranged skillfully with musical accompaniment and delivered live on stage is about as intimate as it can get in one-way communication. Yes, there’s an argument that the artist delivering this also get’s their feedback from the reaction of the audience making it a two-way communication of sorts, but this is limited to the message being given and does not diverge greatly from the original message. Obviously, this is very subjective and again the recurring theme of the present moment comes back.

Sixth Dimensions – Group meetings:

Meetings all tend to have some form of agenda, otherwise what is the point of having a meeting right? So when these happen there is generally some steer as to where the conversation is going to go. In a business meeting with more than 3 or 4 people present, it is good practice to have a chair of the meeting and with greater numbers, especially when it comes to negotiations, observers are a must. The communication here is usually divided into pack communication and if there are more than 2 packs they can get very loud and disjointed resulting in them becoming difficult to chair. Rules and guidelines of how to conduct oneself at these meetings will add another level of constraint and complexity to the event and in these cases, a single person needs to provide the authority and purvey over the order of the meeting. – The speaker in the house of commons is a prime example of somebody taking on this role. This communication level is rarely very intimate and emotions are usually evoked by pack mentality and belonging.

Seventh Dimension – Face to Face, or One on One

Before I being this final one, I would like to say that all the dimensions listed do not extend outside of the physical realm. I am aware that there is an etheric level of communications that stretches far beyond the limitations of our physical one, but this is neither the time or place to expand on that. There are also others with far greater knowledge and experience in that field, who can guide you through those if you have the desire to understand more.

Face to Face contact adds the final layer to our cake. Not only do we have the optical stimuli such as eye contact, hand gestures and other body movements, we also have all our other senses, smell, touch, and that all important gut feeling (and yes, this does stretch into the etheric). The power of being in the same room as another human being and being able to converse with one another freely is second to none. Engaging with all 5 (or 6) of the senses immerses one in the full spectrum of available emotions and is by far the most revered form of communication available to any sales professional.

Why AI will never replace human beings in sales:

Taking the above into consideration, it is quite easy to see why AI will not be able to replace sales professionals, but only if both parties value human contact. If you’re a sales person hiding behind social media and emails then you either need to up your game or leave the profession. It really is that simple! AI will certainly become good at recognising some written emotions, and most likely good enough to evoke a purchasing decision in a purely transactional sale such as the purchase of most things you find on Amazon, but it won’t be able to create the content needed to steer people down a purchasing decision that goes beyond that. And it certainly is not good enough to produce the levels of emotions created by books like the Haemin Sunim’s “The things you see only when you slow down”. Similarly, back to my industry, the content created by human linguists in marketing and such like will be extremely difficult to reproduce by the likes of NMT.

Where do you conduct most of your communication?

So far AI has managed to encroach into one or two dimensions of communication making it a fairly flat and mundane form, but they are certainly working on others. However, due to the complexity of the physical realm alone, it will be a long time before they can move it away from this flat communication field. It is in this communication field where I see a large portion of my peers hanging out too and consequently where a large amount of scaremongering content is being produced. This volume of content is clouding the overall reality in my view. There is so much noise about unprecedented job losses through to machines taking over the world with an Orwellian precision that it is often all too easy to just sit back and believe it. Yes, AI can determine your emotion by what you post on your Facebook page, but this is ultimately down to you. So be honest how often are your true emotions revealed on your Facebook page? Right now there are only a select few who know your innermost thought, in fact probably only 1 if you don’t believe, and two or more if you do believe.

So in a business world you ultimately have to ask yourself the following questions:

  • How do my clients what to engage with me?
  • How do I communicate with them right now?
  • In which dimension do I produce most of my content?
  • Can I move clients from one dimension to another?
  • Are my clients wanting to move to another dimension?
  • Does what I provide need a deeper and richer understanding?

In summary, there is a lot of good coming from AI and over the years that follow it will only get better. Yes, there are going to be some job losses, as there were in the industrial revolution, but there will also be new opportunities too. However, despite the quickening of the pace of innovation, things will not change overnight and we will all have the time to adjust, who would have thought 10 year’s ago you’d be reading this on a mobile phone (statistically that’s what 60% of you will be doing), but again there’s nothing wrong with that. But here’s the thing,

So here’s the thing, AI technology is here to stay! It is being used in all manner of ways but the one area I don’t believe it will ever take over is real and in-depth communication.


Using multilingual employees to translate

I recently listened to a live broadcast titled Coping with Translation which essentially was a panel of industry specialists discussing the need for “instantaneous” translation in today’s fast moving media world.  During the event the subject matter of using multilingual employees was raised and a few guidelines were mentioned as to when, and more importantly, when not to use them.

For me the best answer came from Renato Beninatto and I tweeted as much after he said it.

“If you need to control your message then use a professional translation service great answer.”

It is this statement which I’m picking up on today because it encompasses a great way to begin to understand the impact translated material can have on your business.

At some point in the life cycle of a business somebody comes along and suggests that to expand any further we should look at overseas markets.  I’ve blogged about how to evaluate where your efforts should be focussed before, but this is the next step.

Sometimes having an employee who speaks a particular language becomes a clouding decision making factor in that process but nonetheless it will certainly help when it comes to being able to decipher some of the email communication later down the line.  However using them to build a web presence is not really going to add any value to your marketing strategy.  In most cases quite the contrary! Using these employees to sanity check professionally translated content might also seem like a great idea, however unless they are professionally trained in the art of linguistics they will most likely only be able to offer an opinion from a stylistic position.  Even then, if they’ve not been in the country for some time, they may well not be familiar with some of the more “en-vogue” colloquialisms running through the language at the time.

To give this last argument a little more weight just think about some of the websites you have visited recently.  How many of them do you feel are showing signs of age and how old do you think they are?  Despite dynamic content and a full blown CMS (content management systems) the look and feel of a website, including the vocabulary, becomes dated quite quickly.  I read recently that to stay in tune with your target audience your website needs updating at least every 3 to 6 months, it should be refreshed every 12 to 18 months and given a full makeover every 3 to 5 years.  It is also worth bearing in mind that none of this activity includes the constant updating of your FAQs, blog and social media content.

So if a bi-lingual employee reviews your freshly translated web content for a country they’ve not been living in for a few years, their perception of what is fresh and cutting edge will most likely be at odds with a native linguist from that country who is resident there.  If you then accept the critique of this employee and request the changes based on this critique, you could inadvertently be sending out a dated message on the first day of your launch.  Not a great start I’m sure you’ll agree.

Now you may feel that all this is a little bit extreme but what I’m trying to do is highlight the point Renato was making.  You wouldn’t be engaging with a professional translation agency if you could read and write the content yourself, and you don’t know the language well enough to be certain that what your employee is telling you is correct.  With a professional agency you have far greater security that your message is going to be correct for the target market.  If the LSP you engage with asks the right questions in advance of any work being started, you can also be assured that what you will receive in return will yield a much better ROI in a much shorter time-frame.  This will then free up your bi-lingual employee to continue doing the job which they were originally employed to do.

Some might call this the classic WIN-WIN

Should your content be more personal?

As the digital revolution continues to move on, even Moore’s Law is beginning to struggle to keep up so want chance have we got?  In reality though it is no longer the speed of the hardware, or in fact the speed of your internet connection, (although I would question the latter on most days) but it is in fact the speed with which we communicate these days which is the most difficult thing to keep up with.

The latest victim of this increase in desire for immediate news is Google’s Reader.  When questioned as to why they closed this service down they said that it was rarely being used and that people were getting their information much faster from other sources shared on social media.  Personally I was a quite annoyed about this decision as I liked to have a small pool of articles to read on my phone during breakfast but technology found an answer to that too and I just flipped over to another reader which gave me this and much more (sorry Google your loss on this occasion).

Back to the point though; in this ever-increasing on-line population how important is it that what you read is tailored to you?  Well if you read this blog on CMS Connected written by guest blogger Thom Robbins it would seem that it is not only important but considered the best way to market your products and/or services.

So what about the future generation of users?  The Times of India talks about the next 1 billion users possibly not being able to speak English, in fact in my last Blog there is a link to the world internet users and population statistics which corroborates this statement.

Tie these two together and suddenly the importance of having personalized content in your mother tongue is the utopia of marketing.  In fact Willy Brandt knew this quite some time ago when he said  “If I am selling to you, I speak your language. If I am buying, dann müssen sie Deutsch sprechen”

So without a doubt “Content Marketing” is where the future lies and delivering this content in a personalized a localized format is going to keep you, and your company, one step ahead of the rest.