Smart Global Content Delivery in the Age of AI
Tuesday, 26 March, 2019
Content is the currency and fuel of the digital transformation we are experiencing. The goal is to create a coherent customer experience 24/7 throughout all channels, formats, and languages. This requires a global content strategy that continuously creates and delivers content on target. To that end, the content strategy has to answer questions such as: What information do we push or curate through which channels for what users? What is the impact and how deep does it have to be localized or even transcreated? Where do we need the creativity, cultural touches, and intuition of humans and where can we just leave it up to the machines and AI? What does this mean for our supplier base?
In the creation process, content has to be tagged according to these considerations and aligned with the content strategy. Metadata is the key to delivering content, so content can be searched, filtered, personalized, and distributed. In the localization step, a dynamic quality model takes into account the classical factors costs vs. quality vs. speed, but also purpose, brand impact, shelf life etc. Content profiling enables you to classify the content and to control the appropriate process. This classification triggers different localization strategies – FAUT, managed MT, transcreation – and makes localization budgets more dynamic. Thus, content owners can prioritize and precisely control the kind of output they need. On the delivery side, since electronic distribution has become ubiquitous, users expect to find relevant information within seconds and thus content must be much more targeted and address different communication patterns. Analytics, statistics, and direct user feedback provide information about user interests and behavior. This data can then be used by AI to further refine MT and content profiling engines as well as terminology or style issues, creating a closed loop throughout the chain of content.
Klaus grew up with languages and computers in Austria and the US. He studied conference interpreting in Vienna and Monterey, California, and technical communication at Danube University Krems. After spending many years gaining experience in the US translation industry, Klaus founded Kaleidoscope as a consulting and software company for international documentation in 1996. Since 2000, Klaus is also CEO of eurocom Translation Services in Vienna, Austria. And since 2015, Klaus proudly serves on the GALA Board of Directors. Klaus regularly presents lectures and university courses on terminology, translation management and global content strategies in Austria and abroad. Follow Klaus on @klauskaleidos.
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