Beyond accuracy and localisation, there is another crucial element – cultural sensitivity. For example, it can be acceptable to use specific expressions in certain languages that you may not be able to use when translating into another language. Without a proper understanding of the culture and customs, your translation will likely miss the mark or come across as insensitive. This can potentially lead to severe misinterpretations and miscommunications, damaging your brand and reputation.

 For example, in English, we say ‘you’ when addressing someone, irrespective of their age and stature. In Germany, it is polite to formally address someone with a sentence beginning with “Sie,” meaning “you.” However, when speaking to a close friend or family member, it is more appropriate to use “du.”

 Human translators have the cultural awareness needed to ensure that they don’t make these kinds of errors. Although machine translation software may provide technically correct translations, they are unlikely to factor in cultural sensitivities.