Why Language Skills Still Matter

Is language-learning still worth the effort in today’s world of instant translations?

When we can “get by” in everyday situations thanks to AI and online translation tools, it’s no surprise people are questioning the value of language studies. The number of students choosing foreign languages has been falling steadily in both the UK and the US, resulting in cuts to study programs. At the same time, proficiency in English is declining among speakers of other languages.

At Rubric, we champion and support human translators. Not just because we’re passionate about languages, but because we know our clients really value the expertise our skilled linguists bring. By combining that expertise with the power of AI, we can deliver high-quality localized content faster and more cost-effectively.

We work with over 200 linguists every month, in more than 100 languages every year. All are qualified and experienced, and some have been with us for over 25 years. These long-term relationships are hugely valuable, because translators become true experts on a particular subject, industry, or brand. They take great responsibility for your brand in their market, collaborating with you to keep improving the experience for your customers.

Our clients have increasing volumes of content to translate and are under pressure to reduce both turnarounds and costs. human translation may not be the right solution for everyone, and successful translators recognize the need to adapt and upskill.

At Rubric our focus is empowering our linguists to work with the technology, not against it. We select translators who share our commitment to ongoing learning and improvement, and support them to adjust to new ways of working. So, rather than simply “cleaning up” machine translations, they can use the tools to add real value for clients.

Our “human at the core” approach means you can be sure of quality translations and expert guidance, while only paying for what you need. It makes Rubric part of the solution: balancing the speed of AI delivery with the depth of human insight.  

AI and machine translation are getting better all the time, and in some cases an automated translation will meet your needs just fine. However, we recommend using a measured approach with a focus on reducing risk and maximizing the benefit of our translators’ input.

It’s important to remember that artificial intelligence is not the same as human intelligence. AI tools are excellent at spotting patterns and recalling things they’ve encountered before, but this “learning” doesn’t replicate human thought, insight, or creativity.

This is why we always use AI with human input and oversight. Our linguists play a key role in our Assured AI process to mitigate risk and improve quality.  

If your content is considered high risk—such as legal, technical, or medical documentation—the smallest translation error could cost you dearly. A human translator with subject-matter expertise can mitigate that risk. AI helps us optimize some elements of the process, but we still involve experienced linguists who ask the right questions.

To give your brand an effective voice in all your markets, a human touch is essential to capture nuances of tone and style. In your source language, you’ve chosen your words carefully to convey your message and inspire the right response. Our linguists provide that human touch, both during their translation process and in training our AI and LLM (large language model).

They also mitigate the risk of cultural bias, where AI presents a certain perspective based on the data it’s trained on. Incorporating a human touch allows for cultural sensitivities to be identified, protecting your brand’s reputation.

When it comes to providing global content that meets your needs, we don’t believe it’s a case of “humans vs AI”. The two bring different strengths and can complement each other. If you think of AI as a pocket calculator, rapidly processing complex data, then the translator is a mathematician, working through creative approaches to tricky problems. 

This balance is key to our new Assured AI solution. It offers you the time and cost benefits of AI translation, without taking a risk on quality. If you value linguistic expertise, but need to make your localization process more efficient, then Assured AI can deliver translations that are on time, on budget, and on brand.  

We help you identify which parts of your localization workflow could safely be automated, and where more human input is required. We’ll never insist on AI or use it without your knowledge. And, where we’re both satisfied that AI is the right tool for the job, we build in the appropriate checks and balances to ensure the quality you need.

Our commitment to quality is demonstrated by our ISO certifications, which show Rubric is set up to meet your needs. As your localization partner, we always want to give you and your clients the best experience we can. That’s why we will continue to value and support our linguists, even as technology evolves.

For translations you can trust, and a localization process you can rely on, contact Rubric.