More efficient translations with AI for Electrolux Nordic

Electrolux Nordic collaboration

Electrolux is one of our long-standing clients. Together, we work with digital development and communication for a number of different projects and markets. A recurring need has been to handle large volumes of content that require translation and adaptation for different languages.

AI as a support in the translation workflow

Using Phrase, we have integrated AI support into the translation work. The technology does more than just translate words; it takes into account context, tone, and previous content. This way, we can produce texts that feel more consistent and maintain the right feel even when adapted for different markets.

A major advantage is that the AI also learns over time. The more content it processes, the better it becomes at recognising Electrolux's language use and preferences.

AI and contextual translation: A fast developing field

In recent years, AI for text translation has made enormous strides. Where you previously had to settle for simple word-for-word translations, today's systems can understand context, idiomatic expressions, and style in a completely different way.

The models are trained on vast amounts of text and can adapt to a company's own terminology and tone. This means the translations are not only linguistically correct but also more lively and closer to the original's feel.

For global companies like Electrolux, this opens up a whole new set of opportunities: faster processes, lower costs, and uniform communication across different languages and markets.

Facts: AI and contextual translation

• From word-for-word to contextual understanding
  Early AI translations mostly focused on individual words. Today's models can understand context, tone, and purpose, which results in translations that sound more natural.
  

• Machine learning that improves over time
  The more content that is handled, the better the AI learns the terminology, tone, and style that are fully adapted to the company's unique language use.
  

• Support for global brands
  Modern AI tools enable companies to handle large volumes of text in multiple languages simultaneously, with shorter lead times and consistent quality.
  

• The human still has the final say
  AI makes the process more efficient, but human review is often needed for fine-tuning and to ensure the message is always exactly right.