AI-Powered Translation: The Economist’s Innovative Translation Strategy

The Economist has always been keen to find different ways to broaden its global readership. To reach more readers, they have now embraced AI technology to efficiently deliver translations of its content through the Espresso app.

This initiative aims to enhance accessibility for diverse linguistic audiences and attract more readers to their publications.

Understanding AI-Powered Translation

To begin with, they have deployed AI-generated translations for the most commonly requested languages including French, German, Mandarin, and Spanish. Ludwig Siegele, Senior Editor for AI Initiatives at The Economist, acknowledges that while AI translation may not be perfect – particularly in journalism due to cultural nuances, it has still reached a level of quality that is considered “good enough” for immediate publication without human editing.

Utilizing machine translation tools like DeepL along with its own tech, The Economist publishes real-time translations on its “bite-sized” Espresso app. This was recently made free for students ages 16+ across the globe. This initiative democratizes access to journalism, particularly benefiting younger audiences who face language barriers.

Overcoming Challenges

Noting that AI technology is still evolving, Mr. Siegele emphasizes the inherent challenges of using AI in journalism. Despite occasional errors, such as misgendering figures, the swift feedback mechanism allows for rapid corrections. Espresso’s content updates around 20 times daily, highlighting how AI can streamline the translation process while maintaining timeliness.

In addition to article translations, The Economist has ventured into AI-translated social media content. These brief videos undergo human proofreading to ensure quality, illustrating a balanced approach between AI efficiency and human oversight.

Looking Ahead

As The Economist explores further applications of AI, Mr. Siegele expresses cautious optimism about expanding translation services. While there is interest in applying this technology across various products, the focus remains on quality and strategic implementation. Future developments may include enhanced summarization tools and innovative content repurposing, reaffirming The Economist’s commitment to leveraging technology for richer journalism.

For more insights into The Economist’s AI initiatives, check out the article on Press Gazette.