Most communities are currently language specific. To engage in a community the user must speak the language native language. In this chalk talk, we will discuss how you can integrate state of the art machine translation to enable users to effectively share and consume content in their language of choice and create truly global communities. Broadening the user base through seamless language translation helps developers increase participation and contribution, ultimately improving the economics of their applications.

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Building Online Communities Without
Language Barriers
Yoni Friedman
Sr. Product Manager, Amazon
Translate
Amazon Web Services -- AI
A I M 3 3 9
Kashif Imran
Sr. Solutions Architect
Amazon Web Services -- AI

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Local is the new Normal
Prefer content in their own language51%
55%Can’t read – Won’t buy!
Prefer a personalized purchasing experience80%

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Market &
Sell
Support &
Serve
Learn &
Improve
Awar en ess
Pur ch ase
Opt im ize
Mon it or
DeliverMain t ain
Your Organization in the Global Economy

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Existing Localization Methods are Not Scalable
Labor
intensive
Time
consuming
Expensive

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At Amazon,
Machine Translation has
been a critical enabler for
reaching new audiences
product listings | customer support | vendor/seller communications | product documentation

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Enter: Neural Machine Translation
Contextual
Full Sentences
Fluent

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A “Pocket” Knife on Amazon.de

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A Customer Wrote:
Really a very good Pocket knife. Had yesterday after breakfast
something poppy hang between the teeth. Because I once again
found no toothpicks, I ordered mine without further ADO this
pocket knife. The integrated toothpick (Nr. 3) is very stable
and very quickly I could clean my teeth. Super! To the rest I
can tell nothing unfortunately because I him not be emergency.

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The Amazon Translate Version:
“Really a very good pocket knife. Had a little poppy
between the teeth yesterday after breakfast. Since I
didn’t find a toothpick again, I ordered this pocket
knife shortly. The integrated toothpick (No.3) is very
stable and I could clean my teeth very quickly. Great!
I can’t say anything about the rest because I don’t
need it.”

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A Paradigm Shift in Numbers
Dozens to hundreds of words per
second vs. ~4 per minute for human
Speed
Neural MT is nearing human parity
based on human evaluations
Quality
Neural MT costs ~0.05% of human
translation on average
Cost
Speed Cost Quality
x300 x1500
80%
to
90%

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21 Languages
417 Combinations
Key Features
Real-time
< 500ms / sentence on average
< 150ms / short form
XML Tag Handling
Maintains styling and formatting
through translation
< /
>
Data Security
Data ownership
Encryption
Access Management
Ease of Use
Simple API calls and partner
solutions
Custom Terminology
Named entities override

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Local is the New Normal. What now?
Share of worldwide digital content
Customers want
• Enterprise knowledge
• Search media assets
• Subtitling & captioning
• e-commerce / inventory
• Contact center
communication
• Customer analytics
• Multilingual
communications
• Global publishing
• Operations &
compliance
• UI
• Marketing materials
• Regulatory filings
• Product documentation
Currently
localized

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Problem

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Problem

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Solution

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Architecture
Chat Translation App
Twitch
Other Chat ClientsGet Messages
Synthesize Speech
Send Messages
Get Translation

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Twitch API

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Amazon Translate API

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Architecture for Chat Provider
Chat Client
Other Chat Clients
Get Messages
Synthesize Speech
Send Messages
Get Translation
Synthesize Speech
Edge
PubSub
- Validate
Chat
Message
- Get
message
translated
- Get
synthesized
speech
Chat Server

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More conversations
More activity per session
Higher monetization
Friend referrals
What Kind of Customer Behavior Changes Do We
Expect?

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Live Captioning

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Multilingual
Catalogue /
Inventory

29. Multilingual Is The New
Normal.
(Use Amazon Translate)

30. Thank you!
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Yoni Friedman
Yonfri@amazon.com

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