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BrightonSEO - ChatGPT-4 Localisation friend or foe FINAL.pptx
- 1. ChatGPT-4: Localisation friend or foe? linkedin.com/in/james-ball-ab759689 James Ball Croud
- 6. Authoritativeness Experience Expertise Trust Editorial testing 1 Survey of AI trust 2 1 2
- 7. Editorial testing Challenging source text Emotive language AI vs Human using the same prompt Analysis with scoring system
- 8. Our scoring system Language + Terminology Consistency Accuracy Style Regional
- 9. Severity level Critical Major Minor Preferential
- 11. Types of error
- 12. Error examples In Spanish translations, ChatGPT was able to produce readable, grammatically correct text. However, some of the nuances of local phrases were lost and the output felt ‘plain’ and lacking emotion. In French, the AI translations were readable but the arrangement of the words stuck too closely to the original English source, leading to rigid text that didn’t flow well. ChatGPT had the most problems with Chinese translation, including mistranslations and broken phrases, along with a lack of local audience considerations. ES FR ZH
- 13. Editorial thoughts For EU markets it produced readable and grammatically correct text Editors felt the AI copy was fairly obviously machine translated Mistakes - major and critical The AI translation felt flat vs human - lacking an emotive connection
- 14. Survey of AI trust Surveyed 2,500 people with a familiarity with AI 500 per market in the UK, US, France, Spain, and China
- 15. How do you feel about companies using AI to write communications
- 16. Breakdown of confidence per type of written comms
- 17. Attitude to long form blog writing
- 18. Less confidence in long-form and YMYL content
- 19. This is positive, right? Well, it depends how you think… 40% Either on the fence, negative or very negative feeling towards AI being involved in YMYL content
- 20. And it depends on the market… 48% When you take China out of the stats
- 21. But we don’t have to tell them, right?
- 24. Survey thoughts Around 60% positivity for most content types Big variations between China and Europe/US Product descriptions around less important topics could be OK
- 25. General thoughts
- 26. Low quality on-site copy Meta descriptions Product descriptions Creative blogs ChatGPT will raise standards, but also lower them Depending on tone of voice and how niche the product is Thought leading
- 27. Practicality
- 28. Ask it to finish stuff
- 29. It doesn’t give you the best version the first time around
- 30. Shame it
- 32. Closing thoughts EXPERIENCE and EXPERTISE: There will be an overreliance on AI soon AUTHORITY: For those top positions on Google, it could hinder rather than help TRUST: Consumer perception is fairly positive, but also some skepticism ● Don’t assume time saving ● Plenty of amazing applications for AI around creative copy
Editor's Notes
- Heartwarming - AI skeptic - experienc e
- Detail what localisation is and how it differs from straight translation - why might you use it in this context? Data first approach
- Just an intro slide - bit of a joke about its awful name and assumption most people know. Touch on its more advanced language capabilities vs previous version
- Bringing them together to test effectiveness for longform editorial
- Thinking always about Google’s measurement framework
- We ran two tests
- Starting with editorial
- Our scoring criteria
- Our scoring criteria
- AI didn’t do as well
- More errors - detail specifics
- Wrap up notes
- Onto the survey
- Mostly fairly positive outlook
- Less confident with longform editorial
- Less confident with longform editorial
- Less confident with longform editorial
- Onto the survey
- Detail what localisation is and how it differs from straight translation - why might you use it in this context? Data first approach