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How to Do Enterprise Translation Better with AI from Lilt

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Lilt is an AI-powered platform that translates marketing collateral and campaigns into as many languages as needed to create a truly global customer experience.

The company's patented translation engine uses AI and machine learning to give human translators adaptive translation suggestions across localizations.

We spoke with Andy Jolis, CMO at Lilt, to learn more about this AI-powered marketing solution.

In a single sentence or statement, describe Lilt.

Lilt is a leading AI solution for enterprise translations, enabling global organizations to focus beyond outputs toward business outcomes.

How does Lilt use artificial intelligence in its products?

Lilt’s patented Contextual AI Engine is run on large language models, which are fine-tuned in real-time by human feedback. Contextual AI enables Lilt to deliver higher-quality translated content in a customer’s specific brand voice.

What are the primary marketing use cases for your AI-powered solutions?

Marketing teams can take advantage of Lilt’s AI solution for translation of any of their marketing content, including but not limited to websites, social content, marketing collateral, white papers, advertising content, blog articles and knowledge bases, designs and infographics, subtitling for videos, email content, and training materials.

Ultimately, Lilt’s unique approach enables marketing teams to personalize the entire customer journey into their customer’s language of choice.

What makes your AI-powered solution smarter than traditional approaches and products?

Lilt’s AI solution enables high-quality, on-brand translations to be requested and delivered in a content creator’s preferred system. These integrations with your favorite CMS platforms and marketing tools make the process easy and reduce the opportunity for manual error.

With a more efficient approach to translations, marketers can spend less time, money, and effort when reaching their global audiences. Marketing teams work hard to create compelling, consistent campaigns, and with Lilt, they can reach an even wider global audience with ease.

Are there any minimum requirements for marketers to get value out of your AI-powered technology?

We work with customers based on the number of languages and the volume of content they would like translated. While we do not have a strict minimum set of requirements, higher content volumes will enable Lilt’s models to learn faster, enabling stronger quality outcomes sooner. There are also possible volume-based discounts for customers.

Who are your ideal customers in terms of company size and industries?

Global enterprise businesses (i.e. US-based, EMEA etc), technology, media and communications, financial services, professional services, government and public sector, travel and hospitality, gaming, retail and ecommerce, manufacturing, crypto, logistics, healthcare & life sciences, and education.

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What do you see as the limitations of AI as it exists today?

Machine translations, generated using only AI, may not be the right fit for every content type. If you have ever tried to translate large blocks of text using a consumer translation tool like Google Translate, you have seen that the results leave room for improvement.

Content with the highest quality expectations requires contextualization. Through the power of Contextual AI and human feedback, Lilt can deliver high-quality translations in your brand voice for cases where AI only is not enough.

What do you see as the future potential of AI in marketing?

Work smarter, not harder. AI has the power to remove manual, redundant steps from your existing workflows and to remove opportunities for manual errors.

As customers come to expect more personalized experiences, AI will have a tremendous impact in companies' ability to deliver these highly personalized customer experiences on a global scale. Imagine magnifying the impact of every initiative, whether it be a website launch or a new campaign, by delivering translated content in your customers’ preferred languages without magnifying your costs.

Any other thoughts on AI in marketing, or advice for marketers who are just getting started with AI?

AI can support marketers by gathering data about prospects and customers, predicting future behavior, as well as developing more targeted messaging. By starting with small projects and selecting the right AI tools, you can amplify your marketing efforts with AI.

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