How does this affect everyday work in concrete terms – for example when putting an annual report together?
That’s a good example. In one of our pilot projects, one customer was able to complete the company’s multilingual annual report with apoTRANSLATE 360° in around half the time that would normally be needed. The original German text was uploaded into the tool. The AI translated it into English and French – naturally into the appropriate brand language thanks to the stored translation memory and customer terminology. The departments concerned adapted certain passages using prompting, and the Investor Relations department clarified specific phrasing directly with our experts in the chat. The whole thing ran in parallel, transparently and in a revision-proof manner – without there being any confusion over different versions or endless rounds of consultation.
What does that mean in terms of the collaboration in companies?
We are facilitating genuine collaboration. By sharing links, different departments can work on the same text in the tool at the same time – whether marketing, legal or the CEO office. Everyone can see the current status, changes are easy to follow and the layout is updated in real time. This also changes the corporate culture related to language, so it becomes more accessible and more efficient – but remains precise.
The automatic corporate language check is a fantastic feature. How does that work exactly?
Glossaries, style guides and terminology specifications can be stored directly in apoTRANSLATE 360°. At the push of a button, the AI checks whether the translation satisfies the requirements. This is the way to ensure that language is understood as part of brand identity – not as a “nice to have”, but as a key element of communication.
How is that changing the role of the language experts at Apostroph?
Their role is gaining in importance. Our professionals are no longer just responsible for the translation at the end of a project but are part of the workflow from the outset. In a live chat, they clear up questions on nuances, target groups or industry-specific wording. They act as language coaches – not just as proofreaders. That’s genuine value added for a lot of our customers.
How do you react to sceptics who say:
“But AI can already do all that itself.”? AI is an excellent tool – but not a guarantee of success. A text can be grammatically correct but completely miss the mark. Language is not neutral – it is context. And a human being can understand that much better than any system. That is exactly why we rely on a hybrid model with technology that works efficiently but people who have the responsibility.
Last question: What is the most important insight you gained from this project?
That language is a lot more than translation. It is attitude, identity and impact. With apoTRANSLATE 360°, we have created a tool that unites all this – with the necessary technology and the necessary care. And that makes me so happy because we are giving our customers something that will really help them in their everyday work – while strengthening their communication in the long term.
