AI and Professional Translation

Any discussion of artificial intelligence in translation must begin by placing it in a broader context. Its implications are global and clearly extend far beyond the world of linguists. AI is everywhere and no sector is immune. From medicine to logistics, from law to journalism, from architecture to human resources, the boundaries of countless professions […]

Transcreation in Premium Branding

In a context of international expansion and entry into new markets, successful brand positioning often relies on transcreation. Unlike translation, transcreation involves reimagining a message so that it retains its emotional intent, tone, and impact in another language. It is a hybrid service that sits at the intersection of translation and copywriting. Rather than faithfully […]

Updating Your SEO Content for AI: A Good Idea?

Search engines no longer just display links. They answer. They summarize. They recommend. With the rise of ChatGPT, Perplexity, Gemini and Google’s AI Overviews, the nature of online visibility is shifting. We now talk about GEO (Generative Engine Optimization) to refer to this type of optimization designed for conversational engines. AI does not replace SEO. […]