In the AI world of fast output and high volume, the subtle art of human language often gets lost in translation. Whether it's a pun that falls flat, a euphemism that takes an awkward turn, or a tone that turns from playful to robotic, AI translation tools are still learning how to navigate the complexity of culture and creativity.
When AI gets it wrong
On platforms like Reddit or LinkedIn, localization professionals and multilingual users frequently share amusing (and sometimes alarming) examples of how AI translations can go awry. These aren’t isolated incidents—they’re signals of a larger problem.
A translator recently shared on Facebook how a machine translation tripped up on a French insurance policy—it “confidently” but entirely incorrectly used terms from Canadian criminal law. This kind of false fluency is one of the most dangerous aspects of machine translation: the result looks polished but is completely wrong. That’s why human oversight remains essential, not just for wordplay or poetry, but for all types of content where meaning, tone, and clarity truly matter.
Why style and humour confuse machines
AI models are great at translating structured, factual content such as legal contracts, manuals, or product descriptions. But culture-driven language? That’s still in the realm of human touch.
Stylistic devices like puns, metaphors, euphemisms, sarcasm, and irony require an understanding of both source and target cultures, often beyond what a language model can infer from data alone. A tongue-in-cheek tagline in French may sound passive-aggressive in English if not properly localized.
Consider these examples:
- British understatement can lead AI astray. An English speaker wouldn’t find it odd to say “It was rather unfortunate that he shot himself in the foot,” but a French speaker would no doubt describe the situation differently.
- Slang and regionalisms give AI a rough ride. In Canadian French, you might hear someone say “C’est de valeur qu’il ne soit pas venu.” This means “It’s too bad he didn’t come,” but machines think it means “It’s good he didn’t come.”
- Connotations can trip up AI. French sometimes uses the word “attitude” to mean lifestyle. In English, however, it can connote a bad attitude (“She’s got an attitude”). Imagine the risk for businesses promoting lifestyle products.
A phrase that’s completely natural in French can fall flat or carry the wrong meaning when not adapted properly. While AI might nail the vocabulary, it often stumbles when it comes to capturing what’s between the lines.
The case for a hybrid workflow
At TRSB, we’ve seen how powerful AI can be when it’s used with human expertise—not in place of it. In our hybrid workflows, we pair machine translation with trained language specialists who understand both the mechanics and the meaning behind the words.
For creative content—marketing, branding, media, or internal comms—we recommend a tailored approach:
- AI for baseline speed, providing initial drafts of translations
. - Human postediting for tone, cultural alignment, and idiomatic clarity
. - Creative localization for transcreation needs—where we don’t just translate, we adapt and rewrite to preserve impact
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This workflow not only reduces turnaround time but also ensures that the heart of your message isn’t lost in translation or in an algorithm.
Cultural context can’t be automated
Puns are playful, euphemisms are sensitive, and stylistic flair is personal. They rely on shared cultural knowledge, emotional intelligence, and—yes—sometimes a good sense of humour. AI might eventually grasp more of this nuance, but today the best results still come from combining technology with trained professionals.
That’s why TRSB continues to invest in both our AI capabilities and our global network of linguists, editors, and language consultants. Because at the end of the day, translation is more than just words—it’s meaning, intention, and experience.
And that’s something no machine can replicate—at least not yet.
