Will ChatGPT change the game for language translation?

As the CEO of a localization company, I’ve seen firsthand how AI is reshaping the language landscape. Millions now use ChatGPT daily, and a new possibility is emerging: website and app translation. With its ability to learn from users across nearly every language and culture, can ChatGPT eliminate online language barriers? 

In this post, we’ll explore whether ChatGPT is truly ready for high-stakes translations, share best practices, and see how it compares to other popular tools like Google Translate. Join me as we dig into this potential game-changer for localization.

Can ChatGPT Translate Well?

Although Google Translate has been the standard for machine translation for years, ChatGPT’s new capabilities offer stiff competition. 

Unlike earlier versions that struggled with idioms and context, the paid GPT-4o chatbot excels in understanding subtleties and nuances of language translation. 

This is helpful for businesses that need a fast, affordable way to translate text or build their own chatbots. For example, Udacity now offers an AI-powered virtual tutor, built with GPT-4, to give students personalized guidance and feedback. It breaks down tough problems, explains jargon, and even translates when courses aren’t in a learner’s native language.

Example ChatGPT Prompt for Accurate Translation

Want to see ChatGPT’s translations in action? Try this prompt in a new ChatGPT conversation: 

Please ignore all previous instructions and respond only in the [insert language here] language. Do not explain what you are doing or self-reference. 

You are an expert translator who will be tasked with translating and improving the grammar/spelling/literary quality of a text. You have a casual tone of voice and a conversational writing style. Please rewrite the translated text in your tone and style. 

Ensure the meaning of the original text is unchanged.

Text to translate:
[Paste your text here]

When I tested my prompt in GPT-4o, I was impressed with the AI’s understanding of a common Spanish phrase.

Google Translate delivered a literal translation, but ChatGPT shined in capturing context, using phrases that better convey the original meaning. Not bad for machine translation.

In my view, ChatGPT’s real strength is in grasping context and adapting to prompts. Providing extra details—like sample documents in both languages—can improve its translations. 

ChatGPT vs. Google Translate: Translation Skills Compared

When it comes to translating as well as a human, how do ChatGPT and Google Translate stack up? In a 2024 test by PCMag, professional translators evaluated both tools.

The verdict? ChatGPT Plus outperformed Google Translate with culturally attuned, nuanced translations. However, Google Translate held its own, especially for less common languages. 

Unfortunately, the free version of ChatGPT didn’t fare well. This led PCMag to speculate whether OpenAI limits its capabilities to encourage upgrades to the paid plan, which starts at $20 per month.

‍The Pros of ChatGPT Translation

Free tools like ChatGPT are transforming how companies approach language barriers. Here’s why ChatGPT stands out.

1. Driving international growth

AI translation presents a significant opportunity for rapid market expansion. Reddit is a prime example, with more than 50% of its user base based outside the US. The company expects substantial growth as it introduces new languages.

“France was one of our fastest growing countries surpassing growth in the US. We will now begin to expand machine translation to German, Spanish, and Portuguese, aiming to make Reddit accessible to everyone regardless of their native language,” - Steve Huffman, Reddit CEO

2. Better language equity 

ChatGPT's ease of use expands language access. For instance, the State Government of Minnesota leans on ChatGPT website translation to auto-translate key documents into Spanish, Hmong, and Somali, with human reviewers ensuring quality.

3. Hands-on multilingual service

Companies like Airbnb use ChatGPT to offer hands-on multilingual service via chatbots. This enhances the support experience for international users.

4. Saving time on monotonous repetitive tasks

Generative AI is also an incredible time saver in the ecommerce industry. For example, retailers like Walmart and Amazon use ChatGPT to automate translations for their search engines and write and translate product descriptions. Walmart execs say generative AI is 100 times faster than people at these repetitive tasks.

The Cons of a ChatGPT Translator

While ChatGPT brings impressive power to translation, it’s not without serious drawbacks that can impact accuracy, privacy, and inclusivity.

1. Errors and Misunderstandings

Generative AI, primarily trained in English, can produce errors with serious consequences. Reuters reported that immigration applications translated with GPT contained mistakes like names turning into months, missing crucial details, and even reversing immigration sentences.

2. Biases in AI 

AI chatbots are significantly less capable in languages other than English. Researchers say this threatens to amplify existing bias in global commerce and innovation. Although OpenAI pledges to fix ChatGPT, they admit AI has been historically “biased, offensive, and objectionable.”

3. Possible AI Hallucinations

Did you know AI can hallucinate? OpenAI’s Whisper, a powerful speech recognition tool launched in 2022, has shown a tendency to fabricate information—raising serious concerns among experts about the potential risks of AI in critical contexts.

4. Lack of Real-Time Learning

If you’ve chatted with anybody in Gen Alpha lately, you know how quickly language evolves. Unlike human translators who adapt to linguistic trends continuously, GPT’s knowledge is limited to a fixed point in time. This makes it easy to miss the latest slang, trends, and new terms.

5. Privacy Concerns 

ChatGPT saves user inputs, so you’ll need to avoid entering confidential information. Anything you type may be stored and potentially influence responses for other users. This risk is important to remember when using ChatGPT for translating sensitive content like websites, legal documents, or policies.

6. Disparities in Training Data

Large language models (LLMs) like ChatGPT rely on good training data for accurate translations. However, English tends to be the official language of the internet, so it’s difficult to find adequate source information to train models in different languages. 

7. Cost

It’s important to note that the free version of ChatGPT doesn’t perform as well as Google Translate, according to PCMag. To get a better translation from AI, you’ll need to pay for it. Other applications like building your own chatbot using OpenAI’s API will also require development costs.

Why ChatGPT May Be an Overhyped Translator

According to NPR, translation jobs are still in high demand. In fact, the job market has grown by 11% in the past few years. So why are translation jobs growing if AI is getting so powerful?

"I don’t think [AI translation] is that good. I think how good AI has become is often exaggerated." — Daron Acemoglu, MIT

Generative AI is trained on only a fraction of the world’s 7,000 languages, leading to potential bias and serious errors. In industries like law or healthcare, for example, mistranslations can be dangerous. 

Using ChatGPT alone to translate a website can be risky. For crucial sites and applications, the potential for error and bias is high. Human expertise is still essential for reliable, accurate translations.

Choosing the Best Translation Tool for Websites and Apps

Whether you’re excited about AI or wary of it, there’s no denying it’s reshaping translation in 2024. 

Some believe it’s the key to breaking language barriers, while others see it as overhyped. The truth likely lies in the middle. 

I predict that tools like ChatGPT will support translators in speeding up processes and improving accuracy, similar to how developers use it for debugging and editing code.

A Time-Tested Translation and Localization Solution

So, what’s the best approach to website translation today? The answer is both AI and human translation. 

At Localize, we recommend using machine translation with human post-editing, where a translator refines AI-translated content to make it sound natural and accurate. This way, you benefit from the speed of AI and the accuracy of certified translators.

Localize offers a complete TMS (translation management system) that integrates human and AI translation seamlessly. Partnering with a TMS simplifies localization for websites and apps, with fast, reliable options for every budget—and automatic updates anytime you need them.

Ready to elevate your site’s reach? Contact us to see how Localize can streamline your translation process.