Translation Case Studies


Track: Professional | P5 |   Everyone | SPLIT SESSION |
Thursday, June 5, 2025, 9:30am – 10:00am
Held in: Live 3
Presenters:
Tom Alwood - New York University 
Sara Palmer - Centre for Translation Studies University of Surrey
Host: Donna Parrish

Service Diversification in the Marketing Translation Sector. Presented by Sarah Palmer, Centre for Translation Studies University of Surrey

This presentation will unveil select new findings from Sarah’s ongoing research. Considering human translation alongside localization, post-editing, transcreation, and new AI based translation services, it highlights the trend of diversification in the marketing translation sector. My research merges conceptual and practical insights from academia and industry to bring fresh perspectives on the latest developments in the marketing translation space. I hope to show how industry-academic collaborations can be mutually enriching and support the industry in looking forward without letting go of its roots.

Key Takeaways:

  • How the localization industry and academic translation studies define translation, localization, transcreation, and postediting
  • Where industry and academic perspectives converge and diverge
  • How industry and academia can together define the profile of future language professionals

Introducing AI into the Curriculum and the Crisis in Translation Education. Presented by Thomas Alwood, New York University

Everyone in the translation field is feeling the pressure to adopt AI tools even though their utility is not yet clear. Academic translation programs are also feeling this pressure. However, the timing of this is awkward as programs are struggling for relevancy within the industry. Most are focused on training translators and it is not certain how AI will affect the output of translators beyond any improvement in MT. This talk covers efforts to include AI and how this might help in making programs more relevant. Attendees will be invited to suggest how academia can support them through better training.

Key Takeaways:

  • Training in AI tools concerns academia
  • The translation industry should look to academia to help professionalize the industry
  • Academia needs the support of industry so programs flourish