Given the rise of multimedia content, human translators increasingly focus on culturally adapting not only words but also other modalities such as images to convey the same meaning. While several applications stand to benefit from this, machine translation systems remain confined to dealing with language in speech and text. In this work, we introduce a new task of translating images to make them culturally relevant. First, we build three pipelines comprising state-of-the-art generative models to do the task. Next, we build a two-part evaluation dataset – (i) concept: comprising 600 images that are cross-culturally coherent, focusing on a single concept per image; and (ii) application: comprising 100 images curated from real-world applications. We conduct a multi-faceted human evaluation of translated images to assess for cultural relevance and meaning preservation. We find that as of today, image-editing models fail at this task, but can be improved by leveraging LLMs and retrievers in the loop. Best pipelines can only translate 5% of images for some countries in the easier concept dataset and no translation is successful for some countries in the application dataset, highlighting the challenging nature of the task. Our project webpage is here: https://machine-transcreation.github.io/image-transcreation and our code, data and model outputs can be found here: https://github.com/simran-khanuja/image-transcreation.

Despite the major advances in NLP, significant disparities in NLP system performance across languages still exist. Arguably, these are due to uneven resource allocation and sub-optimal incentives to work on less resourced languages. To track and further incentivize the global development of equitable language technology, we introduce GlobalBench. Prior multilingual benchmarks are static and have focused on a limited number of tasks and languages. In contrast, GlobalBench is an ever-expanding collection that aims to dynamically track progress on all NLP datasets in all languages. Rather than solely measuring accuracy, GlobalBench also tracks the estimated per-speaker utility and equity of technology across all languages, providing a multi-faceted view of how language technology is serving people of the world. Furthermore, GlobalBench is designed to identify the most under-served languages, and rewards research efforts directed towards those languages. At present, the most under-served languages are the ones with a relatively high population, but nonetheless overlooked by composite multilingual benchmarks (like Punjabi, Portuguese, and Wu Chinese). Currently, GlobalBench covers 966 datasets in 190 languages, and has 1,128 system submissions spanning 62 languages.