This research explores Cultural Transcreation (CT) for East Asian languages, focusing primarily on Mandarin Chinese (ZH) and the customer service (CS) market. We combined Large Language Models (LLMs) with prompt engineering to develop a CT product that, aligned with the Augmented Translation concept, enhances multilingual CS communication, enables professionals to engage with their target audience effortlessly, and improves overall service quality. Through a series of preparatory steps, including guideline establishment, benchmark validation, iterative prompt refinement, and LLM testing, we integrated the CT product into the CS platform, assessed its performance, and refined prompts based on a pilot feedback. The results highlight its success in empowering agents, regardless of linguistic or cultural expertise, to bridge effective communication gaps through AI-assisted cultural rephrasing, thus achieving its market launch. Beyond CS, the study extends the concept of transcreation and prompt-based LLM applications to other fields, discussing its performance in the language conversion of website content and advertising.

We present how at Unbabel we have been using Large Language Models to apply a Cultural Transcreation (CT) product on customer support (CS) emails and how we have been testing the quality and potential of this product. We discuss our preliminary evaluation of the performance of different MT models in the task of translating rephrased content and the quality of the translation outputs. Furthermore, we introduce the live pilot programme and the corresponding relevant findings, showing that transcreated content is not only culturally adequate but it is also of high rephrasing and translation quality.

While machine translation (MT) systems are achieving increasingly strong performance on benchmarks, they often produce translations with errors and anomalies. Understanding these errors can potentially help improve the translation quality and user experience. This paper introduces xTower, an open large language model (LLM) built on top of TowerBase designed to provide free-text explanations for translation errors in order to guide the generation of a corrected translation. The quality of the generated explanations by xTower are assessed via both intrinsic and extrinsic evaluation. We ask expert translators to evaluate the quality of the explanations across two dimensions: relatedness towards the error span being explained and helpfulness in error understanding and improving translation quality. Extrinsically, we test xTower across various experimental setups in generating translation corrections, demonstrating significant improvements in translation quality. Our findings highlight xTower’s potential towards not only producing plausible and helpful explanations of automatic translations, but also leveraging them to suggest corrected translations.

This paper aims to investigate the effectiveness of the k-Nearest Neighbor Machine Translation model (kNN-MT) in real-world scenarios. kNN-MT is a retrieval-augmented framework that combines the advantages of parametric models with non-parametric datastores built using a set of parallel sentences. Previous studies have primarily focused on evaluating the model using only the BLEU metric and have not tested kNN-MT in real world scenarios. Our study aims to fill this gap by conducting a comprehensive analysis on various datasets comprising different language pairs and different domains, using multiple automatic metrics and expert evaluated Multidimensional Quality Metrics (MQM). We compare kNN-MT with two alternate strategies: fine-tuning all the model parameters and adapter-based finetuning. Finally, we analyze the effect of the datastore size on translation quality, and we examine the number of entries necessary to bootstrap and configure the index.

We report the results of the WMT 2023 shared task on Quality Estimation, in which the challenge is to predict the quality of the output of neural machine translation systems at the word and sentence levels, without access to reference translations. This edition introduces a few novel aspects and extensions that aim to enable more fine-grained, and explainable quality estimation approaches. We introduce an updated quality annotation scheme using Multidimensional Quality Metrics to obtain sentence- and word-level quality scores for three language pairs. We also extend the provided data to new language pairs: we specifically target low-resource languages and provide training, development and test data for English-Hindi, English-Tamil, English-Telegu and English-Gujarati as well as a zero-shot test-set for English-Farsi. Further, we introduce a novel fine-grained error prediction task aspiring to motivate research towards more detailed quality predictions.