@inproceedings{wu-etal-2025-cultural,
    title = "Cultural Transcreation in {A}sian Languages with Prompt-Based {LLM}s",
    author = "Wu, Helena  and
      Silva, Beatriz  and
      Cabarr{\~a}o, Vera  and
      Moniz, Helena",
    editor = {Bouillon, Pierrette  and
      Gerlach, Johanna  and
      Girletti, Sabrina  and
      Volkart, Lise  and
      Rubino, Raphael  and
      Sennrich, Rico  and
      L{\"a}ubli, Samuel  and
      Volk, Martin  and
      Espl{\`a}-Gomis, Miquel  and
      Vandeghinste, Vincent  and
      Moniz, Helena  and
      Szoc, Sara},
    booktitle = "Proceedings of Machine Translation Summit XX: Volume 2",
    month = jun,
    year = "2025",
    address = "Geneva, Switzerland",
    publisher = "European Association for Machine Translation",
    url = "https://preview.aclanthology.org/mtsummit-25-ingestion/2025.mtsummit-2.5/",
    pages = "42--51",
    ISBN = "978-2-9701897-1-8",
    abstract = "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."
}