B2B Strategy

What is Automatic Post-Editing in Website Translation?

Explore how Automatic Post-Editing (AutoPE) in Brand Voice AI transforms machine translations, ensuring they align with your brand's unique voice and style, and offering high-quality, consistent results across languages.

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Nathan Lucas

July 05, 2024


Achieving high-quality, brand-specific translations efficiently is crucial for businesses aiming to connect with global audiences. The challenge lies not only in the literal translation of words but also in capturing the essence and unique voice of a brand across different languages and cultures. This is where the website translation industry’s newest technological breakthrough, Automatic Post-Editing (AutoPE), comes into play. This new technology ensures that a brand’s unique voice and identity are preserved across languages through a process called Brand Voice AI, providing a seamless and consistent experience for your international audience. This technology fits seamlessly into the best existing website translation workflows.

This blog post will introduce and define AutoPE, Brand Voice AI, and explore the value this new technology is already delivering to companies seeking brand-specific website translation. 

What is AutoPE?  

AutoPE (Automatic Post-Edit) leverages Large Language Models to refine machine-translated segments, improving style, adherence to style guides, and glossary consistency without extensive human post-editing. This process bridges the gap between generic machine translation and fully human-edited translations, offering a balanced solution for maintaining brand integrity. 

How AutoPE Works: 

  1. Machine Translation (MT): The initial translation is generated using advanced machine translation algorithms. 
  1. AutoPE Refinement: The machine-translated content is then refined by AutoPE, which edits the segments to enhance style and ensure adherence to the brand’s style guide and glossary. 
  1. Optional Human Post-Editing: If needed, human translators can further refine the content, although the need for this step is greatly reduced thanks to the effectiveness of AutoPE. 

By automatically incorporating brand-specific terminology and stylistic guidelines, AutoPE delivers translations that are much closer to the desired output, often eliminating the need for further human intervention. 

The Value Proposition of AutoPE 

AutoPE reduces the reliance on costly human post-editing by automating the improvement of machine-translated content. This not only ensures that translations are stylistically consistent and brand-specific but also significantly cuts down on time and expense. 

When comparing generic machine translation to segments processed through AutoPE, the improvement in quality is evident. By integrating advanced machine learning techniques, AutoPE ensures that your translations are both accurate and resonate with the specific voice and identity of the brand. 

Defining Brand Voice AI

Brand Voice AI is the name of the advanced translation process that enhances machine translations to align with the specific tone, style, and identity of each brand. This is achieved through a combination of machine translation (MT) and AutoPE and is tailored to meet brand-specific requirements by refining machine-translated segments to improve style, adherence to style guides, and glossary consistency. 

Key Features of Brand Voice AI: 

  • Adherence to Brand Tone and Style Guides: Ensures translations reflect the unique voice of the brand. 
  • Glossary Consistency: Maintains the use of specific terminology across all translations. 
  • Continuous Learning: Adapts and improves over time from ongoing translations, leading to increasingly refined outputs. 

Brand Voice AI begins with a solid foundation of machine translation and layers on brand tone and style guide requirements. Over time, the system auto-adapts, learning from ongoing translations to continuously enhance the quality. This approach ensures that both the initial machine translations and the brand-specific adjustments become increasingly refined, offering a consistent and accurate brand representation. 

The Costs of Human Translation 

Human translation, while often delivering high-quality results, comes with significant costs. These costs include not only the financial expense but also the time required to complete translations. And if you are trying to manage translation internally, you will need multiple staff members dedicated to maintaining proper website translation. If you choose to outsource, professional translators charge based on word count, language pair, and complexity of the content. Additionally, the process involves multiple stages, including translation, editing, and proofreading, all of which add to the total time and expense. 

High costs and longer timelines can be particularly challenging for businesses needing quick turnaround times for large volumes of content. This is where machine translation can offer a cost-effective alternative. 

The Affordability of Machine Translation 

Machine translation (MT) provides a more affordable option for businesses, especially when dealing with high volumes of content. MT systems can process large amounts of text rapidly, delivering translations in a fraction of the time it would take a human translator. This efficiency makes MT an attractive option for initial translations or for content that requires frequent updates. 

However, the downside of generic MT is that it often lacks the nuance and contextual understanding that human translators provide. This is where AutoPE comes into play, enhancing machine translations to meet higher quality standards. 

Marrying Machine Translation with Human Expertise 

The most effective approach to website translation often involves combining the strengths of both machine and human translation. While machine translation offers speed and cost savings, human translators provide the necessary cultural and contextual understanding to ensure translations resonate with the target audience. 

AutoPE serves as the bridge between these two approaches, refining machine translations to a level that significantly reduces the need for human intervention. This hybrid model leverages the efficiency of MT while incorporating the quality control of human expertise, resulting in translations that are both high-quality and cost-effective. 


AutoPE represents a step forward in the field of website translation, offering a practical and efficient way to achieve high-quality, brand-consistent translations. By integrating this technology into your translation workflow, you can ensure that your brand’s voice is heard clearly and accurately in every market you enter. 

For more information on the benefits of advanced translation technologies, explore  website localization here.  

Last updated on July 05, 2024
Nathan Lucas's avatar

About Nathan Lucas

Nathan Lucas is a web developer who enjoys bringing to life the ideas and concepts of the marketing and sales team. If they can dream it, he can build it. When he’s not working, he enjoys being a husband and father, adventures in the great outdoors, fitness, and art!

Nathan Lucas's avatar
Nathan Lucas

Digital Marketing Developer


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