The promise of “just click and localise” feels tempting, yet in practice, many companies discover painful gaps: unclear messaging, broken brand voice, misaligned user experience, and ultimately, lost trust and missed opportunities in key markets.
Let’s explore why this happens, why it matters right now in Europe market, and what smart strategies can prevent it.
The state of play: MTPE is now the default
AI-powered translation has made localisation faster, more accessible, and easier to scale, especially for growing international teams. In fact, MTPE (machine translation with post-editing) is now the industry standard across Europe.
But speed alone is not enough. With AI Act compliance rules coming into force, and B2B buyers in regulated sectors demanding traceability, the risks are just as real as the benefits:
- Errors or hallucinations in product descriptions or marketing copy.
- Bias or inconsistencies that undermine your brand tone.
- Compliance blind spots (legal, medical, financial content).
- Hidden costs, when teams must rework low-quality outputs.
In a 2024 survey, 66% of translators said MT outputs were “acceptable but need significant edits,” while 21% rated them poor and requiring extensive rework.”
AI isn’t the problem. Misuse is.
At PRESTO, we see AI as a force multiplier for skilled linguists, not a replacement. AI performs best when paired with human judgment, domain expertise, and consistent terminology governance. Without this, companies risk brand dilution, compliance failures, and wasted spend.
What B2B clients actually meed
In conversations with marketing and localisation leads, the message is clear:
- Speed matters but trust and accuracy matter more.
- Auditability is no longer optional; buyers need proof of quality.
- Local nuance is still critical, especially for UX, SEO, and campaigns.
Teams that get the most out of AI are building localisation strategies that combine speed, adaptability, and cultural relevance, so their content works where it matters.
PRESTO’s Promise: AI with accountability
We don’t do “AI or humans.” We do what works:
- Hybrid workflows: AI + expert linguists + QA reviewers
- Custom MT engines tailored to your industry
- Post-editing teams trained in your brand’s voice
- Continuous optimisation through feedback loops
This approach gives you the speed of AI, the trust of human expertise, and the compliance confidence your business needs for new markets.
Are you just plugging in AI or building a localisation process that works under real-world scrutiny?
Let’s make sure your next market launch doesn’t come with linguistic or regulatory blind spots.