AI precision, human omission
When the human touch becomes the missing link in High-Tech production
In this recent commercial featuring Will Smith, various AI technologies were used to clone his voice across multiple languages and visually adapt his lip movements through the LipDub AI tool, which modifies phonetic synchronization to match the spoken words in each language. However, there was a noticeable lack of human review in the Spanish translation.
In the ad, Smith mentions in Spanish that he wants to visit a “vinícola” in Argentina. The issue here is that “vinícola” is the term used in Portuguese for a winery, while in Spanish, vinícola is more commonly used as an adjective. The correct term for a place where wine is produced and stored would be bodega or cava. It’s evident that the term was directly borrowed from Portuguese without checking if it naturally fit within Spanish, resulting in a phrase that sounds off to Spanish-speaking audiences.
While the commercial is clearly tailored for a Brazilian audience, as most of it is in Portuguese, I believe that every recreated language should have received the same level of scrutiny and care.
This error suggests that, despite investing in advanced technology to create a visually and audibly coherent experience, the same level of attention was not given to linguistic and cultural quality control. A translation error can significantly impact the naturalness and authenticity of the dubbing, much more so than any mismatch in lip-syncing, negatively affecting how the message is perceived by Spanish-speaking audiences. This happens despite the use of advanced technological tools in production, as linguistic quality and coherence cannot be entirely compensated for by visual effects alone.
It is surprising that in such a high-budget commercial, with just a single line in Spanish, no proper review was conducted to ensure accuracy. This is ironic, as the ad aimed to highlight the capabilities of a translation tool, yet the lack of review by a native professional undermines the final message.
This error highlights the importance of thorough quality control, where a human professional can review and refine critical details. It’s not only about precise translation but also about ensuring that the content maintains naturalness and cultural coherence. By not allocating a small portion of the budget to correct this single phrase, there’s a risk that a basic but significant error can negatively impact the perception of the commercial, the service, and the brand itself. Although the advertisement promotes a bank rather than a translation service, relying on the idea of translating into multiple languages ends up backfiring. This linguistic oversight not only compromises the bank product’s presentation but also weakens how the commercial conveys its message, ultimately underestimating the crucial role of human touch in localization.
Impact on viewer perception
The incorrect use of terminology or tone errors can deeply affect how viewers perceive a dubbed audiovisual product. For audiences, these errors are more than just distractions; they disrupt the immersion that the content seeks to create. For instance, using a term like "vinícola" instead of "bodega" is not only a linguistic error but also disrupts cultural cohesion. To a Spanish-speaking viewer, this error might sound strange or even incorrect, creating a sense of disconnection from the content.
In today's highly competitive environment, where entertainment options are abundant, every detail matters in maintaining attention and providing a satisfying viewing experience. Such errors result in a loss of credibility, and the most damaging outcome is that viewers may end up feeling the content was produced hastily and without attention to detail. This, in turn, impacts their trust in and perception of the content creator's brand.
The costs of localization errors.
The irony in the case of the Will Smith commercial lies in the contrast between the obvious investment in cutting-edge technology and talent, and the apparent skimping on such a critical step as linguistic review. Massive amounts of money are poured into creating a visually impressive product, complete with a globally recognized face that ensures widespread attention. However, a simple error can undermine this investment, tarnishing both the effort and budget behind it. This isn’t just a linguistic slip—it’s a strategic marketing failure. The audience perceives such mistakes as a sign of carelessness and a lack of respect for the local language and culture, leading to potential doubts about the product’s overall quality.
From a marketing standpoint, an error like this affects not just the specific ad but the brand itself. The image of a company hinges on perceptions of its competence and attention to detail. When obvious translation errors slip through, trust in the brand can suffer significantly. Ultimately, this can impact customer loyalty, which is crucial to the long-term success and relevance of a brand. All this could have been prevented with a relatively small investment in proper quality control—an investment that pales in comparison to the other production costs involved.