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MALLIKA IYER: Hello, everyone.
I'm Mallika Iyer, the Head of Product Management
for Translation AI here at Google Cloud.
MURALI NATHAN: Hi, everyone.
I'm Murali Nathan, Digital Innovation
and Employee Experience Lead at Avery Dennison.
MALLIKA IYER: And we are here today
to talk about increasing the speed and inclusivity
of global communications with Google's zero code translation
tools.
The total content volume for translation
has grown by almost 12% since 2020.
If the last two years have taught us anything,
it is that users expect to access content
in the languages they are most comfortable with.
This makes content localization a default expectation,
not an afterthought or a nice to have.
Furthermore, we have seen that localization
of all your content increases user conversion
by an average of 70%, with customer
satisfaction accompanying content customization
and translation.
Yet, the budgets for content localization and translation
have stayed the same, and in many cases,
they have actually shrunk significantly.
Yet, many translation processes continue
to be redundant, manual, expensive, and slow.
What we see is over 95% of translations in the enterprise
continue to be extremely manual, unable to leverage
the wealth of previously translated and human-validated
content, and continue to have slow turnaround times averaging
to about 15 days.
This, in turn, makes translations
costly, inefficient, and unscalable
while simultaneously deepening external dependencies.
What we see our users up against frequently
is grappling with vendor lock-in.
If a vendor has your content, they
have your translation memory.
There is no way to reuse it to build
custom models with this high quality,
human-validated content.
There is no way to apply it to content translation needs
within your organization without leveraging a third party
content creator.
Access is limited to a select few users,
and there is no way to leverage the cost saving benefits of AI
and combine it with the awesome human validation
talent in your organization immediately.
It is no secret that translation budgets are not always
distributed equally across groups within organizations.
Combine this with the non-trivial cost
of human translation plus the time
it takes to get this done externally, as a result,
you have little control over your content re-use
and have no way around the high cost of translation.
This is a non-trivial, expensive problem
that can immediately impact all of your users and results
in many, many missed opportunities
to do the right thing by your user.
Missed opportunities for timely communication
in your users' preferred language
sets you and your users up for failure.
Delays in timely content translations
means an increase in support costs,
reduced competitive advantage, and costly mistakes,
shutting out entire groups of users.
Solving for this is not straightforward.
It is technically intensive.
It needs the best of AI and a rich, intuitive UI
to cater to the needs of the busy business user.
With a healthy dose of restraint to keep
this workflow lean and easy to adopt and deploy
at scale while keeping in mind speed,
cost, and flexibility built with enterprise-grade security
in mind, introducing the Translation Hub
from Google Cloud.
Translation Hub is an enterprise-ready, self-serve
translation application.
Today you can get started with the translation tools known
and loved by billions of users thoughtfully connected together
in a self-serve platform built for the enterprise.
It supports 135 languages, custom translation models with
AutoML in 63 language pairs, translation memory,
integrated with Google AI bring your own human-in-the-loop
as well as machine translation quality prediction.
It has built in, rich layout format retention.
It will preserve your formatting right out of the box,
and it is extremely easy to adopt and deploy
in a matter of seconds.
Translation Hub brings to you a wealth of Google AI
into a single intuitive product.
As I mentioned before, rich, intuitive UI,
what this means is you are able to do a one click translation
across PDFs, documents, PowerPoints, Google
Docs, Google Slides, and so on in 135
languages while retaining document formatting and layout
retention.
It works intuitively with Google Drive,
and the pricing is extremely simple.
It is priced per page, therefore it's
easy to chargeback tracking.
There are no surprises.
What you see is what you pay.
There is a wealth of Google AI at your fingertips
through Translation Hub.
You can leverage translation quality prediction,
custom translation via AutoML in 63 languages pairs,
dictionaries, glossaries, translation memory,
as well as post editing with built in human-in-the-loop
capability.
Translation Hub is built with enterprise-grade security
in mind, so you can set this up in minutes, no coding required,
and manage thousands of user groups and translators.
You can assign users, billing, resources,
and there is complete data encryption.
Your data is always yours and never used for anything else.
As you can see here, within the Google Cloud Translation Hub,
you can upload your document and in a matter of seconds
get a great translation with the colors, the layout,
the formatting retained.
With Translation Hub, you can focus
on the content that needs validation via machine
translation quality prediction that
will give you a confidence score on a segment to segment basis.
Some common use cases for Translation Hub are information
creation in multiple languages by government organizations,
communication across your enterprise-- emails, websites,
messages, and so on--
onboarding content, training manuals, sales and marketing
collateral, customer support and help
desk articles, web content translation,
retail and e-commerce translation, product manuals,
forms, documentation, e-learning courses, ebooks,
technical content.
The list goes on and on.
Here is a real life example from one of our users.
Let's take the example of Beth who
works in marketing at a global retailer.
She needs to translate sensitive communication
to send to a customer from French to Polish
as soon as possible.
She reaches out to their translation vendor,
and she is told that the turnaround time is
a minimum of one week, up to two weeks,
and she has to pay significantly per page.
Now, someone in Beth's organization
tells her to try Google Cloud Translation Hub.
She reaches out, gains access in under a minute,
she logs in, translates the email
with built in models in seconds, and sends out
the communication.
She ends up saving the customer relationship as a result,
gets an order for renewal on the same day.
This is one of many, many real customer
stories from the users of Google Cloud Translation Hub.
Translation Hub is available in two easy to use tiers.
There is a basic tier and an advanced tier.
As you can see, there is a slight difference
in the functionality included in each tier for your use.
Within the basic tier, you're going
to be able to have full admin controls via the GCP Console--
a variety of formats like PDF, docx, PowerPoint, Google Docs,
Google Slides, glossary, as well as rich format retention, one
to many translations, batch and real time
translations, and translations across 135 languages.
Within the advanced tier, you also get the benefit
of leveraging custom models via AutoML in 63 language pairs,
translation memory, machine translation quality prediction,
as well as post editing that is human-in-the-loop.
Let's see a demo of Translation Hub in action
with a spotlight on post editing and quality prediction.
We will now see how easy it is to translate a document,
edit this document with quality prediction scores to help us,
and complete our translation all while retaining
the right layout of the original document.
First, I will log into Translation Hub.
And I am presented with this screen.
I can simply drag and drop or import a document from Google
Drive and get translating.
We support PDFs, Google Docs, Google Slides, pptx and docx.
If you're a first time user, you will
see helpful tooltips that guide you throughout this process.
Now, I'm going to use one of Google's technical papers
as an example for this demonstration.
I can leverage one of the pre-existing configurations set
up for me by my GCP administrator
to translate my document, or I can create my own.
I will select a pre-existing configuration for efficiency.
I can preset languages, domain models, translation memory,
as well as glossary on a per language pair basis
to customize my translation easily and quickly.
Here, I will translate from English to Chinese, French,
and Hindi simultaneously.
As you can see, in a few seconds,
my translation has completed and rebuilt the document perfectly
and rendered on screen with high quality format and layout
retention.
I would now like to edit this document.
I am presented with an editing view that gives me
the translation quality prediction for the target
sentences in a side-by-side view,
and this is color coded to help you with visual cues
to decide where you would like to spend your time editing.
You could edit some or all of the document.
The translation memory matches are human-validated content
highlighted in green.
I am going to edit one of these lower quality segments
for this example.
As I do this, all my edits are written into translation memory
to be leveraged by other users in my organization.
I have now submitted my changes, and the document
is going to be rebuilt on the fly with all my edits
intact, formatting and layout intact.
I can now use this document in a variety of ways--
export it to Drive, download it, and so on.
I hope this gave you a preview of how easy it
is to use Translation Hub to translate your content.
Let's hear from Avery Dennison about how translation hub has
helped them re-imagine language communications
and promote an inclusive workplace culture.
Murali, welcome.
Why don't you tell us a little bit about Avery Dennison?
MURALI NATHAN: Thanks, Mallika.
Avery Dennison is a material sciences company.
We manufacture labeling materials.
We specialize in retail branding and RFID technology.
Our products and solutions are used in every major industry.
We are 36,000 strong.
We operate in 50 countries, and in 2021, our company
reported $8.4 billion in sales.
I've been part of Avery Dennison for 11 years.
Presently, I'm part of our Digital Innovation Center
of Excellence, and I'm responsible for helping others
in our company innovate with emerging technologies,
particularly for improving the digital, employee,
and factory experiences.
MALLIKA IYER: Tell me how you started your journey
with translation.
MURALI NATHAN: Thanks, Mallika.
Back when I was growing up, I'd get
into a lot of trouble for breaking things,
not by accident but intentionally.
I'd take them apart, and I'd have a lot of explaining to do.
What I was thinking, how I managed to break it,
why I can't put it back together,
and what would frustrate others is
why I would say it was designed so poorly.
I guess by finding new ways to explain myself,
I started to leverage language as an effective communication
tool.
But it was only after I started at Avery Dennison
and working closely with our global comms organization
that I developed my own perspective on language
communications.
You see, language plays an important part,
whether it is brain development in children, fueling
personal growth, influencing human behavior, or just
pure entertainment.
Our global comms team has a very important role.
They are stewards of business leadership messages
to our employees and customers.
These messages need to promote employee engagement,
foster an inclusive workplace culture,
elevate our brand in the industry,
and improve customer loyalty.
What they write in English needs to reach
our 32 native language-speaking employees and even
more customers.
They rely on external translation providers who
do their best to convey these messages as intended,
but to operate such a tacit and intellectual operation
at a global scale is simply not practical.
As you stated, a single translation job
can take two to three weeks for completion, the very reason why
we translate very selectively.
The term enterprise translation simply
means our enterprise translates, not just enterprise wide.
It's departmental, siloed, and fragmented.
This also creates a language barrier
for promoting an inclusive workplace culture.
Translation is no longer a departmental problem
but needs to be an enterprise-wide one, which
means it needs an enterprise scale solution.
Not only that, it has to be autonomous, self sufficient,
self learning, process and cost efficient, and future proof.
MALLIKA IYER: What do your users love
the most about Translation Hub?
MURALI NATHAN: It's fast.
What took seven to 10 business days now
it just takes a few minutes.
It's accurate.
Our employees love the fact that translations are very
[INAUDIBLE] specific.
There's no fuss or no mess.
It handles most document formats and remarkably,
with high fidelity.
One of our senior communication leaders
calls it a piece of cake.
My team likes it because it is the most non-dramatic piece
of software to set up and administer.
We have received zero IT tickets.
MALLIKA IYER: That's fantastic.
Can you share a little bit about how Translation Hub has
decreased the barriers to communication
at Avery Dennison and increased employee happiness?
MURALI NATHAN: So we rolled out a limited preview
to about 50 early adopters.
In just three months, their translated page count
went up 700%.
That was roughly 8,000 hours of productivity
and 5,000 days of speed gained.
We're now at 500 active users--
organic adoption, of course--
and in terms of inclusion, our employees
are creating content in 28 languages besides English
because now they can translate just as easily
to 100 plus other languages.
MALLIKA IYER: So what's next for translation at Avery Dennison?
MURALI NATHAN: Our business groups
will be thrilled to hear that they
can integrate their preferred translation agencies
and vice versa for proofreading and post
editing customer-facing content.
That will help improve our customer loyalty and retention,
and hopefully soon the hub will enable
us to harvest our own content as language data
both for improving our translation accuracy
and for training new custom language models.
And I can't wait to start leveraging
our own translation's AI within our business applications
and contexts.
MALLIKA IYER: That's amazing.
Thank you for sharing that.
You can get started with Translation Hub
at cloud.google.com/translation hub/.
You can sign up for it and roll it out in a matter of minutes
and translate even faster in a matter of seconds.
We enable translation to become truly accessible and affordable
across your organization.
I would like to thank Murali for joining us today,
and thank you, our audience at home,
for joining us for this presentation.
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