"Meat in bread cylinder."
That's how one AI tool translated شاورما.
Technically accurate. Completely useless.
And this is the problem with machine translation in business. The grammar checks out. The meaning doesn't land.
The gap between correct and effective
AI translation has improved dramatically. Five years ago, the output was often unusable. Today, it handles straightforward text reasonably well.
But "reasonably well" has limits.
When I run client documents through AI tools—contracts, marketing copy, website content—the errors aren't always obvious. The sentences are grammatically correct. The vocabulary is appropriate. Everything looks fine on the surface.
Then you read it as a native speaker, and something feels off.
A legal clause that sounds threatening instead of standard. A product description that's technically right but emotionally flat. A tagline that makes sense but carries zero impact.
The words are there. The intent isn't.
Where this actually hurts businesses
Most companies don't notice the problem because they're not reading their translated content the way their audience does.
A few real examples I've seen:
Contracts and agreements
A service agreement translated from Arabic to English used phrasing that sounded adversarial. The original Arabic was standard, neutral, professional. The English version read like the company was preparing for a lawsuit. The client didn't notice until a potential partner asked why the tone was so aggressive.
Marketing materials
A Dubai-based brand translated their campaign from English to Arabic using AI. The translated version was grammatically correct but felt foreign—like something written by someone who learned Arabic from a textbook. It didn't sound like how their audience actually speaks. Engagement was low. They assumed the campaign failed. The campaign was fine. The translation wasn't.
Website copy
A services company used AI to translate their homepage. The English version said "We deliver results." The Arabic version said something closer to "We bring outcomes to you." Not wrong. But flat, generic, forgettable. It didn't carry the confidence of the original.
These aren't catastrophic failures. No one sued. No deals collapsed. But in each case, the company's message came across weaker than it should have.
AI is a tool, not a replacement
This isn't an argument against using AI for translation. I use it regularly. Most professionals in this space do.
AI is excellent for:
- First drafts and internal documents
- Getting the general meaning of a text quickly
- Handling high-volume, low-stakes content
- Speeding up the initial translation process
But there's a difference between content that only needs to be understood and content that needs to perform.
Internal memos
A contract going to a government ministry
A quick summary for your own reference
Your website homepage, the first thing potential clients read
The UAE context adds another layer
Working in this market means dealing with content that often needs to work in both Arabic and English—sometimes for the same audience.
A professional in Dubai might read your English website, then switch to Arabic when reviewing a contract. Or they'll see your Arabic ad, then visit your English landing page.
If the tone doesn't match across languages, it creates a subtle disconnect. The brand feels inconsistent. Less trustworthy. Less professional.
This is something AI genuinely cannot handle. It translates language. It doesn't translate brand voice.
The real question to ask
Before deciding how to handle translation, the question isn't "Can AI do this?"
It's "What happens if this text is 90% right instead of 100% right?"
For some content, 90% is fine. For other content, that 10% gap is where you lose the client, confuse the reader, or weaken your position.
Machine translation is fast and cheap. But speed and cost aren't the only factors.
The question is whether the content represents you the way you'd represent yourself.
Final thought
AI will keep improving. The tools available today are better than last year, and next year's will be better still.
But translation isn't just about converting words. It's about carrying meaning, tone, and intent from one language to another.
That's a human skill. And for anything that matters—your contracts, your brand, your first impression—it's still worth investing in.
Need translation that performs?
For contracts, marketing, and content that represents your brand, we combine AI efficiency with human expertise.
Get a Quote WhatsApp Us