Where there are two people, there are three opinions. Similarly, the cultural characteristics of each country and language could be described. What seems obvious in one may cause not only astonishment but also indignation, resentment, resentment in another. For example, large language models are still trained 90% of the time with English content, and of course this has an impact on how the large language model produces and translates a text into Latvian, Estonian or Somali.

For example, the same joke expressed word for word in two different languages can cause confusion. It is true that jokes and expressions are often similar in different languages, but in each culture there may be slight nuances that make it more understandable. In a talk show, where the participants do not have much time to think carefully about each word, a comparison may slip through in a different format, which viewers or listeners might well forgive, but in writing – especially in marketing materials, product descriptions or instructions for use – not so much.

A successful translation is one that is so appropriate that it is almost impossible to tell whether the message was originally written in another language. Its content and facts are reliable and verified. At the moment, artificial intelligence is not doing this as well or as well as an experienced translator – especially if the tool used is not specially trained to recognise and adapt expressions in a way that is understandable and acceptable to the target audience. If this is done without adaptation, it is possible to obtain a variety of new expressions that do not exist. In order to combat non-existent/correct new words, as well as common linguistic mistakes made not only by machine translators, who are trained with a wide variety of texts that are not always correct, but also by society in general, we are publishing Latvian language tips that are not only useful in everyday communication, but will also have a very positive impact in the business environment.