Menu

Posts Tagged ‘Translation and localisation’

Chinese Advertising Law: What companies need to bear in mind when translating for the Chinese market

Posted on: June 16th, 2026 by Frank Wöhrle No Comments

For many companies around the globe, China is one of the most important export markets. However, what works perfectly well in the Anglosphere and beyond can pose legal risks in China. Advertising copy, product descriptions, website content and social media campaigns, in particular, must comply with Chinese requirements.
 

What is the Chinese Advertising Law?

The Chinese Advertising Law sets out what advertising claims companies are permitted to make to consumers and what content is considered misleading or unlawful.

The aim of the law is to protect consumers from:

  • misleading advertising claims
  • unverifiable claims
  • unfair competitive advantages
  • hidden advertising
 

For international companies, this means that marketing copy often needs to be adapted before it is launched on the Chinese market.
 

Superlatives and claims of uniqueness? Proceed with caution…

One particularly well-known aspect of Chinese Advertising Law concerns ‘absolute’ advertising claims.

Phrases such as:

  • “the best”
  • “world leader”
  • “number 1”
  • “top quality”
  • “unbeatable”
  • “market-leading”
 

can be problematic if they cannot be clearly substantiated.

Whilst such statements are pretty commonplace in Western marketing campaigns, the Chinese authorities scrutinise this sort of wording much more closely.

When it comes to translation projects, this means that not every advertising claim should be translated word for word into Chinese. It is often more sensible to render the advertising message using legally compliant phrasing than to provide a more direct translation.
 

Practical examples

Case 1 – Problematic advertising using superlatives

A German car manufacturer promoted its vehicles in China with the slogan “at the very highest level”. This was classified by the Chinese authorities as an impermissible absolute advertising claim and resulted in a fine of ¥600,000 (approx. €76,000). In China, any such performance claim must always be verifiable – simply translating Western marketing messages word for word is not an option.

Case 2 – Improper use of the Chinese national flag

One particularly sensitive issue concerns the use of national symbols. An international technology group used an illustration on its Chinese website that featured elements of the Chinese national flag. This led to a complaint by a competitor. The consequence? Despite this slip-up being entirely unintentional, the website was taken offline for six months – a disaster for the business in one of its key markets.

Although this sort of breach is often overlooked, it can prove extremely costly if it is challenged. Article 9.1 of the Chinese Advertising Law expressly prohibits the overt or covert use of the national flag, the national anthem or the coat of arms of the People’s Republic of China.

The legal consequences could be even more severe: In the event of serious breaches, fines of up to ¥2 million (approx. €256,000) may be imposed; in extreme cases, the business licence may even be revoked.
 

New rules for online advertising since 2023

The digitalisation of the Chinese market has led to tighter regulation of online advertising. The new “Measures for the Administration of Internet Advertising” issued by the Chinese State Administration for Market Supervision (SAMR) have been in force since 1st May 2023.

The following are particularly affected:

  • Company websites
  • Search engine advertising
  • Social media campaigns
  • E-commerce platforms
  • Mobile apps
  • Influencer marketing
  • Live-stream commerce
 

Advertising content must be clearly identifiable to users. Hidden forms of advertising and disguised product placement are increasingly coming under scrutiny from the authorities.

For businesses, this means that translated landing pages, product pages and social media content must also meet local requirements.
 

Mehrere Personen analysieren an einem Multi‑Monitor‑Arbeitsplatz digitale Inhalte und Kennzeichnungen im Rahmen der Überwachung und Prüfung von Werberichtlinien im internationalen Kontext.

Influencer marketing and KOL campaigns under scrutiny

China is one of the world’s largest markets for influencer marketing. Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) play a key role in purchasing decisions.

At the same time, regulatory requirements have become more stringent.

Advertising content must be clearly identifiable as advertising. This applies in particular to:

  • Product recommendations
  • Testimonials
  • Product reviews
  • Live-stream presentations
  • Affiliate campaigns
 

Businesses should therefore ensure that not only the translation but also the legal drafting of such content is reviewed.
 

What role does translation play?

Many breaches of the Chinese Advertising Law are not a result of malicious intent, but from sticking too closely to the phrasing of the original Western marketing texts.

Typical examples:

Original marketing textPotential challenge in China
“…a market leader in Europe…”Burden of proof
“…offers top quality…”Problematic superlative
“…the world’s only…”Absolute advertising claim
“…guaranteed to be the best solution…”Performance promise that is hard to substantiate
“…100% safe…”Risky statement

Professional localisation takes these risks into account right from the start of the translation process.

This helps to avoid alterations, legal disputes or costly corrections down the line.
 

Why localisation is more important than ‘standard’ translation

The Chinese market demands more than just a literal translation of content.

Successful localisation takes the following into account:

  • Cultural expectations of Chinese target audiences
  • Local communication styles
  • Search engine optimisation for the Chinese market
  • Industry-specific terminology
  • Regulatory requirements such as the Chinese Advertising Law
 

This can make all the difference to market success, particularly when it comes to websites, product catalogues, brochures and online marketing materials.
 

Our recommendations for entering the Chinese market

Before using marketing materials for the Chinese market, be sure to have them reviewed by experts with in-depth knowledge of Chinese Advertising Law.
Particular caution is required when it comes to AI-assisted or fully automated translations. Especially when translating German or English advertising copy into Chinese word for word, there is a high risk of breaching Chinese advertising law, which can lead to serious consequences.
A professional transcreation or localisation – a culturally sensitive adaptation rather than a literal translation – can prevent costly legal disputes and damage to your reputation.

At STAR Deutschland, we have a network of native speakers with specialist expertise in Chinese Advertising Law. Our colleagues based in China are familiar with the current regulations and can ensure that your message is legally compliant and culturally appropriate.

Would you like to find out more about legally compliant communication for the Chinese market? Get in touch to receive tailored advice.

Terminology management for AI-assisted translations: Ensuring consistency and quality

Posted on: May 28th, 2026 by Frank Wöhrle No Comments

AI-assisted translation systems offer impressive opportunities to speed up multilingual processes – but their effectiveness depends crucially on carefully considered terminology management. Only by systematically managing specialist terminology can a company fully harness the potential of AI whilst preserving its brand’s linguistic identity.

What is terminology management?

Definition:

Terminology management is the systematic compiling, maintenance and use of technical terms to ensure consistent communication across all languages.

Why it’s important:

  • It defines how a company talks about its products, services and brand values
  • It prevents inconsistencies and a loss of quality in translations
     

Example:

The German term “Leitung” can be translated in various ways in technical documentation, for example as “line” or “cable”. But it can also be rendered “head” in a business sense to refer to the person in charge of a department.
This person is responsible for the overall management, organisation and daily operations of the department under their control, acting as the primary bridge between their own team and upper management.

Centralised terminology management for AI translations ensures that the same, brand-compliant translation is always used.
 

Why terminology is crucial in the translation process

A lack of systematically managed terminology can lead to the following problems:

  • Inconsistent translations of the same term
  • Increased effort required for corrections
  • Increasing costs for multilingual content
  • Inconsistent brand communication
  • Misunderstandings among customers or users
     

Key message:

Consistent terminology management is crucial for ensuring quality, efficiency and brand identity in translations.
 

Why terminology is becoming even more important in the age of AI

LLMs and generative AI programs enable rapid translations, but they are not familiar with company-specific terminology.

  • Without clearly defined terms, inconsistencies arise
  • Quality control and branding may suffer as a result
  • Human expertise remains indispensable
     

Terminology management is essential to ensuring that AI-assisted translations are consistent and brand-compliant.
 

How AI makes terminology work more efficient

AI can support terminology work, but it can’t replace it. Typical applications:

  • AI terminology extraction: Automatic identification of relevant technical terms from texts
  • Establishing terminology databases: Suggestions for synonyms, variants and metadata
  • Terminology checks: Assistance with revision, taking the overall context into account
     

Please note:

Final validation by human experts is always required.
 

The limits of AI in terminology work

LLMs can:

  • “Hallucinate” terms (they can generate plausible but incorrect terms)
  • Overlook customer-specific requirements
  • Put confidential data at risk if it is processed on public systems
     

In summary:

AI supports translators, but it isn’t a replacement for human expertise.
 

Best practices for terminology management in the age of AI

  1. Centralisation: Manage all terms in a central database
  2. Integration: Direct access for translators via CAT tools
  3. AI as an assistant: Assistance with research, data extraction and verification; final validation by humans
  4. Security-conscious: Process sensitive data only in systems that comply with data protection regulations
  5. Regular updates: Continuously adapt terminology to new products, markets or guidelines
     

Pro tip:

This approach ensures that translations are consistent, efficient and brand-compliant – regardless of the technology used.
 

Terminology as strategic corporate knowledge

Terminology is a company’s linguistic memory. It ensures that both man and machine speak the same language, builds trust, reduces errors and safeguards the quality of multilingual content.

Key message:

Companies that systematically maintain terminology and use it with the assistance of AI increase efficiency, consistency and brand value.
 

Frequently asked questions about terminology management and AI

What is the difference between a glossary and a terminology database?
→ A glossary is static. A terminology database is dynamic, centrally managed and directly integrated into the translation workflow.

Can AI generate terminology automatically?
→ AI can provide suggestions, generate synonyms and supply metadata, but it does not replace human validation.

Why is terminology crucial in LLM translations?
→ LLMs operate on a statistical basis, not in compliance with brand guidelines. Without standardised terminology, inconsistencies arise and quality suffers.


 

Conclusion

Terminology management is more important than ever in the age of AI. Used correctly, it combines human expertise with AI assistance, ensures consistency, achieves a coherent brand identity, and makes translation processes more efficient.

What next? Contact us to have your terminology professionally established, consistently maintained, and optimised with the assistance of AI.

Untranslatable terms in technical translation – precision meets comprehension

Posted on: December 18th, 2025 by Frank Wöhrle No Comments

Language as a tool for precise communication

Technical language thrives on precision. In documentation, service and in product descriptions, every single word matters – one or two nuances in meaning can make the difference between correct operation and malfunction.

However, translators sometimes encounter terms that appear to be untranslatable: namely, words or phrases that cannot be translated directly into another language because they are too deeply rooted in a cultural or technical context. Due to its status as lingua franca in many industries, English terms often reign supreme – you’re as likely to see the words “workaround” and “influencer” in a German text as you are in a fully English one. For the translation professional, the question remains: should these be explained for the benefit of lay readers who have little or no understanding of English?

Untranslatable technical terms – a challenge and a mark of quality

Glance in any German-English dictionary and the top match for “Anschlag” would be “stop”. And you certainly wouldn’t be wrong to translate it as such. But if end customers read an instruction to “open the drawer to the stop”, they could be forgiven for scratching their heads and wondering ‘what kind of stop’? In reality, the best rendering for this sentence would be “open the drawer fully” – i.e. until it stops being pull-out-able!

Such cases show that untranslatable technical terms are not a shortcoming of language, but rather evidence of its precision. A good translation therefore does not have to be word for word, but rather meaningful, functionally correct and technically comprehensible.

Strategies for translating technical language

Professional translators in the technical sector use various strategies to deal with terms that are difficult to translate:

  1. Paraphrase: If there is no direct equivalent, the function or application is described.
    Example: “Verschlimmbessern” → the (horribly unusable) literal translation of this German term is “worse bettering”, but in reality this needs to be rendered “unintentionally making a situation worse while trying to improve it”.
  2. Subject-specific terminology work: Terminology databases and glossaries ensure that all terms remain consistent, even in international projects.
  3. Transcreation in a technical context: Marketing texts or product brochures are not only translated, but also creatively localised as necessary in order to achieve the same impact for the target audience.
    Example: Depending on the target market, “excessive play”, relating to the tightness of a technical component, may be translated as “too loose”, if that best suits the desired tone and the intended readership.

This results in communication that accurately reflects the technical language and takes into account the mentality of the target audience.

Man and machine – precision in harmony

AI engines are capable of astonishing feats today, especially in the field of technical translation. However, when specialist knowledge, experience and contextual understanding are required, AI often reaches its limits. If an AI tool automatically translates “Schnecke” as “snail”, it takes a human to know that it should be rendered “auger” in the context of construction. And when it comes to the German “Mutter”, unfortunately it’s far too common to see “mother” being used to secure a bolt in place rather than a “nut”.

That’s why modern translation service providers combine the efficiency of a machine with the precision of a human – through post-editing and specialist revision. This is the only way to classify untranslatable terms meaningfully and integrate them into the company’s terminology system.

Language changes – and with it, technology

With every new product and every innovation, new terms are also created. They reflect not only technological development, but also the current ways of thinking. A translation service provider specialising in mechanical engineering therefore operates at the intersection of language, technology and international standards.

Whether it’s assembly instructions, CE-compliant documentation or product catalogues, the objective remains the same: comprehensibility across language barriers. And it is precisely where words reach their limits that the translator’s real work begins.

Summary: Technical language and sensitivity unite

Untranslatable terms remind us that language is not a rigid system – especially in the technical field. Translating means making complex concepts tangible without losing their precision.

As a language service provider with many years of experience, we know that every single term is important. That’s why we don’t just translate words, we understand what they mean in practice – for designers, engineers and anyone who works with precision.

Untranslatable? But by no means insurmountable. Please contact us.

Making e-learning effective worldwide: Achieve real learning success with professional localisation

Posted on: November 27th, 2025 by Frank Wöhrle No Comments

E-learning is considered a central pillar of continuing professional development in many companies – from global onboarding courses to complex product training. At the same time, projects repeatedly face similar challenges: Content that works extremely well in the country of origin loses its impact in other markets, is misunderstood or simply not used. The reason for this rarely lies in the didactic concept itself, but rather in the type and quality of localisation.

Why companies rely on e-learning

From a business perspective, numerous factors speak in favour of digital learning formats. Employees can learn flexibly – regardless of location, time zone and device, which suits geographically dispersed teams.

E-learning supports independent learning at any time: Content is available on demand, without having to rely on specific training dates. Thanks to their modular setup, learning units can be clearly structured, specifically combined and, if necessary, updated gradually.

Another advantage is that the learning pace is down to each individual: Employees can pause, repeat or delve deeper into complex content without disrupting anyone else’s flow. In addition, digital training makes it possible to create customised learning content – tailored to specific roles, regions or target groups within the company.

Multimedia elements such as videos, animations, interactive exercises and quizzes create a rich learning experience and increase engagement. Offering content in multiple languages contributes significantly to accessibility and, for international workforces, makes real headway in terms of removing barriers to learning.

Ultimately, when these factors are successfully implemented, they lead to increased learning success – measurable in terms of knowledge transfer, application in daily work and reduced error rates.

Complexity of modern e-learning formats

In practice, it quickly becomes apparent that e-learning courses are significantly more complex than traditional training materials. A typical module includes slides or screen recordings, embedded videos, spoken commentary, subtitles and interactive elements such as quizzes, conversation simulations and the like.

When it comes to localisation, this means that content to be translated is not contained in a single file or format, but is distributed across a variety of authoring tools such as Adobe Captivate, Articulate Storyline, Articulate Rise, iSpring, Elucidat, Lectora etc., SCORM packages, video and audio scripts, and, where necessary, external sources (e.g. course descriptions, content in files linked to the course, where applicable) and, in some cases (video and audio scripts), still need to be transcribed before localisation. In addition, there are technical requirements – such as support for character sets, space restrictions in buttons, and synchronising subtitles and voiceovers.

Underestimating the complexity of this process often leads to problems during the project: Missing text exports, texts with similar content in different formats, untranslated UI elements or videos that have to be edited retrospectively at great expense. For a localisation process to run smoothly, therefore, a structured approach that takes all components into account from the outset is crucial.

Learning in your native language: an efficiency factor

From a didactic perspective, it is well documented that learning content is best internalised when delivered in one’s own mother tongue. Learners then need to expend less cognitive effort in understanding the language and can concentrate more on content, context and application.

This is particularly important when dealing with complex, security-related or legal issues in order to avoid misunderstandings and misinterpretations. Emotional access also plays a role: Language can influence how credible, esteemed and motivating a training course is perceived to be.

For companies, this means that even employees with good foreign language skills benefit from training in their native language – namely, by making faster and more stable progress in their learning. Those who systematically utilise these positive consequences are able to significantly increase the effectiveness of global learning programmes and, at the same time, justify the investment in localisation.

 

Lektorin sitzt lächelnd mit Headset an Schreibtisch in modernem Büro.

The role of professional specialist translations in e-learning localisation

In order for e-learning courses in other languages to achieve the same learning objectives as the original, a basic word-for-word translation simply cannot do the job.
Native-speaking specialist translators combine linguistic competence with industry knowledge and are familiar with the terminology and common phrases used in their respective fields of expertise.

They ensure that technical terms are used consistently, instructions are clear and action-oriented, and didactic subtleties are preserved.
At the same time, they adapt examples, metaphors or references if these are not readily translatable with regard to either culture or context.

Professional translation therefore makes a significant contribution to learning objectives being achieved quickly: Content is easier to understand, easier to remember and more likely to be put into practice.
A clearly defined terminology and review process also supports company-wide consistency, both in terms of corporate documentation and individual learning outcomes. This is especially the case when dealing with a vast number of courses and a multitude of languages.

The importance of professionally localised audio and video

Audio and video are key carriers of information and sources of motivation in modern e-learning courses – and pose particular challenges for localisation.
Voiceover texts must be translated in such a way that they match the visual material in terms of tone, length and rhythm, while at the same time being technically accurate.

For voiceovers, you also need to select suitable narrators or satisfactory AI software to suit your corporate image and target audience.
In addition to the voice, elements such as the narrator’s gender, age, pronunciation quality, accent and/or dialect, and any background sound such as music, etc., are crucial in order to avoid misunderstandings and convey an entirely professional feel.

The client’s specifications regarding desired pronunciation, use of abbreviations, accessible (i.e. gender-neutral) language, and so on, are essential, as the client’s satisfaction will be strongly tied to how well these requests are implemented.

Subtitles, on the other hand, must be precise, easy to read and synchronised with the spoken word. The wording must be concise as well as complete, with some rephrasing required.
Last but not least, visual elements – such as text overlays or UI screens – may need to be adapted to ensure that they remain understandable in the target language and fit in with the design in terms of form.

Licence for e-learning

Last but not least, when using human voices for voiceovers, the customer must also clarify the intended use and reach. Are the e-learning courses with voiceover to be used exclusively internally or also publicly? Are there any plans to sell the courses commercially to third parties?
Depending on the type of transmission and the type of media/rights usage, the recording studio involved in the project may charge a licence fee per voice artist used. In most cases, these are flat fees with indefinite validity.

Summary: Localisation as an integral part of the e-learning strategy

E-learning can only reach its full potential when content is tailored to the specific language and culture.
Companies wishing to roll out e-learning courses internationally would do well to consider localisation as an integral part of the conceptualisation process from the outset – rather than as a downstream translation step.

The combination of didactically excellent courses, native-language specialist translation and professionally localised audio and video elements forms the basis for true learning success in multiple languages.
This makes global training programmes consistent, efficient and effective – and fulfils the requirement to make knowledge accessible across the globe without ever compromising on quality.

Get in touch to find out how we can help in ensuring your learning content achieves exactly the international impact you want – we speak your language!

Terminology in the translation process: Why it’s more important than ever in the age of AI

Posted on: October 30th, 2025 by Frank Wöhrle No Comments

Terminology work has always been the key to consistent, high-quality translations. The advent of AI and large language models (LLMs) is fundamentally changing translation processes. But this is precisely what makes terminology even more important.

“AI now translates everything perfectly – so why do we still need terminology management?”
As a language service provider, we are increasingly hearing this question being posed. But anyone who has ever seen how a single mistranslated technical term can distort a product description, manual or marketing message knows that terminology is not a side issue – it is the foundation of high-quality translation.

In the age of LLMs and generative AI, the how of handling terminology is changing. The why, however, remains unchanged.

Why terminology is the backbone of every translation

Terminology is much more than just a dictionary. It defines how a company talks about its products, services and values.

Whether we’re talking about “controllers”, “control modules” or “control units”, the right term ensures recognition, trust and legal certainty.

Without consistent terminology, inconsistencies are bound to arise. In practice, this leads to:

  • different translations for the same term,
  • increased correction effort,
  • unnecessary additional costs, multiplied by the number of target languages,
  • inconsistent brand communication,
  • misunderstandings among customers or users.


Consistent terminology management is crucial for ensuring consistency and precision in the translation process, especially when dealing with high-volume, multilingual content from the fields of technical documentation or marketing.

From glossaries to integrated solutions: Successful translation processes thanks to terminology

In the past, terminology work was often handled outside of the actual translation process – in the form of Excel spreadsheets or static lists. Today, it can be seamlessly integrated into translation management systems (TMS).
This enables:

  • automatic terminology suggestions directly in the CAT tool,
  • terminology checks during translation,
  • centralised maintenance and approval processes.


This makes terminology a living part of the workflow, not just an afterthought during quality control.

How AI and LLMs are changing terminology work

AI systems and LLMs open up new possibilities for maintaining terminology in a more dynamic and intelligent way. Some specific applications may include:

  • AI terminology extraction:
    AI can quickly analyse multilingual texts to automatically recognise relevant technical terms and suggest them as term candidates. This saves time during the creation phase and helps to identify terminology that has not been taken into account previously. However, final validation remains the task of human experts.
  • Building a terminology database:
    If translations or a defined structure have yet to be established, generative AI can support the creation of a terminology database. This allows variants and synonyms to be clustered efficiently, while metadata such as context, grammatical information or suggested definitions are generated automatically. However, the final review and validation stages are still handled by humans.
  • Terminology checks by AI:
    Terminology errors identified by a rule-based check are sent to the AI, where they are evaluated and corrected in their overall context, taking into account additional terminological information.


These new approaches make terminology work faster, more scalable and more data-driven. At the same time, it remains dependent on human validation – because AI does not automatically understand corporate language or brand values.

Limitations and risks: When AI ‘invents’ terms

As powerful as LLMs are, they also pose a real risk. This is because an AI model can:

  • ’hallucinate’ terms – i.e. it can create plausible but incorrect terms,
  • overlook customer-specific requirements if these are not clearly specified in the prompt or system,
  • confidential terminology data is at risk if it is fed into publicly accessible systems.


The conclusion? AI can support, but not decide. Human expertise remains indispensable when deciding whether a term is terminologically correct, brand-compliant and contextually appropriate.

Best practices: How we combine human expertise with the power of AI

As a language service provider, we see the added value in using technology sensibly – not automating everything blindly. Successful terminology work in the age of AI is based on five principles:

  • Centralisation:
    All terminology data belongs in a central database – not in miscellaneous lists scattered far and wide.
  • Integration:
    Terminology must be directly linked to CAT tools so that translators can access it in real time.
  • AI as a support, not a substitute:
    AI tools can assist with research, extraction and checks – but final validation remains in human hands.
  • Security-conscious:
    Sensitive terminology data should only be processed in data protection-compliant, controlled systems.

 

Terminology remains strategic corporate knowledge

Artificial intelligence and large language models are fundamentally changing how we work with language – but they are no substitute for terminology management. When used correctly, they actually make it more efficient and intelligent. Terminology is a company’s linguistic memory.
Particularly in the age of generative AI, clear and well-defined terms are crucial to ensure that man and machine truly speak the same language.

Contact us if you want to build your terminology efficiently, maintain it consistently and optimise it with AI support – we will support you every step of the way.

Learn more about our services in combination with AI for efficient terminology management

tekom annual conference 2025

Posted on: October 7th, 2025 by Frank Wöhrle No Comments

We offer you a warm welcome!

The world’s biggest conference for technical communication will be held in Stuttgart from 11th to 13th November.
Visit us at tekom in the foyer at stand 21 to find out more about our language services, enterprise technologies and all the latest developments.

Your free ticket to the tekom trade fair

We would like to invite you to the tekom annual conference. Simply fill out this form and we will send you your personal trade fair code with which you can register straight away.

Please note:
The trade fair code is only valid for visiting the trade fair. The trade fair ticket is not valid for attending the conference.

STAR AI workshop at tekom (in German)

On 12th November at 4.30 p.m., come along to our STAR workshop entitled “AI as co-pilot?! Successfully navigating language and translation processes with AI assistance” to find out how you can use NMT and LLM technologies efficiently and sustainably for language and translation processes. (Please note that this workshop will be held in German only.)

You can register here

STAR expert demos at our stand (Foyer 21):

Discover live at our stand how you can save time with our solutions – our free demos bring everything to life!

  • Translation services with AI assistance
    Tuesday 11/11, 11.00 a.m. and Wednesday 12/11, 1.00 p.m.
  • Workflow automation and connectivity
    Tuesday 11/11, 4.00 p.m., Wednesday 12/11, 4.00 p.m. and Thursday 13/11, 11.00 a.m.
  • Personalised content delivery
    Tuesday 11/11, 1.00 p.m., Wednesday 12/11, 11.00 a.m. and Thursday 13/11, 1.00 p.m.

Party at our stand on 11/11 from 6 p.m. onwards – drinks, snacks and good conversation!

We cordially invite you to join us for a party at our stand on Tuesday 11th November, starting at 6 p.m. Just drop by – we look forward to spending time with you as the trade fair day draws to a close!

 

We’re looking forward to exchanging interesting ideas with you!

tekom annual conference 2025 preview

Posted on: July 28th, 2025 by Frank Wöhrle No Comments

In less than 4 months, the next tekom annual conference is set to open in Stuttgart.
The world’s biggest conference for technical communication will be held in Stuttgart from 11th to 13th November.
Come along to find out more about our language services, enterprise technologies and all the latest developments.

STAR’s AI workshop

On 12th November, come along to our STAR workshop entitled “AI as co-pilot?! Successfully navigating language and translation processes with AI assistance” to find out how you can use NMT and LLM technologies efficiently and sustainably for language and translation processes. (Please note that this workshop will be held in German only.)

You can find out more at: https://tcworldconference.tekom.de/conference-program

Secure your ticket now

Secure your ticket for tekom 2025 today at: https://tcworldconference.tekom.de/tickets/buy-ticket

We can’t wait for you to join us for some exciting presentations. We are looking forward to exchanging ideas with you!

STAR at the MT Summit 2025: trends, talking points and innovations

Posted on: July 8th, 2025 by Frank Wöhrle No Comments

This year’s MT Summit was held in Geneva, Switzerland, and featured a diverse programme of tutorials, workshops and inspiring presentations on the topics of machine translation (MT) and large language models (LLMs).

As a platinum sponsor of the event, STAR AG was on site together with three experts from the company’s Development, Support and Sales teams. STAR’s very own Language Technology Consultant, Julian Hamm, also attended the week-long conference to represent the company and took away new ideas and food for thought from research and industry.

While outside the temperatures were soaring, inside the very hottest trends were being presented – by technology providers and representatives from notable companies and institutions in a series of lectures and poster sessions. The dedicated organisation team from the University of Geneva put together a varied programme of events, while also setting the scene for valuable discussions.

Human in the cockpit – man and machine, a skilful combination

Despite staggering progress in the field of generative AI, this MT Summit made one thing clear: it simply doesn’t work without people!

This general philosophy was also key to our sponsored talk, entitled Human in the Cockpit – How GenAI is shaping the localisation industry and what it means for technology and business strategies. In their presentation, Diana Ballard and Julian Hamm demonstrated the influence that generative AI is exerting on the localisation industry, highlighting use cases of particular relevance for the use of AI.

As a longstanding technology and translation partner, STAR understands the precise requirements of users and continuously optimises its own tools and solutions to make them future-proof by means of integrating smart features.

Visitors to the STAR stand were able to get a hands-on experience through live demonstrations, alongside opportunities to speak to our experts about various aspects of AI in practice.
In addition to the integration of big-name LLM systems, such as ChatGPT, the team demonstrated work on smaller local models, including TermFusion, a project optimised for terminology work, which does not call for a dedicated GPU and can therefore be operated with very few resources. Local models will be used to facilitate term extraction from bilingual data records, for instance, or for the intelligent correction of terminology specifications. Using this approach as a basis, other models are currently in development to ensure working in the translation tool is even more efficient.

Artificial intelligence in localisation: it’s here to stay!

Aktuelle Statistiken zur KI-Nutzung in Unternehmen bestätigen, dass diese Entwicklungen nicht nur eine Randerscheinung sind. Vor allem Kundenkontakt, Marketing  und Kommunikation sind vielversprechende Einsatzgebiete, die bereits jetzt intensiv bedient werden.

Survey: Application of generative artificial intelligence in companies in 2025
Published by the Statista Research Department, 20th May 2025

 

Even though the use of AI in localisation still varies a lot, one thing is plain to see: there is no one-size-fits-all solution. After all, only those familiar with the use case who can clearly define the requirements will understand how the technology can be used wisely and sustainably.

After five days of in-depth discussions with representatives from research and industry, we are taking seven important insights away with us:

  • Neural machine translation (NMT) remains the most widely used language technology in localisation processes. Parallel to this, LLMs are increasingly being used to optimise NMT output. NMT technology is increasingly being displaced by LLMs, especially in the research sector.
     
  • Systems and workflows are increasingly geared towards seamless interplay between different translation resources. Translation memories (TM) and terminology databases provide important translation-relevant information and can be scaled up or down to produce better and more consistent translations. Another method establishing itself is retrieval augmented generation (RAG), whereby smaller databases can be used as a reference point for text creation or translation.
     
  • In certain use cases, generic AI models outperform open source models . Customisation in the form of translation rules or automatic terminology adjustments is making its way into many commercial solutions. In the medium to long term, this approach looks set to overtake the earlier method of dedicated training for NMT systems.
     
  • Growing translation volumes alongside the overall squeezing of prices call for the use of intelligent analysis tools to evaluate the added value of using AI and automating processes for the long term. The integration of models for MT quality estimation and the evaluation of translations using suitable metrics, in some cases assisted by an LLM, are particularly relevant at the moment.
     
  • Not all tasks necessarily have to be performed by an LLM, however. There is still a place for conventional rule-based approaches, such as the use of regular expressions in quality assurance, and in some instances, these can actually prove more efficient than LLM-based mechanisms.
     
  • LLMs are already capable of analysing texts at a document level and identifying distant connections. In CAT tools, however, translation is almost always performed at a segment level. Does the technology need rethinking here? While it is evident that creation systems and translation resources are increasingly being merged, this calls for new and innovative approaches for handling translation resources and AI systems.
     
  • More and more content is being created or translated by generative AI. The impact of this is felt in our culture, language and social life, for example through heightened media consumption via social media platforms or the gradual suppression of minority languages. Researchers are currently studying the effects of generative AI on our communication behaviour.

 

Did you miss the MT Summit 2025 and want to find out more about the latest trends?

Watch our webinar recordings now and discover how you can improve translation, terminology and content creation over the long term.

Aspect in Slavic languages – a small difference with a big impact

Posted on: June 24th, 2025 by Frank Wöhrle No Comments

If you have ever had a text translated into Polish, translated it yourself or have had anything else to do with Slavic languages, you may have come across a linguistic phenomenon that we are unfamiliar with in English – aspect. In Polish and other Slavic languages, a verb not only states what happens, but also whether the action is already completed or is still ongoing.
This difference is crucial when it comes to translating – because it can determine whether a sentence achieves the intended effect or is misleading.

Imperfective aspect – when the action is ongoing

The “imperfective aspect” describes an action that is either happening right now, is regularly repeated or is of general, unlimited nature. It doesn’t matter if the action is already completed, the focus is on the process, duration or repetition. This is often a challenge because this nuance is primarily expressed in other languages by tenses or additional adverbs such as “regularly”, “right now”, “usually” or similar.

Example in Polish:

  • czytać (to read – imperfective aspect)
    • Czytałem książkę. (I read/have read a book. /I was reading a book. – The action was in progress or repeated; it is not mentioned whether you are already finished or the end of the book was actually reached. It could also mean “I only started reading but didn’t finish the book”.)
    • Codziennie czytam gazety. (I read newspapers every day. – This is a habit; something that happens repeatedly, irrespective of whether the action is fully completed each time.)

The imperfective aspect may also express unfinished or failed actions, where the focus is on the attempt.

Perfective aspect – when the action is completed

In contrast, the perfective aspect signals that an action was completed and a result has been reached. In this case, the focus is on the completion of an action and an objective or a state being achieved. It’s a one-off, completed action that has reached an end.

Example in Polish:

  • przeczytać (to read through – perfective aspect)
    • Przeczytałem książkę. (I have read through/finished reading the book. – The action has been finished, the end of the book has been reached and there is an outcome.)

In narratives, this means that it’s clear which events have already finished and the story moves forwards. In instructions, reports and legal texts, this aspect can change the tone, focus and even the overall message.

One verb – two faces: Paired aspects

Almost every verb in Polish and other Slavic languages leads a kind of “double life” because it exists in imperfective and perfective forms that each express a certain course of action.
Paired aspects are not formed according to a fixed rule; they are instead based on different morphological units. This often requires people to learn pairs, rather than relying on rigid rules. For each verb in Slavic languages, such as Polish, you need to learn not just one, but two pieces of vocabulary.

Common methods for forming paired aspects include:

  • Prefixation: Adding a prefix to the imperfective stem to express the perfectivity. This is one of the most common methods, e.g. robić (to do – imperfective) → zrobić (to finish/complete – perfective)
    • Robiłem obiad. (I was cooking lunch. – The action was ongoing; I was in the process of preparing the food.)
    • Zrobiłem obiad. (I have prepared/cooked lunch. – The action is finished, lunch is ready and can be served.)

  • Suffixation: Adding a suffix or modifying the stem. This can often bring subtler nuances to the meaning.
    Example: zamykać (to close, imperfective) →  zamknąć (to close, perfective)

  • Changes to the stem: Changing the vowels or consonants in the stem, often accompanied by a prefix.
    Example: brać (to take, imperfective) → wziąć (to take, perfective)
    -> Complete change to the stem: bra- → wzi-

  • Suppletive forms: In some cases, there are completely different stems for the imperfective and perfective form.
    Example: iść (to go, perfective) → chodzić (to go, imperfective)
    -> Different stems: iść vs. chodzić

Why aspect is crucial for translations

If you’re translating into Polish, you need to know more than just the right word. You need to understand the perspective of the action – is it currently ongoing, is it completed or is it repeated?

This linguistic phenomenon enables the author of a text to emphasise exactly the part of the action that is to be communicated – whether it be the process itself or the result achieved. This means that Slavic languages are often very precise in what they can express. However, they require non-native speakers to rethink their perception of actions and time when translating and interpreting.

What this means for you

When working with Slavic languages – whether it be for international locations, customers or target markets – aspect is a good example of how complex language is. It also demonstrates how machine translation is often not enough to capture the right tone.

Good translation is not only translating “word for word” but also conveying the right focus, considering the course of action and adopting a change in perspective.

Conclusion

Aspect in Polish (and other Slavic languages) is much more than just grammar – it’s a key way of creating meaning. Without correctly applying the aspect, sentences may be misleading or even falsely interpreted.

As a translation agency, it therefore goes without saying that we need to not only be familiar with these linguistic subtleties, but also to actively incorporate them into our work – so that your texts are understood as they are intended in the target country.

Would you like to know whether your Polish communication is finding the right tone?
We’re happy to assist you.

The Korean language – navigating layers of politeness

Posted on: April 24th, 2025 by Frank Wöhrle No Comments

As a professional language service provider, we encounter the challenges and subtleties of a wide variety of languages each and every day. One language that has been attracting more and more attention in recent years due to economic, cultural and political developments is Korean. Whether through K-pop, South Korean technology companies, or trade relations, interest in the Korean language is growing rapidly. But what makes Korean so special, especially when compared to English?

One of the most striking and complex features of the Korean language is the system of politeness and formality levels. This is where Korean differs fundamentally from English.

In Korean, the social status of the people you are speaking to must be taken into account at all times. These include:

  • Age
  • Professional position
  • Familiarity/closeness with the person
  • Social hierarchy

 

The appropriate politeness level must be selected for each situation. There are several levels, but the most common are:

  1. Informal (low register) (반말 / banmal) – used with friends, family and those with whom you have a close relationship, as well as with children.
  2. Polite (neutral) (존댓말 / jondaetmal) – the standard level of politeness used in most professional and everyday contexts.
  3. Formal (high register) (격식체 / gyeoksikche) – particularly polite, often used in presentations, and when communicating with customers or superiors.

While in modern English we only have one term for “you”, whether speaking to one person or a group of people, from commoners to kings, the Korean language is far more complex! The person’s status and demographic affects not only the personal pronoun, but even the entire sentence structure, vocabulary and verb conjugations, including suffix formation.

For example: The verb “to eat” in different levels of politeness:

  • Informal: 먹어 (meogeo)
  • Polite: 먹어요 (meogeoyo)
  • Formal: 먹습니다 (meokseumnida)
  • Honorific (e.g. showing respect towards elders): 드십니다 (deusimnida)

 

For companies communicating with Korean business partners, choosing the correct level of politeness is not only a linguistic issue, but also a cultural non-negotiable. An incorrect form of address can instantly come across as impolite or disrespectful.
There are also important differences in non-verbal communication: While people in the Anglosphere greet each other with a handshake or a hug, in Korea, the bow is used as a sign of respect.
So, these distinct levels of politeness are not to be taken lightly and once again clearly demonstrate that language is often a mirror of society.

Alphabet and writing system: “Hangul” – simple and ingenious

One of the most fundamental differences between English and Korean is the alphabet. While English is based on the Latin alphabet, Korean uses the so-called “Hangul” or “Hangeul” (한글) alphabet. This writing system was introduced in the 15th century by King Sejong the Great in order to facilitate the general population’s access to the written language, with great success.

Hangul consists of 14 consonants and 10 vowels, which are combined into syllable blocks. This results in a system that is both easy to learn and extremely effective. In contrast to English spelling, which often appears haphazard (compare “cough”, “through” and “bough”, for example), Hangul is largely phonetic: In most cases, the words are pronounced exactly as they are written.

For our work as a language service provider, and also for the many people in Europe who are learning Korean, this means that deciphering Korean characters is not a major hurdle compared to many other non-Latin writing systems. Nevertheless, the correct translation and interpretation depends on the context – especially when it comes to the politeness levels.

A tricky number system – “Hangul” vs. “Hanja”

When “Hangul” was declared the official language of Korea, it replaced the previously used language and writing system, called “Hanja”. Hanja uses Chinese characters and pronunciation to express the Korean language. It was mainly used in academic circles, and Sino-Korean characters can still be found in official documents, such as those used to pass laws. Hangul was mainly spoken by the lower classes and women at that time, who often did not enjoy the education of the upper classes and intellectuals, who favoured Hanja. When Korea was annexed by the Japanese Empire (1910–1945), Hangul temporarily dropped out of favour, with the Japanese imposing their own language and culture.

As a result, Japanese influences can be found alongside Chinese in the Korean language today, and Hanja continues to be an important building block. There are two number systems in Korea, the “pure” Korean number system and the Sino-Korean number system. For example, when taking a photo of someone, you would count in Hangul: “hana, dul, set!”. To arrange an exact time for a meeting, you would use the Sino-Korean numerical unit for the minutes, but give the hours in Hangul: 12:30 would be “yeol-du” (12; pure Korean) “shi” (hour) “sam-ship” (30; Sino-Korean) “bun” (minute). So, Hanja is still an integral part of the Korean language. And it gets even better. If you want to order one bowl of “bulgogi”, for example, a classic Korean meat dish, you must use the pure Korean numerical unit. When ordering two portions of “tteogbokki” – a popular Korean snack made from rice cakes – you must switch back to the Sino-Korean numerical unit. This can get pretty confusing!

Another point of focus – sentence structure, grammar & spelling

A fundamental difference from English lies in the sentence structure. While English usually follows a subject-verb-object pattern (e.g. “I see the dog”), Korean typically uses the subject-object-verb structure (e.g. “I the dog see” – 나는 개를 본다).

In addition, there are no articles in Korean, which means a lot of information in Korean is implicit and depends on the context. For translators, this requires a thorough understanding of both languages in order to achieve coherent results, both culturally and in terms of content.

In principle, male and female pronouns do exist, but apart from a few exceptions, such as in antiquated poetry, they are rarely used. Consequently, you must always pay close attention to the subject in Korean. Once a name is mentioned, it can be assumed that the person will also be the subject of the sentences that follow.

As a logical consequence of the fact that pronouns are not specifically labelled as masculine or feminine, unlike in English, there is no gender debate, at least not a linguistic one. Instead, context and social factors are used to signal gender and other social roles.

Furthermore, Korean verbs and nouns do not have a grammatical number. Whether something is singular or plural is simply not considered that important in Korean; the plural is only used explicitly if this is important in a given situation and should be emphasised.

It is hard to imagine the English language without agreement between the nouns, pronouns and verbs to indicate number!

Vocabulary and loan words – old and new combined

The Korean vocabulary combines native terms, Sino-Korean words (borrowed from Chinese) and modern loan words, mainly from English. Just like English, words in Korean have varied origins.

There is one difference: Many loan words are phonetically adapted in Korean – for example, “computer” becomes 컴퓨터 (keompyuteo). And everyday terms such as 커피 (keopi) for “coffee” or 핸드폰 (haendeupon) for “mobile phone” (“hand-phone”), are also common.

For professional translations, it is essential to know the origin and usage of a term. Especially in technical, legal or medical texts, seemingly small differences can instantly make a big difference in meaning.

Context is everything – subject and object are overrated

Another difference to English is the importance of context-based communication. In Korean sentences, the subject or object is often simply omitted if this is clear from the context.

For example:

  • “I’m eating now” – 이제 먹어요 (ije meogeoyo), literally: “Now eating.”
  • “Do you like coffee?” – 커피 좋아해요? (keopi joahaeyo?), literally: “Coffee like?”

 

In English, such constructions would immediately be perceived as incomplete. In Korean, on the other hand, they are considered completely natural. This type of communication requires a keen sense of the cultural and situational context when translating.

In summary: Korean – more than just a language

Korean is a deeply expressive language with a distinctive writing system. Anyone who learns the language, which is spoken by more than 81 million native speakers, will also gain a deep insight into the culture, history and traditions of the country. The differences to English range from grammar and sentence structure to its distinct layers of politeness.
For language service providers and companies with business relations to Korea, this means that successful translations and language training not only require in-depth linguistic knowledge, but also intercultural expertise.

We are happy to support you in your professional context – simply get in touch!