Generative AI is shaking up the world of translation.

Compared to tools like Translate or DeepL, which use neural machine translation (NMT), generative AI can do a lot more. Even though tools like ChatGPT weren't made specifically for translation, they've surprised us with how well they can handle it.

Companies like Lionbridge are already using this technology, and they've talked about it in their white papers and webinars. But here's the big question: do we still need professional translators?

Short answer—yes, we do. While generative AI has impressive skills like understanding context, following rules, and learning from examples, it still has limitations. It makes mistakes. And when it comes to translation, accuracy is everything.

AI still needs a human touch

AI tools like ChatGPT can sound fluent, but they're not always correct. Without human review, these tools can't be fully trusted for professional use. They need editors and prompt engineers to check and fine-tune the results. This is why AI should be seen as a helper—not a replacement—for human translators.

Here are four more reasons why we still need professional translation services, even with advanced AI on the scene.

1. Translation involves more than just words

Translation isn't a one-step task. It takes planning, coordination, and multiple rounds of review. Translators don't just convert text—they also manage files, track changes, and handle feedback.

Professional translation companies have systems to manage this process smoothly. Their Translation Management Systems (TMS) keep everything organized, especially when there's a large volume of content. Some systems even connect directly with clients' content management systems (CMS), speeding things up and reducing the hassle.

Lionbridge, for example, uses its Language Cloud™ to combine AI with human expertise, helping clients save time and focus on more important work.

2. AI can't protect your brand voice

Every brand has a unique voice—and keeping it consistent in every language is key. AI tools can't fully handle this job on their own. If your translations don't match your brand tone or use the wrong words, customers might get confused or lose trust.

That's why translation companies help create customized glossaries and style guides. These tools make sure translations sound right and feel local, while still staying true to your brand. Human editors work with AI to keep everything aligned and polished.

3. AI lacks deep industry knowledge

Some fields, like legal and life sciences, require very specific knowledge. Let's look at a few examples.

In law, one wrong word can change the meaning of a contract. Lawyers need translations to be exact—and up to date with current laws. AI doesn't fully understand legal systems or how laws change across countries. That's why legal translators often have law degrees and years of experience.

In life sciences, translators must know the latest medical terms and regulations. AI can grab bits of this info, but it doesn't always know which terms are most widely accepted or current. Human experts can also help build industry glossaries to keep language consistent.

4. AI can't handle cultural nuance

Languages aren't just words—they're shaped by culture. What sounds funny or respectful in one country might sound strange in another. AI doesn't always catch this.

Professional translators know how to adapt messages for local audiences. They know when to use casual or formal language, how to translate humor, and when to reference pop culture. They also make sure translations are relevant to the audience's values and background.

So, where does AI fit in?

Generative AI is an amazing tool. It speeds up translation and helps with first drafts. But it needs human translators to guide it, correct it, and make it truly shine. Instead of replacing professionals, AI gives them more time to focus on quality.

If you're working with large amounts of content or want to reach global audiences with confidence, a hybrid approach—AI plus human expertise—is the best way forward.