Supertext is making waves in the AI translation space with its latest offering: an AI-powered translator that integrates professional human verification at the push of a button. In this episode of Localization Today, CEO Sam Läubli walks us through the company’s vision, the motivation behind this new product, and why the future of translation lies in a seamless blend of AI and human expertise.
Läubli explains that while many businesses invest in professional translation services, there’s often a disconnect when it comes to internal AI-powered translation tools used by employees. Supertext aims to bridge this gap by ensuring that the expertise gained from human verification feeds back into its AI system, improving quality over time. This creates a closed learning loop – every time a human corrects a translation, the system learns and adapts, leading to increasingly accurate results.
A major highlight of the conversation is how Supertext is redefining the role of linguists. Traditionally, translators focused purely on producing text, but now, they also contribute to training AI models by refining machine output and ensuring it aligns with linguistic standards. This hybrid approach strengthens the quality of AI-generated translations while preserving the nuance and accuracy that only human linguists can provide.
Läubli also touches on another hot topic: ISO certifications in the age of AI. While Supertext holds multiple ISO standards, he candidly shares that not all of them fit neatly into the evolving landscape of AI-powered translation. Information security (ISO 27001) remains crucial, but rigid translation standards designed for human-only workflows don’t always align with AI-driven processes. Instead of forcing AI verification into outdated frameworks, Supertext focuses on optimizing quality and efficiency in a way that makes sense for today’s needs.
Looking ahead, Läubli teases upcoming developments, including expanded language support and deeper AI-human integration. He believes that Supertext is on the verge of a major breakthrough: real-time adaptation of AI output based on human corrections, without the need for time-consuming retraining. If successful, this could set a new standard in the industry.
With a strong team of engineers, machine learning experts, and linguists, Supertext is well-positioned to challenge traditional translation workflows. As AI continues to evolve, the company’s strategy is clear: leverage technology to enhance, not replace, human expertise. If their vision comes to fruition, it could change the way businesses think about translation forever.
Listen to the full podcast:
Spotify: https://open.spotify.com/episode/5mHsFcptxiKSLsMt8EYVne?si=2913ad51cd9c4187
Apple Podcasts: https://open.spotify.com/episode/5mHsFcptxiKSLsMt8EYVne?si=29d64c97fcc343a2
