 Temps de lecture : 4 mn(s) |  Annabelle Kite |  15 mai 2025 |
AI-generated content is becoming more and more common, especially with website translation services. According to a 2023 survey by HubSpot, 46% of marketers report using AI tools for content creation, with 41% saying it saves them significant time in their workflows. If you asked different generations what they thought of AI, you’d probably get a variety of answers:
While there are many varying opinions, it's clear that AI is here to stay. So, the questions begin. What does this mean for human creativity? Could it replace someone's job? Could we all end up like Wall-E? Maybe - but let's adapt instead of live in fear.
One thing AI can’t replicate? Human experience. It’s never had its heart broken, pulled an all-nighter for finals, played on a team, or grown up in a culture. AI learns from data—but people live the stories behind the words.
Feeling is a limitation AI will never overcome. It can create multiple social media posts for your lean marketing team, it can have a conversation with you when you are lonely, it can create content from feeding it a brand’s profile. It takes less time for AI to create than it does for the human brain to create. But what it lacks is the emotional intelligence and spark that come from human experience—something that’s especially important in a high-stake application like multilingual content strategy.
There are a lot of people and businesses who have found AI to be efficient – both with time and money. 72% of executives believe AI will be a business advantage in the future, citing improvements in operational efficiency, customer service, and content creation. As AI-generated content becomes more widespread, so do concerns about quality. Just like the SEO keyword stuffing days of the early 2000s, it’s becoming easier to spot content that lacks authenticity. Sure, the keywords are there, the structure is clean—but it feels off. And in multilingual markets, machine translation limitations can turn that “off” into confusion, mistrust, or lost engagement.
A study from MIT Sloan found that content created by humans is 3.2x more likely to spark an emotional response than AI-generated content. Whether it's using a word like "freakish" instead of "odd" or nailing the emotional tone of a local market, the difference matters.
It's reminiscent of the SEO keyword stuffing days when people crammed keywords into every corner of their websites, only for Google to crack down. AI-generated content may be abundant now, but the market will ultimately prioritize quality over quantity.
So, where does this leave us? AI is efficient. It saves time. It can create content faster than a human brain can. But, as we discussed, it lacks the human touch: the connection, the emotion, the creativity. The answer is human + AI collaboration.
AI can handle the repetitive, time-consuming tasks: creating drafts, analyzing data, and providing quick content. Meanwhile, humans can add the creativity, emotion, and depth that truly resonates with an audience.
Rather than seeing AI as a threat, we can view it as an incredibly useful tool that helps us work more efficiently. When AI-generated content is paired with human creativity, the result is a powerful combination that enhances marketing, drives engagement, and ultimately delivers more meaningful content.
While much of the conversation surrounding AI focuses on the fear that it could replace human creativity, there's a more exciting perspective that's often overlooked: AI as a powerful collaborator in the creative process. Instead of viewing AI as competition for writers or content creators, we should explore how it can serve as a supportive tool to augment human creativity. Imagine AI as a brainstorming partner - helping to generate ideas, structure content, and even suggest ways to enhance or refine human-written sections. By using AI for ideation, creators can push past mental blocks, explore new angles, and discover creative possibilities that might have otherwise been missed. With AI's ability to analyze vast amounts of data, it can provide insights into audience preferences, trends, and content performance, helping creators fine-tune their ideas. Ultimately, AI doesn't have to replace human creativity - it can help amplify it. By embracing AI as a creative collaborator, writers and content creators can unlock new levels of innovation, challenge traditional norms, and refine their work in ways that wouldn't be possible alone. AI can be the spark that ignites fresh ideas, transforming the creative process into a more dynamic, efficient, and rewarding experience.
At MotionPoint, we don’t see AI as a threat—we see it as a partner. Our Adaptive Translation™ approach leverages the best of both worlds: the speed and scalability of artificial intelligence, paired with the nuance and emotional depth only human linguists can provide.
AI helps us move fast. It drafts, detects patterns, and ensures consistency across massive multilingual projects. But it’s our human translators who refine the message, preserve brand voice, and bring cultural understanding to every word. And with real-time quality scoring through AdaptiveQE, we know exactly when a machine’s output is strong—and when a human needs to step in.
This collaboration isn't just efficient. It's powerful. It means our clients get content that's not only fast and cost-effective, but also authentic, resonant, and ready to drive real engagement across languages and markets.
Because at the end of the day, translation isn't just about words-it's about connection. And with MotionPoint's human-AI synergy, your multilingual content does more than translate. It performs.
