Large Language Models such as ChatGPT, Gemini, Claude etc. work by predicting which word is coming next based on the massive amounts of data they’ve been fed. And, to be honest, that’s really the last thing that you need for a creative touch. Think about it this way – you’ve worked really hard on your original website copy so that it reflects your unique business voice. You’ve maybe worked specifically with a copywriter. You’ve definitely spent a lot of time thinking about it very carefully. Generative AI can’t do that. It can make an approximation based on the data it’s been fed with. But do you want your website to sound like all the others out there? 

Don’t leave a robot in charge of the English-language version of your site. Talk to a human who can get to know your business and understand exactly how to convey it best.

It comes down to resonance. What resonates with people? Humans know how to talk to humans. We’ve been telling each other stories for millennia to communicate and connect. You already know how important storytelling is. It helps your potential customers clearly picture themselves enjoying a restorative break stay at your boutique hotel or a day out at your fun attraction. When you’re creating text for your English-speaking guests, you want it to stand out in the crowd.

Human translators tailor the story of your business using nuance, asking questions, bringing immense cultural knowledge of your target market. We’ll chat things through with you, ask for more information so that we can really understand, guide you through the process, advise on extras that might suit your target market. We’re with you on the English-language phase of your marketing journey.

Did you know that currently:

• ChatGPT uses 2.9 watt-hours of electricity per query*. That’s nearly 10 times more than a Google search (0.3 watt-hours).
• An average hyperscale data centre, used for training AI models, consumes about 2.1 million litres (550,000 gallons) of water daily.
• E-waste generation from generative AI is projected to reach 16 million tons of cumulative waste by 2030.

These are just some of the statistics we should all know about generative AI’s impact on the environment.

Fortunately, businesses and governments are working to lessen and regulate this impact. For example, Article 40 of the EU AI Act encourages businesses to reduce energy consumption and promotes energy-efficient development of AI models. 

BUT, at this point in time, generative AI has a high carbon footprint. When we’re working to make our businesses as sustainable as possible in other areas, we should bear this in mind.

If you’re feeding documents for translation into a generative AI chatbot, make sure that you and your colleagues are really clear on how that provider will use your information. Many AI providers store conversations and inputs to improve their systems. If you’re giving them your precious business data, find out what they’re going to do with it!

Bear in mind that some AI systems may not have robust security measures to prevent unauthorised access and there’s also potential for business intelligence to be aggregated across different companies using the same AI service.

Don’t expose your business to operational vulnerabilities where competitors could potentially probe your AI chatbot to gather intelligence about your operations.

And, of course, everything we know about privacy laws such as GDPR is paramount here. 

So, is a human translator any different? Well, the answer is, it depends! If you’re sourcing a properly trained, accredited human translator, they’ll have their own privacy/confidentiality policies stating how they’ll protect the data that you give them to work with. Translators who are members of accredited bodies (such as the Institute of Translation and Interpreting or the Chartered Institute of Linguists in the UK, or the American Translators Association in the US) sign up to professional Codes of Conduct too. 

Good human translators love to work as your strategic business partner. So if you have any questions at all about confidentiality, just ask us – we’ll be happy to talk!

When it comes to ethical AI concerns, data bias presents particular challenges for ethically-minded tourism businesses. AI systems are trained on historical data that often reflects and amplifies existing societal biases around race, gender, culture, and economic status. 

Because AI translation systems are trained predominantly on mainstream commercial content, there’s every chance that they may default to the language of generic, mass-market tourism. As a boutique tourism operator, be really careful that this doesn’t undermine your carefully thought-out ethical positioning. 

AI systems can inadvertently use culturally insensitive language – perhaps translating descriptions of indigenous experiences into exoticized or oversimplified terms, or converting carefully worded sustainable tourism practices into “eco-friendly” buzzwords. 

There’s also a risk that AI translations might miss the subtle distinctions between responsible tourism and exploitative tourism, potentially using language that commodifies local cultures rather than respecting them as living heritage. If your boutique business is committed to ethical tourism, this linguistic drift could seriously compromise the values you’ve worked so hard to communicate. 

Finally, if you do use AI-generated translations, make sure that they really are going to save you time. If a lack of clarity or accuracy causes misunderstandings, the money and staff time it than takes to sort it all out and the knock-on reputational effect of disgruntled customers sharing their disappointment online might not be worth it.

Weigh that potential saving up against the expertise of a specialised human translator who knows both cultures inside-out and can alert you to any potential pitfalls.

Ultimately we want our guests to have enjoyable, stress-free experiences. We want them to come back year after year, choose us over other businesses and talk about us to all their friends. We want them posting reels and recommendations and giving us 5 stars in all the right places. We want to build a network of relationships with exactly the right customers for us and share stories that resonate with them. Can a robot do that, or will you need a human? Well, it’s up to you to do your research, evaluate the risks and benefits, and make the decision that’s right for your business. 

And if you’d like to explore how a specialist French to English tourism translator can help you create those meaningful connections with your guests, I’d love to chat. Let’s talk about how we can share your unique story in English.

---

© Heather Eason 2025