Automatic translation thanks to AI: the tentative conversion of French media
Using artificial intelligence (AI), have French media found a way to expand their audience by offering their content in different languages? Given the progress in this area, the sector still appears to be hesitant, despite developments that could accelerate the transition.
The same story, the same journalist, but three videos in three languages: the publications from the online medium Brut published in mid-January seem like a kaleidoscope. The journalist's tone of voice, his facial expression and the text delivered remain identical, with the notable difference that it has been translated from French into English and Spanish, carried by a lip movement that perfectly follows the rhythm of the words.
The technical process developed by the American software company Heygen caused a stir when it was launched on the market in September 2023, but in France the media still rarely took the step. “It was really our first internal test with long-form content,” comments Laurent Lucas, Brut’s editorial director.
More visibility
The media, which confirmed this in particular by publishing a video translated from French into English about a ski resort project in Saudi Arabia, praises an economic process: “We would not have taken an American journalist and a Spanish journalist to repeat exactly the same video. This involves very significant costs that we could not afford […] We could only create this content using artificial intelligence,” explains Laurent Lucas.
“Even if we use AI, there are journalistic and editorial interventions in all phases of production,” emphasizes the editorial director.
This is also the bias of the daily Le Monde, which since April 2022 has been offering “Le Monde in English”, a selection of articles translated by “two American agencies using an artificial intelligence tool”, while ensuring that “Article editing and validation is carried out by journalists.”
In an address to its readers, the daily newspaper expressed the desire to “give the editorial team’s work even more visibility.” […] and thus expand the recruitment pool of [ses] Subscribers”.
“Interchangeable”
Other French newspapers show greater reluctance towards these technologies. Le Figaro, which publishes articles from European press titles every week, and Courrier International, whose model is based on reprinting selected articles from the foreign press, continue to entrust translation tasks to professionals.
A resistance that is antithetical to improving AI. The difference to a translation carried out by a human is becoming less and less noticeable, says Gaël Lejeune, lecturer in computer science at the Sorbonne University. “If we are in a very general area with little specific terminology, it becomes very difficult to detect.”
According to the scientist, the difficulty remains with the receiver, which is still inadequately taken into account by AI models. “I assume that when we translate a text for readers of the regional daily press, the expectations are undoubtedly not the same as those of Le Monde Diplomatique. And there is also the question of temporality, for example how to translate an article about the war in Ukraine when the French's knowledge of the geography of Ukraine today has nothing to do with what it had two years ago.”
For Bérengère Viennot, an independent translator who works notably with the online medium Slate and the daily newspaper L'Opinion, the introduction of AI increases the risk of a “race to the bottom” in the translations offered. “At the moment, no editorial team has spoken to me about the topic of AI,” says the woman, who has been working in the industry for 25 years. “But that doesn’t mean I don’t feel threatened.”
While she emphasizes the importance of context in press translation and notes AI's shortcomings when it comes to writing style or ambiguous formulas, she nevertheless recognizes its unrivaled speed.
“We are replaceable for anything that remains very factual,” she admits. “In the future, only a small proportion of translators will probably be able to make a living from this profession.”
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