Artificial intelligence has been developing without restraints throughout the professional world for more than half a century. In face of the advancement of generative AI in the field of languages, translation and communication, Targum takes a clear stand in favour of processes that are human, effective and fair.
The use of generative AI is very attractive because of its immediacy, apparent effectiveness and low or zero cost to the user. However, here at Targum, we want to share some of the reasons why we exclusively offer translation, adaptation and communication that are the result of human intelligence. Below, we present six key points that help give clarity to this choice and the added value that our approach brings.
Performative issues
Machine translations and AI-assisted translations are only good at surface level. Their results often lack the depth, nuance, and sensitivity that characterise human work, especially in specialised fields such as theology and Christian literature. At Targum, we have observed various shortcomings in the use of AI, such as its absolute inability to interpret images in conjunction with text in video content, to create accurate transcripts, or to produce subtitles that are legible and accessible to all. Furthermore, when dealing with specific vocabulary, it often leaves much to be desired. And all this is compounded even further in the case of less common language combinations.
The kind of quality we strive for when working with languages cannot be found in content produced by AI. Although this technology may be capable of learning, imitating and reproducing countless human creations, its scope remains limited when it comes to understanding the essence of language as a cultural and spiritual manifestation.
At Targum, we view language not only as a communication tool, but also as an art form. Thus, we firmly believe that language requires the intervention of educated individuals who are capable of faithfully interpreting and conveying both the content and the original message.
Privacy and confidentiality issues
Various experts have warned that there are serious risks associated with AI accessing private data, including commercial manipulation and even extortion. This project rejects such practices. We know that, in many cases, the personal data that AI systems use is stored on external servers and is then reused to feed the algorithms themselves, without any real control or consent from users. Targum does just the opposite: we guarantee the privacy and confidentiality of those who place their trust in our work.
At every stage of the process, we are committed to a respectful, ethical and personalised approach, where customer data remains under the client’s exclusive control.
Ethical issues
Texts created by humans deserve human translation. In the case of machine translation, who bears ultimate responsibility for the translated text? When Targum takes on a project, our team takes responsibility for the content. By contrast, where AI systems are used, errors and distortions are rarely acknowledged by those responsible for the systems: responsibility falls on the user who employed them, and there are no guarantees. At Targum, we take responsibility for our translations.
In contrast, large language models and synthetic voices rely on the massive use of data collected from the internet, often without the authorisation or acknowledgment of the authors. Texts, books, articles, songs and voice recordings are incorporated into training systems without consent, which constitutes a form of misappropriation of intellectual and creative work.
It has been proven that freely available generative AI systems illegally employ private materials and original works to train their systems. In this respect, Targum takes a clear and ethical stance. The company will in no way contribute to promoting this system, nor will it use content provided to feed any AI system. Targum works exclusively with original and proprietary content, ensuring responsible, respectful and transparent use of all material provided.
Theological issues
For this company, theological issues are of the utmost importance. At Targum, we treat Christian content with the highest level of sensitivity and rigour, working alongside theologians and specialists in the field.
Moreover, personal connections are essential in order to listen, accompany and communicate with sensitivity. AI lacks this dimension, as it is incapable of delving into the spiritual and theological questions of our world, nor of translating them in a way that is accessible and comprehensible for all. At Targum, we insist that theology cannot be reduced to a mechanical calculation. We firmly believe that faith, the Word and spiritual reflection demand respect, humanity and commitment, values that no machine can replicate.
Furthermore, to interpret a sermon is to meditate on it again; to translate a Christian book, or any book of a spiritual nature, is to rewrite it. Therefore, we pose the following question: do we want a machine or a person filled with the Holy Spirit to be responsible for its translation, interpretation or adaptation?
Misuse and disclosure of data
Sermons, speeches and other messages are the intellectual property of the person who delivers them. Their use in machine translation software without express consent not only infringes copyright, but can also lead to ethical and legal problems.
At Targum, we understand that many free translation platforms store and reuse data provided by users to train their artificial intelligence systems, potentially exposing sensitive information to uses beyond the control of its authors. For this reason, at Targum we are committed to the discreet, responsible and respectful treatment of all data entrusted to us, guaranteeing the confidentiality and protection of information in every project.
Adaptation issues
The 21st century world is plurilingual and interconnected on a global scale, primarily because of the internet. In this context, translation and interpreting services are essential in a variety of professional fields, such as conferences, meetings and workshops. Translators and interpreters understand the needs of their audience. In contrast, it has been found that AI-based services cannot fully adapt to the context in which they are used. At a conference, for instance, AI may struggle to accurately capture the voice it is trying to translate, interpret the context of the information being conveyed, or respond to the specific needs of each participant.
Targum is concerned with the needs of individuals and anticipates them. This commitment is only possible thanks to the professional work of specialists trained in the field of translation and interpreting, and not through the use of artificial intelligence-based services.
The impact of AI on translation and interpreting
The world of languages, translation and interpreting has become increasingly important in recent decades. However, recent technological advances have posed a direct challenge to the work of professionals, since, although the tools derived from these advances have served as a support, they have also attempted to imitate and even take over human work.
The emergence of artificial intelligence follows this same pattern. At Targum, we believe that language professionals will remain indispensable and that AI will never replace true intelligence: the kind that comes from human knowledge, skills and ideas that give meaning to our culture and without which the world would be unrecognisable.
We defend the value of human work, rejecting the use of AI in these particular areas, and we demand accountability, transparency and consent.