Blog | America

Year-end humorous gift: The illogic of English

As President of a company that uses language to connect cultures, at year end, I enjoy reminding everyone why English is such a strange language. Although I have studied eight others, I am always amazed that foreigners learn English so well …. because it often makes no sense. For example: Why is the time of… Continue reading

Holiday Greetings from Auerbach International

How Bad AI Damages You More

Many people blindly rely on AI to translate their websites, manuals, contracts, videos, etc. into others’ languages. And depending on the program used, the results can be very good or totally terrible … and can be very damaging. As a minor example, a US online education firm markets its courses to “Learners” in France which… Continue reading

Manure Menu – Chanting Challenges – It’s Friday Funnies

Here we are in the middle of November, the beginning of the holiday season. With numerous dates to celebrate throughout these 30 days, all are worthy of a joyous observance. Most of us regularly honor the following: National Deviled Egg Day World Jellyfish Day National Chicken Lady Day Love Your Freckles Day. I would be… Continue reading

Why free AI translations can be very costly

The best part about AI translation tools is that they are supposedly free. Except that their mistakes can be very costly, especially if no one at your organization can check them. While AI is definitely improving, it is far from perfect. Common mistakes are in word usage, lack of conversion between Imperial and Metric measurements,… Continue reading

Why free AI translations can be very costly – AND BY THE WAY

You may have noticed that we played a little game with this newsletter. To drive home the point that only professionally translated content will ensure accuracy for your important correspondences, we purposely added two errors to the original newsletter - one was a translation error and one was a simple sentence error in English. A… Continue reading

What NOT to do in Global Marketing – Part 2

WHAT NOT TO DO IN GLOBAL MARKETING - PART 2 Translating, interpreting, dubbing and other language services are just one aspect of your outreach to international markets. Whether you are a part of a startup or a well-established company, and whether your firm is large or small, firms of all sizes have made major gaffes… Continue reading

Grilling It, an Accident and the End of the Line – Friday Funnies are Here

October has arrived in spooktacular style. The US economy is humming along and helping drive the world economic engine. Children and adults alike are looking forward to Halloween with its fill of goblins, ghouls, tricks and treats. And as with Halloween, October is filled with many other wonderful observances such as: National Kiss a Wrestler… Continue reading

Positively Shocking, Suspect Llamas of a Different Feather and Pharmaceutical Frankfurters – It’s Friday Funnies

Welcome to September! The days are becoming cooler with Fall right around the corner. Kids are all back in school and daylight hours are becoming noticeably shorter. Labor Day has come and gone and that signals the end of Summer vacations and a return to regular work weeks. Labor Day isn't the only important observance… Continue reading