By Hugo Lopez, Communications Assistant (OTTIAQ)
On 3 February, the Ordre des traducteurs, terminologues et interprètes du Québec (OTTIAQ) launched its fourth awareness campaign, a major initiative aiming to inform the public about the limitations of AI and promote the expertise of OTTIAQ-certified translators, terminologists and interpreters. The campaign, developed by creative agency Camden, is part of a strategy that OTTIAQ has been implementing for over two years to address the new realities of our market.
The advent of AI has stirred profound changes within North America’s language ecosystem, affecting language professionals and service consumers alike. The new campaign seeks not to demonise AI but to raise awareness about the importance of calling upon human expertise for reliable, high-quality results.
OTTIAQ has already shared its vision on this matter: it does not entirely oppose the use of AI in translation. In all transparency, OTTIAQ recognises that AI can be significantly useful and has a place in the language field. AI undeniably offers quick, convenient tools that can meet certain everyday translation needs. It can improve performance and speed in simple applications that do not pose any risk of negative impact in the event of errors. Yet it has already shown its limits in industries that require rigour, expertise, sensitivity or consistency.
The campaign will expand the reach of OTTIAQ and bring attention to its mission, but the primary objective is to promote the expertise of its members, as their success is essential.
The campaign will be shared across various digital platforms and communication channels, such as La Presse, LinkedIn, and other websites identified by OTTIAQ’s targeting software. Search engine optimisation (SEO) will also be used to improve OTTIAQ’s ranking in Google searches related to translation and to facilitate access to the member directory. In addition, any content shared during the campaign will include a redirect link to a landing page, including a call to action on the OTTIAQ website.
For us here at OTTIAQ, this campaign is the result of several months’ hard work, and it already feels like a success. We hope that it will benefit our members and help bring about a more responsible language market. We are proud to share this initiative internationally, and we hope that it will resonate within your organisations and – most importantly – in people’s minds.