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Video Jan 23, 2025

MotionPoint and Adaptive Translation™

Hi there, and welcome to three questions with MotionPoint. I'm your host, Dominic Ditherbide. And today, I have the pleasure of being with Evan Kramer, CEO of MotionPoint once again. Evan, how are you doing?

I’m doing awesome this morning.

It's great. I mean, it's great to have you here in the in the new background, right, with our new logo. And, you know, it's been a year, and it's been a while since, Evan, you've come to MotionPoint. So we wanted to make an update and and really ask you, you know, what changes has MotionPoint undergone in the past year?

Yeah. I mean, I'm glad you asked that question. You know? In the past year, I've been here seven months.

Right? So I'm gonna speak to the last seven months. Yeah. And in the last seven months, I think there's a few themes that MotionPoint, has really innovated or or improved on.

Number one is talent.

We have now recruited some of the best in the world with respect to localization, and linguists and and localization technology.

We've rounded out our executive team. Mhmm. You know? So for the first time in a while, we have a a real complete, professional team that that's got, you know, probably a hundred years of experience combined.

And we were starting to, we're almost at the point where we're doubling the size of our r and d, team. So we've really got, you know, people and talent. It is one of the biggest things, and that's really the foundation of how a company grows and gets better, right, is is the people. So I would say though that in the past seven months, what's moved really quickly is to try to figure out how do we move from human translation to get human quality translation more cost effectively. Mhmm. Right? So I'd say a year ago, MotionPoint, ninety nine percent of what MotionPoint translated, to service its customers was going directly to a language to do human quality translation.

Now we gotta think about, you know, how can we with all the technology available, you know, how do we, get that human quality and leverage some of that that technology? And that's really, what's happening at MotionPoint, and really trying to I would say as well, besides the people, understanding the technology, but how do we also make ourselves better known in the market? You know, I think MotionPoint, has, you know, been around for over twenty years and was a, sort of the the world class proxy. I mean, we literally pioneer proxy for website translation.

So now we have the best proxy in the world. But how do we let the world know it, and how do we let the world know that we're more than just that? So I think that's that's a lot of the, the change that's that's happened in the last seven months.

Yeah. I mean, love it. I mean, we've seen the change, and the people, the foundation of that, we definitely have an elite, you know, c suite and group of talent that's coming in. And, you know, what they've done now in making human quality translation much more cost effective Right.

Is is brilliant. So moving forward, my next question would be, like, how has MotionPoint adapted to, you know, the global business environment? Recently, there was talks about there being a incoming recession a lot. Yeah.

You know, then ChatGPT was debuted in November, and everybody was talking about how is that gonna affect, you know, every industry, and in particular, also the translation industry. So how how would you say Volusia Points adapted to those? Yeah.

I mean, I I’m glad you you you set it up right there because you used the word adaptive twice.

And, we literally just launched, if you go to our website at w w w dot motion point dot com, we literally launched, our adaptive translation technology and starting to sell it in the market. So if you wanna learn more about it, you can go there, and I'll talk about that, in a second. But, yeah, as a CEO, at MotionPoint coming of the year, I think I was worried about some headwinds. Right? Number one is the economy, and, would there be some recessionary headwinds for customer retention, for new customer acquisition, and demand?

Second is with, you know, the the noise around AI and chat g p t, how that, in fact, impact human translation. And I can tell you now sitting here in April twenty twenty three that those have become tailwinds. Right? Those are things that now, we see momentum in the company.

Right? So on the one side with the economy, we have more, prospects that are calling for demand, than ever in the history of MotionPoint. So we're really excited. We're growing faster.

And then in terms of the AI and and and chat g p t, our adaptive translation technology, which we've been developing now for literally twenty years and didn't even know it, and now bringing it to market is really leveraging that technology to get to human quality translations, more cost effectively. Mhmm. So what we're doing is really having three layers of technology. Number one is translation memory. That needs to be optimized. And if you're not optimizing your translation memory, you really need to to talk to your LSP, your vendor, because that that's where you can get the most cost effectiveness.

Second is we've developed a proprietary deep learning, technology called algorithmic review. Mhmm. Algorithmic review on average saves, what we found over forty percent of the cost of human translation by translation by translating a human quality algorithmically.

And then third, we have a deep layer of machine training where we are using AI to apply to create a more domain adapted or what we call brand adapted NMT. So we combine all three of these layers, and we are probably and that's what we're calling adaptive translation, and that's probably the most cost effective way to get to human quality. And so when we talk about what are the, how are we leaning into this this AI world where we're doubling the size of our r and d team, We've rolled out adaptive translation and we're really helping our customers now solve, how can you now afford human translation for the first time or if you're using human translation, how can you get that level of quality work cost effectively?

Yeah. I mean, you hit it right in the head. There's a lot of things that we're moving forward with in this industry. Things are changing super fast.

Yep. You know, just recently with AI, it seems like, you know, a lot a lot of people in our industry are starting to adapt that, and the expectations of our customers are Yeah. For that to be included. So it's great to see MotionPoint moving fast and that those things that look like headwinds are now, you know, more like tailwinds, for our industry and for MotionPoint.

So that that leads us to our last question, Devin. Where is MotionPoint going? Yeah. From this point on, you know, what what's the what's the forward outlook to what we're gonna be working on and developing?

Well, now that we've launched adaptive translation, you know, the the real next layer is the fact that there's probably a lot of, actors in in the market, whether they're good or bad, that are trying to leverage AI, but it's not as effective as people may think. Right? Because what is the real quality you're getting from it? Often, there's this concept of hallucinations with AI.

Right? And and it not being accurate. So how do you verify what these machines are giving you? Is it the quality that you can deliver that right localized experience?

So where we're going with our adaptive translation is not only to deliver human quality most cost effectively, but being able to measure that quality very cost effectively and be able to be transparent to the market and to our customers around what is that level of quality. Do they need to, like, add on sort of post editing? Is it is the quality good enough to provide to their customers?

That's that's sort of the the last mile of where, you know, companies like MotionPoint are gonna come in, where we're gonna provide more value in the future is you just can't trust the machine right now. Right? And if you are trusting that machine, you might be providing your customers a poor experience. And so by delivering that human quality and cost effective rate, but also being transparent about what that that quality is and how it's measured over time.

I think that's where we're heading. The other part of where we're heading is expanding beyond sort of just website and web Mhmm. Sort of content. Right?

We're in an omnichannel world where you have emails and chat and other ways to communicate even your offline documents. And how does that all integrate? How does that all leverage your translation memory? How can you be more cost effective across your entire omnichannel of translation?

So I'm really excited for the future. That's where we're heading. And, I think MotionPoint is, you know, I'm really optimistic about it.

Yeah. No. That's that's amazing. You know, Evan, what that point that you said regarding being able to understand the quality of AI's output.

Right? Yeah. It's kind of two two things that are conflicting right now in in our times, which is everybody wants to use AI because it's easy and because it's, you know, fast and also cost effective. But then you think to yourself, well, how good is the output of of this machine?

How good is the quality in these hallucinations that we see come up now and again, you know, in the news can also happen in translation. So what we have to think about, and I loved how you how you painted that landscape, is, okay, after AI does its work, let's see the quality of that translation.

Right.

And then with that information, let our customers make the decision. That's good to go. Let's publish it. Or let's actually make that a little bit better quality, and we put a human translator in the loop so that they can, you know, make that even better. So it's, you know, giving that flexibility to the customer to really pick and choose where to allocate resources and invest and where maybe they can, you know, be a little bit more cost effective with it. Yeah.

And and and if you think about why when you think about outcomes and why, our customers want to do translation, it for the most part is to extend their marketing and create a localized experience.

Right? And if you're not if we're not being a partner localized experience, then we're not doing our job. And so I think that partnership and that relationship moving forward is where we're heading. So real excited about it.

Awesome. Well, that does it for three questions with MotionPoint. Thank you very much, Evan, for being here. Yep. Until next time. Thanks a lot.