Today I’m pleased to announce a bold new direction for my work.

Today I’m pleased to announce a bold new direction for my work.

From now on, I’ll be offering instant, flawless translations powered entirely by AI, delivered at scale, completed overnight and guaranteed to capture tone, humour, cultural nuance, brand voice and emotional intent in every market, every time, without the need for human judgement, context or experience.

Because that’s how language works now. Apparently…

April Fools.

What today really highlights isn’t the tech itself, but how often language is treated like output rather than a trust-building experience. In tourism and marketing, content doesn’t just need to be correct – it needs to feel right.

AI has its place and already supports many workflows, but it doesn’t judge whether something sounds reassuring or stiff, premium or overdone, or whether the tone matches how people actually make booking decisions.

Those decisions are still made by humans, mostly invisibly, and they are precisely why good multilingual content works at all.

So while today invites big claims and bigger jokes, the reality stays the same: if your content builds trust and converts, it’s down to human judgement, context and cultural awareness.

I’m genuinely intrigued – what is the most unrealistic claim about AI, automation or “effortless localisation” you’ve been hearing lately?

#AprilFools #TranslationIndustry #AIandLanguage #TourismTranslations #English #German