Transcreation and Generative AI with Jellyfish’s Rocio Martinez

SlatorPod #176 - Jellyfish’s Rocio Martinez on Transcreation and AI

Rocio Martinez, VP of Language Services at Jellyfish, joins SlatorPod to talk about the role of creative content localization at the digital marketing agency. 

Rocio explains that while the language services team at Jellyfish function as an LSP, their positioning in the market is broader, and they act as an internal solution provider that supports the various divisions within Jellyfish. She emphasizes the importance of connecting every part of the creative process, from creation to adaptation, and monitoring performance and optimization.

Rocio provides an overview of J+ Creative, a proprietary set of tools that assist their teams in the production and localization process, including workflow management, deliveries, approvals, and version control.

Rocio talks about the use of back translations in transcreation, primarily for creative content that requires significant adaptation from the source material. Rocio shares how finding the right copywriting talent and linguists can be a challenge, especially for rare languages or specific sectors.

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Rocio discusses the potential of large language models and generative AI tools for content generation and localization. She mentions that Jellyfish is actively testing and integrating AI tools, focusing on improving workflows, and considering prompt engineering to enhance content generation.

Regarding the future, Jellyfish’s initiatives revolve around AI, with specialist teams being trained to identify opportunities and implement them across marketing capabilities. Rocio also mentions the potential of Pencil, a generative AI tool for content and asset creation.