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Dive Brief:
Walmart is looking to improve search experiences for non-English speaking customers by using AI to flag terms for linguists to refine in Walmart’s translation platform, according to a company announcement last week.
The retailer is using AI to help search results go beyond literal translations to include context and intent. For instance, one common word for “T-shirt” in Spanish is “camiseta,” but people are likely to call the garment a “playera” in Mexico or a “polera” in Chile.
An AI agent flags such terms and sends them to a team of linguists and computer engineers who properly translate the meaning and add the right definition to Walmart’s translation platform.
Dive Insight:
Good translation capabilities lead to better digital experiences by reducing friction and making interactions more inclusive and accessible, according to Julie Geller, principal research director at Info-Tech Research Group.
“Contextual translation helps customers navigate and consume content that supports their buying journey,” Geller told CX Dive in an email. Such “high-quality translation delivers a polished experience by carrying over product details with consistency that stays true to the brand.”
The advantage of AI is its ability to circumvent traditional keyword-based systems that can misinterpret the intent behind customers’ queries, according to Geller. This applies to English as much as any other language.
“For example, a shopper in the U.S. could be searching for a ‘sweater,’ while a shopper in the UK uses ‘jumper’ — both should yield relevant results,” Geller said. “Over time, these smart translation capabilities transform an otherwise static search function to a feedback loop that continually improves the customer experience.”
Walmart is also using AI to help customers find brands that might be interpreted as generic words. A customer in Quebec searching for “yogourt liberte” probably isn’t searching for something called “freedom yogurt,” but they may want to find products from the Liberte Yogurt brand.
While many use cases are for improving experiences abroad, companies that only operate in one country can still benefit from improving their digital translation capabilities, according to Geller.
Good translation capabilities “alone can set a retailer up for significant competitive advantage — think Spanish in the U.S., French in Canada, or cultural subgroups across Europe,” Geller said. “Companies that offer seamless experiences in multiple languages can quickly build trust with under-served customers and can expand market share.”