Hello to the translators who still care about craft,
There’s something I’ve noticed lately. And I bet you’ve seen it too.
The rise of AI hasn’t just flooded the internet with content… it’s lowered the bar for what most people think “content” even means.
And here’s the problem. When everyone’s churning out words at scale, clients start to think words are cheap.
But the right words? The ones that actually persuade, inspire, and drive action?
Those are still rare. And that’s where the best translators win.
Let’s step back a second.
For years, we’ve been told that human translation is dying. Too expensive. Too slow. Too mechanical. Too replaceable. You’ve heard it all.
But what if that story only holds up if you accept the idea that your job stops at converting words?
Because here’s what AI has actually done.
It solved the scale problem. It’s made it possible to crank out content fast. Sometimes, even okay content. But when the goal is to move people… to convert… to resonate across culture, nuance, and emotion?
AI’s got no soul.
Which brings us to Growth Driver #2 in our ongoing series.
The content that still persuades and inspires? That content still needs you.
Think marketing campaigns, advocacy messaging, brand storytelling, landing pages. Think social media, fundraising, political campaigns, public awareness. These all still live and die by persuasion. And that’s the one thing AI can’t fake.
Let me say it clearly. There’s a massive gap between functional translation and persuasive communication. And most translators (especially the ones stuck editing raw MT!) aren’t crossing that gap.
But you can.
Because once you learn how to blend cultural fluency, tone control, and AI-assisted creativity, you don’t just become a translator…
You become the one person who can actually get the message across.
That’s not theory. That’s what I’ve been building into my own workflow with CotranslatorAI, and it’s what we’re seeing among the early adopters who get it.
For the translators who’ve figured this out, two things are happening:
Clients who were burned by flat, lifeless AI output come back looking for real communicators.
The work itself gets more interesting… more strategic… more fun.
Yes, we still need to be fast and efficient. But speed alone doesn’t sell. Emotional resonance does. That’s the difference between “just get it translated” and “we need this to work.”
So if you’ve ever felt like you’re being edged out by tech, remember this:
The more persuasive the content needs to be, the more irreplaceable you become.
And once you can command AI to serve your voice — not erase it — you’re playing a whole different game.
This is why I’m so adamant about helping translators build these skills. It’s not just a productivity play. It’s the key to higher-paying, more meaningful work.
Want more examples of what this looks like? That’s exactly what I cover in The Opportunity Report for Translators.
You’ll see real growth areas, actionable ideas, and a roadmap for building a system that lets you do better work faster… and get paid more for it.
Download The Opportunity Report for Translators here.
More to come in future messages. We’ll talk about the kind of clients who care about this level of quality… and how to spot them before they spot you.
Stay sharp out there,
Steven
PS. I’ll be diving deeper into this topic and more during my webclass this Thursday. If you’ve ever felt stuck between low-quality MT and sky-high client expectations, this session will give you a new perspective on what’s possible. Just as important, it’s one of the last chances you’ll have to enroll in the AI Mastery for Translators… and Beyond training program. If that sounds like your next step, go to https://cotranslatorai.com/
