Why AI Can't Replace your Bilingual Copywriter.

Artificial intelligence (AI) is on its way to revolutionizing every aspect of our lives. From medicine to education to marketing, AI has become a buzzword among industry leaders and brands alike because of its benefits, speed, and cost efficiency. Copywriting AI tools are enticing options for small businesses and even brands looking for cost-effective marketing solutions. But let's get one thing clear — AI cannot replace your bilingual copywriter.

How does AI work?

AI combines machine learning and natural learning processes to analyze linguistic patterns and create responses to user prompts. In marketing, it can generate copy, remixing previous works within the digital space to create something new. The many generated answers are the culmination of existing work already in place.

AI can also translate pages upon pages of text into multiple languages in real time. Tools like Google Translate allow non-native speakers to understand foreign languages instantaneously. However, AI is not a perfect solution for bilingual and Hispanic marketing campaigns, as they lack two things: culture and human empathy.

Copy with cultura and a heartbeat.

AI's language tools do not recognize the complexities of race, culture, and diversity. A report from Cornell University found that language models, like ChatGPT, perpetuate dialect prejudice, a form of discrimination based on the way a particular social group speaks. Thus, relying on just AI alone to create bilingual copy can be a recipe for disaster and result in Latino coating.

Latino Coating is "a superficial marketing approach coating products, campaigns, media, or entertainment with Latino elements for the appearance of diversity without genuine understanding or respect for Latino culture or communities."  The Hispanic Marketing Council's #StopLatinoCoating campaign advocates for authenticity and deep cultural understanding in Hispanic marketing campaigns.

As bilingual Hispanic copywriters, we are well-versed in the nuances of the whole Latino/a/e/x experience in the United States. From childhood, we quickly process and analyze the complex values, ethos, and languages we learn both from home and the unique communities across our nation's diverse landscapes. We are experts in code-switching and use our biculturalism as our superpower to tap into the mindsets of first-gen, second-gen, and even fourth-generation Hispanic audiences.

We are more than a quick Google Translate prompt.

Bilingual copywriters go beyond translation.

Bilingual copywriters understand that a one-size-fits-all Spanish translation for Hispanic and Latino audiences is an erroneous approach. Writing compelling bilingual copy means understanding that Hispanics and Latinos are ethnically, linguistically, and culturally diverse.

For example, did you know that there are 17 words in Spanish for the word ‘popcorn’? Palomitas, crispetas, rosetas, cabritas, and a plethora of other regional words can be used for this simple English word, so how do you decide? Other things to consider are whether your focus should be on neutral-LATAM (Latin American) Spanish or regional Spanish specific to a singular country (e.g. Argentine Spanish). Should it use the formal usted or stick with tú?

Also, what language does your target audience prefer to speak? A recent PEW study found that 63% of Hispanics speak Spanglish, a combination of Spanish and English, and 24% of Hispanic adults speak little to no Spanish. So, in what language would your brand excel?

Case Study: Limon vs Lima.

In our work with Tito’s Handmade Vodka, we encountered this very same problem. Limes and lemons are two of the most common ingredients used in their rich catalog of delicious vodka cocktail recipes. For many Spanish speakers, however, the words for lime and lemon are often confusing and a subject of debate. In fact, we found that eleven countries in Latin America use the word ‘limón’ for lime, while nine others use the word ‘lima’. So, what made the most sense for reaching their broad and diverse Spanish-speaking audience across the United States? Making the distinction based on color. Lemon = limón amarillo (yellow limón) and Lime = limón verde (green limón).

Compelling bilingual copy talks with the consumer, not to them. While using color to distinguish between the different forms of limón may not be conventional, most Spanish speakers in the U.S. have a general understanding of this word, and color (amarillo or verde) is an easy way for consumers to purchase the right ingredients when they’re at the supermarket.

Direct translation shouldn’t be your end-all and be-all.

Effective copywriting stems from lived experiences.

Compelling bilingual copy is human-based, not machine-learned — entailing an all-encompassing approach to accurate translations, strategic choices in linguistic style, and an understanding of the cultural backgrounds of all Hispanics and Latinos.

While AI undeniably has value, the one thing that makes it so successful is the same thing that hinders its victory over Hispanic copywriters—the lack of authenticity and human experience. Effective and authentic bilingual copy stems from the lived experiences of heritage and nationality, such as translating for family at the grocery stores, celebrating parrandas navideñas during the holidays, or celebrating the Fourth of July with a delicioso carne asada.

So, the question still stands. Can AI replace my bilingual copywriter?

The answer is clear — absolutely not.

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