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166: Can AI help bring underrepresented languages onto the global map?
This International Women’s Day, three amazing women working with AI, language, and culture in RWS offices around the world reveal how human expertise is what makes AI truly work for authentic global connections.
On this occasion, Francesca Farrell (Strategic Account Director at RWS & in charge of the Women’s ERG pillar at RWS) hosts Joana Alarcão (European Portuguese Language Manager based in Porto), Joy Ngaphu (Senior Associate Language Specialist for African languages), & Jen Jooste (Talent Manager based in Cape Town).
Together, they share powerful insights on: • How AI can put less-spread languages on the global map • Adapting communication styles based on context/age • Why governments are racing to catch up with tech • Why local-feeling apps often win in local markets
P.S. Joy’s greeting rituals in Xhosa blew our minds! Don’t miss this part! Happy International Women’s Day! 👩💻 👩💻 👩💻
Guests
Joy started off as a freelance translator in 2014. Her honours thesis was around the use of translation as a strategy to increase epistemological access for Xhosa speaking students within South African universities. She first became a Project Manager at ST Communications in 2023, a company that later joined RWS later that year. She spends her days managing projects between PMs within RWS and freelance translators in Africa.
Jen has five years of experience in the language services industry, beginning her career at STComms, a Cape Town–based translation agency later acquired by RWS. After three years with STComms, she continued with RWS Africa, where she is now in her second year.
As a Talent Manager at RWS, she collaborates with a diverse network of language vendors and professionals across Africa, North America and the Mediterranean.
Joana began working at SDL in 2017 as an Administrative Coordinator, then moved to being a Translator at the European Portuguese team, and for the last 4 years has led the team in charge of translating the IT, Marketing and Electronics content of some of RWS’ biggest clients into pt-PT. Besides translating, she has served as a champion for multiple systems and tools and has provided training on them for multiple teams within the company.
Hosts
Fran has worked at RWS for more than 9 years and currently works as an Account Manager within the Northern Europe Transform team focused on complex technical clients. The localization industry has been her focus for nearly 30 years, having started her career at SDL in 1997 as a project manager. That deep engagement in the localization industry has led to being a founder member and past chapter manager of Women in Localization UK and to her current role as an ambassador for LocinPink, a breast health awareness not for profit focused on the localization industry.
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