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The increased use of the metaverse, virtual reality (VR), augmented reality (AR), and digital avatars is set to revolutionize how businesses communicate with their customers. As the world becomes more globalized, one challenge that arises is how real-time experiences will incorporate different languages. This puts pressure on automated and machine translation services to deliver fast and accurate results.

In the metaverse, communication becomes multi-dimensional, resembling in-person communication and involving multiple senses, including body language and gestures. While text-based communication might face competition from the metaverse, it is unlikely to be a significant threat for languages and markets where metaverses are accessible to privileged populations. Similar concerns were raised when texting and smartphones started gaining popularity, but written content has actually increased.

For languages with lesser diffusion, enabling access to metaverse technologies can be a challenge. However, the metaverse’s multimodal communication can replace technical, procedural, and training documentation. This can greatly support long-tail languages that are often excluded due to localization costs.

The shift to the metaverse will necessitate new terminology, just as previous technologies have. Terms for configuring virtual surroundings and interacting with the real world through virtual objects, such as ‘pinching’ and ‘unpinching,’ will become commonplace.

The translation industry needs to adapt to the evolving tech landscape by acknowledging that source content may not always be easily accessible in text form. Assumptions about source content being text-based have to be challenged. Tooling and processes must be adjusted to support multidimensional and real-time communication across multiple delivery channels.

To build trust in automated translation services, continuous reviews by language experts and user feedback are crucial. Organizations should collect user feedback from different markets and use it in conjunction with expert reviews to assess content quality and workflows.

Apart from language, other barriers to globalized communication include unreliable internet access in certain regions or for certain populations, lack of internationalization standards for AR/VR systems, cultural distinctions in nonverbal communication, and legal considerations regarding issues like avatar-based identity theft and cross-border activities.

To stay ahead in the evolving communication landscape, businesses should invest in monitoring emerging technologies, understand their implications, and experiment with new communication channels that align with their customers’ needs and preferences. Keeping the customer at the center of these activities will ensure effective and meaningful communication.

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