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more globally accessible, driven by advances in technology like real-time AI translation,” states Tim Jung, founder and CEO of XL8. “With heightened international political interest due to significant global events, the media landscape has evolved to provide immediate, multilingual coverage, making live information accessible worldwide.” This shift means language barriers are no longer a major obstacle, achieving inclusivity and engagement enhancements on a global scale. The embarrassing experience of a translation error is universal; most can admit to – at some point in their lives – attempting to communicate with someone via Google Translate and instead saying something entirely different due to the tool’s rudimentary nature. Thankfully, the translation technologies available to broadcasters are far more powerful, largely owed to breakthroughs in AI. “Key to election coverage is the ability to deliver accurate, real-time translations that are culturally appropriate,” says Jung. “Precision is especially critical because of the nuanced language involved, including humour and sarcasm, which must be handled effectively to avoid miscommunication. “Advanced AI tools enable broadcasters to provide live, contextually accurate translations to ensure that audiences worldwide receive the intended message without losing or misrepresenting any meaning. This capability is crucial for engaging diverse audiences in fast-moving news scenarios like election cycles.” This ultimately ties into boosting monetisation. Without a solid translation offering, broadcasters are
massively limiting their audience range. “The 2024 election cycle has underscored the importance of speed, accuracy and cultural sensitivity in broadcast media,” Jung concludes. “With the surge in demand for multilingual, real-time coverage, broadcasters have seen the necessity of integrating sophisticated AI translation tools to meet audience expectations.” DEMYSTIFYING DISINFORMATION “One of the biggest questions is: how do we work together to figure out a healthy information ecosystem in the AI era?” asks Claire Leibowicz, head of the AI and Media Integrity programme at the Partnership on AI (PAI). She spoke at a panel in October 2024 titled: Deepfakes, Cheapfakes and Gen AI in the Election at the Election Coverage Summit of the NAB Show New York. Joining Leibowicz on the panel were Scott Ehrlich, chief innovation officer at Sinclair, Mounir Ibrahim, Truepic’s chief communications officer and head of public affairs and impact, as well as Bruce MacCormack, chair of IPTC Media Provenance. Broadcasters are realising that addressing AI and disinformation during an election requires a multi- faceted, holistic approach. The panel was extremely enlightening on that front, discussing the role of tech platforms in curbing the spread of misinformation. Leibowicz stresses that it’s easy to fall into the trap of using AI as a scapegoat. “For this election cycle,” she continues, “people are a lot more aware of AI – there is a greater public consciousness of it – and are therefore anticipating
KEY TO ELECTION COVERAGE IS THE ABILITY TO DELIVER ACCURATE, REAL-TIME TRANSLATIONS THAT ARE CULTURALLY APPROPRIATE
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