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  • Writer's pictureSuketu Patel

Choosing the Right AI Powered Translation Tool for Your Business

Different translations of Hello

Businesses today need fast and accurate translation to reach new customers globally. Automatic AI Translator tools can break down language barriers and speed up growth, but with many options, choosing can be tough. This blog will simplify your decision by comparing top services like Google Translate, DeepL, and Amazon Translate to help you find the perfect fit.

The Crucial Factors in Choosing a Translation Tool

Before diving into the specifics of each service, it's essential to outline the criteria crucial for selecting a translation tool:

  • Accuracy: The cornerstone of any translation tool, where the goal is to preserve the original text's meaning with utmost precision.

  • Type of Content Suitability: Different tools excel in various content types, from technical documents to marketing material.

  • Integration Capabilities: The ease of weaving these tools into existing business workflows is paramount, ultimately boosting overall productivity.

  • Cost: A critical factor in the decision-making process, as most translation tools offer a free tier up to a certain limit, with pricing tiers structured to accommodate increasing volumes.

Comparing the Leading AI Translator Services

We tested different translation tools by having professional translators anonymously compare several Spanish translations of English text. They checked things like accuracy, completeness, and how well the translations kept the original meaning. This way, we could see how good each translation tool was at different types of text.

  • Azure AI Translator showed proficiency in general translations but struggled with maintaining consistency, especially in specialised contexts.

  • Amazon Translate excelled in real-time communication translations, making it a solid choice for live chats and instant messaging, despite certain limitations in tone and idiomatic expressions.

  • Google Translate, known for its broad language support, offered reliable translations with occasional context and tone maintenance issues.

  • DeepL, the standout performer, demonstrated superior accuracy, context understanding, and tone consistency, making it the most reliable for comprehensive and nuanced translations.

  • Google Gemini  is a relatively new AI model from Google, still under development (as of April 2024). It focuses on being multimodal, meaning it can understand and work with different information types like text, code, audio, images, and video. it focuses on semantic understanding, showing promise in handling complex and nuanced language.

Additionally, professional translators anonymously scored each tool on a 5-point scale. The original human translation is the winner, with DeepL following closely behind. Gemini and other machine translation tools trailed behind.

A graph showing average score out of 5 that each service scored

Pricing Plans and tier offerings Compared

Free Tiers:

  • Google Translate: This is a free, machine translation service offered by Google. It supports a vast number of languages and can translate text, speech, and even images. While convenient for basic needs, the quality can be inconsistent, especially for complex or nuanced content. Google translate does offer much advance features such as custom models, document translation, batch translation etc. which are paid. You can find more details here

  • Azure AI Translator (with limitations): Microsoft offers a free tier for Azure AI Translator with limited usage (typically millions of characters per month). This tier allows basic text translation. Similar to Google translate it also offers custom models, document translation, batch translation and other features which are paid services. For more details you can visit here

  • Google Gemini: As a large language model under constant development, information about specific pricing for Gemini is currently unavailable. It's possible that in the future, Google might offer Gemini as part of a paid service tier focused on advanced translation features.

Paid Tiers:
  • Amazon Translate: Amazon Translate offers a pay-as-you-go pricing model based on the number of characters translated. Prices vary depending on the language pair and chosen service tier (with options for higher quality output). Their standard translation cost $15.00 per million characters. For detailed pricing details click here.

  • DeepL: DeepL offers a free tier with limited characters per translation and a paid tier with more features tone detection and formality levels. For detailed pricing details click here

Additional factors affecting price:

  • Volume Discounts: Many translation services offer volume discounts for larger projects.

  • Human vs. Machine Translation: Human translations are generally more expensive than machine translations but offer higher quality and accuracy.

  • Technical Complexity: Technical documents or those requiring specific domain expertise might cost more to translate.

How many languages does each tool support?

  • Azure AI Translation Service:  Also boasting a robust offering of approximately 135 languages, Azure AI Translation Service provides a comprehensive solution for multilingual needs.

  • Google Translate / Gemini: With over 133 languages supported and ongoing expansion efforts, Google Translate offers exceptional global reach. This makes it a powerful tool for communication across diverse cultures.

  • Amazon Translate Service:  While Amazon Translate Service supports a respectable 75 languages, it falls behind the leaders in terms of sheer language coverage.

  • DeepL:  DeepL prioritises translation quality over sheer volume, offering a more focused selection of around 37 languages. This approach ensures exceptional accuracy for the languages it supports.


Picking a translation tool for your business is like picking a tool for any job - it depends on what matters most to you.

Here's a breakdown to help you choose:

  • Best Accuracy & Consistency: DeepL is your best bet.

  • Most Languages Supported: Google Translate, Azure AI Translation, or Amazon Translate.

  • Something New & Promising: Google Gemini.

The best way to pick is to try them all with your own content! See which one translates your message in a way that clicks with your audience. We've even made a tool to help you compare these translation tools side-by-side. Just click here to try it out!

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