AI video translation is not yet a complete replacement for human translation, according to new research from the University of East Anglia.
New research shows that AI tools can help when speed and clarity are priorities.
However, human translators are still important to achieve tone, cultural nuance, and natural sound.
Jisung Han, digital marketing lecturer at UEA's Norwich Business School, said: “As brands race to reach consumers around the world on platforms like TikTok, Instagram and YouTube, a new question is emerging: Can generative AI really replace humans in video translation?”
“We decided to put it to the test.”
Background of the research
Researchers investigated how consumers in different countries responded to marketing videos translated by the generative AI tool HeyGen compared to videos translated and performed by human speakers.
In two experiments, one with consumers in Indonesia and the other with consumers in the US and UK, participants watched marketing videos delivered by either a human native speaker or an AI-translated version.
The AI-generated video automatically translated the language, voice, and even lip movements to match the target language, replicating what many global marketers are currently testing in their real-world campaigns.
The results revealed a mixed picture.
AI is not very natural
Jisung Han, a digital marketing professor at UEA's Norwich Business School, said: “We found that viewers consistently found AI-translated videos to be less natural and native-like than videos performed by humans.”
“However, the AI performed better at language understanding when translating into English, which likely reflects the greater availability of English training data for the AI model.
“Interestingly, these perceptual differences did not affect engagement intentions, where participants were just as likely to like, share, and comment on AI-translated videos as human videos.”
These insights suggest that while AI video translation is not yet a complete replacement for human translation, it already offers practical value.
“For marketers, when speed and straightforward messaging are most important, AI can be a great option. But when it comes to capturing tone, personality, and cultural context, human expertise remains invaluable,” she added.
“Generative AI can already handle parts of video translation that previously required an entire production team,” said lead author Risco Wahid from the University of Jyväskylä in Finland.
“But consumers still notice when something doesn't feel right. The human touch is still important, especially in how the message sounds and feels,” he added. As AI models evolve, this study provides a timely benchmark for understanding how consumers perceive AI-translated content today, highlighting both the opportunities and limitations of automation in global marketing communications.
“Generative AI for Video Translation: Consumer Evaluation in International Markets” was published in the Journal of International Marketing.
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