The platform called Tarjama has people who can test and transform content in 55 languages.

Although digitisation opens up new avenues for businesses to reach a wider audience via social media and online platforms, effective marketing still relies on communication that sends the message across, which becomes more challenging with a more diverse user base. But as entrepreneurs work their way around ways to adapt to fast-changing consumer attitudes in the digital realm, solutions like AI backed by algorithms, are making things easier by analysing data to facilitate informed decision-making.

The Middle East has become a major market for online services owing to connectivity and access to hardware in future-ready cities, prompting major tech firms along with emerging businesses to offer services in multiple languages including Arabic. To help businesses reach out to potential customers across the globe for making the most of digital outreach, a platform in the UAE has started translating content into more than 50 different languages, for seamless communication.

Driven by a team of linguists who can test and tweak text for almost 200 industries including media, entertainment, legal, tech, finance and life sciences, the app combines initiative by experts with assistance from AI. The portal is called Tarjama, which means translate, and has a dedicated translation engine for content in the Arabic language.

Also equipped with a state-of-the-art translation management feature, Tarjama has copywriters, who can provide context to communication according to requirements of each industry. But it's not just about translation, since people with experience in driving business growth are also deployed for providing strategic advise to local companies, trying to gain a foothold among audiences.

The artificial intelligence integrated into Tarjama for assisting linguists and copywriters, also takes care of tasks like transcription as well as subtitling, for catering to clients from the media industry. A convenient process for online users to assign tasks, makes sure that more people are able to use Tarjama in a glitch-free manner.

Recently devices like the Google assistant have also adapted to help out regional users by interacting with them in Arabic.