Gaetan Chretiennot has spent his career acting as a trusted consultant for organizations across all continents, guiding them through critical multilingual challenges and technology transitions.

He is the Co-CEO of Six Continents, a global language company operating in France, the USA, and Canada, and the founder of brainbow.solutions, his latest company dedicated to AI-ready content solutions. Whether teaching Master’s students in France or advising global enterprises, Gaetan brings a pragmatic, experience-backed approach to managing translation risks in the age of AI.

The “Translate” Button is a Trap: Mastering Translation Risk in an Era of Generic AI

Every CMS has recently added a shiny “Translate” button. The promise? Instant global reach. The reality? It’s a gamble.

Software vendors are experts at managing content but not at translating it. That button connects to one-size-fits-all AI models that don’t know your content, terminology, and legal risks. Relying on it blindly is a liability; multilingual performance is about cultural impact and risk mitigation.

In this workshop, we are taking the controls back. We’ll learn to ditch the inefficient one-click mindset to implement a robust translation risk management strategy centered on a nuanced Content Risk Matrix:

• The “no-risk” content that is safe to translate with AI
• The “medium-risk” reality check—Wrapping validation layers around CMS AI
• The “high-stakes” zone—The 10% of content where the button is forbidden
  

Stop letting your software dictate your localization strategy. Join us to learn how to drive the AI, rather than letting it drive you off a cliff.

In this workshop, you’ll learn about:

• Auditing your tools—How to technically evaluate what is actually happening behind “Translate” button in your CMS (and identify the generic engine powering it)
• Building your risk matrix—A clear framework to categorize your content assets. You’ll decide what goes to the machine, what gets the human touch, and what gets the hybrid workflow.
• Defending your budget—How to use risk management to justify spending on human linguistic services for high-value content, while proving ROI on low-risk automation
• Quality Assurance 2.0—Moving from “proofreading everything” to strategic, spot-check validation protocols that scale with AI speed