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 risk 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 will learn to ditch the inefficient one-click mindset to implement a robust Translation Risk Management Strategy centered on a nuanced Content Risk Matrix:
o. The “No-Risk” Content that is safe to translate with AI.
o. The “Medium-Risk” Reality Check: Wrapping validation layers around CMS AI.
o. 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 attendees will learn:

• Audit Your Tools: How to technically evaluate what is actually happening behind your CMS’s “Translate” button (and identify the generic engine powering it).
• Build Your Risk Matrix: A clear framework to categorize your content assets. You will decide: What goes to the machine? What gets the human touch? What gets the hybrid workflow?
• Defend 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.