In a world reshaped by AI, translation is no longer just about words. It's about strategy.
Gabriel Fairman compares the translation industry’s evolution to game theory, particularly the prisoner's dilemma.
It’s not just a clever metaphor.
It explains why the entire system feels stuck and what needs to change if we want to move forward.
The Translation Industry’s “Old Game”
For years, translation followed a silent agreement.
Agencies, freelancers, and clients cooperated just enough to keep things running.
Machine translation came in, rates dropped, but the model held together.
“Nobody was incredibly happy, but enough people were happy enough to keep the whole thing going.”
This uneasy balance worked until AI changed the rules.
Enter Game Theory: The Prisoner's Dilemma
In the prisoner’s dilemma, two players face a choice: betray each other or cooperate. If both cooperate, they win. If one betrays while the other plays fair, the betrayer wins big. If both betray, they both lose.
Sound familiar?
“The translation world mostly cooperated for years... But now we have a new player who’s rewriting the game.”
Translation as a Feature: The New Player
Big tech platforms don’t care about nuance.
They treat language like data.
Google, Canva, Microsoft they're adding translation as a feature, not a craft.
And they’re driving value down to fractions of a cent per word.
- No brand ownership
- No context
- No accountability
They’re not playing the old game.
They’re designing a new one. And most of the industry hasn’t realized it.
Three Paths Forward
Gabriel outlines three strategic choices for anyone in the translation space:
1. Chase the Disruptors
Automate everything. Cut rates. Survive on volume.
2. Defend the Tradition
Focus on quality and human nuance. Embrace transcreation and regulation-heavy industries.
3. Design a New Game
Use technology to remove friction not value.
Elevate translators from cost centers to brand amplifiers.
“You use tech to remove friction, not value. That’s the difference.”
Redefining Roles
In this new game, project managers and translators don’t disappear they evolve.
- Project managers move from quote-entry to strategic vendor management.
- Translators stop “fixing machine output” and start guiding brand voice and cultural resonance.
That’s not a tweak. That’s a transformation.
It's Not Just About Tools. It's About Vision
“Just by rethinking the game doesn’t mean you change the game. It means you change the vision for the game.”
Game theory isn’t about playing harder. It’s about seeing the board clearly.
The scoreboard has changed. So have the players. And the only way to win is to stop playing defense.
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