In our first column, we introduced professional post-editing of AI-generated English as a smart strategy for Japanese brands*. However, not all content requires the same level of polish. A homepage needs to quickly inspire trust and engagement, while a spec sheet simply needs to be clear and correct. That’s why many companies are adopting a tiered approach to post-editing, choosing between light and full post-editing depending on the content.
*Choosing post-editing of AI-generated content over human translation and copywriting — the gold standard recommended for marketing and advertising — is a strategic decision.
Light Post-Editing Corrects the AI Draft
Light post-editing makes AI-generated text correct and understandable. The goal is usability, not creative flair. Editors focus on fixing grammatical errors, clearing up awkward phrasing that obscures meaning, and verifying that the output accurately reflects the Japanese source.
This level is the practical choice when content is aimed at internal or technical audiences, the material is frequently updated, or the primary goal is utility rather than persuasion. Ideal candidates include internal manuals, technical specifications, FAQs, support content, and feature lists — any context where functionality matters more than finesse. By focusing only on essential corrections, light editing allows companies to process content efficiently without inflating costs or causing delays.
Full Post-Editing Revises the AI Draft
Full post-editing treats AI output as raw material to be sculpted into natural, engaging communication. Native English editors refine the language for maximum impact and natural flow, strategically adjusting the style and structure, and applying transcreation principles to produce English that is indistinguishable from original, human-written copy.
This level is essential for content designed to build trust, drive engagement, or represents your brand’s public face — where “good enough” isn’t good enough. Invest in full post-editing for multilingual website landing pages, high-visibility marketing materials, corporate press releases, key investor communications, and essential brand narratives. In these cases, polished language isn’t a luxury, it’s a strategic asset that signals professionalism, builds credibility, and helps your message resonate across cultures.
Light vs. Full Post-Editing at a Glance
| Light post-editing | Full post-editing | |
|
Goal |
Usable, understandable text |
Natural, engaging, on-brand text |
|
Effort |
Minimal changes |
Extensive refinement |
|
Focus |
Grammar, spelling, basic clarity |
Style, cultural nuance, brand voice |
|
Quality |
Good enough for comprehension |
Ready for publication |
|
Ideal use |
Internal docs, FAQs, tech guides |
|
|
Brand impact |
Limited |
Significant |
|
Time and cost |
Faster, less expensive |
Slower, more expensive |
|
Risk of skipping |
Miscommunication, errors |
Brand reputation damage |
Note: Human translation and copywriting are recommended for projects requiring the highest level of precision and creative control.
The Hidden Cost of Publishing Raw AI Output
Some companies seek to cut costs by publishing raw AI-generated English without human editing. While this may seem efficient, it often backfires. Awkward phrasing or subtle mistranslations can make your brand appear careless, and culturally tone-deaf output can alienate the very audiences you want to attract.
For example, if a Japanese company publishes an AI-generated product description that says, “Please enjoy our humble offering” (a direct translation of a polite Japanese expression), it will sound odd and insincere to English-speaking readers, ultimately undermining the product’s appeal. Post-editing is the essential step that prevents such mistakes by applying human judgment and cultural insight.
How to Choose the Level of Post-Editing
Choosing between light and full post-editing is a strategic decision that organizations approach in various ways. Structured approaches such as the following frameworks can be used alone or in combination to determine the appropriate level of polish.
One straightforward framework evaluates audience, purpose, and risk. Content meant to persuade external audiences is fully post-edited, while internal low-risk content is lightly post-edited. This method focuses effort where it delivers the greatest value.
Another approach considers the content’s development stage. Early-stage drafts and brainstorming notes are lightly post-edited. Mid-stage materials shared with partners or limited audiences may need moderate refinement. Final-stage materials for public release are fully post-edited to ensure clarity and protect credibility.
A third framework is based on visibility and impact. Highly visible content that shapes perception receives full post-editing. Low-visibility, low-impact documents are lightly post-edited. Content that falls in between is evaluated case by case.
Many companies adopt hybrid strategies that draw from multiple frameworks to balance efficiency, cost, and quality. For instance, a company launching a 100-page bilingual website might apply full post-editing to 20 key pages (homepage, product intros, brand story) and light post-editing to the remaining 80 pages (technical specs, FAQs, internal guides). This ensures the most visible content is polished and persuasive, while the rest remains clear, accurate, and professional.
Striking the Right Balance
Ultimately, choosing between light and full post-editing is more than a cost decision. It’s a strategic business choice that influences how the world perceives your brand. Implementing a smart tiered approach helps you communicate efficiently across departments, build lasting trust with global audiences, protect your brand reputation, and maximize the return on every yen invested in content.
In our next column, we’ll introduce real-world post-editing workflows, showing how bilingual coordinators and native English editors collaborate to deliver consistent, high-quality results.
Ready to implement a smart post-editing strategy? Contact us today for a free consultation and quote.
Tel: 03-6709-8840 (M-F, 9:30-18:30)
Email: cj.toiawase@citrusjapan.co.jp
