Brand consistency for multilingual e-commerce machine translation

Brand translations need to be consistently localized in e-commerce stores. Emerging brands and their localized forms are constantly appearing in the dynamic e-commerce landscape. These variant brand forms and aliases pose a challenge to brand handling in MT. This study examines the enforcement of brand consistency in MT at scale on the e-commerce sites worldwide. We propose various practical and sustainable solutions to enforce brand consistency for machine translation in different business scenarios. We demonstrate the effectiveness of the proposal with an experiment on English-Arabic MT system.