"Be My Cheese?": Assessing Cultural Nuance in Multilingual LLM Translations

This pilot study explores the localisation capabilities of state-of-the-art multilingual AI models when translating figurative language, such as idioms and puns, from English into a diverse range of global languages. It expands on existing LLM translation research and industry benchmarks, which emphasise grammatical accuracy and token-level correctness, by focusing on cultural appropriateness and overall localisation quality - critical factors for real-world applications like marketing and e-commerce. To investigate these challenges, this project evaluated a sample of 87 LLM-generated translations of e-commerce marketing emails across 24 regional dialects of 20 languages. Human reviewers fluent in each target language provided quantitative ratings and qualitative feedback on faithfulness to the original's tone, meaning, and intended audience. Findings suggest that, while leading models generally produce grammatically correct translations, culturally nuanced language remains a clear area for improvement, often requiring substantial human refinement. Notably, even high-resource global languages, despite topping industry benchmark leaderboards, frequently mistranslated figurative expressions and wordplay. This work challenges the assumption that data volume is the most reliable predictor of machine translation quality and introduces cultural appropriateness as a key determinant of multilingual LLM performance - an area currently underexplored in existing academic and industry benchmarks. As a proof of concept, this pilot highlights limitations of current multilingual AI systems for real-world localisation use cases. Results of this pilot support the opportunity for expanded research at greater scale to deliver generalisable insights and inform deployment of reliable machine translation workflows in culturally diverse contexts.