Last June, in the early months of the pandemic, we expanded Business Messages to support all kinds of businesses, from pharmacies and grocery stores to airlines and luxury brands. Then, in December, we announced the ability for small businesses to use the Google Maps app to message with their customers. We knew people would find messaging directly with businesses from Google Search and Maps helpful, but we didn’t know just how valuable it would turn out to be. 

Consumers are increasingly eager to use messaging to connect with brands, and businesses across all industries are now building innovative messaging experiences to address that growing need. The demand from consumers is reflected in recent data:

• 45% of users have spent more time on messaging services because of the pandemic
• 85% of consumers would like to message brands directly, up from 65% in 2019

Being able to message a business directly has never been more important. For me personally, there’s nothing more fulfilling than using technology to help people in the moments that matter. After the release of initial COVID-19 vaccines in late 2020, online searches for vaccines reached an all-time high. To help people searching for vaccine eligibility, availability, and appointment booking, Albertsons Companies’ banner pharmacies—like Albertsons, Safeway, and Vons—made this information easily accessible through Google Search and Maps via the “chat” button. This  gave people the information they needed, when they needed it.

To be more helpful in moments like these, over the last year, we’ve made Business Messages available globally, in more than 70 languages, and we’ve seen more than 30,000 brands and 200 partners come on board. Major brands like Carrefour, Walmart, and Woolworths have invested in Business Messages to help serve their consumers in new and meaningful ways. 

Expanding the conversation between consumers and brands

The retail sector has undergone a transformation since the start of the pandemic. As a result, we know it is critical for digital services to integrate with physical stores. We were able to do just that with Google’s Business Messages, which has been instrumental in helping better serve our customers across 1200+ stores in Europe.Thomas Rudelle
Global Digital Marketing Director, Carrefour

There were major shifts in consumer behavior during the pandemic, from the way people found and purchased products to the ways they interacted with businesses. Not only did we see higher demand for direct contact with brands, but retail searches also surged. At the end of 2020, retail searches grew at a rate that was more than three times higher than the same period in 2019 (based on Google internal data).

As Business Messages has become more widespread, brands are able to boost both responsiveness and customer satisfaction using the service. Levi’s, for example, surpassed 85% customer satisfaction scores using Business Messages and they discovered that the service drove 30x more store-related questions than web chat.

Many brands have also digitized what were traditionally in-store experiences, especially in high-consideration categories like jewelry. For example, Signet brought its virtual jewelry consultant to Business Messages, offering customers advice and answering queries in a way that’s convenient but still feels personal.We started using Google’s Business Messages pretty early on, and continue to transform and improve our experience. The ability to let customers know whether a product is in stock, and its precise location, is critical to offering a connected and frictionless shopper experience. Of course it also helps reduce the workload on our store and customer hub teams.Nick Eshkenazi
Chief Digital Technology Officer, Woolworths

As a working mother, these sorts of innovations have made a direct impact in my own life. I find it very helpful to be able to ask—and get real-time answers to—everyday questions using Business Messages, ranging from store hours and product availability to order status and how to make returns. One of my favorite features is the ability to know, in real time, what store wait times are like, and the exact location of the product I’m looking for, saving me precious time when I visit the store. 

Business Messages helps people do more with their time in other ways as well. Earlier this year I’d been meaning to change my insurance plan, but kept pushing it off because I didn’t want to get on a phone call. I can now message Geico to update my policy through the agent pretty effortlessly. Similarly, in India, Vi customers can use 24×7 real-time customer service to chat with their AI powered virtual assistant VIC, integrated with Google’s Business Messages, to check billing information, activate packs, add recharges and payments, check balances, and much more—and it all happens seamlessly.

Building a full suite of messaging products

We’re investing in building a full suite of messaging products that enable seamless conversational commerce to drive business results. As Business Messages continues to support brands in establishing their messaging presence on Google, we’re also experimenting with other ways to help them increase their reach and engagement on Search and Display. To accelerate on the digital front, we recently integrated AdLingo, a project built within Area 120, Google’s in-house incubator. This will enable brands to easily transform ads into AI powered, personalized conversations at scale.

For more information on how you can activate Business Messages, please reach us via the contact form on the Business Messages website. Merchants can also read and respond to messages via Google My Business or on the Google Maps app.

Let’s face it: in the globalized world, which is now more than ever a digital demand world, you need to scale and reach your customers right where they’re at. Translation is a critical piece of that, whether you’re translating a website in multiple languages or releasing a document, a piece of software, or training materials.

Manual translation does not scale, which is why machine translation, powered by machine learning (ML), is becoming more important to our customers.  Machine translation has historically been challenging because of the sheer volume and breadth of content that can add value when translated into multiple languages. Companies acquire and share content in many languages and formats, and scaling translation to meet needs is a tall order due to multiple document formats, integrations with optical character recognition (OCR), and the need to correct for domain-specific terminology.

Our goal is to simplify translation services, while enabling flexibility and control for our customers’ unique needs across industries. Read on to learn more about recent features and updates. 

Formatting matters: Document Translation is now GA 

In many cases, the layout of a document dictates how it should be interpreted—e.g., readers navigate text and discern meaning based on formatting, like bold or italicized text, or markups for headers, paragraphs, and columns. Previously, to automate translation of documents, text needed to be separated from these layout attributes, meaning the document’s structure was either lost or needed to be recreated later in the developer pipeline, after the text had been translated. This required translation teams to do a lot of extra work and maintain a lot of additional code. But now, those steps are unnecessary. Formatting can be retained throughout the translation process, handled directly by the Translation API Advanced. 

This feature lets customers translate documents in 100+ languages and supports document types such as Docx, PPTx, XLSx, and PDF while preserving document formatting.

And if your needs go beyond Document Translation, we can help you translate audio as well. For real-time streaming translation, check out the Media Translation API, and for offline transcription translation, combine the Translation API with the Video Intelligence API.   

Real-Time translation when you need it, Batch when you don’t

One of the biggest differentiators for Translation API Advanced’s document translation capabilities is the ability to do real-time, synchronous processing for a single file. 

For example, if you are translating a business document such as HR documentation, online translation provides flexibility for smaller files and provides faster results. You can easily integrate with our APIs via REST or gRPC with mobile or browser applications, with instant access to 100+ language pairs so that content can be understandable in any supported language. 

Meanwhile, batch translation allows customers to translate multiple files into multiple languages in a single request. For each request, customers can send up to 100 files with a total content size of up to 1 GB or 100 million Unicode codepoints, whichever limit is hit first.

State of the Art (SOTA) accuracy, with flexibility for customization

In order to achieve the highest level of accuracy for your translation, we now support multiple options:

• Use Google’s SOTA translation models: Each year, Google heavily invests to improve the quality of our translations across Apps, Cloud APIs, and Chrome, as well to enable multilanguage answers in Search. A popular metric for automatic quality evaluation of Machine translation systems is the BLEU score, which is based on the similarity between machine translation and the reference translations that were generated by people. While we push out incremental improvements for individual models on a monthly cadence, there are also times where we make significant leaps. In the releases since 2019, we have improved our average BLEU score by 5pts on average across 100+ languages and 7pts on low resource languages.
• Leverage glossaries for specific terms and phrases: Glossary is our terminology control feature. It allows you to import source content to define preferred translations, such as product names or department names. Then, when calling the glossary in the API request, your preferred translations will be enforced. This will work for words as well as phrase translation.
• Pick a pre-trained model with model selection: If you create custom models for machine translation, we don’t think you should have multiple client libraries and multiple APIs to maintain in order for you to use the best model for your needs. Translation API Advanced now supports Model Selection. Pick your pretrained model or pick your custom ML model built on AutoML for any language pair you’ve created and use the same API and the same client library. 
• Build custom translation models with AutoML: AutoML Translation is a suite of ML products that enable you to build high quality models for your own use case or data, with limited-to-no ML expertise or coding required. Bring your past human-validated translations to improve translation specificity for your domain.

Keep localization local with Regional Endpoints

If you are a customer operating in the EU, we recently launched an endpoint specifically for EU regionalization. This is a configurable endpoint for customers to store and perform machine translation processing of customer data only in the EU multi region. For now, this only supports our pretrained translation models and glossary, but batch translations will be coming soon.

How Eli Lilly uses Cloud Translation to translate content globally

Historically, translations at Eli Lilly have been complicated: numerous translation vendors have been needed for different languages and organizations, all with their own processes and expectations. On top of that, translations have been costly and slow. 

To solve this, Eli Lilly took a codified approach to enable users and systems to spend less time and resources to safely generate quality translations. 

Learn more, and even catch a demo, from Thomas Griffin, Translation Tech Lead & Global Regulatory Architect for Eli Lilly.

Learn more 

• To get started using Cloud Translation – Advanced, complete the setup and then try the Translate text (Advanced edition) quickstart.
• Document Translation is priced per page. For more information, see pricing.

What does “accessibility” mean to businesses? It’s not just about making sure that your office or retail space is accessible to workers and customers who have mobility challenges, it’s also about making sure that your apps, digital tools and content are also more accessible to everyone. 

Our product teams work every day to ensure that tools like G Suite have built-in accessibility features. As a Program Manager, I help create those features and use many of them myself, as I’m blind. I would like to give an overview of product accessibility features that have been available for some time, as well as some new ones. 

Listen to content with help from screen readers. 
A screen reader is a helpful tool for people who are blind or have low vision. It provides methods to interact and control applications and also converts content on screen into spoken text. With a screen reader and keyboard shortcuts, you can read, edit, and comment on files. Getting started is easy: In Google Docs, Slides, or Sheets, go to the Tools menu, and in “Accessibility settings,” check the “Turn on screen reader support” box. Learn how to turn on screen reader support in Docs.

G Suite supports several screen readers, including ChromeVox, Google’s own screen reader. ChromeVox is automatically built into Chrome devices, like Chromebooks. You just have to enable it. There are many other screen readers you can use with G Suite too; this support guide explains which screen readers work best with which web browsers.

Another way to listen to content is with Select-to-speak, a feature that reads content aloud to you using text-to speech (TTS) to verbalize highlighted content. To try it out, highlight text and activate the select-to-speak button. An example of a select-to-speak tool is the one built into ChromeOS.

See a summary of changes to your documents.
To make it easier for people to keep track of collaborators’ contributions in Google Docs (without having to actively watch every single change), we recently added a feature called Live Edits. Helpful if you use a screen reader or magnification, Live Edits periodically summarizes changes made to a document by collaborators within the sidebar. Learn how to comment and collaborate in Docs using a screen reader.

And for people who are sensitive to visual crowding, we also introduced eight different Lexend font families that have varied widths and spacing to accommodate different reading speeds. Read more details about these font options.

Use voice typing to “write” by speaking. 
Voice typing is a powerful productivity tool for everyone, including those who do not use a keyboard. It’s especially useful for people with low vision or with motor disabilities that may prevent them from using keyboards, mice or trackpads. When you speak into the computer’s microphone, voice typing uses artificial intelligence (AI) to convert your voice into text. In Docs, you can even use voice commands to select and edit text—for example, bolding words or cutting and pasting text.