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In this episode of Interlinks, Patrick Daly speaks with Patrice Dussault, a Montreal-based communications consultant working at the intersection of translation, writing, localisation and cross-cultural business communication. Patrice brings more than two decades of experience in the language professions, with a particular focus on helping companies communicate effectively across linguistic, cultural and commercial boundaries.
The conversation explores how the translation profession has been reshaped by artificial intelligence, and why the future of the field is not simply about humans competing with machines to convert words from one language to another. Patrice explains how AI has accelerated the commoditisation of basic translation, but also exposed where the real value lies: in helping businesses craft messages that resonate with specific audiences, markets and cultures. For Patrice, localisation is not just translation. It is about tone, context, buyer psychology, cultural references, commercial intent and whether a message actually lands in the market it is meant to reach.
This discussion is also a powerful example of Macro-to-Micro thinking in action. First, it shows that successful international communication requires a systemic view of language, culture, trust and market behaviour — especially in cross-border business and supply chain relationships. Second, Patrice’s own career illustrates how professionals can respond intelligently to technological disruption. Rather than defending a commoditised model of word-based translation, he recognised early the threat posed by AI and repositioned his work around business value, client outcomes and strategic communication. In doing so, he offers a practical example of how to adapt when technology changes the rules of the game.
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