TRADUZIONE E INTELLIGENZA ARTIFICIALE: il traduttore come mediatore tra IA, SEO e localizzazione nel caso Bandini Pharma

The progressive digitalization of global markets and the evolution of corporate communication strategies have made an effective online presence essential for SMEs seeking international expansion. In this context, translation, localization and SEO-driven content creation ensure that digital communication remains accessible and persuasive for culturally and linguistically diverse audiences. This thesis explores these dynamics through an internship within the Language Toolkit project – promoted by the University of Bologna and the Chamber of Commerce of Romagna – at Bandini Pharma, a company specializing in dietary supplements. The study analyzes the creation, evaluation and revision of web content for the German market, showing how linguistic expertise, web writing skills, SEO strategies and the informed use of generative AI can be integrated into professional translation workflows. The methodology combines specialized corpora, glossaries, linguistic analysis tools, SEO software for keyword selection and prompt-engineering techniques to guide generative models in producing high-quality drafts. AI outputs are evaluated using the revision parameters of the European Commission’s Directorate-General for Translation. The results highlight the opportunities and limits of generative models in multilingual content production. While AI can support and speed up drafting, human revision is essential to ensure terminological accuracy, idiomaticity, stylistic coherence and SEO compliance. The case studies reveal recurrent issues such as non-idiomatic phrasing, unreliable or incomplete references and inaccuracies in the German linguistic system. Ultimately, the thesis underscores the rise of hybrid professional profiles combining linguistic competence with digital marketing and technological literacy, and shows how human expertise and AI tools can complement each other while reaffirming the indispensable role of the translator’s critical judgement and cultural awareness.