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sie

English translation: they

06:38 Apr 9, 2020
German to English translations [PRO]
Marketing - General / Conversation / Greetings / Letters / Marketing / Market Research
German term or phrase: sie
Dear colleagues,

I'm translating the book AI in Marketing, Sales and Service by Peter Gentsch.

Originally, this book was written in German (Künstliche Intelligenz für Sales, Marketing und Service: Mit AI und Bots zu einem Algorithmic Business) so I'm dealing with the English translation of the German original. And sometimes the English translaion seems rather strange to me and to native English speakers as well.

This is the German original:

Eine vielversprechende Zukunft

Über den klassischen Kundenservice innerhalb Chatbots hinaus, welche ein riesiger Fortschritt sind, gibt es keine Zweifel darüber, dass Chatbots eine rosige Zukunft vor sich haben. Insbesondere mit Facebook’s Vorhaben, ihre millennial-/Gen Z Plattformen wie WhatsApp, Instagram und Messenger zu entwickeln. Der Schlüssel liegt darin, an der Sichtbarkeit zu arbeiten, die sie den Chatbots innerhalb ihrer Plattformen geben können, und wir alle kennen den großen Verkehr den sie zu einem Ziel führen, wenn sie es sich vornehmen.

This is the English translation:

A Promising Future

Above the classic customer service within chatbots, which is a massive advancement, there is no doubt that chatbots have a bright future ahead. Especially with Facebook’s will to develop their millennial/Gen Z platforms such as Whatsapp, Instagram and Messenger. The key is to work on the visibility they can provide to chatbots within their platforms and we all know the massive traffic they can drive to a destination when they decide to.

I have to admit the use of "they" in the last sentence (visibility they can provide, they can drive to a destination when they decide to) seems a bit confusing to me.

My understanding is that the first "they" probably refers to Facebook, but I'm not sure about the second and the third "they". Do both of them refer to chatbots or to platforms?

Thank you.
Mikhail Korolev
Local time: 13:08
English translation:they
Explanation:
Logically this refers to their chatbots, so plural would make sense
Selected response from:

Jeff Barter
Germany
Local time: 12:08
Grading comment
Thank you, Jeff.
4 KudoZ points were awarded for this answer



Summary of answers provided
5they
Jeff Barter


Discussion entries: 3





  

Answers


21 mins   confidence: Answerer confidence 5/5
they


Explanation:
Logically this refers to their chatbots, so plural would make sense

Jeff Barter
Germany
Local time: 12:08
Works in field
Native speaker of: English
PRO pts in category: 4
Grading comment
Thank you, Jeff.

Peer comments on this answer (and responses from the answerer)
neutral  Mair A-W (PhD): It refers to facebook. 'They' (for a company) is still fine though.
1 hr
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