This article argues against the use of artificial intelligence (AI) by Norwegian publisher Aschehoug in the rapid translation of Rachel Reid's hockey romance novels to cater to a growing young audience. The background of the discussion lies in a recent segment from NRK's Nyhetsmorgen, which highlighted the race to translate these books quickly to capitalize on their increasing popularity, especially in light of the accompanying TV series adaptation.

Publisher Nora Campbell notes that the urgency to translate is driven by the fear of losing potential readers to the original English versions. However, this rush raises questions about the very nature of translation and the standards being set when AI is utilized instead of human translators. The author of the article reflects on the implications of such a trend, suggesting that relying on AI might compromise the depth and quality of literary translations, a concern that should be voiced in public discussions about the publishing industry’s practices.

By emphasizing the critical role of thorough and thoughtful translation, the article calls for readers and listeners to reflect on what constitutes genuine literary engagement. It poses essential questions on whether speed should take precedence over fidelity and depth in the art of translation, suggesting that this approach might ultimately condescend to the readers rather than serve their literary needs.