Guest Speaker Session: Rethinking the Future of Translation with AI and Human Expertise

Last Friday, June 12th, 2026, SBS Swiss Business School had the pleasure of welcoming Dr. Samuel Läubli, CEO of Supertext, for an insightful guest speaker session titled:

“Is translation a solved problem? Rethinking a USD 30 bn industry with AI and humans.”

Dr. Läubli explored how advances in artificial intelligence are transforming the global translation industry, while also highlighting why human expertise remains essential. Drawing on his experience leading Supertext, he challenged the common assumption that translation is a “solved problem” in the age of AI.

Key Insights from the Session

Students were introduced to a compelling perspective on the evolving relationship between technology and human skills:

• AI is powerful but not sufficient alone: While machine translation has improved significantly, it still struggles with nuance, tone, and context.
• Human-AI collaboration is the future: The most effective solutions combine the speed of AI with the creativity and judgment of human professionals.
• A rapidly evolving industry: The translation sector, valued at over USD 30 billion, is being reshaped by new business models and technologies.
• New career opportunities: As the industry evolves, new roles are emerging at the intersection of language, technology, and business strategy.

Dr. Läubli’s practical examples and insights provided students with a deeper understanding of how innovation is disrupting traditional industries, and how they can position themselves to thrive within this change.

Connecting Classroom Learning with Industry Reality

This guest lecture is part of SBS’s ongoing commitment to bridging academic learning with real-world business challenges. By bringing industry leaders into the classroom, SBS ensures that students gain exposure to current trends, emerging technologies, and practical insights that enhance their academic journey.

We sincerely thank Dr. Samuel Läubli for sharing his expertise and inspiring our students.