Sorenson Demos AI Sign Language Translation for Customer Service and Employee Access
Sorenson Communications unveiled two artificial intelligence proofs of concept designed to translate between American Sign Language and English text, removing interpreters from routine service interactions where they're unavailable or impractical.
The first system converts pre-recorded video or text documents into ASL using a human-like avatar. The second recognizes ASL in real time and translates it to English text, enabling back-and-forth conversations without a human interpreter present.
Where This Applies
Deaf employees and customers encounter friction at retail counters, restaurants, airports, hotel desks, and support lines-places where ASL interpreters aren't staffed. Real-time translation reduces wait times and lets Deaf people communicate directly in their preferred language.
For enterprises, the technology addresses a compliance and service problem. Captions alone don't capture the full meaning of sign language. Hiring interpreters for every interaction is expensive and inconsistent.
The Business Case
Sorenson positions this as a way for organizations to embed accessibility into employee and customer experiences at scale. Internal communications, corporate training, and self-service kiosks all become accessible without the cost of on-demand interpreting.
Kaj van de Loo, AST General Manager at Sorenson, said the technology "enables clear, quick translations that empower Deaf people and helps service teams deliver quick solutions to valuable customers."
For Communications Teams
PR and communications professionals should understand this as part of a broader shift: accessibility is becoming an operational tool, not just a compliance checkbox. Organizations that build sign language access into customer-facing and internal systems signal commitment to inclusion while solving real service gaps.
Sorenson is accepting participants for its proof-of-concept program. More details are available at sorenson.com.
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