The linguistic butterfly effect: the hidden cost of ambiguous translations in consumer decisions

The paper examines the impact of ambiguous product descriptions resulting from translation on perceived product quality, analyzing how this relationship varies between offline and online purchase contexts. Small translation inaccuracies can trigger a “linguistic butterfly effect,” leading to significant losses for companies operating in global markets.

According to Forbes (2024):

• Companies lose an estimated $46 billion annually due to inaccurate translations in online sales.
• 77% of consumers abandon at least one purchase because of ambiguous or poorly translated communication.

→ Poorly translated product descriptions drastically reduce perceived quality and consumers’ willingness to pay.
 

Based on data collected from over 1,000 Italian consumers, the research identifies two key dimensions: information accuracy (adherence to technical details) and perceived authenticity (clarity and tone of communication).
The findings further highlight that generative AI has not solved this issue. Consumers now cross-check information, verify sources, and share feedback—making strategic and systematic control over language an essential responsibility for companies. In short, human expertise and oversight remain irreplaceable.

Harvard Business Review Italia featured the study in its October 6, 2025 issue, emphasizing its strategic implications and confirming that, in global digital contexts, language is not merely an informational tool but a strategic signal of brand value.