ChatGPT can translate well, sometimes better than specialized translators, especially for non-standard languages or complex texts. But "translating well" and "being suitable for automating website translation" are different things.
Where ChatGPT Excels
Translation Quality. GPT-4 and newer models provide natural, context-sensitive translation. They consider tone, style, and cultural context better than classic rule-based machine translation (RBMT) systems.
Rare Languages. Armenian, Georgian, Kazakh — ChatGPT handles them better than DeepL (which doesn't support them) and often with higher quality than Google Translate.
Style Adaptation. You can ask it to "translate in a formal tone" or "adapt for a German audience" — and get a better result than from a translator without context.
Post-editing. Taking a machine translation and giving it to ChatGPT for "proofreading and improvement" is an effective way to increase quality without hiring a translator.
Where ChatGPT is not suitable
No API for website automation. You cannot connect ChatGPT as an engine to a system that will automatically translate new pages. This requires a specialized API (OpenAI API exists, but it's a separate product).
No state. ChatGPT will not remember that on your website, "the Submit button is always translated as Send Request." Each request will start from scratch. For translation consistency, a glossary and a prompt with instructions are needed.
Cannot manage language versions. ChatGPT translates text. It does not create separate URLs, generate hreflang, or manage sitemaps. All of this still needs to be done separately.
Volume limitations. A limited amount of text can be translated in a single request. For a website with hundreds of pages, this is inconvenient without automation.
The Right Place for ChatGPT in the Process
ChatGPT works well as a quality tool, not an automation tool:
- The system automatically translates the website (proxy with DeepL or Google Translate)
- Specific pages — marketing, landing pages, CTAs — are proofread via ChatGPT with a specific prompt about tone and audience.
- Result: automation speed + neural network quality where it matters.
Using OpenAI API as a translation engine
This is different from using the ChatGPT interface. The OpenAI API allows integrating GPT-4 into a translation system — as an alternative to Google Translate or DeepL.
Pros: very high quality for most languages. Cons: more expensive than specialized translators, slower for large volumes.