In the GeekSpeak column of this month’s ATA Chronicle, Jost Zetztsche argues that technology is indeed changing the landscape of the translation industry, just not in the way we thought. Clients are becoming more educated about the prospects and pitfalls of machine translation and crowdsourcing. So, are we heading toward a homogeneous landscape of large-scale suppliers seeking drastic cuts in their use of human translators and project managers? Or can specialist vendors survive and thrive? Read here for Jost’s take on how translation technology is creating new business models.