The $71 Million Translation Mistake (and How AI Could’ve Prevented It)

In 2009, HSBC launched its global marketing campaign with the slogan "Assume Nothing". A well-crafted phrase, until it was mistranslated in several markets as "Do Nothing". 

Overnight, it suggested inaction instead of security. 

The result? A costly rebrand effort reportedly totaling $10 million. 

When miscommunication costs millions

But branding isn’t the only area under threat. Just one mistranslated medical term changed a young man’s life, and it cost $71 million.

In 1980, 18-year-old Willie Ramirez was admitted to a Florida hospital in a coma. His Spanish-speaking family said he was "intoxicado", meaning food poisoning – not intoxicated. Yet, the bilingual staff interpreted it as “intoxicated,” and Ramirez received delayed treatment for a brain hemorrhage. He became quadriplegic, and the hospital settled the lawsuit for $71 million. 

These examples aren’t just embarrassing, they’re a hard reminder: mistranslation isn’t a joke. It threatens reputation, health, and trust at scales both large and devastating.

Other famous (and expensive) translation fails

• KFC in China: “Finger-lickin’ good” became “Eat your fingers off.”

• Pepsi in China: “Come alive with the Pepsi Generation” translated poorly to “Pepsi brings your ancestors back from the grave.”