Beyond conventional paradigms of translating speech and text, recently, there has been interest in automated transcreation of images to facilitate localization of visual content across different cultures. Attempts to define this as a formal Machine Learning (ML) problem have been impeded by the lack of automatic evaluation mechanisms, with previous work relying solely on human evaluation. In this paper, we seek to close this gap by proposing a suite of automatic evaluation metrics inspired by machine translation (MT) metrics, categorized into: a) Object-based, b) Embedding-based, and c) VLM-based. Drawing on theories from translation studies and real-world transcreation practices, we identify three critical dimensions of image transcreation: cultural relevance, semantic equivalence and visual similarity, and design our metrics to evaluate systems along these axes. Our results show that proprietary VLMs best identify cultural relevance and semantic equivalence, while vision-encoder representations are adept at measuring visual similarity. Meta-evaluation across 7 countries shows our metrics agree strongly with human ratings, with average segment-level correlations ranging from 0.55-0.87. Finally, through a discussion of the merits and demerits of each metric, we offer a robust framework for automated image transcreation evaluation, grounded in both theoretical foundations and practical application. Our code can be found here: https://github.com/simran-khanuja/automatic-eval-transcreation

Machine Translation of Culture-Specific Items (CSIs) poses significant challenges. Recent work on CSI translation has shown some success using Large Language Models (LLMs) to adapt to different languages and cultures; however, a deeper analysis is needed to examine the benefits and pitfalls of each method. In this paper, we introduce the ChineseMenuCSI dataset, the largest for Chinese-English menu corpora, annotated with CSI vs Non-CSI labels and a fine-grained test set. We define three levels of CSI figurativeness for a more nuanced analysis and develop a novel methodology for automatic CSI identification, which outperforms GPT-based prompts in most categories. Importantly, we are the first to integrate human translation theories into LLM-driven translation processes, significantly improving translation accuracy, with COMET scores increasing by up to 7 points. The code and dataset are available at https://github.com/Henry8772/ChineseMenuCSI.