Language of Advertisement in the Age of Artificial Intelligence: A Paradigm Shift

Language functions as a central tool of persuasion, cultural representation, and consumer engagement in advertising (Cook, 2001). The integration of Artificial Intelligence (AI) has significantly transformed advertising discourse, shifting it from mass-oriented and culturally collective forms to personalised, adaptive, and data-driven linguistic practices (Kaplan & Haenlein, 2019). In India’s multilingual and digital ecosystem, AI enables conversational, emotionally responsive, and platform-specific language strategies. This paper analyses how AI reshapes advertising language in the Indian context, drawing examples from Amazon India, Flipkart, Zomato, Swiggy, BYJU’S, Paytm, and Spotify. It examines key shifts in personalization, conversational tone, emotional appeals, automation, and multilingual adaptation, while also addressing ethical concerns related to privacy, algorithmic bias, and linguistic homogenization (Fairclough, 2001; Zuboff, 2019). The study situates AI-mediated advertising as both a technological and socio-cultural phenomenon reflecting broader processes of digital transformation in contemporary India (Mehta, 2015).