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In today’s digitally mediated world, international advertising campaigns increasingly rely on artificial intelligence to create, adapt and deliver persuasive messages across cultural and linguistic boundaries. The paper explores how AI is reshaping the discourse of global advertising and what this means for linguists, translators, and intercultural communication specialists. From transcreation to cultural misfires, the study examines real-world cases where slogans or brand names succeeded – or spectacularly failed – to resonate with their intended audiences. Drawing on such examples from both recent and more dated campaigns, the paper addresses the linguistic and extralinguistic strategies used in localisation, highlighting both the potential and the pitfalls of algorithmically driven communication. Ethical questions surrounding content authenticity, cultural sensitivity, and the role of human oversight in AI-generated messaging are also discussed. Emphasis is placed on best practices that integrate technological innovation with linguistic expertise and intercultural awareness. The paper concludes with reflections on the future of international advertising and the critical role of applied linguistics in navigating this evolving terrain.
Adam Wojtaszek (Tue,) studied this question.