THE CONSEQUENCES OF AI-DRIVEN TRANSLATION WITHIN MODERN ADVERTISING

Abstract

The integration of Artificial Intelligence (AI) translation tools is fundamentally reshaping global advertising strategies, offering unprecedented opportunities for brands to connect with diverse international audiences. This article examines the transformative impact of AI translation on the advertising industry, contrasting automated approaches with traditional human-centric translation practices. It explores how AI technologies help brands overcome linguistic barriers, enhance consumer engagement through personalized marketing, and achieve cultural relevance in campaigns. While highlighting efficiency and market expansion benefits, the study also addresses ethical concerns such as data privacy, algorithmic bias, and workforce displacement. The article concludes that sustainable implementation of AI translation requires ethical governance, transparency, and balanced human–AI collaboration.