AI Content Localization in Marketing Communications in Afghanistan: A Qualitative Analysis of ChatGPT-Generated Advertisements
DOI:
https://doi.org/10.61231/0csx7a03Keywords:
ChatGPT, Linguistic Localization, Cultural Localization , Marketing Communication., AIAbstract
AI chatbots play an effective role in content production for organizations and in the development of marketing communications. Given their speed in producing and analyzing content, many companies now use AI chatbots in creating commercial content. However, the compatibility and alignment of content generated by AI tools with the prevailing cultures and values of societies is another issue that has a deep relationship with technology localization. Within the framework of the concept of “technology localization,” this study qualitatively analyzed five commercial advertisements in different cultural contexts of Afghanistan, generated by ChatGPT, in terms of cultural and linguistic bias. The research findings, while indicating the effectiveness of AI chatbots in producing marketing communication content, identified linguistic and cultural biases in the content examined. The results show that the use of foreign words, particularly English vocabulary, the production of relatively shallow and superficial content, as well as the use of certain words that are implicitly more distant from the prevailing culture of Afghanistan, are among the linguistic and cultural biases of AI. This article supports the localization of AI in the industries and marketing communications of Afghanistan and considers the presence of human resources in the formation of content through AI tools a fundamental necessity.
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