THE CHALLENGE OF AI IN CONVEYING WORDPLAY AND HUMOR FROM ENGLISH ADVERTISEMENTS TO UZBEK

Abstract

This article examines the significant challenges faced by artificial intelligence (AI) translation technologies when conveying humor, wordplay, and idiomatic expressions from English advertisements into Uzbek. Because humor and wordplay are intrinsically tied to specific cultural references, linguistic idiosyncrasies, and social norms, standard direct translation methods are insufficient and can result in confusing or meaningless messaging. Current AI systems, despite their sophisticated natural language processing algorithms, often struggle with the phonetic, syntactic, and semantic nuances required to preserve the original intent and emotional appeal of English ads. To overcome these cultural barriers, the research advocates for the integration of cultural intelligence and adaptive localization frameworks within AI systems. By implementing continuous learning mechanisms and fostering collaboration between AI developers and marketing experts, future translation technologies can better capture cultural subtleties. Ultimately, enhancing AI's capacity for cultural adaptation is essential for globalizing marketing efforts and forging meaningful connections between brands and the Uzbek consumer base.