NAVIGATING TERMINOLOGICAL CHALLENGES IN TRANSLATING ENGLISH AND UZBEK ADVERTISING TEXTS IN THE AGE OF AI

Abstract

The translation of advertising texts between English and Uzbek presents complex terminological, cultural, and semantic challenges, particularly in the context of artificial intelligence (AI)-assisted translation. This study examines the primary obstacles encountered when translating advertising content across these two linguistically and culturally distinct languages. The research identifies three interconnected challenge domains: terminological gaps arising from culturally specific vocabulary and industry jargon, cultural nuances involving idioms, connotations, and aesthetic conventions, and semantic discrepancies rooted in polysemy and lexical incongruence. Furthermore, the paper investigates how AI translation tools, while efficient, often fail to capture the emotional resonance and cultural subtext essential to effective advertising. Findings suggest that hybrid models combining AI efficiency with human cultural expertise are necessary to achieve marketing effectiveness in multilingual contexts. The study underscores the critical importance of culturally adapted—not merely translated—advertising content for successful cross-linguistic communication between English and Uzbek markets