Confronto applicativo tra la resa dell’Intelligenza Artificiale e la traduzione di slogan pubblicitari in italiano e in spagnolo

This article focuses on the applied use of the Artificial Intelligence, particularly of ChatGPT, in the translation of advertising slogans from Italian into Spanish. The main objective of this article is to understand if the Artificial Intelligence will ever replace the job of a professional translator and/or publicist. In other words, the aim of this article is to see if the AI is able to reproduce the processes of the human mind and if it is able to understand and translate slogans that, being closely related to a specific target audience and target culture, create comprehension problems due to their subtle shades of meaning. The methodology employed in this paper is based on the comparison and careful morphosyntactic and semantic analysis between the slogan translations performed by a professional translator and/or publicist and the translations performed by ChatGPT chatbot. For the sake of practicality, the corpus analysed refers to 2023, from 1st January to 31st December, and originally was made up of the three most significant areas in which more comparative translanguaging phenomena between Italian and Spanish can be observed: the automobile sector, the beer sector, alcoholic and non-alcoholic beverages sectors. In this work, in the interest of brevity, only the automobile sector is reported and analysed.