Modern Social Science Research

With fast development of artificial intellectual and the acceleration of globalization, cross-border e-commerce has rapidly developed as a new trade model but faces challenges from language and cultural differences. AI translation technology, with its efficient translation speed and high linguistic conversion accuracy, is widely used in cross-border e-commerce. However, AI translation still has significant shortcomings in handling cultural differences, such as misinterpreting culturally specific terms and neglecting cultural taboos. This paper, based on the Skopos theory, systematically evaluates the application effect of AI translation in cross-border e-commerce through a combination of literature analysis, case studies, and corporate collaboration practices, focusing on translation issues in product titles, product details, and company information. The research results indicate that while AI translation excels in language conversion, it still needs further optimization in cultural adaptation and emotional transmission. By analyzing actual translation cases, this paper proposes a set of strategies for handling cultural differences based on AI. These strategies can significantly improve the quality of cross-border e-commerce translations, optimize consumer experiences, support enterprises in expanding into international markets, and provide new perspectives for future translation research.

AI translation; Cross-border e-commerce; Cultural differences; Skopos theory