Avatars as Translators: Bridging Cultures and Identities in the AI-Driven Digital Age

Translation is no longer confined to words on a page or dialogues between speakers – it now permeates our virtual selves. This article explores how digital avatars function as sophisticated acts of self-translation in AI-mediated environments. Drawing on core Translation Studies concepts – particularly intersemiotic translation and multimodal representation – the study examines how avatars operate as dynamic translations of identity that facilitate intercultural communication across virtual platforms. By analysing user-generated avatars from VRChat, Bitmoji and Meta’s Horizon, we demonstrate how users encode linguistic, cultural and visual elements into these digital personae, thereby redefining the boundaries of translation. The findings reveal avatars’ remarkable potential to bridge cultures by visualising and performing identity, while also illuminating ethical challenges – from stereotyping to cultural appropriation – inherent in avatar-mediated representation. Ultimately, this paper argues for an expanded conception of translation that encompasses multimodal, performative identity work, positioning avatars as crucial mediators of meaning in the globalised digital age.