ARTIFICIAL INTELLIGENCE AS A TOOL FOR CROSS-CULTURAL EVANGELISM IN THE DIGITAL ERA

Abstract

The rapid advancement of artificial intelligence (AI) has transformed global communication, creating new possibilities for cross-cultural evangelism in the digital era. However, while artificial intelligence is often presented as a neutral tool for expanding reach, its capacity to engage cultures theologically and sensitively remains under-theorised. Traditionally, evangelism has faced barriers such as linguistic diversity, geographic isolation, and cultural misunderstanding, which have limited effective gospel communication across contexts. This study examines how artificial intelligence can be responsibly utilized to address these barriers while maintaining cultural sensitivity and theological integrity. The study conceptualises ‘culturally scalable and sensitive evangelism” as digitally mediated outreach that expands access across cultures while remaining attentive to local languages, worldviews, values, and ethical concerns. The study uses a qualitative integrative literature review, and analyses recent scholarly works, case studies, and digital evangelism platforms, employing artificial intelligence technologies like natural language processing, machine translation, chatbots, and content personalisation algorithms. The findings indicate that artificial intelligence can significantly reduce language barriers, enhance contextualisation, and extend outreach to unreached people groups through adaptive digital engagement. At the same time, the study highlights risks related to algorithmic bias, cultural homogenisation, and the reduction of evangelism to technological efficiency. The study concludes that artificial intelligence cannot replace the relational and incarnational dimensions of evangelism but can serve as an enabling tool when guided by cultural intelligence, ethical accountability, and missiological reflection. It recommends that faith-based organisations invest in ethically grounded artificial intelligence platforms, collaborate with culturally informed developers, and train digital missionaries in artificial intelligence literacy and intercultural discernment.