International Journal of Human Research and Social Science Studies

As global trade increasingly hinges on cross-continental collaboration, effective communication between African and European business actors remains both vital and under-examined. This study investigates the evolving dynamics of intercultural communication in Africa-Europe business contexts, with particular attention to cultural barriers and the role of emerging digital and AI tools. Using a thematic synthesis of 78 peer-reviewed articles and 12 industry reports, the study identifies three core domains influencing communication outcomes: persistent cultural misunderstandings rooted in power distance, hierarchy, and indirectness; the double-edged impact of digital platforms and AI in mediating cross-cultural meaning; and emerging strategies for fostering trust, adaptability, and inclusivity.

Findings reaffirm the continued relevance of established theories such as Hofstede’s cultural dimensions and Media Richness Theory, while also extending them to account for technological mediation, algorithmic bias, and the digital divide. African-specific contexts—drawing from Rwanda, Kenya, and South Africa—highlight how generational shifts, linguistic complexity, and underrepresented communication norms demand more contextualized models than current Western-centric frameworks provide. The study proposes an original, integrative framework that combines cultural intelligence, AI awareness, digital fluency, and organizational support to guide multinational corporations and SMEs in navigating complex communication challenges.

The paper contributes to theory by adapting classical intercultural models to the realities of AI-mediated dialogue and offers practical pathways for managers, policymakers, and educators seeking to foster more effective Africa-Europe business interactions. Future research is encouraged to examine AI-driven misunderstandings in real-time negotiation, gendered communication dynamics in digital contexts, and the development of culturally sensitive AI systems that align with diverse linguistic and relational norms.

Africa-Europe business, intercultural communication, AI and cross-cultural interaction, digital fluency, cultural intelligence, Media Richness Theory, multinational corporations

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