The Catalan language is experiencing a remarkable boom in the digital sphere, with content creation and viewership on social media platforms soaring to unprecedented levels. However, a new report warns that this grassroots success story is facing a formidable new challenge: the rapid rise of artificial intelligence.
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On Thursday morning, Accent Obert, a foundation dedicated to promoting Catalan in the digital environment, presented a comprehensive study on the language’s digital health at the Convent de Sant Agustí in Barcelona. This analysis reveals a vibrant and growing ecosystem, yet also sounds the alarm over systemic threats that could undermine recent progress.
A Social Media Surge
The creator economy is proving to be a powerful engine for Catalan, according to the report. More than 1,200 creators now regularly publish content in the language on platforms like TikTok, Instagram, and YouTube. This has significantly increased visibility; in the last year alone, the number of Catalan posts surged by 31% to 160,000, generating an astonishing 2.8 billion views – a 72% jump from the previous year, as reported by Catalan News.
This growth is fuelled by a diverse range of influencers and educators who are making the language more accessible and engaging than ever. Creators like Júlia Riera of Daily Catalan and American-born Griffin Bassett, known for his @wordsatwork channel, are attracting global audiences interested in learning the language. Their success demonstrates a growing appetite for Catalan that extends beyond its traditional borders.
The AI Conundrum
Despite the positive social media trends, the report flags serious concerns about the burgeoning era of artificial intelligence. Genís Roca, president of Accent Obert, outlined three primary threats from generative AI.
The first is the risk of “linguistic displacement.” The report warns that users may abandon Catalan if AI models in other languages, such as Spanish or English, provide faster or more accurate responses. This “friction” could subtly push Catalan to the sidelines in daily digital interactions.
Secondly, the language relies heavily on external AI models developed outside the Catalan-speaking world. These models often lack the deep linguistic and cultural nuances necessary for authentic communication, potentially leading to homogenised or inaccurate outputs. Finally, the report highlights the cultural and symbolic impact of AI operating proficiently in Catalan but within foreign cultural frameworks, subtly eroding local context and identity.
Beyond AI, the study also identifies several “fragile” areas where Catalan remains underrepresented. These include the automotive sector, smart home appliances, and automatic dubbing for on-demand video services, where English and Spanish continue to dominate the user experience.
A Call to Action: ‘Configura’
To combat these challenges, Accent Obert has launched a proactive campaign called ‘Configura’. The initiative addresses what the report calls a critical issue of “implicit demand.” Many tech companies gauge a language’s relevance by the number of users who set it as the default on their devices. According to the foundation, the number of devices configured in Catalan is “significantly lower than its actual social use.”
The ‘Configura’ campaign encourages individuals, businesses, and public institutions to switch their phones, computers, and other digital devices to Catalan. This simple act sends a powerful market signal to developers and corporations, demonstrating a clear demand for services in the language and encouraging further investment. The campaign is a practical step to ensure the language’s digital vitality, a sentiment echoed by other language advocacy groups like Plataforma per la Llengua.
A Digital Crossroads for Catalan
The report paints a picture of a language at a digital crossroads. While a bottom-up creator movement has driven impressive growth, systemic, top-down challenges from global technology trends loom large. This dynamic reflects the broader, ongoing debate about the language’s public presence, from disputes over its use on highway signs to discussions about its role in official documentation after Spain ruled out a Catalan test for migrant regularisation.
As Catalan’s use sees a heartening increase in some areas, such as a 15% rise in legal aid cases, the digital front remains a key battleground. The findings from Accent Obert suggest that the future health of Catalan will depend not only on the passion of its online creators but also on the conscious choices of its millions of speakers to demand its presence in every corner of the digital world.
