Perpetuating Disparities in Nation Brands: Depictions of The Global North and Global South on ChatGPT

Public Relations scholars have re-conceptualized nation branding activities through the Ethical Stakeholder Engagement framework which views nation branding as the co-construction of meaning by states and stakeholders. However, such studies fail to address how Generative AI are reshaping how people view nations. As AIs are based on readily available information online, their depiction of nations may be ripe with stereotypes. This study explored ChatGPT’s depiction of 24 nations from the Global North and South. Using quantitative and qualitative analysis, we found consistent disparities in ChatGPT as nations from the Global North were depicted as affluent, rich with cultural heritage and attractive destinations for immigration. Global South nations were depicted through scarcity, inequality, lack of safety and endemic crime and corruption. Qualitative analysis demonstrates how these depictions echo existing stereotypes. The article concludes by discussing the importance of its findings to communications scholars, and how they challenge Ethical Stakeholder Engagement.