Cross-Cultural Perspectives On Generative Ai-Driven Brand Activist Messages: A Comparative Thematic Analysis Of The United States, Sweden, And Italy

In an era where consumers increasingly demand authenticity from brands, the emergence of Generative Artificial Intelligence (GAI) in activist communication poses new challenges. This study explores cross-cultural perceptions of GAI-generated brand activist messages through a qualitative thematic analysis involving 38 participants from Italy, Sweden, and the United States. It examines how different national contexts shape expectations of authenticity, emotional resonance, transparency, and responsibility in AI-generated communication. Findings reveal five key themes: authenticity and consistency, the role of human agency, transparency and accountability, limited empathy, and context-specific appropriateness. While AI was broadly accepted as a supportive tool, participants emphasized that credible activism still requires human presence: a deliberate, value-driven commitment rooted in authentic beliefs, along with the ability to feel, express, and respond to complex emotions, which AI tools are evidently unable to replicate. GAI was seen as more appropriate for environmental causes, perceived as data-driven, than for social justice issues demanding personal understanding and a human voice. Cultural differences shaped these views: Italians focused on sincerity and alignment with brand values, Swedes adopted a practical approach, assessing functional relevance and transparency, and US respondents evaluated whether activism matched the brand’s business and offerings. Despite these differences, shared skepticism emerged toward fully AI-authored activism lacking human oversight and emotional credibility. This study contributes to branding and communication research by highlighting the sociocultural filters through which GAIgenerated activism is interpreted. It calls for hybrid, culturally sensitive strategies that preserve human authenticity while leveraging technological innovation in cause-related messaging.