{"id":13197,"date":"2026-09-22T08:47:18","date_gmt":"2026-09-22T08:47:18","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=13197"},"modified":"2026-09-22T08:49:42","modified_gmt":"2026-09-22T08:49:42","slug":"synthetic-perception-of-nations-and-cities","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/synthetic-perception-of-nations-and-cities\/","title":{"rendered":"Introducing Synthetic Perception: Every nation and city now has two perceptions, a human one and a synthetic one"},"content":{"rendered":"\n

What is Synthetic Perception?<\/strong><\/h2>\n\n\n\n

Synthetic Perception is the perception of a nation, city or region held and expressed by artificial intelligence systems. It is formed from the data these systems are trained on and the sources they retrieve, and it is transmitted every time an AI answers a question about a place.<\/strong><\/p>\n\n\n\n

Every nation and city now exists in two perceptual environments. One is held across millions of people and shaped by experience, emotion and social exchange, usually changing gradually. The other is produced by AI models from training data and retrieved sources. It can change whenever a model is updated, repeat inaccuracies confidently and present its account as factual.<\/p>\n\n\n\n

Managing a Nation or City Brand means understanding the perceptions held by tourists, investors, talent and global audiences (all audiences from the Bloom Consulting Brand Wheel\u00a9<\/a>). AI systems have become influential intermediaries. They form an account of every nation and city from the content available to them and communicate it whenever users ask. As more people consult AI before forming an opinion, these systems must become part of how place perception is measured and managed.<\/p>\n\n\n\n

A new audience in Nation Branding and City Branding<\/strong><\/h2>\n\n\n\n

When global citizens ask an AI assistant about a Country, a Region or a City, the system returns a considered answer: an assessment, an opinion about the place. The AI system functions as a persona, a single, trusted interlocutor, and it holds a specific perception of EVERY country and city on which it has been trained. That perception is transmitted at scale, in every language, to every audience that Nation Branding and City Branding address. It is, in most cases, unmeasured by the governments whose countries or cities it describes.<\/p>\n\n\n\n

Why Synthetic Perception changes the model of influence<\/strong><\/h2>\n\n\n\n

As explained in Bloom Consulting Nation Branding vs Nation Marketing article<\/a>, perception is formed through two mechanisms: experience and influence.<\/p>\n\n\n\n

\"\"
Image: influence and experience are the main shapers of perception<\/figcaption><\/figure>\n\n\n\n

Experience comes from direct contact with a place. Influence comes through personal recommendations, search results, media coverage and the wider digital footprint. An account from someone who knows the place can be especially persuasive because it is personal, contextual and trusted, although it usually reaches a limited circle. Digital content reaches a much wider audience, but users must interpret fragmented information and decide which sources to trust.<\/p>\n\n\n\n

The format through which perception is transmitted now matters greatly. Search engines and digital platforms present links, listings, images, headlines and reviews, and readers interpret these separate elements and gradually form an assumption about the place. Their conclusions depend on what they encounter, how actively they search and how they assess the credibility of each source.<\/p>\n\n\n\n

AI assistants are different, they perform much of this interpretive work for the user. They draw from multiple sources and turn the material into a single contextualised account, often including a recommendation, a caution or a comparison. Because the answer is conversational and appears coherent, global citizens may treat its conclusion as they would the advice of a knowledgeable person. This gives the system considerable influence over how a place is understood. Synthetic Perception should therefore be understood as a highly influential, omnipresent “persona” capable of communicating the image of a place.<\/p>\n\n\n\n

\n

\u201cFor twenty years, the scholarship on Nation and City branding has treated the audience as human by definition. Synthetic Perception is the first framework to name, and make measurable, an audience that is not. Every serious model of place image will now have to account for it.\u201d<\/em><\/p>\nKeith Dinnie, President of Bloom Consulting, author of Nation Branding: Concepts, Issues, Practice<\/cite><\/blockquote>\n\n\n\n

The sources of truth for AI<\/strong><\/h2>\n\n\n\n

AI systems do not possess direct knowledge of a nation or city. Their Synthetic Perception is derived in two stages:<\/p>\n\n\n\n

    \n
  1. From the data on which the model was trained, such as a corpus of public web content, books and reference material up to a cut-off date<\/li>\n\n\n\n
  2. At the point of response, from the sources the system retrieves and cites: encyclopaedic entries, official statistics, government and institutional websites, major media, travel and business platforms, academic publications and structured data published in machine-readable form.<\/li>\n<\/ol>\n\n\n\n

    Collectively, these constitute the sources of truth for AI: the material from which a model determines what is \u201ctrue\u201d about a place.<\/p>\n\n\n\n

    Which sources a model relies on for a given place, their accuracy, their availability in the languages in which questions are asked, and the presence of the nation or city itself among them are all measurable. A government cannot edit the model, but it can contribute to some of its sources of truth.<\/p>\n\n\n\n

    AI-generated material is also beginning to enter this information environment. It may be included in future training data, indexed by search systems or retrieved by other AI tools. As a result, an account produced by one system can influence the account produced by another, sometimes without reference to the original human-authored source, leading to another new concept, called Hypersynthetic Perception.<\/p>\n\n\n\n

    Hypersynthetic Perception is the perception of a nation, city or territory that AI systems form partly from content produced by other AI systems. Human authors may be absent from the original source, and AI agents may use this material directly when preparing or making decisions.<\/strong><\/p>\n\n\n\n

    In this environment, descriptions of a place can circulate across systems, allowing errors to persist, compound or drift over time. Managing the sources of truth is therefore urgent while primary and human-authored records still provide a reliable foundation for what AI systems retrieve and disseminate.<\/p>\n\n\n\n

    <\/p>\n\n\n\n

    \"\"
    Image: The two perceptions of a nation – human perception and Synthetic Perception; the machine-to-human and machine-to-machine evolution.<\/figcaption><\/figure>\n\n\n\n

     <\/strong><\/h2>\n\n\n\n

    Why Nation and City Brands cannot disregard AI<\/strong><\/h2>\n\n\n\n

    As described in this article, the perception held by this new persona can have which places enter the consideration set and how they are evaluated. Missing, outdated or inaccurate information may reduce a country’s, region’s or city’s chances of being recommended, and conventional campaign tools such as media investment or search-page positioning may have limited effect on this process.<\/p>\n\n\n\n

    Moreover, there is growing evidence that the AI systems now informing global audiences can systematically misrepresent nations and cities by reproducing geographic biases, stereotypes and unequal patterns of representation. The distortions are documented. In their 2024 peer-reviewed study, Large Language Models Are Geographically Biased<\/a><\/em>, Manvi et al. identified systematic errors in AI-generated assessments of locations and found that places with lower socioeconomic conditions were consistently evaluated more negatively across several subjective dimensions. Certain countries are over-represented in training data while others are marginal. Sentiment and framing vary between countries and between the languages of the query, and outdated claims are reproduced with full confidence. These findings demonstrate that nations and cities can be misrepresented by the AI systems now informing global audiences about them (Manvi et al., 2024). Leading to another risk, as disinformation and synthetic media may introduce false narratives into the sources from which models learn, and an erroneous statement can be reproduced across millions of responses before detection. Crisis and reputation monitoring therefore acquire a new challenge: What the models have begun to state about the place, and when.<\/p>\n\n\n\n

    Ownership of place image is often undefined. Within many national and city governments, responsibility for what AI systems state about the place is not assigned. Tourism boards and promotion agencies own campaigns; foreign ministries and mayoral offices own diplomacy; security agencies own disinformation. The Synthetic Perception falls between these mandates. Where a measurable risk to national or city image has no owner, a structured approach is required.<\/p>\n\n\n\n

    How can a nation or city improve its Synthetic Perception?<\/strong><\/h2>\n\n\n\n

    First:<\/strong> Audit the statements of leading models about the nation or city, element by element, across languages and question types; establish a \u201cBloom Consulting vulnerability level\u201d baseline.<\/p>\n\n\n\n

    Second:<\/strong> Strengthen the sources of truth by publishing accurate, fact-dense and machine-readable content through structured national data, reference sources and multilingual coverage. This work improves the information infrastructure on which AI systems depend.<\/p>\n\n\n\n

    Third: <\/strong>Track the Synthetic Perception with each model release; treat a material shift in model outputs as an incident requiring response. Bloom Consulting has technology that allows Countries and Cities to do that.<\/p>\n\n\n\n

    Fourth: <\/strong>Designate responsibility within government; integrate the tourism, investment, foreign-affairs and security functions that each hold part of the mandate; and treat the AI audience as a permanent stakeholder in Nation Brand and City Brand strategy.<\/p>\n\n\n\n

    Frequently asked questions<\/strong><\/h2>\n\n\n\n

    What does AI say about my country or city?<\/strong><\/h3>\n\n\n\n

    Each major AI model holds its own account of a nation or city, generally accurate in outline, but frequently inaccurate, outdated or incomplete in the details that determine decisions. The account can only be established through a systematic audit across models, languages, question types and Bloom Consulting Perception Elements.<\/p>\n\n\n\n

    Is Synthetic Perception the same as AI visibility or generative engine optimisation (GEO)?<\/strong><\/h3>\n\n\n\n

    AI visibility measures whether and how a place appears in AI responses, while GEO covers techniques intended to improve that visibility. Synthetic Perception has a broader scope: it describes the overall image of a nation or city held and communicated by AI systems. Visibility is one part of that image and should be measured within a wider perception audit.<\/p>\n\n\n\n

    Is Hypersynthetic Perception different from Synthetic Perception?<\/strong><\/h3>\n\n\n\n

    Hypersynthetic Perception extends the concept to information that passes between AI systems. It covers what models learn about a place from AI-generated material and what AI agents may use when preparing or making decisions on a person’s behalf. It can be measured alongside Synthetic Perception by extending the sources-of-truth analysis to AI-generated sources and system-to-system retrieval.<\/p>\n\n\n\n

    What are the sources of truth for AI?<\/strong><\/h3>\n\n\n\n

    These are the materials an AI system uses to determine what is true about a nation or city. They include training data and the sources retrieved when answering, such as encyclopaedic entries, official statistics, institutional websites, major media, business and travel platforms, academic publications and structured data published for machine consumption. Improving Synthetic Perception begins by identifying and correcting weaknesses across this source environment.<\/p>\n\n\n\n

    Who coined the terms Synthetic Perception and Hypersynthetic Perception?<\/strong><\/h3>\n\n\n\n

    Jose Filipe Torres, founder of Bloom Consulting, the Nation Branding and City Branding consultancy, coined the term Synthetic Perception and introduced Hypersynthetic Perception in 2026, on the basis of the Bloom Consulting Taxonomy Model \u00a9<\/a> and fifteen years of measuring global search behaviour towards nations and cities.<\/p>\n\n\n\n

    Cite article<\/strong><\/p>\n\n\n\n

    Torres, J. F. (2026). Introducing Synthetic Perception: Every nation and city now has two perceptions, a human one and a synthetic one. Bloom Consulting Journal, 22 September. Available at: https:\/\/www.bloom-consulting.com\/journal\/synthetic-perception-of-nations-and-cities\/<\/p>\n","protected":false},"excerpt":{"rendered":"

    What is Synthetic Perception? Synthetic Perception is the perception of a nation, city or region held and expressed by artificial intelligence systems. It is formed from the data these systems are trained on and the sources they retrieve, and it is transmitted every time an AI answers a question about a place. Every nation and […]<\/p>\n","protected":false},"author":4,"featured_media":13208,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[69],"tags":[178,144,5900,5899],"class_list":{"0":"post-13197","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-place_branding","8":"tag-city-branding-2","9":"tag-nation-branding","10":"tag-perception","11":"tag-synthetic-perception"},"yoast_head":"\nSynthetic Perception of Nations and Cities | Bloom Consulting<\/title>\n<meta name=\"description\" content=\"Article by Jose Filipe Torres exploring the new concept driven by AI, the synthetic perception of Nations and Cities\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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