As the @arcticcircleorg Assembly kicks off in Reykjavik, we're looking at how the world thinks about the Arctic in our latest narrative Intelligence study, The Arctic Reframed. The study covers three years of Pulsar Narratives AI data, billions of news articles and social posts, 13,731 narratives detected between 2023 and 2026 📈 📉 The biggest point for me is that the Arctic is not driving his own narrative, the story is written elsewhere. Here's the headlines: - Sovereignty, security and the economy now account for 6 in 10 Arctic narratives in both news (61%) and social media (59%). Three years ago it was 42% in news and 26% on social. - Climate science and wildlife narratives fell from 44% to 17% of Arctic news coverage. The economy (shipping, energy, minerals) is now the biggest single theme, at 28%. - Discourse is now driven by waves of geopolitical attention: in its busiest week, public attention to the Arctic in 2026 runs at 3.5 times a typical week, up from 1.9×. Every spike that could be traced to an event was geopolitical or a cold snap; none was a climate milestone. - Indigenous and community voices make up only 0–5% of the Arctic narratives every year, in both news and social. Full study in the comments ❄️🧊🏔️🐻‍❄️ #ArcticCircleAssembly #Arctic #CentralArcticOcean #ArcticGovernance #ClimateAction

The question isn't whether AI will transform how we test ideas—it's how quickly we'll adapt to a world where experimentation becomes as easy as asking a question.

It's a good day.

It's been just over a week since we launched Narratives AI, and the response has been truly incredible. Honestly, a few things caught me completely by surprise. First, the sheer buzz around the launch! It seems the idea of easily detecting and measuring narratives really resonated. Second, the feedback from our early users has been fantastic – a blend of "wow, this is easy" and "can it do *this* next?" (More on those future features soon!). Third, the engagement levels are through the roof. Our top user spent over 3 hours actively exploring hundreds of narratives. That kind of session time for a brand-new product is unheard of! And fourth, the incredibly insightful questions we're getting about the data science – excellent questions about clustering and long context windows for LLM analysis. Given all this engagement, we're tackling the best questions one by one. So, let's start with the most frequent: "How does Narrative Intelligence differ from Social Listening, and what insights can Narratives AI provide that Social Listening can't?" Here's my take: we don't see Narratives AI and Social Listening as rivals. Narrative Intelligence actually *precedes* Social Listening in the insight process. Think of it as mapping the entire data universe, developing research hypotheses, and *then* using Social Listening for targeted deep dives. You start broad, then get specific. To illustrate these fundamental differences, we've created a short explainer video. I'd love for you to take a look and share your thoughts. And stay tuned – we'll be back soon with answers to the *second* most-asked question!

New data reveals a seismic shift in perceptions of the American Dream. 🇺🇸 💸 🗽 Search for "American Dream" in Narratives AI and the #1 narrative you'll see is "The American Dream is a Fading illusion". This is from crunching 39bn of social media posts and news media articles generated over the last 2 years. A quant study from McCann also confirms the same: 73% of surveyed Americans are now viewing it as an illusion rather than an achievable reality. Our latest research collaboration with McCann Worldgroup uncovers a stark transformation in how Americans perceive opportunity and success in 2024: • 82% believe the system is fundamentally rigged • 67% say hard work no longer guarantees upward mobility • 91% of millennials feel less economically secure than their parents • Only 12% believe they have a fair chance at building wealth This isn't just about economics – it's a profound crisis of faith in our social contract. The data shows a direct correlation between rising inequality and declining belief in meritocracy. What's particularly concerning is how this sentiment crosses traditional demographic and political lines. Whether in urban centers or rural communities, among college graduates or skilled workers, the narrative remains consistent: the American Dream has become a symbol of systemic failure rather than opportunity. The implications for businesses, policymakers, and society are significant. When people stop believing in the possibility of advancement, it fundamentally alters their relationship with institutions, their career choices, and their vision for the future. These findings were presented yesterday at SXSW in Austin, link in the comments to access the exec summary (do comment "American Dream" if you want to see the full study and we'll follow up). What's your take on this shift? Have you observed this changing sentiment in your network or community? I'll be sharing more detailed analysis from this research in the coming weeks. Follow along if you're interested in understanding how these changing perceptions are reshaping our economic and social landscape.

Davos' @wef influence seems to be shrinking: - News coverage is down 60% YoY (volumes, @PulsarPlatform ) - Social chatter is down 51% YoY (volumes, @PulsarPlatform) Last week we noticed that Davos/WEF wasn't a trending topic in the countries where you'd expect (or need) it to be, such as US, UK, Canada, France, Italy, Spain, Russia, India. Today we looked at pure volumes of news and social content on WEF and the decline has been pretty steep between 2024 and 2025. Why? We asked a China representative (sorry @deepseek_ai) just to get some sass (all very balanced to be fair), and yea it didn't disappoint: 1. **Criticism of Elitism**: Davos is often seen as a gathering of the global elite, which can lead to criticism that it is out of touch with the broader population. 2. **Rise of Alternative Platforms**: There are now numerous other forums and summits where global issues are discussed, such as the G20, the United Nations General Assembly, and regional gatherings like the Asia-Pacific Economic Cooperation (APEC). 3. **Global Power Shifts**: The global balance of power is shifting, with emerging economies gaining more influence. These countries may not see Davos as the most important or relevant forum for their interests and may prefer to engage in other venues where they have more say. 4. **Digital Transformation**: In an instant digital world where you can shave 3% of the Nasdaq with a product release, does it matter that much what we say face to face, in the mountains, once a year? (Btw Deepseek only mentioned Digital Transformation and didn't self plug 😜 ) 5. **Effectiveness and Outcomes**: There is a growing skepticism about the effectiveness of Davos in driving real change. Critics argue that the forum produces more talk than action, and without tangible outcomes, its influence may wane. 6. **Global Challenges**: The complexity and scale of global challenges, such as climate change, inequality, and geopolitical tensions, may be beyond the scope of what a forum like Davos can address, leading to questions about its relevance. 7. **Pandemic Impact**: The COVID-19 pandemic forced the WEF to cancel its in-person meeting in 2021 and hold a virtual event instead. This disruption may have long-term effects on the forum's influence and how it is perceived by the global community. Or as @Zoë Williams put it on the Guardian last week, even the elites are bored of talking to the elites

12 hours to go for the biggest release in our Narratives AI private beta. 🔮 Drop your email here for access narrativesai.net

Gen AI chatbots like @OpenAI's ChatGPT, @AnthropicAI's Claude and @Google's Gemini might serve very similar use cases but are perceived by the audience in very different ways. They do have one big thing in common though: they're all dropping ratings in Functionality and Credibility pic.x.com/pj9ywrm3s6 #ai #reputation

"We need to start seeing cultural intelligence/marketing as mainstream marketing. It's the vibrant and complex cultures that are driving trends, driving consumer preference, and creating meaning. That’s why cultural intelligence is so pivotal for brands who want to be relevant and profitable." Loved recording this episode with Dr. Anastasia Kārkliņa Gabriel because it tackles the very core of what we do. Culture drives identity and identity drives behaviour. You miss the nuance of the identity and you miss the alignment with the behaviour AND your marketing is out of synch. And yes sometimes this has to do with purpose and inclusivity but if you want to connect with any audience today, relevance via cultural fluency is really the only game in town.