Costa Rica has become the first country globally to harness artificial intelligence (AI) to shape its national brand strategy, marking a new milestone in digital-driven nation branding. Working alongside Bloom Consulting, an international nation branding specialist, Costa Rica’s essential Costa Rica initiative has developed a forward-looking strategy for 2035 that centres on climate change and environmental preservation.
The strategy integrates AI to analyse extensive datasets across four key areas: past research on Costa Rica’s digital identity, national strategic plans such as decarbonization initiatives, international reports like the OECD Economic Outlook and Sitra Megatrends, and insights from national stakeholders. By processing this data with AI, Costa Rica was able to assess global perceptions of its brand and forecast future media trends, allowing it to pinpoint priority projects and media strategies that will strengthen its image on the global stage.
Adriana Acosta, Director of essential Costa Rica, emphasized that innovation is a core value of the brand: “This roadmap will lead us to establish the positioning of Costa Rica as the world leader in sustainability and the fight against climate change,” she said. The AI-driven strategy enables Costa Rica to enhance its international image as a sustainability champion through targeted messaging and initiatives that resonate with both national and international audiences.
The decision to focus on climate and sustainability aligns with Costa Rica’s longstanding environmental leadership, building on decades of eco-focused policy. Through the AI insights, Costa Rica is also rolling out training sessions and workshops with local businesses and youth to deepen the sustainability narrative. José Felipe Torres of Bloom Consulting commended the strategy, noting that Costa Rica’s leadership in using AI for nation branding showcases its forward-thinking approach to environmental issues.
The new 2035 strategy positions Costa Rica to leverage its natural intelligence concept as a guiding force in global conversations on climate change, with digital campaigns and programs that aim to enhance the nation’s role as a leader in sustainability.
