Negotiating the algorithm: an ethnographic study of AIGC and women’s reproductive health in the global south

How do women in the Global South negotiate AI-generated health information within their existing knowledge systems and social networks? As AI-Generated Content (AIGC) rapidly proliferates across global information landscapes, particularly in the Global South, this paper investigates how AIGC influences women’s cognition regarding Sexual and Reproductive Health and Rights (SRHR) across selected study sites in Nigeria, South Africa, Latin America, and the Philippines, encompassing their knowledge, understanding, beliefs, and attitudes. Employing a multi-site, mixed-methods qualitative design, this study combines in-depth interviews ( n = 22), focus group discussions ( n = 6 groups, 58 participants), participant observation, and digital ethnography across these sites. The findings suggest a dualistic pattern of impact: AIGC holds the potential to serve as a powerful tool for empowerment and education by enhancing information accessibility, enabling personalized interaction, and facilitating open discussions on sensitive topics. Conversely, it also poses risks, potentially exacerbating health inequalities and cognitive vulnerabilities through the rapid dissemination of misinformation, the amplification of algorithmic bias, insufficient cultural adaptation, and pressing ethical concerns. Integrating literature analysis with ethnographic insights, this paper identifies the digital divide (access, literacy, gender), cultural context, ethical frameworks, and social trust structures as crucial mediating factors shaping AIGC’s cognitive impact. The study underscores that women in these contexts are not merely passive recipients but actively negotiate the meaning and utility of this content. To responsibly leverage AIGC for promoting health equity, the paper proposes targeted strategic recommendations for technology developers, health systems, policymakers, and the research community, advocating for a human-centric, equitable, culturally sensitive, and ethically prudent approach.