Weicheng Ma, John Guerrerio, Soroush Vosoughics.CL
Research on stereotypes in large language models (LLMs) has largely focused on English-speaking contexts, due to the lack of datasets in other languages and the high cost of manual annotation in underrepresented cultures. To address this gap, we introduce a cost-efficient human-LLM collaborative annotation framework and apply it to construct EspanStereo, a Spanish-language stereotype dataset spanning multiple Spanish-speaking countries across Europe and Latin America. EspanStereo captures both well-documented stereotypes from prior literature and culturally specific biases absent from English-centric resources. Using LLMs to generate candidate stereotypes and in-culture annotators to validate them, we demonstrate the framework's effectiveness in identifying nuanced, region-specific biases. Our evaluation of Spanish-supporting LLMs using EspanStereo reveals significant variation in stereotypical behavior across countries, highlighting the need for more culturally grounded assessments. Beyond Spanish, our framework is adaptable to other languages and regions, offering a scalable path toward multilingual stereotype benchmarks. This work broadens the scope of stereotype analysis in LLMs and lays the groundwork for comprehensive cross-cultural bias evaluation.
Large language models (LLMs) increasingly mediate how people form impressions of organisations, yet most monitoring is done in English, assuming an English query returns a representative picture. We measure how far that holds. We queried three grounded LLMs (GPT-5.4, Gemini 3.1 Pro, Perplexity Sonar Pro) about 66 brands from eleven Northern, Baltic, and Central European markets, in twelve languages across four families (Germanic, Uralic, Baltic, Slavic), generating 35,640 responses. Multilingual embeddings (BGE-M3) allow cross-language comparison without translation. Three results emerge. First, AI-constructed reputation is language-bound: mean cross-language cosine similarity is 0.825, same-family responses are more similar than cross-family (0.844 vs 0.820; d = 0.31), and sentiment varies by language (F = 268.5, eta^2 = 0.077), with Uralic and Baltic languages most positive and Germanic, including English, most critical; clustering recovers the Slavic and Baltic families (cophenetic 0.915). Second, query language shifts which brands are recommended far more than how they are described: moving from an English query to a brand's home language raises recommendation share by 0.80 for local champions but only 0.15 for global multinationals (t = -8.84, p < 0.001), with no comparable reversal in sentiment. An English-only audit therefore understates a local champion's AI visibility. Third, response stability varies more with model choice than with language (eta^2_model = 0.32 vs eta^2_language = 0.01, on a five-iteration replication over a 20-brand subset). These results indicate that English-only AI reputation monitoring leaves a measurable language blind spot, concentrated in the visibility of locally headquartered brands.