The battle for AI narrative power: How OpenAI and DeepSeek are redefining global supply chain leadership

DeepSeek is not yet a proven competitor; the marathon has started, and there are still hurdles in the way

The rise of generative AI, epitomized by OpenAI’s ChatGPT and new challengers like DeepSeek, is not just redefining digital technology; it is fundamentally transforming the backbone of international commerce: the supply chain. Although most current debates emphasize AI’s impact on consumer products and business intelligence, the true strategic turning point is in supply chain management (SCM), where adoption, trust, and transformation hinge less on technical prowess and more on the strength of underlying narratives.

In today’s global marketplace, it is narrative power, not technical superiority alone, that increasingly determines which AI solutions earn trust, reach scale, and become embedded across supply chains worldwide.

Narrative power

In today’s volatile environment, supply chains demand both operational agility and resilience. Yet, technology adoption in supply chain management (SCM) is rarely a purely rational or technical process; rather, it is deeply shaped by narrative. The narratives crafted by AI providers—whether emphasizing transparency, ESG compliance, or cost-efficiency—set the agenda for which supply chain technologies are deemed credible, secure, and future-ready. For example, OpenAI’s ecosystem is increasingly positioned in Western business discourse as a gold standard for responsible AI, leading to the rapid uptake of GPT-based solutions in logistics, supplier communication, and inventory optimization. By contrast, DeepSeek’s narrative—focusing on affordability and engineering pragmatism—resonates with manufacturers and logistics networks in China and other emerging markets, who prioritize cost savings and rapid scale, even if global recognition is lacking. This divergence in narrative not only influences which solutions firms select but also shapes industry standards, regulatory responses, and even the competitive landscape of supply chain digitalization.

AI in supply chain applications

The influence of narrative dominance is evident in how Western multinationals are deploying AI across the supply chain. OpenAI’s GPT models are now embedded in advanced ‘control towers’ that oversee global shipments, automating exception management, predictive analytics, and real-time supplier risk monitoring. These deployments are justified to boards and stakeholders not just by technical ROI, but by narratives of resilience, compliance [especially environment, social, governance (ESG)], and digital transformation—narratives that OpenAI’s public communication has carefully curated. In turn, Western logistics firms are increasingly building their competitive advantage around “AI-driven agility,” reinforcing the narrative cycle.

In contrast, DeepSeek and similar Chinese Large Language Models (LLMs) are being rapidly adopted in Asia’s logistics hubs and manufacturing supply chains. Chinese ports, for example, have begun to use DeepSeek-based platforms for intelligent warehousing, demand planning, and dynamic scheduling. Here, the narrative is less about global best practice and more about engineering excellence and cost optimization, offering AI ‘for the masses.’ While DeepSeek’s solutions often match or surpass those of their Western counterparts in terms of technical capabilities, the lack of a strong global narrative can limit their adoption in cross-border supply chains and standard-setting bodies. Thus, narrative gaps directly translate into constraints on international diffusion, even when the technology itself is world-class.

Narrative-neutral supply chain innovation

The battle for AI dominance is not simply a contest of algorithms, but a struggle for narrative leadership in the supply chain domain. As AI becomes the new ‘control layer’ for global logistics, procurement, and risk management, the prevailing narrative shapes which standards, practices, and ethical frameworks become mainstream. OpenAI’s narrative power has granted it agenda-setting authority in responsible AI for supply chains, influencing everything from ESG audits to supplier onboarding protocols. DeepSeek, while driving down costs and scaling rapidly within Asia, faces the challenge of building international trust and narrative legitimacy. From now on, supply chain resilience and innovation will increasingly depend not only on technical integration but also on the strategic construction and management of narrative across stakeholders, regions, and regulatory bodies.

In sum, narrative dominance is now as critical as technical leadership in the race to transform global supply chains with AI. OpenAI and DeepSeek exemplify two distinct, competing models: one built on a responsible AI narrative and Western regulatory influence, the other on engineering efficiency and mass scalability. For businesses and policymakers, understanding and leveraging narrative power has become a strategic imperative—not only for selecting technology, but also for shaping the future of resilient, ethical, and innovative supply chains in a rapidly shifting global economy.

About the authors

Tariq H. Malik is a professor at Liaoning University, Liaoning, China. Yangyan Shi is a professor at Macquarie University, Sydney, Australia. Yehan Dou is a professor at Macquarie University, Sydney, Australia

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