Stanford Study: How Culture Impacts What We Want from AI

China and the U.S. have differing views on what people want from AI, with cultural models of agency shaping these ideal preferences, according to new research from Stanford University that aims to foster more inclusive AI development.

Cultural models of agency influence AI preferences: The study found clear associations between the cultural models of agency prevalent in different contexts and the type of AI considered ideal:

• In many European American middle-class cultural contexts, people often desire control over AI, treating it as a tool in service of individual goals and concerns in an impersonal, hierarchical relationship.
• In contrast, some cultures envision AI with a higher capacity to influence its surroundings, with feelings, emotions, and autonomy, able to act spontaneously and participate in social situations.

Comparing preferences across cultural groups: The researchers conducted two online surveys to understand people’s ideal relationship with AI, revealing variations between European Americans, Chinese, and African Americans:

• Compared to European Americans, Chinese participants regarded it as less important to control AI but more important to have a sense of connection with AI, while European Americans preferred AI to have less autonomy, spontaneity, and emotion.
• African Americans aligned with European Americans in wanting control over AI but fell between European Americans and Chinese in their desire to connect with AI and their preferences for AI’s influencing capacity.

Implications for inclusive AI development: The findings highlight the need to incorporate diverse perceptions, imaginings, and concerns in future AI developments to fulfill the needs of wider populations:

• Relying solely on preexisting cultural models may limit creativity and the potential of AI to improve the human condition globally.
• By tapping into a wider variety of cultural ideas about human agency, developers could usher in a new era of innovation, broadening AI’s potential societal and environmental benefits.

Fostering representation and equity in AI design: This research is spurring important conversations about the role of culture in defining mainstream conceptions of AI and the urgent need for more inclusive approaches:

• Increasing representation of different worldviews in the design and use of AI is crucial to ensure it serves diverse populations equitably.
• Rethinking human agency through a multicultural lens could unlock new possibilities for AI to positively impact society and the environment on a global scale.