Culture on AI Models in Automobiles
Applying the LLM-Cabin product benchmarking framework to analyze if culture affects preference in AI behavior.
Background
Framework

We saw similarities between the two models since they both discuss the user's tendencies at the social and personal levels, so we decided to combine the two models together in hopes of seeing more clearly how culture affects user motivations. This model will be used as our benchmarking framework from now on. In our literature review, it was mentioned that collectivist culture wants the environment to influence people, while individualistic culture wants to influence the environment. Thus, the model is divided into two halves as shown below (left).

By matching the functions of a car's AI model to each quadrant, we came up with the framework below (right). According to our hypothesis, China would lean towards pleasure, connection, and belonging, while the United States and Chile would prefer functions such as control, recognition, and ability. To confirm our hypothesis, we used a questionnaire used in the first literature review on how culture affects people's views on AI, and matched the functions of a car to the eight dimensions of our model as cases for the respondents to choose from.

Interviewing

Below are the conclusive results received from our interviewees. We received a total of 89 responses from 30 countries, focusing mainly from China, the United States and Chile.

Findings & design applications

Looking at the three countries all together, we can see more clearly how they compare to each other.The United States (VI), is completely biased towards influencer, which shows that they do have a more significant individualistic tendency. Chile (VI) also has an obvious functional tendency towards influencer, however strays a bit towards influenced as well. China (VC) lies the most in influenced, preferring functions lying in that category.

When choosing a suitable UI design for these three cultures, we can infer that they would lean more towards cars with functions that highlight their preferred dimensions. With these findings, I then went ahead to carry out the potential UI designs of these automobile systems according to each culture. I used the 蔚来 car system as a reference, a popular  car model in the Chinese market (shown below).

System of Chinese market
System geared towards US market
System geared towards Chilean market