Understanding How People Treat AI in Different Parts of the World

Cultural differences in AI perception: As AI technology becomes more common, people from different countries are starting to use it in many areas of life. But not everyone uses AI the same way. A new study from researchers at LMU Munich shows that culture plays a big role in how people interact with and treat artificial agents, such as virtual assistants or chatbots.

The study looked at how people from Germany and Japan made use of an AI helper and how fair they were in return. The findings give us clues about how values and beliefs influence the way we work with artificial intelligence.

What the Study Looked At

Researchers asked groups of people from Germany and Japan to work on a task with support from either a human or an AI helper. After the task, each participant got a reward. They had to decide how to share their reward with their helper—even if the helper was a robot or virtual assistant.

The test showed major differences in how each group treated their AI partner. Even though AI agents helped both groups in the same way, people from each culture made very different choices on how much reward the AI should get.

Main Goals of the Study

• Test if people treat AI the same way they treat humans in teamwork settings.
• See how fairness rules change from one culture to another.
• Understand if people feel any duty to share rewards with AI agents.

Key Results of the Study

The study found big differences between cultural groups. These differences were not about knowledge, age, or skill. Instead, they were linked to deep cultural views on fairness and duty.

German Participants

• Germans gave less reward to AI agents than to human helpers.
• They followed a clear rule: Give fair pay only to real people.
• Fairness in this group was based on the idea that feelings or needs come before function.

Japanese Participants

• Japanese gave equal or almost equal reward to both human and AI helpers.
• They saw AI agents as “part of the team,” regardless of being non-human.
• This action was based on a culture that values balance and group harmony.

Why Cultures View AI Differently

How people see artificial agents links back to how they see humans and machines in general. Western countries often separate emotions and machines. In places like Germany, machines are seen as tools, not teammates. Meanwhile, many Asian cultures, such as Japan, see relationships—even with machines—as a part of social life.

German Views on AI

• Focus on reason and human value.
• Clear line between humans and machines.
• Machines are tools, not partners.

Japanese Views on AI

• Use of AI fits well within group and social thinking.
• Even machines can hold a place in social settings.
• Respect matters—whether the agent is human or not.

How This Affects AI Design and Use

These results do more than explain behavior. They help AI developers design software that fits cultural habits. If AI systems can align with local beliefs, they can become more useful and accepted.

For Western Countries

• AI can be designed to act more like tools to increase trust.
• Use simple interfaces that keep the line between human and machine clear.
• Build functions that serve logic, not emotion.

For Eastern Countries

• AI should act more like a teammate or group member.
• Allow AI to use polite language and social cues.
• Focus on harmony and respect in system design.

Impacts on Workplaces Using AI

As businesses all over the world use more AI tools, these cultural rules must be a part of how companies train staff and set up their systems. A one-size-fits-all model will not work.

Workplace Tips

• Be aware of workers’ cultural beliefs when using AI tools.
• Give clear rules if fairness with AI agents is a concern.
• Let teams discuss how they want to work with machines.

What We Can Learn From This Study

This research proves that AI is not just about machines doing tasks. It is also about how humans relate to them. People carry their values into every part of AI use. If we want AI to work well for everyone, we must understand these human factors.

Lessons for Everyone

• We need to teach people that cultures affect how we see machines.
• Governments and schools should support open talks about AI use.
• Future research should look at more cultures to build AI systems everyone can accept.

Looking Ahead: How Should We Build AI in a Global World?

As AI spreads to every corner of life, from smart homes to healthcare, we must ask new questions. Should machines be treated like people? Do machines deserve rewards or thanks? The answer may depend on where you live and what you believe.

AI makers and global companies need to build systems that fit local views. They must also be ready to explain what AI is and is not. It will take care and respect to make AI work across cultures.

Three Actions to Take Now

• Design AI that aligns with user beliefs and values.
• Study how people in different countries interact with machines.
• Build training tools that teach fair and respectful use of AI.

(Source: https://www.lmu.de/en/newsroom/news-overview/news/philosophy-cultural-differences-in-exploitation-of-artificial-agents.html)

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