Auditing and Mitigating Cultural Bias in LLMs

Culture fundamentally shapes people's reasoning, behavior, and communication. Generative AI technologies may cause a shift towards a dominant culture. As people increasingly use AI to expedite and even automate various professional and personal tasks, cultural values embedded in AI models may bias authentic expression. We audit LLMs for cultural bias, comparing their responses to nationally representative survey data, and evaluate country-specific prompting as a mitigation strategy. We find that GPT-4, 3.5 and 3 exhibit cultural values resembling English-speaking and Protestant European countries. Our mitigation strategy reduces cultural bias in recent models but not for all countries/territories. To avoid cultural bias in generative AI, especially in high-stakes contexts, we suggest using culture matching and ongoing cultural audits.