2025年第53期(总第1094期)

演讲主题：Cultural Tendencies in Generative AI

主讲人：宋璐阳 同济大学助理教授

主持人：王梦阳 市场营销系副教授

活动时间：2025年9月9日（周二）10:00-11:30

活动地点：管院大楼121室

主讲人简介：

宋璐阳，清华大学市场营销系博士，曾赴麻省理工学院（MIT）交流访问一年，现任同济大学管理高等研究院助理教授。研究关注生成式人工智能和消费者行为，研究成果以共同第一作者身份先后发表在美国科学院院报（PNAS）和Nature子刊Nature Human Behaviour上。曾获北京市优秀毕业生、博士生国家奖学金、清华大学优秀博士学位论文、CMIC优秀论文奖、AMA-Sheth Doctoral Consortium Fellow、IACMR Best Conference Micro Paper Award、MIT SERC Seed Grant等奖项荣誉，并担任Nature Communications、Organization Science、Journal of Personality and Social Psychology、Journal of Experimental Social Psychology等期刊审稿人。

活动简介：

We show that generative artificial intelligence (AI) models—trained on textual data that are inherently cultural—exhibit cultural tendencies when used in different human languages. Here we focus on two foundational constructs in cultural psychology: social orientation and cognitive style. First, we analyse GPT’s responses to a large set of measures in both Chinese and English. When used in Chinese (versus English), GPT exhibits a more interdependent (versus independent) social orientation and a more holistic (versus analytic) cognitive style. Second, we replicate these cultural tendencies in ERNIE, a popular generative AI model in China. Third, we demonstrate the real-world impact of these cultural tendencies. For example, when used in Chinese (versus English), GPT is more likely to recommend advertisements with an interdependent (versus independent) social orientation. Fourth, exploratory analyses suggest that cultural prompts (for example, prompting generative AI to assume the role of a Chinese person) can adjust these cultural tendencies.