Why Cultural Awareness Is Essential for Global AI
Cohere, Tuesday, June 23rd, 2026
Cohere Labs research finds AI systems consistently underserve non-English speaking and non-Western users.
This Cohere Labs research article examines how AI systems fall short for users from non-English speaking and non-Western cultures. Surveying 81 participants across 22 countries, the authors found that nearly 90% of non-English speakers switch to English when using AI because of perceived quality differences.
The study documents widespread cases where AI violates cultural norms, defaults to Western perspectives, and lacks understanding of local contexts. Some 67% of respondents expressed concern that AI could further marginalize their cultures.