Anthropomorphic Intelligent Personal Assistants: A Cross-Cultural Market Overview in the Automotive Domain

Anthropomorphism in product marketing is particularly prevalent in Eastern versus Western marketplaces, potentially driven by a cultural preference. This trend may extend to the automotive domain, where leading Chinese car manufacturers have already adopted anthropomorphic designs for intelligent personal assistants (IPAs). This paper examines cross-cultural differences in the prevalence of anthropomorphic IPAs, aiming to determine if a disproportionality exists between global markets. The study also explores underlying cultural dimensions (i.e., collectivism, power distance, uncertainty avoidance) that may account for these observed differences. The findings reveal a notably higher prevalence of anthropomorphic IPAs in vehicles by Chinese manufacturers compared to global counterparts. Correlational analyses suggest specific cultural patterns may contribute to the differing prevalence across markets. However, further user studies are necessary to ascertain whether Chinese consumers in fact respond more favorably to anthropomorphic IPAs. This exploration offers first insights that can inform the adoption of anthropomorphic in-vehicle IPAs.