AI excels at crunching data and delivering personalized recommendations.
However, without cultural awareness, its efforts fall flat.
As Kanapathipillai et al. (2024) note, trust isn’t universal—it’s a bespoke expectation shaped by societal norms:
“Malaysia’s cultural diversity and local market expectations add a layer of complexity to these factors. Trust, convenience, and service quality expectations may vary significantly across demographic and cultural segments, influencing how AI-driven personalisation is perceived. Existing literature lacks an in-depth examination of these cultural and demographic variations, which could reveal important insights into tailoring AI strategies to local preferences.
What works in the United States or Germany may not resonate in Malaysia.
Balancing technology with a human touch is key to delivering meaningful, culturally aligned experiences.