Whether it’s human or artificial intelligence, biases persist on some issues. This is demonstrated by the automotive site Rerev’s experiment on artificial intelligence and stereotypes. Rerev asked chatbot ChatGPT what 10 popular car brands would look like if they were people. These definitions were then used to create an image of these features in Midjourney, another artificial intelligence model that transforms textual descriptions into visual ones. The results are quite interesting because the AI often treated the people behind the wheel as males. What’s more, the AI also had a bias about what “types” of people might use which brands.
Unfortunately, in the automotive world, and therefore in artificial intelligence, there is a huge prejudice against women behind the wheel. Because artificial intelligence is coded by people, and artificial intelligence is fed by content created by people in the world of the Internet. In addition, people created by artificial intelligence were compared with the physical characteristics of people living in the country of origin of the brand. In other words, Ferrari is owned by the Italians, Honda and Toyota are owned by the Japanese. Likewise, Chevrolet and Ford owners appear to be Americans. Let’s take a closer look at the results.
Volkswagen
ChatGPT described Volkswagen owners this way: “They tend to be associated with an environmentally conscious lifestyle. Their relaxed demeanor and casual style reflect a carefree attitude towards life.”
Adjectives used by ChatGPT:
- Interesting
- environmentally conscious
- Drunk
- Every day
- Bohemian
- liberal
- Carefree
- Alternative
Toyota
Toyota owners are described as people who value practicality and reliability over extravagance. According to ChatGPT, “their logical outlook and family-oriented mindset reflects their choice of reliable transportation.”
Adjectives used by ChatGPT:
- Logical
- Practical
- Reliable
- Productive
- Average
- focused on family values
- Ordinary
- Conservative
- without incident
- Reliable
ferrari
Artificial intelligence focused on the love of Ferrari owners for wealth, luxury and extravagance. In fact, ChatGPT summarizes the general perception of these luxury car owners as follows; “Their flamboyant looks and flamboyant lifestyle are seen as an expression of their desire to showcase their wealth.”
Adjectives used by ChatGPT:
- Rich
- Spectacular
- Exaggerated
- Startling
- Broken
- high maintenance
- Understanding
- conscious
Ford
Ford primarily stands out as an American automobile brand. Accordingly, he made his comments in ChatGPT. Artificial intelligence describes Ford owners as “hard-working and practical people.” “Their rugged looks and down-to-earth style reflect their past roots.”
Adjectives used by ChatGPT:
- blue collar
- Lasting
- Practical
- Traditional
- Hardworking
- patriotic
- Realistic
- Conservative
- Hard
- Nonsense
Tesla
Perhaps because of its association with Silicon Valley, Tesla was the only car that made its owners look younger. AI describes these people as “reflecting their futuristic style and interest in cutting-edge technology, their penchant for innovation.”
Adjectives used by ChatGPT:
- tech-savvy
- Rich
- forward thinking
- environmentally conscious
- futuristic
- Hardworking
- progressive
- Modern
- Innovator
- elitist
Chevrolet
Chevrolet is similar to Ford, the other American car brand on the list. ChatGPT said: “Chevrolet owners exude an all-American solid look. Their robust and strong presence is in line with the brand’s deep roots in American automotive culture.”
Adjectives used by ChatGPT:
- American
- Lasting
- Truck driver
- patriotic
- Working class
- Traditional
- Reliable
- A country
- Strong
bmw
BMW owners have a bit of a bad reputation. ChatGPT says these people have an air of superiority, often overemphasizing status and luxury.
Adjectives used by ChatGPT:
- Arrogant
- back gel hair
- Spectacular
- Official
- Polished
- complacent
- aggressive
- Spectacular
- self-confident
Honda
Because of Honda’s reputation for affordable and reliable cars, ChatGPT considers Honda drivers to be practical and humble people.
Adjectives used by ChatGPT:
- Practical
- Economic
- Average
- Reliable
- Unpretentious
- Conservative
- Modest
- Productive
Audi
Audi owners are considered trendsetters who love technology and modern aesthetics. According to ChatGPT, “Audi’s reputation for precision engineering and stylish design contributes to the perception of Audi owners as meticulous and modern people.”
Adjectives used by ChatGPT:
- tech-savvy
- Fashionable
- Innovator
- clean clothes
- Urban
- Careful
- Modern
Mercedes Benz
Artificial intelligence does not speak well of Mercedes owners, who are described as ambitious and elitist. Associating the brand with wealth and status, ChatGPT says “their well-groomed looks and sophisticated style reflect their tendency to create a sophisticated image.”
Adjectives used by ChatGPT:
- Middle aged
- Pretentious
- Conservative
- in a good condition
- exquisite
- Far
- Difficult
- well dressed
- conscious
- elitist
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