Cross-cultural determinants of trust in artificial intelligence systems (a comparative analysis of socio-psychological patterns in Russia and Southeast Asia)

Abstract

This article analyzes the cross-cultural determinants of trust in artificial intelligence systems within Russian and Southeast Asian socio-cultural contexts. The study aims to identify the socio-psychological mechanisms underlying the formation of trust in artificial intelligence and to examine their cultural conditionality. The methodological framework includes theoretical analysis, systematization, and synthesis of academic literature, as well as a comparative analysis of approaches to trust within human-AI interaction using G. Hofstede's cultural dimensions theory and F. Davis's Extended Technology Acceptance Model (TAM2/TAM3). The research identifies two dominant trust patterns: a functional-pragmatic pattern (Russia) and a relational-harmonizing pattern (Southeast Asian countries), which differ regarding the roles of uncertainty, institutional factors, and social norms. Furthermore, the concept of «cultural calibration of algorithms» is proposed. The theoretical significance of the study lies in advancing the cross-cultural approach to technology trust, while its practical value stems from the application of the findings in developing culturally adaptive artificial intelligence systems.