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All Journal African Multidisciplinary Journal of Sciences and Artificial Intelligence Kwaghe International Journal of Engineering and Information Technology
Abraham D. Joseph
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Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Environmental Science Materials Science & Nanotechnology

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Cultural Dimensions and Their Impact on Intelligent Personal Assistant Adoption in African Contexts Abdullahi A. Shinkafi; Steve Bassey; Shammah Emmanuel Chaku; Gilbert I. O. Aimufua; Abraham D. Joseph
African Multidisciplinary Journal of Sciences and Artificial Intelligence Vol 2 No 2 (2025): African Multidisciplinary Journal of Sciences and Artificial Intelligence
Publisher : Darul Yasin Al Sys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/amjsai.v2i2.6481

Abstract

This paper investigates the influence of cultural dimensions on the adoption and user satisfaction of Intelligent Personal Assistants (IPAs) across diverse African contexts. Utilizing a sequential explanatory mixed-methods approach, data were gathered from 528 participants across West, Southern, and Central African regions through surveys and in-depth interviews. Hofstede’s cultural dimensions framework comprising power distance, individualism–collectivism, uncertainty avoidance, masculinity–femininity, and long-term orientation was applied to analyze how cultural variability shapes IPA usage behaviors and satisfaction levels. The results reveal significant differences in adoption patterns and interaction preferences, particularly influenced by collectivist values, high power distance, and heightened uncertainty avoidance. These cultural dimensions were found to moderate the relationship between perceived usefulness and user satisfaction, underscoring the importance of context-aware design. The study highlights the critical need for culturally responsive design strategies in the development of IPA interfaces tailored to African markets. This research contributes to the expanding discourse on cross-cultural technology adoption and offers practical guidance for enhancing human-computer interaction in culturally heterogeneous environments.
AI-Driven Mitigation of Cognitive Biases in Intelligent Personal Assistant Interactions: Evidence from African Contexts Abdullahi A. Shinkafi; Steve Bassey; Shammah Emmanuel Chaku; Gilbert I. O. Aimufua; Abraham D. Joseph
Kwaghe International Journal of Engineering and Information Technology Vol 2 No 3 (2025): Kwaghe International Journal of Engineering and Information Technology
Publisher : Darul Yasin Al Sys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/kijeit.v2i3.6480

Abstract

This paper presents a rigorous investigation into how artificial intelligence-driven features in Intelligent Personal Assistants (IPAs) can mitigate cognitive biases within the culturally diverse landscapes of African societies. Positioned at the intersection of cognitive psychology, artificial intelligence, and African cultural studies, the research examines how traditional decision-making patterns in West, Southern, and Central African contexts interact with AI-powered debiasing mechanisms. Grounded in Dual-Process Theory and indigenous knowledge systems, the study explores how IPAs can be culturally calibrated to address confirmation bias, anchoring, and availability heuristics as they uniquely manifest within African socio-cultural frameworks. Employing a sequential explanatory mixed-methods design, the study integrates survey data from 528 participants across eight countries with 40 in-depth interviews. The findings reveal that while AI-driven interventions significantly reduce cognitive biases, their effectiveness is deeply moderated by cultural dimensions such as power distance, uncertainty avoidance, and collectivist orientations—each varying distinctly across regions. Culturally contextualized nudges and interventions aligned with local values and communication norms yielded the strongest debiasing outcomes. This research offers essential empirical insights into the emerging field of culturally responsive AI design, emphasizing the need to recalibrate debiasing techniques to reflect and respect African cultural perspectives rather than applying Western-centric models of cognitive optimization.
Co-Authors Abdullahi A. Shinkafi Gilbert I. O. Aimufua Shammah Emmanuel Chaku Steve Bassey