Ensure the experience is delivered in a way that users would expect, given their social and cultural context.

Deliver the AI system’s services, including its behaviors and presentation, in a way that follows social and cultural norms. Keep in mind that social and cultural norms vary across groups and cultures. For example, an informal tone may be perceived as friendly in the United States and impolite in more formal cultures. 

Studies have shown that increasing diversity, such as in teams, data, and user research participants, can help cover each other’s blind spots.