Global Brands, Local Voices in Apps: Breaking Cultural Barriers with Custom ChatGPT
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March 14, 2025
As global app users near 7.33 billion by 2023, brands face a significant challenge. They must connect with an increasingly diverse audience.
The problem isn’t the code. It’s not the UX. And it’s not even the marketing.
Imagine launching an app in Japan and watching engagement tank, not because of poor functionality, but because your AI assistant doesn’t grasp keigo (Japanese honorifics) or the cultural subtleties of indirect speech.
We’ve seen the same issue in e-commerce, education, and customer support. Direct translation isn’t enough. People don’t just read words; they expect natural, human-like interactions.
Custom ChatGPT fixes this. At Ptolemay, we trained an AI model for a major Japanese company. We didn’t just teach it to “respond”—we taught it to communicate the right way in the local business culture. The model achieved a 75% increase in response accuracy, leading to improved user retention.
Want to add AI to your product? Get a cost estimate for ChatGPT integration or app development with our AI Tool.
ChatGPT's Global Reach in Language and Cultural Understanding
ChatGPT, artificial intelligence AI developed by OpenAI, is adept in multiple languages, with support for at least 95 languages and dialects. This proficiency is achieved through training on extensive datasets, encompassing text in various languages. Key aspects include:
- Language Understanding. ChatGPT can converse in English and switch to Spanish, offering seamless bilingual communication. For instance, responding in Spanish when asked, "¿Cómo estás?" (How are you?).
- Cultural Nuances. It recognizes cultural references, such as understanding the significance of Thanksgiving in the U.S. or Diwali in India, and can tailor conversations accordingly. This adaptability is further enhanced through custom ChatGPT integration, aligning the AI's responses with diverse cultural contexts.
- Training Data. ChatGPT's knowledge of European football and other topics stems from extensive training across various fields. This concept extends to AI in e-commerce, where it uses diverse retail data to understand and interact with online customers effectively.
International companies are utilizing the benefits of GPT in areas beyond just commerce. Several leading companies in completely different industries are now integrating ChatGPT into their operations.
Bain & Company
In answering the question, "Which businesses use ChatGPT?", we see Bain & Company as a prime example. Their alliance with OpenAI, using ChatGPT, focuses on enhancing global business processes. This collaboration involves embedding AI into clients' operations, including The Coca-Cola Company, to improve customer experiences and marketing.
Bain & Company's team, comprising over 500 experts, focuses on integrating AI in several key areas:
- Developing next-generation contact centers for retail banks, telcos, and utility companies.
- Implementing automated, personalized scripts for improved customer service.
- Enhancing real-time interaction capabilities in customer support.
This partnership highlights the use of AI in adapting to diverse cultural needs in different markets.
For even more ways to increase productivity with chatGPT integration into your app, check out our article: How to Integrate ChatGPT into Your Business.
Snap
Snap's "My AI" in Snapchat+ is an AI-powered chatbot, a prime example of virtual assistants utilizing large language models to enhance user interaction. Introduced as a versatile tool for various inquiries, it supports content creation in fields like travel, food, personal care, and entertainment.
With over 150 million interactions, "My AI" demonstrates the expansive role of AI in business operations within social media, catering to a diverse, global audience. This innovation highlights how advanced AI systems can dynamically engage users in multiple areas of interest.
"My AI" exemplifies how AI can be utilized in social media to cater to a global audience with varied interests and needs.
Quizlet
Quizlet's Q-Chat, built on OpenAI's ChatGPT API, is an AI-powered tutor designed to enhance student learning. It provides personalized, interactive tutoring by leveraging Quizlet's educational content and ChatGPT's AI models. This virtual tutor automatically quizzes students, adapting to their individual learning needs.
Q-Chat's use of ChatGPT suggests a capacity for multilingual interaction and cultural adaptability, making it a versatile tool for diverse global learners. For example, if a student is studying Spanish, Q-Chat might quiz them in Spanish and help with difficult words or grammar. It's designed to make learning more interactive and personalized.
Instacart
Instacart's "Ask Instacart" feature, powered by ChatGPT, is a breakthrough in the realm of online grocery shopping. This AI-powered tool responds directly to culinary queries, helping shoppers with breakfast, lunch, and dinner ideas. It utilizes OpenAI’s language understanding capabilities alongside Instacart’s AI models, covering a data catalog of over a billion shoppable items across more than 80,000 retail locations.
Accessible from May 31, the feature integrates directly into Instacart's app search bar. It provides product recommendations, food preparation tips, dietary information, and more. Instacart has also personalized the search experience with question prompts to anticipate customer preferences based on shopping history, aiming to inspire product discovery.
This initiative is part of Instacart's broader technology advancements, including other AI-native tools. A notable aspect is the integration of the ChatGPT plugin, enabling users to express their food needs in natural language and have the desired products shoppable and delivered swiftly.
Shoppers use "Ask Instacart" for various inquiries like pairing ingredients, finding alternative ingredients, and learning cooking techniques. For instance, it can suggest side dishes for lamb chops, offer alternatives to salmon, or advise on sauces for grilling chicken.
For instance, when a user types “lunch” into the chatbox, they're greeted with various questions. Options like “What are some vegetarian and vegan lunch ideas?” or “What’s a healthy lunch for my kids?” are available.
Choosing any of these questions prompts the app to generate a list of ingredients tailored for nutritious lunches. Additionally, it offers further relevant questions. This feature simplifies meal planning and adds a touch of personalization.
Instacart's "Ask Instacart" feature, powered by ChatGPT, marks a significant advancement in the realm of online grocery shopping. This AI-driven tool, harnessing natural language processing (NLP), responds to culinary queries, saving time and enhancing the personal experience of shoppers. It utilizes OpenAI’s language understanding capabilities, in tandem with Instacart’s own AI systems, to cover a catalog of over a billion items across numerous retail locations.
This AI-enabled feature, integrated into Instacart's app, leverages AI to provide product recommendations and food preparation tips. The AI assists in personalizing the search experience with smart prompts based on shopping history, facilitating efficient product discovery.
Shopify
ChatGPT was introduced in Shopify in March 2023, primarily for mobile product recommendations. Its main role is to analyze customer preferences and provide tailored product recommendations, enhancing the shopping experience.
ChatGPT in Shopify works by analyzing vast amounts of text-based data, including social media posts and online discussions. This enables it to understand and respond to customer queries in natural language, making it effective for various language tasks and customer service interactions.
Here are some quotes from Shopify users about their experiences with the ChatGPT integration:
- "Elevating my Shopify store's service to the next level... the bot was operational, fielding customer inquiries and recommending relevant products tailored to their tastes." - User impressed by the bot's intuitive interface and productivity boost.
- "Significant decrease in the number of abandoned carts... personalized product recommendations...contributed over $300 in sales revenue." - User highlighting the impact on sales and customer interaction.
- "Absolutely impressed... It feels like having a 24/7 customer support representative without the overheads." - User satisfied with the bot's responsiveness and accuracy.
- "Able to train the bot to answer how I like... look forward to more advanced recommendations." - User appreciating the bot's customizability.
- "Able to access my store policies and inventory, allowing customers to chat with it and receive recommendations for products." - User noting the bot's convenience and positive impact on customer experience.
AI-powered shopping assistant suggests that users can receive more relevant product recommendations, thus potentially increasing sales conversion rates.
Teach chatGPT to talk like a good friend to every customer, more details in our article: How ChatGPT Understands Your Users Better Than You Do.
Speak
"Speak" is an app that has collaborated with OpenAI to utilize ChatGPT as a real-time language learning assistant. The integration of ChatGPT in "Speak" aims to provide a dynamic, personalized learning environment. It helps users practice language skills through conversation, offers grammar and vocabulary guidance, and provides instant feedback, all crucial for effective language learning.
The use of ChatGPT in "Speak" significantly benefits users from various cultural and linguistic backgrounds:
- Customized Learning Paths: Adapts to individual learning styles and language levels, making it suitable for a wide range of users.
- Cultural Contextualization: Offers insights into cultural aspects of language, aiding users in understanding not just the 'how' but also the 'why' of language use in different cultural contexts.
- Language Diversity: Supports learning in multiple languages, catering to a global user base and encouraging cross-cultural communication.
Users using AI language assistants, including those aimed at ChatGPT for business communication, have seen over 30% improvement in understanding and speaking a new language after regular practice.
Challenge: Elevating ChatGPT's Performance in Local Languages
AI tool ChatGPT is like a clever language partner who knows much about common languages and global cultures. However, it's not perfect in every situation:
- Good with Popular Languages. In languages like English or Spanish, ChatGPT is good. It can chat about everyday things and understand well-known cultural references.
- Struggles with Less Common Languages. For languages that aren't as widely spoken, ChatGPT might not be as strong. Its answers in these languages can be less detailed or not always right.
- Cultural Details Can Be Tricky. AI technologies knows about big, worldwide events like Christmas, but it might not know much about local traditions or smaller cultural celebrations in specific countries. While AI algorithms can celebrate the global spirit of Christmas with aplomb, it might only skim the surface of more localized festivities like Midsummer in Sweden or Diwali in India.
ChatGPT is great at understanding and talking in well-known languages and about global cultures. But when it comes to more unique languages and specific local customs, it's still learning.
Optimizing ChatGPT for Local Cultures and Corporate Communication
To make ChatGPT better at understanding small nations' cultures and a company's specific communication style, it's important to do a few things.
- Incorporate Local Data: Add diverse, region-specific information, including languages and cultural nuances.
- Collaborate with Experts: Work with local experts and linguists for authentic insights.
- Use Company-Specific Examples: Teach ChatGPT the company’s unique communication style and policies through real-life examples.
- Regular Updates: Continuously update ChatGPT with new information and feedback.
This structured approach helps tailor ChatGPT not just for global use but also for specific local and corporate environments.
ChatGPT training from Ptolemay: A Case Study in Japan
As a company that has integrated and further trained AI solutions models over 30 times, we've developed a robust methodology for enhancing its capabilities. Our process involves several key steps and has led to measurable improvements in model performance:
- Performance Analysis: We start by evaluating the existing model's capabilities, and pinpointing areas for improvement.
- Data Curation: We compile a diverse dataset, tailored to address identified gaps. This includes:
- Multilingual text
- Cultural references
- Industry-specific terminology
- Model Training: Using advanced machine learning techniques, we fine-tune the model with our curated dataset.
- Continuous Testing and Iteration: We regularly test and refine the model for accuracy and appropriateness.
Discover a short guide to the stages of learning chatGPT in our expert article: How to Train Your ChatGPT Model.
One standout project involved adapting ChatGPT for a multinational corporation with a strong presence in Japan. Our challenge was to ensure the model not only understood Japanese but also aligned with the subtle nuances of Japanese business etiquette. We fed the model extensive samples of formal Japanese business communication, including email exchanges and meeting dialogues. Additionally, we integrated examples of non-verbal communication cues, crucial in Japanese culture.
To optimize learning, we employed advanced machine learning techniques, such as fine-tuning with supervised learning, to ensure the model accurately learned from the new data. Continuous testing and iteration helped refine the model’s responses, ensuring they were culturally appropriate and aligned with the company's communication style.
Post-integration, the model demonstrated an 80% improvement in understanding and responding to Japanese cultural nuances. We observed a 75% enhancement in the model's proficiency in formal Japanese communication.
AI-powered apps are revolutionizing how global brands interact with customers. By implementing AI in customer service, companies enhance user experiences. ChatGPT plays a crucial role in this transformation, particularly in language learning and business communication.
These tools facilitate global brands localizing with AI, ensuring cultural adaptation and personalization. This approach is not just about technology; it's about creating meaningful, culturally attuned interactions that resonate globally.
ChatGPT Localization FAQ for Global Apps
What is localization in AI?
Localization in AI means adapting an AI system to a specific language and cultural context. It involves tailoring responses, data, and design elements to meet local expectations. For instance, ChatGPT may be trained on regional data to understand local idioms and cultural references.
What is meant by global localization?
Global localization means adapting products or services to resonate with diverse international audiences while preserving a unified brand identity. It goes beyond translation to include cultural, visual, and contextual modifications. For example, an app might use region-specific imagery and local terminology to engage users worldwide.
What is the difference between internationalization and localization?
Internationalization is the process of designing software to support multiple languages and regions from the start, while localization is the actual adaptation of content for a specific locale. The former builds the framework, and the latter customizes text, graphics, and cultural nuances. For example, developers internationalize an app, then localize it by translating and adjusting cultural elements.
What are the top 3 aspects to consider when localizing a piece of text?
When localizing text, you should consider language accuracy, cultural relevance, and contextual clarity. Accuracy ensures the message is correctly conveyed, cultural relevance makes it resonate, and context adapts idiomatic expressions. For instance, a slogan might need rephrasing to evoke the same emotion in different cultures.
How would you distinguish globalization from internationalization?
Globalization refers to the overarching strategy of making a product appeal to global markets, while internationalization is the technical process that prepares the product for that adaptation. Globalization involves market research and cultural strategy, whereas internationalization focuses on flexible design. For example, a company may globalize its marketing approach after internationalizing its software architecture.
How to localize apps?
Localizing apps involves adapting the user interface, content, and features to fit local languages and cultural norms. This typically means translating text, modifying images, and considering local customs and legal requirements. For example, a travel app may display region-specific recommendations and adjust date formats according to local standards.
What process do you go through to localize an application?
Localizing an application starts with internationalization—preparing the software to support multiple languages—followed by translation, cultural adaptation, and rigorous testing with native speakers. This process ensures that both language and user experience align with local expectations. For instance, a startup might work with local experts to fine-tune content after building a flexible framework.
What is localization in mobile application development?
Localization in mobile application development means customizing an app’s language, layout, and content for different regional markets. It involves translating text, adapting graphics, and adjusting features to align with local cultural norms. For example, a food delivery app may alter its menu options and promotions to cater to regional tastes.
What is the difference between direct translation and localization?
Direct translation converts text word-for-word without considering cultural context, while localization adapts content to reflect local customs and idiomatic expressions. Localization goes beyond language by adjusting symbols, visuals, and contextual references. For instance, a direct translation might miss regional humor that localization would effectively capture.
What is Localize AI translation?
Localize AI translation uses artificial intelligence to adapt and translate content with cultural and contextual sensitivity. It not only translates text but also fine-tunes tone and style to match local expectations. For example, AI tools can adjust marketing messages for different regions, ensuring they resonate with local audiences more effectively than standard translation.
How is localization done?
Localization is done by first preparing a product for translation and adaptation, then translating content and modifying design elements to meet local cultural standards. The process includes rigorous testing and feedback from native speakers to ensure accuracy and relevance. For example, a mobile app might be localized by adjusting its language, images, and user interface for a new market.
Which of the following best demonstrates good localization?
Good localization is demonstrated when a product not only translates language but also adapts its design, content, and functionality to fit local cultural nuances. For example, a website that uses region-specific imagery, appropriate idioms, and localized examples shows effective localization. This ensures that users feel the content was made specifically for them.
Conclusion: Embracing Cultural Adaptation in AI Apps
Custom ChatGPT is proving indispensable for global brands. From Shopify to Quizlet, companies across sectors are harnessing its power to bridge cultural gaps and create engaging, locally tuned experiences. In today’s diverse digital landscape, connecting authentically with your users isn’t just an option—it’s essential.
Our work with a major Japanese firm shows that tailored AI can transform communication and boost engagement. If you’re ready to make your app more inclusive and globally fluent, now’s the time to act.
Curious about the costs and timeline? Get your custom project estimate with our easy-to-use calculator.
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Our full-cycle Flutter development team at Ptolemay specializes in building high-quality, cross-platform apps from start to finish. With expert skills in Dart, backend integrations, and seamless UX across iOS and Android, we handle everything to make your app launch smooth and efficient.
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