AI Visualizes Drivers Based on Car Brands Reveals Stereotypes Pushed by Technology

AI Visualizes Drivers Based on Car Brands, Reveals Stereotypes Pushed by Technology

Recent experiments with AI generators have highlighted the incredible bias that exists in the technology. Recently, the automotive website Rerev decided to conduct its own test on the stereotypes pushed by AI. To do so, they asked ChatGPT to describe the average owner of 10 popular car brands. Then, they used those descriptions as prompts in Midjourney to generate an image of these car owners. The results are interesting and eye-opening about how drivers are perceived by AI.

The first obvious issue is that AI only generated images of men, highlighting a strong gender bias in the automotive world. Each car owner had their nationality tied to the origins of the brand. So, the Ferrari owner is Italian, while the Honda and Toyota owners are Japanese. These nationalities were selected outside of any specific description written by ChatGPT.

In the case of Volkswagen, AI solely focused on the brand's association with van life by depicting a man with a more bohemian look. This choice clearly overlooks different models of Volkswagens and their owners, who likely live more conservative lifestyles.

Similarly, the Chevrolet and Ford owners both have a rugged, All-American look to them. While these American brands are certainly connected to working-class culture, there are also plenty of owners who live in urban settings and don't have a pick-up truck.

As with all of these AI series, it's important to think deeply about why the technology gave specific results and what this means about our own personal bias.

This is how AI perceives the drivers of 10 common car brands.

Volkswagen

According to Rerev, ChatGPT felt that VW owners “tend to be associated with a quirky and eco-conscious lifestyle. Their laid-back demeanor and casual style reflect a carefree attitude toward life.”

Adjectives ChatGPT used:

Quirky
Eco-conscious
Laid-back
Casual
Bohemian
Liberal
Hip
Outdoorsy
Carefree
Alternative

Toyota

AI described Toyota owners as people who value practicality and reliability over extravagance. According to ChatGPT, “their sensible appearance and family-oriented mindset reflect their preference for dependable transportation.”

Adjectives ChatGPT used:

Sensible
Practical
Dependable
Efficient
Average
Family-oriented
Nondescript
Conservative
Unadventurous
Reliable

Ferrari

AI certainly honed in on the wealth of Ferrari owners and their love for luxury and extravagance. In fact, ChatGPT summed up the common perception of these luxury car owners quite well, stating, “their flamboyant appearance and showy lifestyle are seen as expressions of their indulgence and desire to display their affluence.”

Adjectives ChatGPT used:

Wealthy
Flamboyant
Showy
Extravagant
Ostentatious
Attention-seeking
Spoiled
High-maintenance
Indulgent
Status-conscious

Ford

Ford is certainly known as an All-American car brand, and ChatGPT picks up on this. The technology describes Ford owners as “hardworking and down-to-earth individuals.” It goes on to say that “their rugged appearance and practical style reflect their blue-collar roots.”

Adjectives ChatGPT used:

Blue-collar
Rugged
Practical
Traditional
Hardworking
Patriotic
Down-to-earth
Conservative
Tough
No-nonsense

Tesla

Perhaps due to its association with new technology and Silicon Valley, Tesla is the one brand that showed a younger car owner. AI writes that “their futuristic style and interest in cutting-edge technology reflect their inclination towards innovation.”

Adjectives ChatGPT used:

Tech-savvy
Affluent
Forward-thinking
Eco-conscious
Futuristic
Geeky
Progressive
Modern
Innovative
Elitist

Chevrolet

Chevrolet is described in a manner that is similar Ford, the other American car brand on the list. ChatGPT says, “Chevrolet owners exude an all-American, rugged vibe. Their dependable and strong presence aligns with the brand’s deep roots in American automotive culture.”

Adjectives ChatGPT used:

All-American
Rugged
Trucker
Patriotic
Working-class
Traditional
Dependable
Outdoorsy
Country
Strong

BMW

BMW owners got a bit of a bad rap when described by AI. ChatGPT wrote that they have an air of entitlement and superiority, often placing too much value on status and luxury.

Adjectives ChatGPT used:

Arrogant
Slicked-back hair
Flashy
Entitled
Polished
Smug
Aggressive
Snobbish
Ostentatious
Overconfident

Honda

Due to Honda's reputation for manufacturing affordable and reliable cars, ChatGPT views their owners as practical and modest individuals who are less focused on having a car with luxury features.

Adjectives ChatGPT used:

Practical
Economical
Average
Unassuming
Reliable
No-frills
Conservative
Middle-of-the-road
Modest
Efficient

Audi

Audi owners are viewed as trendsetters who love technology and modern aesthetics. According to ChatGPT, “Audi’s reputation for precision engineering and sleek designs contributes to the perception of Audi owners as meticulous and modern individuals.”

Adjectives ChatGPT used:

Tech-savvy
Trendy
Yuppie
Hipster
Clean-cut
Urban
Fashion-forward
Meticulous
Modern

Mercedes Benz

Dubbed pretentious and elitist, AI didn't have entirely positive things to say about Mercedes owners. Associating the brand with wealth and status, ChatGPT said that their “well-groomed appearance and refined style reflect their inclination towards projecting an image of sophistication.”

Adjectives ChatGPT used: