Durably Reducing Belief in Women's Health Misinformation Through Culturally Adaptive AI Videos

RESUMO

Health misinformation disproportionately harms women, yet interventions rarely address the community norms that sustain false beliefs. We test whether culturally adaptive AI-generated video in which the presenter looks like someone from her community reduces misinformation belief among low-literacy women in suburban India. In a field experiment (N=434), participants watched an AI-generated video featuring either an adaptive or neutral presenter. The culturally adaptive presenter reduced misinformation belief by 30%, nearly twice the reduction produced by the neutral presenter compared to the non-intervention control condition. Post-experiment interviews suggest women recalled the neutral condition as a generic video but recognized the adaptive presenter. Gains persisted for three weeks. The adaptive advantage was largest for beliefs reinforced by community, such as blaming women for infertility, and negligible for medical knowledge gaps, such as understanding vaccines. These findings demonstrate the potential of culturally adaptive AI interventions to counter socially embedded health misinformation.