WhatsApp was launching its new AI chat feature in its largest market in the world, India. The need of the hour was to understand how to fine-tune this feature for Indian users and their local cultural context. Our task was to learn from how they were using ChatGPT – and to pin-point insights for optimizing WhatsApp’s AI chat experience for India.

Our learnings are feeding into creating the most intuitive AI for India on WhatsApp. At the heart of these insights are the culturally nuanced mental models of AI that Indians are bringing to the table. Ask Meta AI on WhatsApp in India to know more ;)