Towards Geo-Culturally Grounded LLM Generations

Generative large language models (LLMs) have demonstrated gaps in diverse cultural awareness across the globe. We investigate the effect of retrieval augmented generation and search-grounding techniques on LLMs' ability to display familiarity with various national cultures. Specifically, we compare the performance of standard LLMs, LLMs augmented with retrievals from a bespoke knowledge base (i.e., KB grounding), and LLMs augmented with retrievals from a web search (i.e., search grounding) on multiple cultural awareness benchmarks. We find that search grounding significantly improves the LLM performance on multiple-choice benchmarks that test propositional knowledge (e.g., cultural norms, artifacts, and institutions), while KB grounding's effectiveness is limited by inadequate knowledge base coverage and a suboptimal retriever. However, search grounding also increases the risk of stereotypical judgments by language models and fails to improve evaluators' judgments of cultural familiarity in a human evaluation with adequate statistical power. These results highlight the distinction between propositional cultural knowledge and open-ended cultural fluency when it comes to evaluating LLMs' cultural awareness.