NormViz: A Benchmark and Framework for Grounding Multimodal Reasoning in Global Cultures

Abstract:AI systems are used worldwide, but they struggle to serve the needs of culturally diverse populations. Prior work on cultural understanding evaluates AI systems on text-only settings or on visual artifact recognition (e.g. foods, clothing). The ability to reason about visually observable behaviors through local social norms, which we call visual norm understanding, remains unexamined. We introduce NormViz-Bench, a high quality, human-validated benchmark of 3,268 contrastive image pairs (6,536 images) spanning 16 countries. Each pair varies only in the culturally relevant behavior (e.g., objects, attributes, spatial relations, and actions) that alters how each image is interpreted. Each image is labeled as conforming to, violating, or irrelevant to local social norms, and pair-level evaluation requires both images to be correctly classified, thereby preventing reliance on superficial visual shortcuts. Even the strongest VLMs, Gemini 3.0 Flash and Qwen2.5 VL 7B, succeed on only 26.6% and 21.6% of pairs, struggling most with identifying violating and culturally benign visual behaviors. Towards bridging this, we introduce NormViz-Train, a training dataset of 64k images paired with explanations. Though absolute performance remains low (<30%), finetuning on NormViz-Train improves pair accuracy relatively by up to 125% and 36% Qwen3-VL 4B and 8B respectively, showing a path forward to teach models to connect visual perception to cultural significance. Together, NormViz-Bench and NormViz-Train establish visual norm understanding as a challenging and consequential frontier for multimodal AI.

Accepted to Conference on Language Modeling (COLM) 2026. 37 pages, 23 figures

Artificial Intelligence (cs.AI); Computation and Language (cs.CL)

arXiv:2609.06831 [cs.AI]

(or arXiv:2609.06831v1 [cs.AI] for this version)

https://doi.org/10.48550/arXiv.2609.06831 Focus to learn more arXiv-issued DOI via DataCite (pending registration)

arXivLabs is a framework that allows collaborators to develop and share new arXiv features directly on our website.

Both individuals and organizations that work with arXivLabs have embraced and accepted our values of openness, community, excellence, and user data privacy. arXiv is committed to these values and only works with partners that adhere to them.

Have an idea for a project that will add value for arXiv's community? Learn more about arXivLabs.