Switch the Language of a Prompt and ChatGPT Recommends Another Market's Brands
ChatGPT recommends different companies depending on the language of the question, according to a controlled study posted to arXiv by a researcher in Tallinn who ran two hundred thirty-four tests across four countries and six languages. Asked in Norwegian from Oslo, it named Fiken, Tripletex and Conta; asked in English from the same connection, FreshBooks, QuickBooks and Wave. Global brands appeared in one of twenty-four local-language runs.
The evidence comes from chairs with something to sell. The study's author markets AI visibility measurement and discloses it; the Entrepreneur contributor runs ESBO Ltd, which places brand mentions in fifty-three languages. The finding may hold, with question language explaining twenty-six and a half percent of answer variation, yet it rests on one model, and the remedy offered is measurement plus placements, exactly what the two sell.
Source: Entrepreneur · October 16, 2026