GoKawiilStudy: AI chatbot answers shift brand recommendations based on query language
A researcher in Tallinn ran 234 controlled tests across four countries and six languages and found that ChatGPT recommends different companies depending on whether a question is asked in a local language or in English. For example, asking in Norwegian for accounting software surfaced Fiken, Tripletex and Conta, while the identical question in English returned FreshBooks, QuickBooks and Wave. The study found a global brand appeared in just one of 24 local-language runs, while local suppliers appeared in none of 12 English-language runs from Istanbul and Tallinn.