A recent study highlights how the language used by buyers significantly influences the brand recommendations generated by AI tools. The research reveals that local brands thrive in queries made in their respective languages, while global brands dominate English-language requests.
For instance, when a user in Oslo asked ChatGPT for accounting software in Norwegian, the response included three local options—Fiken, Tripletex, and Conta—without mentioning any American brands. However, when the same question was posed in English, the model switched its recommendations to well-known international names like FreshBooks and QuickBooks. This phenomenon underscores how the language of the query shapes the market landscape presented by AI.
Conducted by a researcher in Tallinn, the controlled study assessed responses across four countries and six languages, concluding that the language of the question accounts for approximately 26.5% of the variation in AI-generated responses. Notably, the visibility of brands is heavily skewed; English queries tend to focus on global brands due to their pervasive online presence, while local brands receive visibility only when questions are posed in their official languages.
For companies that focus on international markets, the findings indicate that relying solely on English AI visibility may overlook competitive dynamics. Local suppliers often disappear from the results when queries are posed in English, making it imperative for companies to tailor their visibility strategy to include local languages.
To optimize brand recognition, the study suggests that businesses assess how frequently they are mentioned in various languages and engage with local media and platforms.
Why this story matters
- Understanding language dynamics in AI response can inform market strategies for international business.
Key takeaway
- The language of queries significantly impacts AI-generated brand recommendations, favoring local brands in local languages.
Opposing viewpoint
- Companies focused solely on English-speaking markets may find their strategies unaffected by these findings.
