FTA Global Releases “The Context Report,” Showing AI Chatbots Recommend Different Brands Depending on the Buyer’s City and Language
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Date: 17th September 2026, 10:00 AM
Location: Mumbai
FTA Global has released The Context Report, a study examining how AI-generated brand recommendations change based on a buyer’s location, language and the AI platform being used. The study analysed 1,200 identical questions across 10 business categories, 12 cities and seven languages on ChatGPT and Gemini, with each question tested five times.
The findings show significant variation in how AI recommends brands across markets. Of the 206 brands identified in the study, 159 appeared in only one country. The research also found that ChatGPT and Gemini shared only about 3.2 of the top five brands for the same question in the same city, while repeated tests produced a consistent top brand only 35% of the time.
The report highlights the growing importance of context in AI-driven discovery and introduces Context Authority, FTA Global’s approach to measuring how consistently a brand appears across relevant cities, languages and AI environments.
Commenting on the report, Senthil Kumar Hariram, Founder and Managing Director, FTA Global, said brands need to move beyond asking how visible they are and understand where, in what context and how consistently they are being discovered.
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