Gemini Quotes US Dollars in 82.9% of Priced Answers to UK Shoppers vs 18.1% for ChatGPT

A shopper in Leeds asks Gemini what a good robot vacuum costs and gets an answer full of prices in dollars. She has to guess the exchange rate, and she has no way of knowing whether the price is what a UK retailer charges or what an American one does. Asked the same kind of question, ChatGPT usually answers in pounds.

Price is one of the first things a buyer takes from an AI answer, and a wrong currency makes a product look cheaper or dearer than it is in the shop. For a brand or retailer selling in the UK, a dollar price in the answer is a US price, not theirs.

Gemini quotes US dollars in 82.9% of its priced answers to UK shoppers, and shows dollars alone, with no pounds at all, in 69.7%. ChatGPT gets it mostly right, quoting pounds in 84.8% of its priced UK answers. Across both engines, 37.3% of priced UK answers use dollars.

On September 23, 2026 we asked ChatGPT and Gemini 500 English questions, 250 about the best products and 250 general questions, with the location set to the UK. Each question was asked twice, giving 1,996 answers, 590 of which quoted a price. The questions are part of a larger study of AI answers by country, and we ran the same check on the answers for Canada and Australia.

In each answer we looked for pounds (a £ sign or GBP) and US dollars (a $ sign or USD). An answer counts as quoting a price if it contains at least one of them; one answer can contain both. In Canada and Australia, where the local currency also uses the $ sign, we looked for explicit labels: CAD or C$ for Canadian dollars, AUD or A$ for Australian dollars.

In the UK the check is simple, because a dollar price is never the local currency. Gemini quotes prices in fewer UK answers than ChatGPT, 175 against 415, but when it does, 145 use dollars and 53 use pounds. In 122 answers, dollars are the only currency shown, so the reader gets no pound figure at all.

ChatGPT is the reverse. 352 of its 415 priced UK answers quote pounds, dollars appear in 75, and 63 use dollars alone. It also quotes prices far more often: 41.7% of ChatGPT's UK answers include a price, against 17.5% of Gemini's. A UK shopper using ChatGPT gets more prices, and they are mostly in the right currency.

The $ sign is the local currency in Canada and Australia, so a dollar price is not wrong there, but it is ambiguous. A reader has no way to know whether a price marked only with a $ sign is local or a US price copied from an American listing. ChatGPT labels Canadian dollars explicitly in 107 answers and Australian dollars in 112.

Gemini uses the $ sign in 154 Canadian and 179 Australian answers but labels the local currency 16 and 12 times, about one answer in ten in Canada and one in fifteen in Australia. Across all three markets the pattern is the same: ChatGPT localizes its prices far more often than Gemini.

If you sell in the UK, check what AI tells shoppers your products cost, on Gemini in particular. A Gemini answer quoting a US dollar price can make you look cheaper or more expensive than you are, and sends the shopper looking for a price they will not find in your shop. Clear pound prices on your UK site, in your product data and on UK retailer listings give the engines a local figure to repeat.

In Canada and Australia, label your currency. Writing CAD or AUD next to prices on your site and in your product feeds makes it easier for AI answers to state the right figure in the right currency. As an international seo agency, Suff Digital checks how AI engines present your products and prices in each market you sell in.

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