--- title: "ChatGPT US vs UK: A Different Top Product 69.3% of the Time" url: https://www.suffdigital.com/resources/data-studies/ai-recommends-different-brands-us-uk description: "ChatGPT US vs UK study: ask the same 'best product' question from the UK and ChatGPT leads with a different product 69.3% of the time. Read the study." lang: en --- Share Share on X: https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fai-recommends-different-brands-us-uk&text=US%20vs%20UK%3A%20ChatGPT%20Recommends%20a%20Different%20Top%20Product%2069.3%25%20of%20the%20Time Share on Facebook: https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fai-recommends-different-brands-us-uk Share on LinkedIn: https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fai-recommends-different-brands-us-uk Share on Reddit: https://www.reddit.com/submit?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fai-recommends-different-brands-us-uk&title=US%20vs%20UK%3A%20ChatGPT%20Recommends%20a%20Different%20Top%20Product%2069.3%25%20of%20the%20Time Ask ChatGPT the same "best product" question from the UK instead of the US and it leads with a different product **69.3%** of the time, against 52.5% when the US question is asked twice. UK answers swap in local brands: Aviva for Geico in car insurance, Starling for Chase in business banking. Analysis of ChatGPT and Gemini answers to 250 product questions asked from four countries · ChatGPT and Gemini, September 2026 ## Key Findings 1. 1. ChatGPT leads with a different product for the UK than for the US **69.3%** of the time when asked the same product question, against 52.5% when the US question is asked twice. Copy stat 2. 2. Moving a product question from the US to Australia changes ChatGPT's top pick **71.7%** of the time, and moving it to Canada 67.6%. Copy stat 3. 3. The country a question is asked from adds about **17 points** to how often ChatGPT changes its top product recommendation. Copy stat 4. 4. ChatGPT's UK answers swap in local brands: for the best car insurance provider, **Aviva** leads in the UK where Geico leads in the US. Copy stat 5. 5. Gemini changes its top product pick **82.7%** of the time between two identical US questions, and 83.1% between the US and UK versions. Copy stat ## Summary A shopper in Manchester and a shopper in Chicago ask ChatGPT for the best car insurance provider on the same morning. The American is pointed to Geico, the Briton to Aviva. The answer changes for everyday products too: blenders, coffee makers, car seats and baby monitors. For a brand selling in several English-speaking markets, this decides where its AI visibility actually is. A top spot in ChatGPT's US answer says little about the UK, Canadian or Australian answer to the same question, and a check run from the home country shows the home market alone. ChatGPT leads with a different product in the UK than in the US **69.3%** of the time. Its answers vary even without a change of country: the US question asked twice changes its top pick 52.5% of the time. Moving the question abroad adds about 17 points to that, and the swaps are often to local brands and UK model names. ## What we measured On September 23, 2026 we asked ChatGPT and Gemini 250 English "best product" questions, each with the location set to the US, the UK, Canada and Australia, in two rounds. The questions are part of a larger 14,000-answer study of how AI answers vary by country and language. We compared the top pick, the first product the answer recommends, in the US version with each other country's version from the same round. Because AI engines do not give identical answers to identical questions, we also compared the US question with itself across the two rounds. That baseline is how often the top pick changes by chance; the effect of location is the gap above it. ## Location adds 17 points of change on ChatGPT 69.3% of ChatGPT's UK answers lead with a different product than its US answer to the same question. ChatGPT's answers move around even at home: asking the same US question twice changes the top pick 52.5% of the time. Moving the question to another country pushes that to between 67.6% and 71.7%. Australia differs from the US most often at 71.7%, then the UK at 69.3% and Canada at 67.6%, so even Canada gets a different leader two times in three. ChatGPT by comparison US vs US 52.5% US vs UK 69.3% US vs Canada 67.6% US vs Australia 71.7% Source: Suff Digital analysis of ChatGPT and Gemini answers to 250 product questions asked from four countries · ChatGPT and Gemini, September 2026 | Comparison | ChatGPT | Gemini | | --- | --- | --- | | US vs US | 52.5% | 82.7% | | US vs UK | 69.3% | 83.1% | | US vs Canada | 67.6% | 84.9% | | US vs Australia | 71.7% | 86.6% | The 17-point gap is the part ChatGPT adds because of where the buyer is. It uses the location to search for what is sold, reviewed and recommended in that country, and the evidence it finds points to different products. ## UK answers switch to local brands and products Many UK swaps are local brands. For the best car insurance providers, ChatGPT's US answer led with Geico and its UK answer with Aviva. For a business bank account, Chase gave way to Starling Business. For the car with the cheapest insurance, the Toyota Corolla gave way to the Hyundai i10. | Question | US top pick | UK top pick | | --- | --- | --- | | Best car insurance providers | Geico | Aviva | | Best bank for a business account | Chase | Starling Business | | Best car for cheapest insurance | Toyota Corolla | Hyundai i10 | | Best coffee maker | Fellow Aiden | Sage Bambino Plus | | Best convertible car seat | Graco Extend2Fit | Britax Dualfix M Plus 360 Spin | | Best baby monitor | Infant Optics DXR-8 Pro | VTech RM7764HD | | Best blender for smoothies | Vitamix E310 | Nutribullet 900 Series | Products change too, sometimes to UK model names. The Vitamix E310 blender became the Nutribullet 900 Series. The Fellow Aiden coffee maker became the Sage Bambino Plus, sold under Sage, Breville's brand name in the UK. A brand that is known by a different name abroad needs that name to be clear for ChatGPT to recommend it. ## Gemini changes its pick almost every time Gemini localizes less clearly than ChatGPT. It changes its top pick 82.7% of the time between two identical US questions, and its country differences run from 83.1% for the UK to 86.6% for Australia. With four in five answers already leading with a different product on a simple repeat, the country adds a few points at most. For brands, that makes Gemini visibility a question of how often you appear across many answers, not of holding the top spot in one. On ChatGPT, where the answer is steadier, the country you ask from makes a clear difference. ## What this means for brands selling in several countries Track AI visibility by market. A brand that leads ChatGPT's US answer can be absent from the UK version of the same question. Check each country you sell in with the location set to that country, several times, and record how often you lead there. Make your local presence easy to find. The UK picks favored brands and model names sold in the UK, so publish country-specific pages with local product names, prices and availability, and build review coverage on the sites buyers in each market use. As an international seo agency (https://www.suffdigital.com/seo/international-seo-agency), Suff Digital tracks AI recommendations country by country. ## Embed this research Paste this on your site to embed the charts. It links back to the source automatically.

Source: US vs UK: ChatGPT Recommends a Different Top Product 69.3% of the Time - Suff Digital

## Cite this study APA Suff Digital. (2026). US vs UK: ChatGPT Recommends a Different Top Product 69.3% of the Time. https://www.suffdigital.com/resources/data-studies/ai-recommends-different-brands-us-uk Plain link US vs UK: ChatGPT Recommends a Different Top Product 69.3% of the Time - Suff Digital - https://www.suffdigital.com/resources/data-studies/ai-recommends-different-brands-us-uk ## Frequently asked questions ### Does ChatGPT give different recommendations in the UK and US? ### How much does location change ChatGPT's answer? ### Does Gemini localize its answers? ### Does ChatGPT recommend local brands in the UK? ## Related studies - AI SEO Perplexity Cites a Foreign Website in 49.3% of Answers to US Questions vs 5.5% for ChatGPT: https://www.suffdigital.com/resources/data-studies/foreign-sources-in-ai-answers - AI SEO AI Engines Agree on at Least Two of the Top Three Brands in 70% of Product Categories: https://www.suffdigital.com/resources/data-studies/ai-recommends-same-top-three-brands - AI SEO Mentioning a Budget Changes ChatGPT's Top Product Pick 87.4% of the Time: https://www.suffdigital.com/resources/data-studies/budget-wording-changes-ai-pick - AI SEO Ask ChatGPT Twice for a Brand's Top 3 Alternatives and the List Changes 83% of the Time: https://www.suffdigital.com/resources/data-studies/ai-alternatives-same-three-competitors ## Structured data ```json [ { "@context": "https://schema.org", "@graph": [ { "@type": "Organization", "@id": "https://www.suffdigital.com/#organization", "name": "Suff Digital", "alternateName": "Suff Digital Marketing", "url": "https://www.suffdigital.com/", "logo": { "@type": "ImageObject", "@id": "https://www.suffdigital.com/#logo", "url": "https://www.suffdigital.com/logo.png", "contentUrl": "https://www.suffdigital.com/logo.png", "caption": "Suff Digital" }, "image": { "@id": "https://www.suffdigital.com/#logo" }, "description": "Suff Digital is a full-stack digital marketing agency that turns websites into predictable revenue engines, SEO, paid media, content, CRO, and web design built around revenue, not vanity metrics.", "slogan": "Digital marketing built for what's next.", "email": "hello@suffdigital.com", "telephone": "+1-629-236-0099", "foundingDate": "2022", "founder": { "@type": "Person", "name": "Matt Suffoletto", "jobTitle": "Founder & CEO" }, "contactPoint": [ { "@type": "ContactPoint", "telephone": "+1-629-236-0099", "email": "hello@suffdigital.com", "contactType": "sales", "areaServed": "US", "availableLanguage": [ "en" ] } ], "address": { "@type": "PostalAddress", "addressLocality": "Nashville", "addressRegion": "TN", "postalCode": "37219", "addressCountry": "US" }, "areaServed": { "@type": "Country", "name": "United States" }, "sameAs": [ "https://www.linkedin.com/company/suff-digital/", "https://www.instagram.com/suffdigital/", "https://www.youtube.com/@suffdigitalmarketing", "https://www.tiktok.com/@suffdigital" ], "knowsAbout": [ "Search Engine Optimization", "Pay-Per-Click Advertising", "Paid Social Advertising", "Conversion Rate Optimization", "Web Design", "Digital PR", "Link Building", "Website Migration", "Website Maintenance and Support", "Technical SEO", "Local SEO", "AI Search Optimization" ], "hasOfferCatalog": { "@type": "OfferCatalog", "name": "Suff Digital Services", "itemListElement": [ { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Search Engine Optimization (SEO)", "url": "https://www.suffdigital.com/" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Pay-Per-Click (PPC) Advertising", "url": "https://www.suffdigital.com/services/ppc" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Paid Social Advertising", "url": "https://www.suffdigital.com/services/paid-social" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Conversion Rate Optimization (CRO)", "url": "https://www.suffdigital.com/services/cro" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Web Design", "url": "https://www.suffdigital.com/services/web-design" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Digital PR & Link Building", "url": "https://www.suffdigital.com/services/digital-pr" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Website Migration", "url": "https://www.suffdigital.com/services/website-migration" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Website Maintenance & Support", "url": "https://www.suffdigital.com/services/website-maintenance" } } ] } }, { "@type": "WebSite", "@id": "https://www.suffdigital.com/#website", "url": "https://www.suffdigital.com/", "name": "Suff Digital", "inLanguage": "en-US", "publisher": { "@id": "https://www.suffdigital.com/#organization" } } ] }, { "@context": "https://schema.org", "@graph": [ { "@type": "Article", "@id": "https://www.suffdigital.com/resources/data-studies/ai-recommends-different-brands-us-uk#article", "headline": "US vs UK: ChatGPT Recommends a Different Top Product 69.3% of the Time", "description": "Ask ChatGPT the same \"best product\" question from the UK instead of the US and it leads with a different product 69.3% of the time, against 52.5% when the US question is asked twice. UK answers swap in local brands: Aviva for Geico in car insurance, Starling for Chase in business banking.", "image": [ "https://www.suffdigital.com/images/suff-digital-share-16x9.jpg" ], "url": "https://www.suffdigital.com/resources/data-studies/ai-recommends-different-brands-us-uk", "datePublished": "2026-09-24", "dateModified": "2026-09-24", "author": { "@type": "Person", "name": "Matt Suffoletto", "jobTitle": "Founder & CEO", "url": "https://www.suffdigital.com/who-we-are" }, "publisher": { "@id": "https://www.suffdigital.com/#organization" }, "mainEntityOfPage": { "@id": "https://www.suffdigital.com/resources/data-studies/ai-recommends-different-brands-us-uk", "@type": "WebPage" }, "isPartOf": { "@id": "https://www.suffdigital.com/#website" } }, { "@type": "BreadcrumbList", "@id": "https://www.suffdigital.com/resources/data-studies/ai-recommends-different-brands-us-uk#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://www.suffdigital.com/" }, { "@type": "ListItem", "position": 2, "name": "Resources", "item": "https://www.suffdigital.com/resources" }, { "@type": "ListItem", "position": 3, "name": "Data Studies", "item": "https://www.suffdigital.com/resources/data-studies" }, { "@type": "ListItem", "position": 4, "name": "US vs UK: ChatGPT Recommends a Different Top Product 69.3% of the Time" } ] }, { "@type": "Dataset", "@id": "https://www.suffdigital.com/resources/data-studies/ai-recommends-different-brands-us-uk#dataset", "name": "US vs UK: ChatGPT Recommends a Different Top Product 69.3% of the Time", "description": "Ask ChatGPT the same \"best product\" question from the UK instead of the US and it leads with a different product 69.3% of the time, against 52.5% when the US question is asked twice. UK answers swap in local brands: Aviva for Geico in car insurance, Starling for Chase in business banking.", "url": "https://www.suffdigital.com/resources/data-studies/ai-recommends-different-brands-us-uk", "creator": { "@id": "https://www.suffdigital.com/#organization" }, "datePublished": "2026-09-24", "dateModified": "2026-09-24", "license": "https://creativecommons.org/licenses/by/4.0/", "isAccessibleForFree": true, "measurementTechnique": "ChatGPT and Gemini answers" }, { "@type": "FAQPage", "@id": "https://www.suffdigital.com/resources/data-studies/ai-recommends-different-brands-us-uk#faq", "mainEntity": [ { "@type": "Question", "name": "Does ChatGPT give different recommendations in the UK and US?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. ChatGPT leads with a different product for the UK than for the US 69.3% of the time on the same \"best product\" question, against 52.5% when the US question is asked twice (September 2026)." } }, { "@type": "Question", "name": "How much does location change ChatGPT's answer?", "acceptedAnswer": { "@type": "Answer", "text": "About 17 points. Asking ChatGPT the same US product question twice changes its top pick 52.5% of the time; asking it from the UK, Canada or Australia raises that to between 67.6% and 71.7%." } }, { "@type": "Question", "name": "Does Gemini localize its answers?", "acceptedAnswer": { "@type": "Answer", "text": "Less clearly than ChatGPT. Gemini changes its top product pick 83.1% of the time between the US and UK, and 82.7% between two identical US questions." } }, { "@type": "Question", "name": "Does ChatGPT recommend local brands in the UK?", "acceptedAnswer": { "@type": "Answer", "text": "Often. For the best car insurance provider, ChatGPT leads with Aviva in the UK and Geico in the US; for a business bank account, Starling Business in the UK and Chase in the US." } } ] } ] } ] ```