Claude shows language‑dependent brand recommendations in travel queries

Anthropic published a July report that sampled just under 310,000 real conversations across the 20 most common languages, split between three models (Sonnet 4.6, Opus 4.6, Opus 4.7). The study found that Claude’s values shift with language, showing greater warmth in Hindi and Arabic and greater rigor in English and Russian. The author ran his own tests on six shopping or booking scenarios in five languages (English, Arabic, Russian, Simplified Chinese, Persian) using Claude Sonnet 5 with web search off.

Results revealed large language‑dependent swings in brand recommendations. In the airline scenario, Claude chose British Airways 52.5 percent of the time in Persian but never in Russian, where it favored easyJet 72.5 percent of the time. In Chinese, Bahía del Duque was selected 43.6 percent of the time versus 7.7 percent in Arabic. The author notes that such disparities could affect travel and tourism marketers who test only one language.