Published on: September 17, 2026
India, September 17, 2026: FTA Global, a new-age marketing company, today released “The Context Report”, a study of how AI chatbots like ChatGPT and Gemini answer the same buying question differently depending on where the buyer is and what language they speak.
The study ran 1,200 identical questions across 10 business categories, including CRM, project management, payroll, email marketing, accounting, payments, video conferencing, web hosting, cloud storage, and HR and recruiting. It held each question the same and changed only the buyer’s city and language, testing across 12 cities and 7 languages on ChatGPT and Gemini, with every question run five times to measure how much the answer moved.
The report challenges the idea that a single AI visibility score can capture how a brand is discovered across different buyer contexts. The brands recommended by AI can change depending on where the buyer is, the language they use and the engine they ask.
The difference is particularly clear in the study’s payment gateway tests. When asked which payment gateway to use in New York, ChatGPT and Gemini surfaced brands including Stripe, Square and PayPal. When the same question was asked in Mumbai, the recommendations shifted to Indian brands including Razorpay, Cashfree and PayU. The two city-level results had no brand names in common, illustrating how significantly AI-generated recommendations can change with buyer context.
Among the key findings:
Commenting on the report, Senthil Kumar Hariram, Founder and Managing Director, FTA Global, said: “AI is changing the way brands are discovered, but discovery does not happen the same way for every buyer. The same question can lead to different brand recommendations depending on the buyer’s location, language, or the AI platform being used. This report makes clear that brands need to move beyond asking how visible they are and start asking where, in what context, and how consistently they are being discovered. This report is a wake-up call for brands to look beyond a single visibility score, and Context Authority is how we help them see the full picture.”
FTA Global introduces Context Authority, a metric designed to assess how consistently a brand owns a buying moment across the cities, languages, and AI environments relevant to its audience. Rather than treating AI visibility as a single global score, the approach evaluates brand presence across many contextual variables and repeated AI responses.
The findings point to a broader shift in how brands need to approach search visibility. As AI becomes part of the research and consideration journey, being visible in one market or one AI response does not mean a brand is visible across the contexts in which customers actually make decisions.
To access the complete report, “The Context Report,” visit: https://www.ftaglobal.in/context-authority-report
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