Generative AI is now embedded in daily workflows, shaping how people think, create, and decide. Yet, a critical assumption often goes unnoticed: that AI behaves consistently across languages. A new study corrects this assumption, finding that when prompted in different languages, generative AI models exhibit distinct cultural tendencies'shaping recommendations in ways leaders may not anticipate. These tendencies can have major implications on decisions from marketing to strategy. For global organizations, treating prompt language as a strategic choice is essential to ensure culturally attuned, effective, and responsible use.
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