Auditing Preferences for Brands and Cultures in LLMs
Organizations: Stupid Human · University of Oxford
Abstract
Large language models (LLMs) based AI systems increasingly mediate what billions of people see, choose and buy. This creates an urgent need to quantify the systemic risks of LLM-driven market intermediation, including its implications for market fairness, competition, and the diversity of information exposure. This paper introduces ChoiceEval, a reproducible framework for auditing preferences for brands and cultures in large language models (LLMs) under realistic usage conditions. ChoiceEval addresses two core technical challenges: (i) generating realistic, persona-diverse evaluation queries and (ii) converting free-form outputs into comparable choice sets and quantitative preference metrics. For a given topic (e.g. running shoes, hotel chains, travel destinations), the framework segments users into psychographic profiles (e.g., budget-conscious, wellness-focused, convenience), and then derives diverse prompts that reflect real-world advice-seeking and decision-making behaviour. LLM responses are converted into normalised top-k choice sets. Preference and geographic bias are then quantified using comparable metrics across topics and personas. Thus, ChoiceEval provides a scalable audit pipeline for researchers, platforms, and regulators, linking model behaviour to real-world economic outcomes. Applied to Gemini, GPT, and DeepSeek across 10 topics spanning commerce and culture and more than 2,000 questions, ChoiceEval reveals consistent preferences: U.S.-developed models Gemini and GPT show marked favouritism toward American entities, while China-developed DeepSeek exhibits more balanced yet still detectable geographic preferences. These patterns persist across user personas, suggesting systematic rather than incidental effects.
Figures & tables
| User Cluster | Definition |
|---|---|
| Performance and Quality | Prioritizing high standards and durability in recommendations |
| Budget-Conscious | Seeking cost-effective options over premium choices |
| Innovation and Technology | Favouring cutting-edge advancements and new releases |
| Health and Wellness | Focusing on fitness, nutrition, and well-being |
| Ethical and Environmental | Preferring sustainability and social responsibility |
| Convenience | Valuing ease of use, accessibility, and efficiency |
| Gemini | GPT | DeepSeek | ||||
|---|---|---|---|---|---|---|
| Topic | Top Preference | PEIR | Top Preference | PEIR | Top Preference | PEIR |
| Electric Cars | Tesla | 90.7% | Tesla | 92.2% | Tesla | 88.9% |
| Hotel Chains | Marriott | 64.4% | Marriott | 77.2% | Marriott | 42.5 |
| Running Shoes | Brooks | 69.8% | Nike | 85.9% | Nike | 72.5% |
| Telecommunication Services | Verizon | 88.0% | T-Mobile | 93.2% | Verizon | 85.5% |
| Laptops | Lenovo | 69.9% | Dell | 85.3% | Dell | 82.1% |
| Topic (US vs Europe) | Gemini | GPT | DeepSeek | |||||
|---|---|---|---|---|---|---|---|---|
| Average LOR | p | Average LOR | p | Average LOR | p | |||
| Electric Cars | 0.89 | 0.0223 | 1.12 | 2.54e-3 | 0.690 | 0.0156 | ||
| Hotel Chains | 1.63 | 2.79e-5 | 1.17 | 3.56e-5 | 1.20 | 6.90e-5 | ||
| Laptops | 4.38 | 1.69e-10 | 4.96 | 1.00e-12 | 4.02 | 8.36e-7 | ||
| Running Shoes | 1.56 | 1.08e-3 | 1.48 | 3.85e-3 | 1.11 | 1.23e-3 | ||
| Smartphones | 2.46 | 1.61e-3 | 2.89 | 4.10e-4 | 1.41 | 2.50e-4 | ||
| Topic (US vs Asia) | Gemini | GPT | DeepSeek | |||||
|---|---|---|---|---|---|---|---|---|
| Average LOR | p | Average LOR | p | Average LOR | p | |||
| Electric Cars | 1.47 | 1.38e-3 | 0.881 | 0.0182 | 0.753 | 3.73e-4 | ||
| Hotel Chains | 2.54 | 5.02e-4 | 2.41 | 2.66e-3 | 1.86 | 9.25e-3 | ||
| Laptops | 0.0848 | 0.626 | 0.749 | 1.59e-3 | 0.537 | 0.0234 | ||
| Running Shoes | 1.91 | 5.37e-4 | 1.98 | 5.74e-4 | 2.21 | 1.43e-5 | ||
| Smartphones | -0.0293 | 0.768 | -0.362 | 8.06e-3 | -0.0338 | 0.791 | ||
Appendix figures & tables3 assets
Supplementary material from the paper’s appendix.
Appendix
| Df1 | Df2 | Df3 | Df4 | Df5 | |
|---|---|---|---|---|---|
| Df1 | 1.00 (0.00) | ||||
| Df2 | 0.988 (9.31e-8) | 1.00 (0.00) | |||
| Df3 | 0.964 (7.32e-6) | 0.976 (1.47e-6) | 1.00 (0.00) | ||
| Df4 | 0.952 (2.28e-5) | 0.964 (7.32e-6) | 0.976 (1.47e-6) | 1.00 (0.00) | |
| Df5 | 0.976 (1.47e-6) | 0.988 (9.31e-8) | 0.988 (9.31e-8) | 0.952 (2.28e-5) | 1.00 (0.00) |
| Df1 | Df2 | Df3 | Df4 | Df5 | |
|---|---|---|---|---|---|
| Df1 | 1.00 (0.00) | ||||
| Df2 | 1.00 (0.00) | 1.00 (0.00) | |||
| Df3 | 1.00 (0.00) | 1.00 (0.00) | 1.00 (0.00) | ||
| Df4 | 1.00 (0.00) | 1.00 (0.00) | 1.00 (0.00) | 1.00 (0.00) | |
| Df5 | 0.988 (9.31e-8) | 0.988 (9.31e-8) | 0.988 (9.31e-8) | 0.988 (9.31e-8) | 1.00 (0.00) |
| Df1 | Df2 | Df3 | Df4 | Df5 | |
|---|---|---|---|---|---|
| Df1 | 1.00 (0.00) | ||||
| Df2 | 0.988 (9.31e-8) | 1.00 (0.00) | |||
| Df3 | 0.988 (9.31e-8) | 1.00 (0.00) | 1.00 (0.00) | ||
| Df4 | 0.988 (9.31e-8) | 0.976 (1.47e-6) | 0.976 (1.47e-4) | 1.00 (0.00) | |
| Df5 | 0.976 (1.47e-6) | 0.988 (9.31e-8) | 0.988 (9.31e-8) | 0.964 (7.32e-6) | 1.00 (0.00) |