Geographical Bias

Your LLM Has a Passport: Investigating Brand Origin Geographic Bias in E-Commerce Rankings
We show that LLM-based e-commerce rankers (Llama, Mistral, Qwen) exhibit systematic geographic bias favoring brands and continents tied to their developers’ home region, with user-location context having the strongest effect on rankings.
Filippo Betello, Paul Missault, Tamara Czinczoll, Maryna Beliuha
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