Persona Conditioning of Brand Recommendations in Retrieval-Augmented Commercial Chat: A Prominence-Stratified Cross-Provider Audit
For researchers and practitioners measuring AI brand perception, this shows that persona context systematically biases recommendation sets and must be controlled for.
The study audits how AI assistants' brand recommendations vary with buyer persona, finding that persona conditioning shifts recommendation sets by Jaccard similarity of -0.12 to -0.20, with category leaders being persona-resistant (~80% consistency) while mid-market brands swap up to 75% of recommendations. The effect is largest for models relying more on training-data priors.
The same prompt -- "best CRM software" -- reaches AI assistants from buyers in widely different contexts: a solo founder, an enterprise VP, a UK SMB owner. We audit how strongly that contextual variation reshapes which brands the model recommends. The audit samples 2,000 runs over a design space of 10 personas x 8 prompts x 3 model configurations x N=10 reps, with the two OpenAI cells at full 8-prompt coverage and the Anthropic sonnet-4.6 / low cell at 4-prompt coverage. Prefixing the user message with a persona drops the recommendation-set similarity (Jaccard) by Delta = -0.12 to -0.20 relative to a same-persona baseline (clustered 95% CIs exclude zero on all three measured cells; the sonnet cell's CI rests on only 4 prompt clusters and is correspondingly wider). The effect is sharply prominence-stratified: category leaders are persona-resistant (~80% same-brand consistency across personas), but mid-market brands swap up to 75% of the recommendation set as the persona changes. The Anthropic model shows a larger point-estimate effect than the OpenAI configurations, though clustered CIs overlap for the closer contrast (sonnet vs. OpenAI/high); the asymmetry is consistent with Anthropic's more retrieval-unattributed generation route (43-52% recommendations without observed retrieval-layer evidence, vs OpenAI's 8-29%, documented in Jack 2026). Any measurement of AI brand perception must condition on the buyer persona supplying the query: the same prompt produces materially different recommendation sets depending on who the model thinks is asking, and a measurement protocol that aggregates across personas systematically obscures that variation. The effect concentrates at mid-market and is largest on the most priors-reliant generation route in our audit, consistent with persona responsiveness growing as models lean more on training-data priors and richer context integration.