As the festive shopping season drives an increase in digital consumer activity, a notable gap has emerged in the performance of Artificial Intelligence (AI) search tools. Reports indicate that users querying in Hindi are receiving different, and potentially less accurate, information than those querying in English for the same topics, such as selecting insurance plans for family members.

This disparity suggests that AI models may be prioritizing different data sources or utilizing different processing logic depending on the language of the query. While AI is increasingly used to streamline decision-making for shoppers, the current technical limitations in non-English language processing could lead to unequal access to reliable information. This creates a functional barrier for Hindi-speaking consumers who rely on these tools to compare services or products. The issue highlights a broader challenge in the development of global AI technologies: ensuring that language proficiency does not become a proxy for information quality or accessibility. As companies continue to integrate AI into retail and service platforms, the consistency of these outputs across different languages remains a critical point of concern for consumer equity.