Where Do LLMs Learn to Recommend AI?

Asked what to study, which career to pursue, or what product to build, large language models (LLMs) often recommend AI-related options. We ask where this tendency comes from by comparing models before and after fine-tuning and by varying how questions are asked. First, pretrained models already include explicit AI/ML terms in the recommendations of 27% of their responses, and their released instruction-tuned versions do so in 59%. Second, fine-tuning models ourselves shows that this rise is not inevitable: general instruction tuning leaves the rate unchanged, but removing the 7% of instruction examples that concern AI cuts it by 14 percentage points, below the level of the pretrained models it starts from. Data rewarding helpfulness raise it by 9 points, while data ranked by the preferences of diverse simulated users lower it by 9. Finally, with models held fixed, asking for the "best" option or for what to do "right now" raises the rate by 8 and 18 points, whereas telling the model it is an AI advisor adds 4. Overall, the tendency starts in pretraining, and what models learn afterward, together with how a question is phrased, decides how strongly it appears.