I got my Hilton Amex with the chip on Friday. Had occasion to visit that one local Wal-Mart where EMV is enabled in the self checkout lanes today and noticed that the Amex card inserts a prompt for what language I wanted to use for the transaction. English, Spanish, French and one other language were on the list... I don't remember what the 4th one was.
It's not a software change on the terminal - I was thinking about it on the way out the my car and decided to go back in and buy one more item that I'd forgotten anyway

I used a different chip card in the reader and there was no language prompt, which is why I think it's a peculiarity of the application on the Amex card's chip.
I'm not sure whether it was a one-time thing and the card has now been personalized to prompt me in English? Or will it prompt me every time? I'll find out eventually, just was hard-pressed to "remember" anything else to go back and buy.
It's been interesting to see the little differences in each chip card's behavior. (I have 4 of 'em now!) Each shows a slightly different card name onscreen and on the printed receipt, and now this one wants to know how it should prompt me