A recent study conducted by a Turkish company specializing in artificial intelligence, Citelens, has uncovered a significant difference in the sources that Google’s AI Overviews utilize when responding to identical business inquiries in Turkish versus English. This discovery underscores the necessity for brands to adopt language-specific strategies to enhance their visibility in AI-generated content.
The investigation involved an analysis of 444 business-related questions posed in both Turkish and English. The results revealed that a mere 22% of the domains cited by Google’s AI overlapped between the two languages. This suggests that a brand’s visibility in one language does not guarantee the same exposure in another. Furthermore, the study observed that AI Overviews were generated for 96% of English queries, compared to 94% for Turkish queries. Although this discrepancy in response rates is minor, the choice of sources by AI systems appears to vary markedly based on the linguistic and market context.
The implications of these findings are particularly relevant for businesses aiming to engage the Turkish market. The research indicates that reliance solely on English-language digital content is insufficient to secure visibility within Turkish AI results. Instead, the development of local content, the utilization of regional authority sources, and the implementation of language-specific optimization strategies are increasingly vital as AI platforms make determinations on the information they prioritize and present.
Citelens emphasizes the importance of businesses adopting a distinct approach to Generative Engine Optimization (GEO) for each language and market they target. For those operating in Türkiye, it is crucial to track AI visibility within Turkish search environments specifically, rather than using English results as a standard for performance measurement. The company’s research methodology involved comparing AI-generated responses using varying country and language settings, evaluating source domains from numerous queries. This highlights the growing trend of AI visibility becoming a more localized challenge, necessitating tailored strategies to bolster brand presence across diverse languages and regions.
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