Recent findings from a study conducted by Turkish AI firm Citelens underscore the divergent paths of AI-generated information depending on the language used. The research highlights how Google’s AI Overview tool draws from vastly different sources when addressing the same business-related queries in Turkish compared to English. This discrepancy emphasizes the need for brands to adopt language-specific strategies to enhance their AI visibility.
The study involved an analysis of 444 business questions posed in both Turkish and English, aiming to uncover the differences in source citations by Google’s AI responses. Results revealed a mere 22% overlap in the domains referenced between the two languages, suggesting that a brand’s visibility in one language does not necessarily translate to another. This points to the importance of regional and language-focused AI visibility approaches for businesses.
Additionally, the research found that English queries yielded AI Overviews in 96% of instances, compared to 94% for Turkish queries. Despite the slight difference in response availability, the sources utilized by AI systems varied significantly based on the language and market context. This indicates that for businesses aiming to penetrate the Turkish market, relying solely on their English-language digital presence is insufficient.
Citelens emphasizes that for effective Generative Engine Optimization (GEO), businesses should tailor their strategies for each language and market. Enhancing AI visibility in Turkish requires direct performance monitoring within Turkish search settings, rather than using English-based metrics as a guide. This approach is crucial as AI platforms increasingly prioritize localized content and regional authority sources in determining recommended information.
The methodology behind Citelens’ research involved comparing AI-generated answers across different country and language settings, analyzing source domains from hundreds of queries. The findings underline the growing challenge of achieving AI visibility, which now demands strategies that consider the nuances of different languages and regions to maintain and improve a brand’s presence globally.
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