New insights from a Turkish AI firm indicate that Google’s AI Overviews use distinctly different sources when addressing identical business queries in Turkish versus English. This discrepancy underscores the necessity for language-specific AI visibility strategies for brands aiming for prominence in multicultural markets. The study scrutinized 444 business-related questions posed in both languages, revealing that merely 22% of the cited domains overlapped between the Turkish and English responses. This suggests that a brand’s visibility in one language does not guarantee the same in another.
The research discovered that AI Overviews were generated from English queries 96% of the time, compared to 94% for Turkish queries. While the availability of responses was similar, the AI systems’ selection of sources varied notably based on language and market context. This finding implies that businesses targeting Türkiye should not rely solely on their English-language digital presence to achieve visibility in Turkish AI outcomes. Instead, they must focus on local content, regional authority sources, and language-specific optimization strategies as AI platforms increasingly dictate which information is recommended.
The study stressed the importance of treating Generative Engine Optimization (GEO) as a separate endeavor for each language and market. To accurately track AI visibility in Turkish, businesses need to measure performance directly within Turkish search environments, rather than using English results as a benchmark. The research methodology involved comparing AI-generated answers using different country and language settings, and analyzing source domains from hundreds of queries.
Ultimately, the findings highlight that AI visibility is evolving into a localized challenge, requiring businesses to develop tailored strategies to enhance their presence across diverse languages and regions. As AI platforms play a growing role in information dissemination, understanding and adapting to these nuances becomes crucial for brands seeking to maintain a competitive edge globally.
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