A recent study by Turkish artificial intelligence firm Citelens has uncovered significant differences in the sources used by Google’s AI Overviews when addressing identical business queries in Turkish and English. This discovery underscores the necessity for brands to develop language-specific AI visibility strategies. The research scrutinized 444 business-related questions posed in both languages, comparing the domains cited in Google’s AI-generated responses. It was found that a mere 22% of these domains were common to both language responses, suggesting that a brand’s visibility in one language may not translate to the other.
The study also highlighted the prevalence of AI Overviews, with English queries generating responses 96% of the time, compared to 94% for Turkish queries. While the availability of responses was nearly the same, the sources chosen by the AI varied considerably, influenced by language and market context. This indicates that businesses aiming to penetrate the Turkish market cannot solely depend on their English-language digital assets to gain traction in Turkish AI-driven results.
Citelens’ findings further emphasize the growing importance of local content, regional authority sources, and language-specific optimization strategies in shaping the information AI platforms choose to highlight. The research advocates for businesses to adopt a distinct approach to Generative Engine Optimization (GEO) for each language and market, suggesting that tracking AI visibility in Turkish should involve direct measurement within Turkish search environments rather than relying on English results as a benchmark.
The methodology employed in this research involved comparing AI-generated answers by adjusting country and language settings and analyzing source domains from a multitude of queries. These insights highlight the increasingly localized nature of AI visibility challenges, indicating that businesses must devise tailored strategies to enhance their presence across different languages and regions.
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