A recent study conducted by Turkish artificial intelligence firm Citelens sheds light on the distinct differences in the sources utilized by Google’s AI Overviews when tackling identical business inquiries in Turkish versus English. This discrepancy underscores the necessity for brands to adopt language-specific AI visibility strategies. The research involved analyzing 444 business-related questions posed in both languages, revealing that only 22% of the domains cited were common to both the Turkish and English responses. This finding suggests that a brand’s visibility in one language does not guarantee the same level of exposure in another.
Moreover, the study noted a slight difference in the frequency of AI Overview generation between the two languages. English queries resulted in AI Overviews 96% of the time, while Turkish queries had a 94% response rate. Although the availability of responses was relatively similar, the sources from which AI systems drew their information varied notably according to language and market context. This situation highlights the importance of customized content and regional authority sources for businesses aiming to enhance their visibility in Turkish AI results.
For companies targeting the Turkish market, relying solely on English-language digital presence is insufficient. As AI platforms decide which information to recommend, the need for local content and language-specific optimization strategies becomes increasingly crucial. Citelens emphasizes that brands must develop separate Generative Engine Optimization (GEO) strategies tailored to each language and market. Measuring AI visibility in Turkish requires direct performance evaluations within Turkish search environments rather than using English results as a benchmark.
The research methodology employed by Citelens involved comparing AI-generated answers by adjusting country and language settings and analyzing source domains from hundreds of queries. The findings highlight the emerging challenge of localized AI visibility, where businesses are compelled to devise targeted strategies to bolster their presence across diverse languages and regions. This approach is essential to ensure that businesses remain competitive and visible in the rapidly evolving landscape of AI-generated content and search results.
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