In an illuminating study by the Turkish AI firm Citelens, it has been discovered that Google’s AI Overviews draw from markedly different sources when addressing identical business inquiries posed in Turkish versus English. This discrepancy underscores the necessity for language-specific AI visibility strategies for brands aiming to maintain a robust digital presence across diverse linguistic landscapes.
The research involved an analysis of 444 business-related questions asked in both languages, with a focus on the sources cited in Google’s AI responses. The results revealed a significant divergence, with only 22% of cited domains overlapping between Turkish and English responses. This finding suggests that a brand’s visibility in one language may not inherently translate to another, highlighting the importance of tailored strategies for each language.
Furthermore, the study noted that English queries prompted AI Overviews in 96% of instances, compared to 94% for Turkish queries. Although the difference in AI response availability was minimal, the choice of sources by AI systems varied considerably based on linguistic and market contexts. This implies that businesses operating in Türkiye cannot depend solely on their English-language digital presence to capture visibility in Turkish AI outcomes.
Citelens emphasizes the growing relevance of local content, regional authority sources, and language-specific optimization strategies as AI platforms increasingly determine which information to highlight. The company advises that brands should devise separate Generative Engine Optimization (GEO) strategies for each language and market, advocating for performance tracking directly within Turkish search environments rather than relying on English benchmarks.
The research methodology involved comparing AI-generated answers using different country and language settings, analyzing domains from numerous queries. These findings highlight the evolving challenge of AI visibility, stressing the need for businesses to adopt customized strategies to enhance their presence across various languages and regions.
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