A study conducted by Citelens, a Turkish artificial intelligence company, has uncovered notable differences in how Google’s AI Overviews select sources when answering the same business-related questions in Turkish and English. This finding underlines the necessity for brands to develop language-specific AI visibility strategies. The research examined 444 business queries posed in both languages, revealing that only 22% of the sources cited in AI responses were common to both Turkish and English, suggesting that a brand’s visibility in one language does not guarantee similar visibility in another.
Interestingly, the study found that AI Overviews were generated for 96% of English queries compared to 94% for Turkish ones. While this difference in response generation is minimal, the sources chosen by AI systems varied considerably based on the language and the market context. This indicates that businesses aiming to reach audiences in Türkiye cannot depend solely on their English-language digital presence to secure visibility in Turkish AI results.
As AI platforms increasingly dictate which information is recommended, local content and regional authoritative sources have gained prominence. The study’s findings emphasize the growing importance of language-specific optimization strategies. Businesses are advised to focus on Generative Engine Optimization (GEO) for each language and market independently. To effectively track AI visibility in Turkish, performance must be measured directly within Turkish search environments, rather than using English results as a standard of comparison.
Citelens utilized a comprehensive research methodology to reach these conclusions, comparing AI-generated responses by adjusting country and language settings. The study analyzed source domains across hundreds of queries, highlighting that AI visibility is evolving into a localized challenge. Businesses are encouraged to adopt tailored strategies to enhance their presence across different languages and regions, ensuring they remain competitive in an increasingly AI-driven digital landscape.
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