Lost In Translation: How Language Changes Which Brand AI Recommends | Metaglossia: The Translation World | Scoop.it
Your English-only AI visibility checks can miss how brand recommendations change when AI answers the same buying questions in five different languages.

"Lost In Translation: How Language Changes Which Brand AI Recommends
Your English-only AI visibility checks can miss how brand recommendations change when AI answers the same buying questions in five different languages.


Reza Moaiandin


Chances are you’ve already got some idea of your brand’s visibility in AI responses. But I’m willing to bet those visibility checks were carried out in just one language: English.


If a customer in Singapore asks an AI chatbot a buying question in Simplified Chinese, and a customer in Kazakhstan asks the same question of the same AI in Russian, would they get the same recommendation? What about a customer in Riyadh asking in Arabic or a customer in Los Angeles asking in Persian?


These aren’t hypothetical customers. According to Statcounter’s August 2026 figures, ChatGPT was responsible for roughly three-quarters of website visits that came from AI chatbots in Saudi Arabia, Kazakhstan, and Singapore. Add in Claude and Gemini, and these three U.S.-based models accounted for more than 90% of AI referrals in each market.


Of course, you don’t need to leave the U.S. to find customers whose first language isn’t English. More than half of Los Angeles County residents speak another language at home, including around 74,000 Persian speakers, according to the latest Census estimates. I’d be surprised if they all switched to English every time they opened ChatGPT.


But when somebody asks an AI chatbot a question in another language, the response won’t simply be a translation of the answer it would give in English. The AI reasons and composes its response in that language. And that brings a whole slew of cultural values and other factors to bear on how the model responds.


Why The Choice Of Language Matters In AI
I’m not the first person to write for Search Engine Journal on how brand visibility and messaging in AI can come across differently in languages beyond English. In April, Duane Forrester explained why AI visibility strategies built in English don’t transfer easily to other markets. For a start, ChatGPT and Gemini aren’t accessible in China at all, while Claude isn’t officially offered in mainland China, Russia, or Iran. Instead, your brand’s AI visibility in some countries may depend on regional, homegrown models, such as Baidu’s ERNIE in China, Naver in South Korea, Mistral in France, and so on. As Forrester explains, each of these models evolved from a different starting point entirely: a national corpus, a specific cultural identity, and in some cases a government mandate. If you haven’t read his article, I’d bookmark it now to read after this one.


However, as we’ve seen, Western AI models like Claude, ChatGPT, and Gemini are still widely used in plenty of locations where other languages are spoken, not to mention all the diaspora communities around the world.


In July, Anthropic published a report on Claude’s values across languages and models. By values, we’re talking about the factors that shape responses where there is no definitive right answer. For example, are responses more likely to display deference or caution, warmth or rigor, depth or brevity, candor or execution?


The researchers sampled just under 310,000 real conversations across the 20 most common languages, equally split between three models (Sonnet 4.6, Opus 4.6, Opus 4.7). They found that the values Claude demonstrated shifted according to the language it was addressed in, such as leaning toward greater warmth in Hindi and Arabic and toward greater rigor in English and Russian."
https://www.searchenginejournal.com/lost-in-translation-how-language-changes-which-brand-ai-recommends/591585/
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