How AI Search Engines Handle Multilingual Content in 2025 — And Why Most Brands Get It Wrong
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How AI Search Engines Handle Multilingual Content in 2025 — And Why Most Brands Get It Wrong
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About this listen
In 2025, AI search engines don’t just translate content — they interpret meaning across languages. And that’s creating a huge visibility gap between brands that assume translation is enough and brands that understand how AI actually handles multilingual context.
In this episode, I break down how AI search engines like ChatGPT, Perplexity, Claude, and Google’s AI Overviews evaluate multilingual content, and why many global brands quietly lose AI visibility even when they publish in multiple languages. We’ll talk about semantic drift, inconsistent explanations across languages, and how AI decides which version of a brand it trusts most.
I explain why direct translations often confuse AI instead of helping it, how cultural framing affects AI confidence, and why one language version can undermine another if they don’t align conceptually. We’ll also explore how AI builds a single global understanding of a brand — not separate ones per language.
If you’re targeting international audiences or expanding into new markets, this episode will help you avoid one of the biggest AI SEO mistakes of 2025.