A recent report from Peec AI, an AI search analytics firm, reveals that a significant proportion of background queries generated by ChatGPT, even from non-English prompts, are conducted in English. Analyzing over 10 million prompts, Peec AI found that 78% of non-English queries included at least one English fan-out query. Notably, Turkish prompts showed the highest reliance on English queries at 94%, while Spanish prompts had the lowest at 66%. This raises concerns for SEO and content teams operating in non-English markets, as ChatGPT’s preference for English sources may favor global brands over local competitors. The research highlights that language selection in fan-out queries directly influences source visibility, potentially disadvantaging non-English content providers. The study’s findings call for monitoring the implications of language in AI search optimization strategies, questioning whether adapting strategies for English content will become necessary or if AI platforms will better reflect local markets over time.
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