New multilingual SEO tests show that Google and Bing usually send users to the correct language version of a page, while several AI assistants still direct users to English links even when the query is written in French, Italian, or Spanish.
SEO expert Glenn Gabe recently ran a series of experiments to understand how search platforms treat translated content and hreflang.
His tests covered Google Search, Bing, AI Overviews, AI Mode, ChatGPT, Perplexity, Claude, Copilot and Gemini using multilingual documentation from Google and Cloudflare.
The aim was to see whether these tools deliver the matching page when content exists in several languages and the query is written in one of those languages. The results showed a clear difference. Classic search results are much more reliable. Several AI tools are not.
Google and Bing Still Handle Multilingual Queries With Strong Accuracy
Gabe found that standard Google and Bing results consistently showed the correct version of pages.
When he searched for French sitemap documentation, both engines surfaced the French URL.
Here are the screenshots:
- Bing
Gabe’s Italian queries returned the right pages as well.
Google’s newer features did not always match that consistency.
AI Overviews sometimes served the local language version and sometimes didn’t. AI Mode delivered steadier results and often highlighted the correct URL.
AI Chat Tools Show a Different Pattern
The pattern changed once the tests moved into AI assistants. ChatGPT, Perplexity, and Claude often responded in the same language as the query but still placed English URLs in their answers.
For the French sitemap test, ChatGPT replied in French and even referenced French videos, but the documentation link was English.
Perplexity showed similar behavior. Claude often held back links on the first response and then returned English URLs when asked for sources. These results were repeated in both French and Italian tests.
Gabe believes some of these platforms may not be using hreflang signals at all.
Copilot and Gemini Perform Better, but Not Always
Copilot produced some of the most accurate results among AI tools because it relies on Bing. It usually returned the correct language version in Gabe’s testing.
Gemini was less predictable. It often answered without links and revealed the correct URL only when asked directly. In some cases links were shown as plain text. Results also changed depending on device and location.
A Cloudflare Outage Test Brings the Issue Into Focus
Gabe also tested a Cloudflare blog post about an 18 November 2025 outage that exists in multiple languages and uses hreflang.
Google and Bing both returned the Spanish version of the page when the search was in Spanish.
AI Overviews didn’t appear for the query. AI Mode surfaced both Spanish and English URLs. ChatGPT did the same.
Perplexity and Claude returned the English page.
Copilot picked the Spanish version again. Gemini first produced an English URL and then switched to the Spanish version when the test was done from Spain using the Gemini app.
Why This Matters for Multilingual Websites
When traffic arrives at the wrong language version, users may leave too quickly or struggle to find what they need.
It also creates challenges for publishers who rely on international search performance, since hreflang and localization are meant to protect the value of translated content and international visibility.
This affects rankings and the value of work done through link building and content localization.
Even though AI systems continue to evolve and results differ by location and time, Gabe’s testing shows that these inconsistencies are still common among AI search tools.
What Multilingual Site Owners Can Do
Here are a few steps for teams working on international visibility.
- Audit hreflang setup and fix technical problems. Many organizations rely on a professional SEO service for large-scale audits and international optimization.
- Search for your content across different countries and languages and compare results in multiple AI tools.
- Use tools that measure AI visibility to track how pages are referenced over time.
- Agencies running white label link building programs for international clients should add AI visibility checks to their reporting — a page that ranks and earns links still needs to surface in the right language when AI tools cite it.
He also recommends ongoing monitoring as AI tools continue improving multilingual behavior.
Key Takeaways
- Google and Bing generally show the correct language version when hreflang is in place.
- AI Overviews and AI Mode often get it right, but not always.
- ChatGPT, Perplexity, and Claude frequently reply in a different language but still link to English sources.
- Copilot and Gemini perform better, though sources often appear only when requested.
- Multilingual publishers should actively test and monitor how AI tools cite their translated pages.
Zulekha
AuthorZulekha is an emerging leader in the content marketing industry from India. She began her career in 2019 as a freelancer and, with over five years of experience, has made a significant impact in content writing. Recognized for her innovative approaches, deep knowledge of SEO, and exceptional storytelling skills, she continues to set new standards in the field. Her keen interest in news and current events, which started during an internship with The New Indian Express, further enriches her content. As an author and continuous learner, she has transformed numerous websites and digital marketing companies with customized content writing and marketing strategies.