Yandex Search Türkiye expands user base over 75% with AI

Yandex Search Türkiye has achieved remarkable expansion in the Turkish digital market, growing its user base by over 75% throughout 2025 according to company CEO Alexander Popovskiy. The executive attributed this success to artificial intelligence integration in their search products, particularly highlighting the popularity of their "Yazeka with Yandex Search" service designed specifically for Turkish users since its late 2024 introduction.

Turkish Market Embraces AI Innovation

Speaking at the 8th Türkiye Artificial Intelligence Summit in Istanbul, Popovskiy revealed that more than 40% of all search queries are now handled through their AI-powered Yazeka system, whose user base has doubled since January 2025. He noted that Turkish consumers have demonstrated particular enthusiasm for new technologies, with younger generations increasingly using AI chatbots for everything from information gathering to personal advice and medical consultations.

Localized Strategy and Future Roadmap

The company's focused approach on adapting to Türkiye's unique language and cultural context has proven successful, Popovskiy explained. This localization strategy will continue through 2026 with plans to launch a new application specifically designed for Turkish users. "We believe that focusing on Türkiye's local market, its language and culture, will really pay off," Popovskiy stated, describing the upcoming product as a gateway to "next-generation internet" that will fundamentally change how users interact with digital services.

Advancing Toward Agentic AI Systems

Popovskiy outlined the emerging concept of "agentic AI" as the next technological frontier, where computers will perform tasks autonomously rather than simply assisting users. He cited Yandex's current implementation in shopping comparison features as an early example, helping hundreds of thousands of Turkish users find optimal prices across e-commerce platforms. This technological evolution represents a significant shift in how Turkish consumers will interact with digital services in coming years.