Yandex targets transparency with launch of AI-powered search engine “yazeka” in Türkiye

ISTANBUL

Russian tech giant Yandex has launched "Yazeka," an AI-powered search engine tailored for the Turkish market, promising transparent and reliable answers to complex queries, according to the company’s Türkiye chief.

Backed by principles of transparency and neutrality, Yazeka is designed specifically for the Turkish language and offers a multi-source, transparent search experience that sets it apart from competitors.

Yazeka utilizes natural language processing to enable conversational searches, providing precise results through AI analysis. For instance, a query like "one-day itinerary in Amsterdam" yields comprehensive, localized suggestions, leveraging datasets curated by Turkish experts to enhance contextual accuracy and relevance.

"Yazeka’s name combines the Turkish term ‘Yapay Zeka’ (Artificial Intelligence) with ‘Yandex.’ In Russia, the equivalent technology is called ‘Neuro,’ derived from neural networks," said Alexander Popovskiy, CEO of Yandex Search Türkiye, in an interview with Anadolu.

Commitment to neutrality and transparency

Popovskiy emphasized Yazeka’s dedication to delivering clear, authoritative answers to users' queries.

“Throughout its history, search technology has aimed to provide accurate and truthful answers to complex questions. Yandex is following this path by constantly refining its technology to ensure unbiased results,” he said.

While the platform filters harmful or illegal content, Popovskiy underlined that Yandex strives to maintain a neutral perspective on internet content. “Unlike traditional media, search engines don’t have the luxury of pushing their own agenda,” he added.

Yazeka’s results are ranked and summarized based on relevance and popularity, with summaries sourced from multiple perspectives. This approach, Popovskiy noted, is more predictable and traceable than generative AI models like ChatGPT.

Strengthening local AI infrastructure and investment

To enhance local accessibility, Yandex plans to relocate its servers to Türkiye, ensuring faster performance and improved data security for Turkish users. The company has committed $20 million to the Turkish market in 2024, with an additional $400 million planned over the next three years.

These funds will support AI technology development, Yazeka’s expansion, local partnerships, and advertising campaigns. Popovskiy praised Türkiye’s efforts to create a competitive environment for search engines, citing a 2020 decision by the Competition Authority allowing pre-installation of alternative search engines on smartphones.

“This regulatory change has opened doors for alternative platforms like Yazeka to thrive in Türkiye,” he noted.

Expanding Yazeka’s reach in Türkiye

Yandex aims to grow Yazeka’s user base and increase its visibility in Türkiye by 2025.

“We aim to be as loud as possible in introducing Yazeka to Turkish users,” Popovskiy said, adding that the company plans to integrate multimedia content into the platform and collaborate with Turkish device manufacturers.

Cross-promotion with other Yandex services, such as Yandex Maps and Yandex Navigation, will also play a key role in boosting overall engagement. AI-generated summaries will provide concise insights into user reviews of cafes, restaurants, and other points of interest.

As AI reshapes the search engine landscape, Popovskiy believes tools like Yazeka could drive renewed user engagement.

“This evolution presents both challenges and opportunities for Yandex, requiring constant refinement of our AI technologies. However, one thing is clear — the demand for search engines is growing again. Users are returning, and we are well-positioned to meet their needs,” he concluded.