AI search doesn't work like traditional search and what determines whether brands are mentioned or links are displayed in the answers the intent behind the query.
When someone asks an informational question "what is merino wool", "how does retinol work" the model's job is correctness. It pulls from trusted sources, verifiable facts, and authoritative content. It explains concepts, defines terms, outlines trends. Brands rarely appear here, and when they do, there's almost never a link. The model isn't recommending, it's teaching.
When someone asks for a recommendation "best moisturiser for dry skin", "sustainable sneakers under €150" the model's goal shifts to confidence. Now it needs proof. It leans on reviews, ratings, product features, UGC, and social signals. This is where brands get named, linked and where real traffic happens. These are the queries that actually drive clicks to your website and potential conversions.
The problem? Recommendation queries are the minority, most prompts are informational. Which means most AI search activity generates no links, no traffic, no conversions. Understanding this split is the first step to building an effective AEO strategy.
The takeaway is simple. If you want visibility in AI answers, start thinking in terms of intent mode and make sure your brand feeds the right signals for each.
About Aeoflo
Aeoflo is a Stockholm-based team helping e-commerce brands understand what their customers are asking AI assistants and turn those insights into sharper content (product pages, blogs) and ad messaging.
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