Mentions are one of the simplest but most important ways to measure performance in AI search. They tell you what the AI chose to include in its answer and what it leaned on for support.
There are two main types of mentions: brand mentions and source mentions. They capture different aspects of visibility, and together they form the basis for evaluating presence, position, placement, and perception in AI search.
1. Brand Mentions
A brand mention is when the AI names a company, product, or service directly in the response.
Examples:
“HubSpot is widely used by small businesses.”
“Compared to Asana, Trello offers a more visual approach.”
Brand mentions matter because they show how you are positioned in the narrative. Are you included as part of the main set of options, or mentioned as an alternative? Are you framed positively, neutrally, or critically? These details influence how the user interprets your brand.
2. Source Mentions
A source mention is when the AI links out to a website or cites a domain as part of its answer.
Examples:
“According to G2…” (with a hyperlink in the text).
A citation at the bottom linking to a review site or article.
Source mentions don’t just highlight brands. They can point to publishers, industry blogs, news outlets, or even small personal sites. What matters is that the AI chose them as supporting evidence.
These mentions shape authority. They reveal which domains the AI considers trustworthy and guide users toward the next click.
Why Mentions Matter in AEO
Mentions are the foundation for measuring Answer Engine Optimization (AEO). Both brand mentions and source mentions feed into the Four P’s of AI search:
Presence — Did your brand or domain appear at all?
Position — Where did it appear in the sequence?
Placement — Was it central to the narrative or secondary?
Perception — What tone or context shaped how it was described or linked?
Brand mentions help you track how you’re represented as an entity. Source mentions help you track where the AI is assigning authority. Together, they show both the story being told and the evidence behind it.