By rsukhraj@hubspot.com (Ramona Sukhraj)

Picture two shoppers. One asks ChatGPT, “Are Nikes good shoes for marathon runners?” The other asks, “What’s the best running shoe?” Both want top-notch athletic shoes. Only one specifically wants to know about Nikes. That’s the idea behind branded vs. unbranded queries in AI search.

But why does this small difference matter for your brand? A branded query comes from someone who already knows you. They’re checking you out, comparing you with a rival, or even confirming a choice. AI’s answer can shape how someone sees you right before they decide.

An unbranded query comes from someone who’s still shopping. They haven’t picked a brand yet, so if the AI names you, you’re in the running. But if it doesn’t, you may never get a shot. In AI search, unbranded queries are where new buyers meet you, or don’t if you don’t play your cards right.

Each type reaches a different audience and tells you something different about your performance. Optimize for and track only one, and you reach half the audience and get half the story.

Don’t believe me? In November 2025, Google added a branded queries filter to Search Console that automatically separates branded and unbranded search queries and keywords. AI search needs the same split. It also needs a plan to track both.

In this guide, you’ll learn how to:

• Tell branded and unbranded prompts apart.
• Run a simple tracking routine each week.
• Read your results without fooling yourself.

Let’s start with the basics.

Table of Contents

• What are branded vs. unbranded queries in AI search?
• Why Branded vs. Unbranded Queries Change How You Measure AEO
• How to Run Prompt Tracking & Measure for Branded vs. Unbranded Queries
• How to Interpret Branded vs. Unbranded Results and Share of Visibility
• How HubSpot AEO Scales Prompt Tracking for Branded vs. Unbranded Queries
• Frequently Asked Questions About Branded vs. Unbranded Queries
• Keep track of both shoppers and queries.

What are branded vs. unbranded queries in AI search?

A branded query names a brand. That can be your company name, a close variation, a common misspelling, or one of your product names. For example, “Are Nikes good shoes for marathon runners?” is a branded query.

So is “Are Air Force 1s good running shoes?” as they include a Nike product. Branded queries are valuable because they indicate that users are aware of your brand and are using AI to research it specifically.

An unbranded query, on the other hand, names no brand. It describes a category, a problem, or a use case. “What’s the best shoe for marathon runners?” is unbranded. Unbranded queries are valuable in their own right, as appearing in them can expose you to a new audience of potential customers.

These types of queries aren’t new to AI or answer engines. Branded search has always meant people looking for you …read more

Source:: HubSpot Blog