HubSpot’s director of global growth, Aja Frost, has warned brands they can’t have AEO without SEO, as some marketers begin to suggest AEO is replacing SEO altogether.
In recent times, brands have been grappling with declining organic visibility, as AI-generated answers increasingly sit between users and traditional search results. The rise of tools like ChatGPT and Google’s AI experiences has only accelerated the confusion around what comes next.
However, Frost, who leads a team of 65 people focusing on integrating AEO with SEO, says the framing is flawed. According to her, it’s not about choosing one or the other – it’s about understanding how they work together, by using SEO as the foundation and AEO layered on top.
Speaking with B&T at the HubSpot Grow 2026 conference in Sydney on Tuesday, she pointed to real user behaviour as proof that people are using both AI and search engines together, rather than in isolation.
So why do brands need both?
The idea that AEO will replace SEO ignores how people actually move through the web.
“People are using Google and AI in tandem,” Frost said.
“You shouldn’t just have an SEO strategy or an AEO strategy. You should have an SEO foundation with AEO tactics on top.”
AI might introduce a brand, but search is still where many users validate it.
Frost explained that after receiving a recommendation, users will often jump to Google, search the brand name, and assess credibility before taking action.
“That’s how people actually behave,” she said. “It’s easy to say AEO is replacing SEO – I don’t think that’s true.”
Being specific vs being broad
One of the biggest shifts happening right now is the move from broad, keyword-led content to highly specific, contextual answers.
“I think a lot of brands are still publishing the content that was meant for the SEO era,” Frost said. “Very broad, high-level content.”
Using the example of renting a campervan, she explained that users no longer search in generic terms — they provide detailed, personal context.
“If you’re looking for a rental camper van, you’re going to give AI a ton of context – where you’re going, how long, who you’re travelling with,” she said.
“If you have family members, then you will want a certain number of seats, and you may even want to tell AI what your exact itinerary is.”
She said this ultimately means “generic content simply won’t surface.”
“Generic content out, specific content in,” she added. “You’re not going to show up as an answer if you’re only publishing really broad, high-level stuff.”
How can brands be cited?
According to Frost, in the AEO era, authority isn’t just about backlinks, it’s about presence and consistency across the web.
“What we’re seeing is that it’s much more about consensus,” Frost said. “Are multiple independent sources all saying the same thing about your brand?”
She pointed to LinkedIn, Reddit and YouTube as key platforms where citations frequently originate.
“Over half of citations for high-intent questions go to those three sources,” she said.
On-site content still plays a major role too – particularly blogs.
“We looked at millions of citations, and a huge percentage went to blogs,” she said. “Even if people aren’t directly going to your site, your blog should have all the stuff you want AI to know about your brand.”
She described it as a shift to “business to bot to consumer”.
When it comes to structure, clarity is key.
“Put the answer right at the top of the page,” she said. “AI is a very lazy reader.”
That means simple language, direct answers and tightly focused pages.
“Answer one question well versus trying to answer 20 questions in a superficial way.”
And what if brands don’t want to be cited?
If brands want to understand why they’re not showing up – or actively avoid it – the same principles apply in reverse.
“Don’t bury the lead,” Frost said. “Use very clear, direct language.”
Content that is overly broad, filled with jargon or trying to do too much at once is far less likely to be picked up.
There’s also a strategic decision around what to share.
“If there’s something you really need your customer to come to your site to engage with, don’t give that to AI,” she said.
However, she cautioned against pulling back too far.
“If you’re keeping information, that’s going to hurt you – because people won’t be able to find you,” she said.
