We analyzed over 50 million ChatGPT prompts to build the most comprehensive map of AI search intent ever published. The findings challenge several widely-held assumptions about how people use AI for discovery.
Intent distribution across prompts
- Informational (learn about X): 43% of prompts
- Comparative (X vs Y, best X for Y): 27% of prompts
- Navigational (find X, go to X): 12% of prompts
- Transactional (buy X, book X): 11% of prompts
- Generative (write X, create X): 7% of prompts
The most striking finding: comparative intent is dramatically overrepresented in AI search compared to traditional search, where it typically accounts for 5-8% of queries. Users come to AI expecting it to evaluate and recommend — not just retrieve.
What this means for AEO
If comparative intent represents 27% of queries, brands that haven't optimized for comparison visibility are missing over a quarter of the AI search opportunity. Comparison content — honest, detailed, well-structured pages that position your brand in a competitive landscape — should be a priority for every AEO program.