CONTENT
Answers to show customers
Question-format content and FAQs explaining materials, details, and care instructions.
AN INDEPENDENT PROJECT BY LEE CHANGWOO
SEO / AEO / GEO
BRAND
KNOWLEDGE Lab.
In the era of AI shopping,
We research what comes next for brands.
hmmm is a personal research project.
We study how brands can be discovered, understood, and chosen in the coming era of AI shopping. We organize official brand materials into information that answers shoppers' questions, and experiment with ways to connect that interest to the brands' official stores.
To brands who want to start a conversation ↗Starts from shoppers' questions
Example questions: How does it differ from an ordinary shirt? · What does "beware of pilling" mean in practice? · Can it be machine washed? · What makes it different from similar-looking items?
Example questions
01WHY HMMM
Good products have reasons.
Shoppers should be able to find those reasons.
Brands describe materials and details. Shoppers ask "Will this suit me?" hmmm bridges this gap so product information can serve as the basis for decisions.
Materials · Blend ratios「What care precautions should I take?」
Shape · Construction · Details「What makes it different from similar-looking items?」
Collection · Brand story「Why choose this brand?」
These are example questions. Actual answers are written within the scope of confirmable sources.
02FROM FACTS
TO ANSWERS
Rather than writing more information,
Making it understandable to shoppers.
We pull out a single line from a product page to answer questions people have before buying. Below is one answer published on hmmm.
Brand's original text
LOW CLASSIC
Alpaca Blend Low-Waist Belted Half Coat
hmmm's answer
What does "beware of pilling" in the description mean in practice?
- General knowledgePilling refers to short fiber ends on the fabric surface being pushed out by friction and tangling together into small balls.
- Official sourcesThe outer fabric of this product is woven from 82% wool, 16% alpaca, and 2% nylon.
- Official sourcesFor cleaning, it must be dry cleaned separately without mixing with other clothes, and tumble drying is not allowed.
- Official sourcesUnder the care precautions, along with "beware of pilling," it states "do not iron outer surface" and "do not steam."
- hmmm's perspectiveSeparate dry cleaning, avoiding tumble drying, and refraining from ironing all point to a single precaution: do not rub or press the surface. "Beware of pilling" can be read as reiterating that precaution from the perspective of material care.
- Not yet confirmedWe could not confirm the brand's recommended care instructions if pilling occurs, nor whether repair services are available.
Hover over or tap the original text or a footnote to highlight the connected sentence. Click or tap to keep it highlighted, and click or tap again to clear.
We cite sources for facts and distinguish interpretations.
This is an example from previously published content, not a paid client case study or AI visibility performance.
03THE HMMM WAY
Leaving reasons to choose,
Connecting customers to the brand's store.
We do not stop at creating documentation. On hmmm, where anyone can directly explore brands and products, we publish questions and answers and examine how they lead to the next choice.
- 01 / DISCOVER
Discovered in search & AI
We organize brand information to answer pre-purchase questions such as sizing, materials, and care instructions.
- 02 / UNDERSTAND
Understanding with sources
We present confirmed facts alongside their sources. What could not be confirmed is stated as not confirmed.
- 03 / VISIT
To the brand's store
hmmm does not sell products directly. We link to official product pages where you can explore further and make a purchase.
This is an example flow based on existing product information regarding sizing, materials, and styling. It does not imply actual search/AI visibility or purchase performance.
04WORK IN PROGRESS
What we are currently researching.
Information found in search, answers AI can reference, and sources customers can use to make choices. Rather than viewing SEO, AEO, and GEO separately, we examine them as a single connected experience.
FOUNDATION
How should brand information be organized?
We verify sources against official sources for brands and products, and organize the information needed—and what is missing—to answer customer questions.
DISCOVERY
What answers do search and AI reference?
We check the structure and accessibility of question-format content and study ways to observe search exposure separately from AI mentions and citations.
CONNECTION
Does understanding lead to visits to the official store?
We look at which products people show interest in after reading an answer, and how it connects to the brand's official store.
This describes our research and experimentation direction. It does not guarantee search rankings, AI answer placement or citations, or purchase results.
05KNOWLEDGE
THAT STAYS
Beyond a single exposure,
To information a brand can keep using.
Organized answers for brand stores and customer support; confirmed product details for creator introductions. We also consider how a single source can be used across multiple touchpoints.
GUIDE
Guides that convey the same facts
Materials detailing confirmed features, sources, and permitted scope of expression.
LEARNING
Records for the next experiment
Which questions led to discovery, and which products interest flowed to.
06A FEW QUESTIONS
Questions you may have.
How can we get started?
Please send your brand's website address, your questions, and topics you would like to discuss to hello@hmmm.co.kr. Thoughts about AI shopping or questions about how to organize product information are all welcome. We will find starting points to examine together based on your existing materials.
Do we need to take new photos or create new materials?
We first review already published product details, brand introductions, images, and care instructions. New photography is not a prerequisite. We only request additional verification when information needed for an answer is missing, and we also confirm usage rights for provided materials.
What are SEO, AEO, and GEO?
SEO is making things easy to find in search. AEO is organizing brand information so it can be referenced by answer engines, and GEO does so for generative AI answers. hmmm studies accurate information, easy-to-read content, and searchable structures together. Whether content appears in external search and AI is decided by each service.
Can we edit the answer content?
If a fact is incorrect, we will certainly correct it. If you let us know along with the source, we will make the correction and record that fact. We do not accept requests to soften expressions when the facts are correct. We strictly uphold the principle of distinguishing facts from interpretations.
Are we compared with competitor brands?
We do not compare brands. There are no rankings. There are only questions and answers about a single brand.
What if we want to stop?
Just let us know. Materials that a brand withdraws from public view are also taken down from hmmm.
A NOTE FROM THE FOUNDER
Curious about what shopping will look like next.
I also want to hear brands' concerns.
Through my time at 10X10, 29CM, and DotSlashDash,
I have thought about the ways brands and people meet.
Now, through hmmm, I am researching how AI will change that meeting,
and what brands can do to prepare.
I do not have a set answer yet.
If you have questions or topics you would like to discuss, please feel free to reach out.
- 2000–200910X10Founder & CEO
- 2010–201929CMFounder & CEO
- 2020–DotSlashDashFounder & CEO
LEE CHANGWOO
