It's "AT&T syntax" because it dates to the 1978 AT&T Labs effort to port UNIX to the 8086. [1] While the 8086 did not have virtual memory or hardware protection, its memory segmentation model was still adequate to support UNIX. It was the first microprocessor practically capable of running UNIX, and this was realized before the chip was even released. The porting effort started immediately. (Though most of the energy would soon switch to the 68000 when that was released a year later.)
The AT&T folks did not wait for Intel's assembler. (Written in Fortran, to run on mainframes, or on Intel's development systems). Nor did they closely model their assembler after it. They just took the assembler they already had for the PDP-11 and adapted it with minimal changes for the 8086. Quick and dirty. Which was okay. You're not supposed to write assembly on UNIX systems, anyway. Only the poor people who had to write kernel drivers and compilers would ever have to deal with it.
[1] https://www.bell-labs.com/usr/dmr/www/otherports/newp.pdf (see section III)