In a recent LinkedIn post, Ann Smarty discusses a critical, often overlooked aspect of artificial intelligence visibility tracking: the significant impact of prompt engineering on reported scores. Smarty emphasizes that businesses need to be deliberate in how they set up their prompts to accurately reflect their desired market presence.
The Crucial Role of Prompt Design in AI Visibility
Ann Smarty argues that a common pitfall in AI visibility tracking is the underestimation of how prompt selection influences results. She points out that simply accepting default prompts from AI tools can lead to skewed data, as these generic prompts may not align with a company’s specific products, services, or brand identity.
“Your (and your competitors’) visibility score will be HIGHLY impacted by which prompts you set up. Take extra time to plan WHERE you want to be found in AI.”
As Smarty elaborates, the effectiveness of AI visibility tracking hinges on strategic prompt creation. She cautions against a passive approach, stating:
“If you just take what a tool gives you, your results may be skewed because those prompts don’t ask about what you actually do or want to be known for.”
Addressing Data Skew in Branded Prompt Tracking
Further elaborating on the complexities, Ann Smarty highlights a specific challenge related to tracking branded keywords. She explains that using the same dashboard for monitoring branded prompts can create an illusion of complete visibility that isn’t reflective of broader market presence.
The Pitfall of Self-Referential Tracking
According to Ann Smarty, when a company tracks its own brand terms within the same system used for broader visibility analysis, the resulting visibility score can be artificially inflated. “Also if you use the same dashboard to track your branded prompts, the results will also be skewed because you will obviously be 100% visible in all of them, but not elsewhere,” she writes.
To mitigate this issue, Smarty offers a practical tip for users of AI tracking tools like Peec AI:
“Tip: You can categorize your prompts in Peec AI to keep your branded prompts separate.”
This categorization, as Ann Smarty suggests, allows for a more accurate and nuanced understanding of a brand’s true visibility across different facets of its online presence. Her insights underscore the need for a thoughtful and strategic approach to leveraging AI for competitive analysis and brand monitoring, moving beyond surface-level metrics to gain actionable intelligence.
Smarty also included an off-topic observation about the surprising visibility of branded prompts on Reddit, further illustrating the diverse landscape of online visibility that businesses must navigate.
📝 About This Content
This article is based on insights shared by Ann Smarty on LinkedIn.
📅 Originally posted on January 8, 2026 | View original post on LinkedIn →