In 2025, AI search visibility isn’t shaped by content alone — it’s shaped by how people ask questions. The exact phrasing users choose when talking to AI systems is quietly influencing which brands show up and which never get mentioned.

In this episode, I explain how AI search engines like ChatGPT, Perplexity, Claude, and Google’s AI Overviews learn from natural language prompts, and how those patterns affect brand visibility over time. We’ll explore why traditional keyword research misses this entirely, and why optimizing only for “search terms” is no longer enough.

I break down how AI clusters similar questions, how conversational phrasing changes which sources are selected, and why brands that align their content with how humans actually ask for help gain an advantage. We’ll also talk about prompt-style intent, problem framing, and how small language mismatches can make great content invisible.

If your content is accurate but never seems to match the questions AI is answering, this episode will help you understand why — and how to realign your strategy for 2025.