The Prompt Gap: Why Keyword-Based AI Search Tracking Misses What Customers Actually Ask - Sprinklr

In this CX Today interview, Rob Wilkinson speaks with Sean Jackson, Lead AI Architect at Sprinklr, about how AI-generated answers are changing customer discovery, brand comparison, and buyer decision-making.Sean explains why the customer journey is increasingly moving inside AI tools such as ChatGPT, Gemini, and Perplexity, where buyers can research, compare, and shortlist brands before a sales or marketing team sees any signal. For CX and marketing leaders, that creates a new visibility challenge: traditional traffic reports may not show where influence is really happening.The conversation explores the difference between traditional search engine optimization and AI visibility, the “prompt gap” between keywords and real customer questions, and why reviews, social care, community discussions, and customer conversations now play a bigger role in how AI describes a brand.Sean also shares a practical first step for leaders: run a visibility audit to understand how AI tools represent your brand, which competitors appear in the answers, and where CX issues may be shaping the narrative.