A recent study from Peec AI analyzed how prompt wording impacts AI brand visibility, finding that variation is limited and wording matters less than intent. Over 90% of user phrasing variations have very similar meaning, and brand mentions hold steady as long as the core intention stays the same. However, style matters as much as meaning: concise keywords or “list” requests prompted the AI to surface up to 20% more brands in its answers compared to open-ended prompts. Wording variation hits hardest in the middle-of-funnel, where unbranded, commercial discovery is less stable against phrasing tweaks, requiring absolute phrasing precision and potentially a larger share of tracking volume. The study analyzed 1,754 prompts, 37,804 AI responses, five sectors, and 18 sub verticals across ChatGPT, Gemini, Perplexity, Google AI Mode, and Google AI Overviews. Two parallel studies were conducted: Study A used 288 human-written prompts from Rand Fishkin’s followers for two different intents, resulting in 17k+ chats. Study B used 54 base prompts from 18 different verticals, generating dozens of variations in tiny cosine-similarity steps, resulting in 1k+ total prompts and 20k+ chats.