A prompt set is the defined collection of prompts you run and track to measure your brand's AI visibility over time. It is the AI-search equivalent of a tracked keyword list, and it determines the scope of everything you measure: coverage, share of voice, rank, sentiment, and citations are all calculated across this set.
For brands, building a good prompt set is the single most important setup decision. It should span the funnel, from broad awareness questions to evaluation and direct comparison prompts, reflect how real buyers phrase things, and include the competitors and categories that matter. Too narrow and you miss where you are losing; too generic and the results do not reflect real demand. The set is also revisited over time as the market and your priorities shift.