By Manuel Arrufat, CEO of Dolnai
For years, digital marketing has been obsessed with keywords.
And it made perfect sense.
If you wanted to show up on Google, you had to understand what people were searching for.
If you wanted to launch campaigns, you needed to know which keywords to target.
If you wanted to do SEO, you needed to know which terms to work on.
Keyword research was one of the first things any serious marketing team would do.
And for a long time, it worked.
But something has changed.
And this is not a small change.
It is one of those shifts that, a fewyears from now, we will probably look back on and say:
“That was the beginning of a new era.”
Before, a user might type:
“Best Google Ads software”
Now they can ask ChatGPT, Gemini,Perplexity or Claude:
“What tool would you recommend to help me find out whether I’m wasting budget on Google Ads?”
Or:
“How can I tell whether my agency is actually optimizing my campaigns properly?”
Or:
“What tools do agencies use to audit Google Ads accounts faster?”
Or:
“What should I check in a Performance Max campaign that isn’t working?”
The underlying need may be the same.
But the way people express that need is completely different.
And that changes the rules of the game.
Because we are no longer talking only about keywords.
We are talking about prompts.
Full questions.
Context.
Intent.
Real problems.
Comparisons.
Recommendations.
Purchase decisions that may begin inside an AI-generated answer.
And this creates a huge problem.
More and more companies tell us things like:
“We want to know whether we appear in ChatGPT.”
“We want to know whether AI recommends our brand.”
“We want to know what AI says about us compared with our competitors.”
“We want to understand how to improve our visibility in generative answers.”
Perfect.
That makes complete sense.
But then comes the difficult question:
Which prompts should I actually track?
And that is where things become complicated.
A brand can monitor 10 prompts, 100 prompts or 10,000 prompts.
It can make them up internally.
It can ask ChatGPT to generate a list.
It can take its SEO keywords and turn them into questions.
It can look at what competitors are doing.
It can mix everything together.
But that does not mean it is monitoring the right prompts.
And this is the key point:
The problem is not only knowing whether you appear in AI answers.
The first problem is knowing which questions are actually worth tracking.
Because not all prompts are equally valuable.
Some have commercial intent.
Others are far too generic.
Some are far away from the buying decision.
Others sound interesting, but are barely connected to real market demand.
Some may trigger answers where your competitors are recommended.
Others may reveal needs your content does not yet address.
And some simply do not matter.
We realized that before measuring AI visibility, there was a previous problem that needed to be solved:
Discovering and prioritizing the prompts that matter for each business.
That is how Prompt Planner was born.
The name is not accidental.
For years, tools such as Keyword Planner helped us understand what people were searching for.
But now we need another layer.
A layer designed for conversational search.
A layer that answers a much more complex question:
What questions does your market ask when trying to solve a problem your business can help with?
That is Prompt Planner.
A Dolnai tool designed to discover, organize and recommend the prompts a brand should monitor.
Not randomly invented prompts.
Not pretty AI-generated lists with no real criteria behind them.
Not an endless brainstorming exercise that nobody knows how to use afterwards.
Prompt Planner combines:
● real business context,
● real market search data,
● semantic analysis,
● intent-based clustering,
● demand signals,
● competitive relevance,
● and value-based prioritization.
The objective is simple:
Help you understand which prompts you should track to measure your visibility in the new world of generative search.
At Dolnai, we have spent years working with marketing data, Google Ads, automation, AI and performance analysis.
And there is something we see again and again:
Companies do not need more data.
They need better questions.
They need to know where to look.
They need to understand what matters and what does not.
The same thing happens in Google Ads.
An account contains thousands of data points.
But the real value lies in identifying which campaigns are wasting budget, which search terms do not convert, which Performance Max assets are failing, or which products deserve more investment.
It is not about looking at everything.
It is about looking at the right things.
AI visibility works in exactly the same way.
It is not about asking ChatGPT random questions.
It is about identifying the questions that can genuinely influence your business.
The ones connected to real demand.
The ones that may lead to a recommendation.
The ones that compare solutions.
The ones that bring competitors into the conversation.
The ones close to a purchase decision.
The ones that reveal what your market is worried about.
And this is where we felt Dolnai could add real value.
Because our obsession has always been the same:
Turning complex data into clear decisions.
Prompt Planner was born from a latent market need: How to prioritize and identify the prompts that are most valuable to measure.
Together with our partners at Mugarriak, a consultancy specialized in digital business with years of experience in search marketing, we decided to turn this need into something tangible and build a tool that the current ecosystem clearly requires, yet we could not find in any tracking platform.
Combining their expertise with our technological know-how, we have worked together to create Prompt Planner.
Prompt Planner starts with your business.
Your industry.
Your products.
Your services.
Your country.
Your language.
Your competitors.
Your strategic concepts.
From there, it builds a universe of relevant prompts.
But it does not stop at “generating questions”.
That would be too easy.
The important part is prioritization.
That is why Prompt Planner analyzes each prompt using different signals:
● whether it has commercial intent,
● whether it is connected to real searches,
● whether it can trigger comparisons,
● whether competitors may appear,
● whether it fits your value proposition,
● whether it reveals an important need,
● whether it is close to the buying decision,
● and whether it is worth monitoring.
The result is a ranked list of recommended prompts.
With clusters.
With intent.
With market signals.
With priority.
With clear criteria.
Something a marketing team can actually use.
Imagine you run a SaaS company that helps businesses optimize Google Ads campaigns.
You may want to track prompts such as:
“Best tools to optimize Google Ads with AI”
“How to reduce wasted spend in Performance Max campaigns?”
“Alternatives to Google Ads recommendations”
“How can I audit my Google Ads account?”
“Which tools help agencies manage more Google Ads accounts?”
Each one has a different intent.
One is comparative.
Another expresses a problem.
Another is looking for alternatives.
Another is seeking an audit.
Another is related to agency productivity.
And each one may have a very different value for your business.
Prompt Planner helps bring order to that chaos.
It separates what is interesting from what is important.
And turns a huge conversation space into an actionable tracking plan.
This is the main use case.
Before measuring whether you appear in AI answers, you need to know which questions matter.
Prompt Planner helps you build that foundation.
Every important prompt can become a content asset.
A landing page.
An article.
A FAQ.
A comparison page.
A video.
A sales argument.
If you know what your market is asking, you know what you need to answer better.
There are prompts where users are not searching for a specific brand.
They are looking for a recommendation.
For example:
“What are the best tools for Google Ads optimization?”
If your competitors appear there and you do not, you have a problem.
Prompt Planner helps identify those prompts so you can monitor them and take action.
A keyword can tell you a lot.
But a prompt tells you more.
Seeing someone search for “Google Ads software” is not the same as reading:
“How do I know if my agency is wasting money in Google Ads?”
There is pain.
There is context.
There is an objection.
There is a commercial opportunity.
Prompt Planner helps uncover those layers.
This goes far beyond SEO.
The new world of digital visibility will combine SEO, content, authority, brand, mentions, external sources and presence in generative answers.
Prompt Planner helps you start at the beginning:
Understanding which conversations you want to win.
What I like most about Prompt Planner is that it solves a very simple but very difficult question:
“Where do I start?”
Right now, many companies feel that AI is important.
They know something is changing.
They know their customers are already asking ChatGPT or Gemini questions.
They know generative answers can influence buying decisions.
But they do not know how to enter this new world in an organized way.
Prompt Planner brings order.
It gives you a map.
It shows you the routes.
It helps you decide which questions you should look at first.
And in a new market, that is incredibly valuable.
Generative search is still at an early stage.
There will be changes.
Many of them.
Models will change.
Interfaces will change.
Sources will change.
User habits will change.
But there is one thing I am fairly certain about:
The brands that first understand how their market asks questions will have an advantage.
Because they will be able to create better content.
Position themselves better.
Compare their visibility more effectively.
Spot competitors earlier.
And influence the answers potential customers receive.
Prompt Planner was created to help companies on that journey.
Not as just another tool.
But as a new way of thinking about demand planning.
From keyword research to prompt research.
From traditional SEO to AI visibility.
From looking at isolated searches to understanding complete conversations.
Today we are introducing Prompt Planner by Dolnai.
A tool to discover the prompts your business should monitor, prioritize and optimize.
If you want to start understanding what your market is asking and which conversations you should be tracking, you can try it now.
You can access Prompt Planner from here for €59.
We would love you to try it and tell us what you discover.
Because your market is probably already asking questions that your brand is not yet monitoring.
And the sooner you discover them, the sooner you can start winning those conversations.
P.S. The first version is only available to the first 100 customers who purchase their Prompt Planner plan, and to existing Dolnai customers.
P.S. 2: Later on, we will gradually open access to new customers.
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