Showing up in AI answers is at the top of most marketing to-do lists these days. Everyone wants to know if their brand is being mentioned by ChatGPT, Gemini, Perplexity, and more.
Experimenting with AI optimization strategies is fun and all, but it only matters when you have a way to measure the results of your efforts. And up until recently, there wasn’t really a reliable way to track brand visibility in AI search.
There are a lot more options available to marketers now, which, of course, swings the pendulum from NO OPTIONS right over to TOO MANY OPTIONS.
Important Features in an AI Visibility Tool
We have a lot of tools to choose from. Not all of them are good.
The right tool will turn scattered mentions and citations into insights you can act on. Here’s what’s most important to look for in a tool:
- Cross-platform tracking: Make sure it covers the AI platforms your audience uses (ChatGPT, Google AI Overviews, Perplexity, etc.)
- Brand mentions & citations: Know where your brand shows up and in what context.
- Share of voice/visibility scoring: See how your visibility compares to competitors and track progress.
And here are things that are nice to have, but not necessarily essential:
- Sentiment analysis: Check the tone of mentions to catch potential issues.
- Competitor benchmarking: Spot where rivals are getting more traction.
- Content optimization suggestions: Identify gaps or prompts that could boost visibility.
- Reporting & integrations: Export data or connect with dashboards for easier tracking.
Keep in mind: AI outputs can give different answers at different times. Variation is part of the game.
AI Visibility Tool Comparison Table
Here are five AI visibility tools worth a closer look, with a quick side-by-side to make comparisons easier.
AI Visibility Tracking Tool Comparison
| Tool | AI Platforms Tracked | Core Strength | Best For | Pricing |
|---|---|---|---|---|
| Profound | ChatGPT, Perplexity, Copilot, Google AI Overviews + more | Deep, enterprise-level AI visibility and analytics | Best enterprise | $99/month |
| Otterly AI | ChatGPT, Perplexity, Copilot, Google AI Overviews + more | Fast setup with simple, clear dashboards | Best budget | $29/month |
| Scrunch AI | ChatGPT, Perplexity, Google AI Overviews + more | Broad AI engine tracking with prompt-level insights | Best mid-market | $300/month |
| ZipTie | ChatGPT, Perplexity, Google AI Overviews | Tracks visibility and gives actionable optimization guidance | Best deep analysis | $58.65/month (billed annually) |
| Semrush AI Visibility Toolkit | ChatGPT, Perplexity, Copilot, Google AI Overviews + more | Combines AI metrics with SEO workflow integration | Best add-on to existing account | $99/month per domain/user |
Best Tools for Tracking Brand Visibility in AI Search Platforms Breakdown
Profound
Profound stands out for its enterprise-level features and hands-on support. You can see citations, benchmark against competitors, explore prompts, and get smart optimization suggestions.
Unique features include content generation and optimization based on the prompts you’re tracking, plus a large prompt database called Conversation Explorer. Enterprise plans also let you monitor ChatGPT Shopping interactions.
Pros: Transparent knowledge-sharing, deep insights, and comprehensive coverage of answer engines.
Cons: Limited to tracked prompts and can be pricey.
Otterly AI
Otterly AI is one of the most affordable ways to start tracking your brand in AI answers. It’s easy to set up and turns your target keywords into LLM prompts automatically.
A neat feature is its GEO audit, which helps you optimize existing content for AI visibility. It’s straightforward enough for freelancers or small teams to jump in, even if you don’t need full enterprise-level monitoring.
Pros: Affordable, simple, and practical for getting started.
Cons: Lacks actionable trend insights and AI crawler visibility analysis.
Scrunch AI
Scrunch stands out for its detailed, prompt-level analysis across multiple AI engines. You can label prompts by persona, location, or sales funnel stage, then track sentiment and share-of-voice for each one.
It also gives insights into technical issues on your site that could affect AI visibility and shows a real-time feed of AI bot visits.
Pros: Comprehensive data, control over what you track, and GA4 integration.
Cons: Focuses on monitoring; no built-in schema or SEO editing, and the interface can be complex.
ZipTie
ZipTie is built for teams that want detailed, granular insights into AI visibility. You can filter by URL, query, or AI platform, see which URLs are most influential, and run technical GEO audits to catch indexation issues.
It also offers an AI Success Score for a quick overview of how your brand is performing, plus in-platform suggestions for improving content.
Pros: Highly descriptive data, granular filtering, and actionable optimization guidance.
Cons: No conversation-level data and tracks only three AI engines.
Semrush AI Visibility Toolkit
If you already use Semrush, the AI Toolkit is an easy way to add AI visibility tracking without switching tools. It gives site audit insights for AI readiness, highlights which topics are driving LLM traffic, and includes a large prompt database for research.
You can also automate workflows with Zapier, like sending notifications for completed audits or creating tasks based on results.
Pros: Built into Semrush, practical for users already in the ecosystem, and developing quickly.
Cons: Charges for additional users and lacks AI crawler visibility analysis.
Tracking your brand across AI search platforms isn’t optional. These tools give you the visibility you need to understand how your brand is performing, and where you can improve.
If keeping tabs on your AI presence feels overwhelming, we can help set up tracking, analyze your results, and turn insights into action. Talk to us today to get started.
