Best AI visibility tools, and who each one suits

We make Axiom GEO, so we are not neutral

We make Axiom GEO, one of the tools on this page. That means we are not neutral, and it is fair you know that before reading on. Axiom GEO is run from the UK and works for US brands and agencies. There are more US guides on our US hub.

To keep this fair, everything we say about other tools comes from their own websites, pricing pages and help docs. We checked them in September 2026. Features and prices change often, so it helps to check each vendor's pricing page before you buy. We link to each one below.

We also say where each tool is strong and who it suits. In several cases that means another tool may suit you better than ours.

What do AI visibility tools actually do?

An AI visibility tool asks AI engines the questions your buyers ask and records what comes back. It reads each answer for your brand, your competitors and the pages cited. You will also see these sold as AI search engine optimization tools, answer engine optimization tools, LLM SEO tools or generative engine optimization tools. They are the same kind of software.

The need is real. In a February 2026 survey of 5,119 US adults, Pew Research Center found 49% use AI chatbots, up from 33% in 2024. Some 44% had used ChatGPT, 24% Gemini and 17% Copilot. About four in ten use chatbots to search for information.

Those answers happen inside private chats. Nobody publishes them, so asking the same questions on a schedule is the only practical way to see them.

How do the best AI visibility tools compare?

The table sets out what each vendor lists on its own site, checked September 2026. "Not listed" means we could not find it on their site, not that it cannot exist.

Where is each tool strong, and who does it suit?

Each tool below gets the same treatment. We cover what it does well, who it suits and what is worth checking before you buy.

Semrush AI Visibility Toolkit

Its biggest strength is where it lives. Many US SEO teams already work in Semrush every day. You can buy the toolkit on its own or in Semrush One, which bundles it with the SEO Toolkit. Classic search and AI visibility then share one account and one bill.

It is also quick to start. Visibility Overview gives a high-level view of any brand's AI visibility, so you do not need to build a prompt set first. That is handy for a pitch or a quick benchmark. Brand Performance creates synthetic prompts from your domain and location and updates weekly. Prompt Tracking adds daily checks on prompts you choose.

Other reports include Prompt Research, an AI Traffic dashboard with estimates for competitors, and an AI-readiness Site Audit that spots blocked AI crawlers.

Who it suits. In-house SEO teams already paying for Semrush, and anyone who wants quick benchmarks on many brands. Worth checking. Its site does not list an accuracy check, and engine coverage differs by report. See the Semrush AI Visibility Toolkit pricing page and our Semrush comparison.

Ahrefs Brand Radar

Breadth is the main strength. Brand Radar holds a large index of AI answers to search-backed prompts across six AI tools. Ahrefs builds it by entering People Also Ask questions into the web version of each chatbot, using the default model. So you can research any brand straight away, with no prompt set to write.

It ties AI visibility to search demand, with impressions weighted by search volume. Custom prompts add depth, with your choice of assistants, location and refresh schedule. Paid Ahrefs plans include a monthly allowance of these checks. Ahrefs says index data for AI chatbots updates about once a month, so custom prompts are the route to daily checks.

Brand Radar also sits next to Site Explorer, Keywords Explorer, Rank Tracker and GBP Monitor in the same account.

Who it suits. SEO teams already on Ahrefs, and teams that research many brands or markets. Worth checking. Its Brand Radar pages do not list an accuracy check, sentiment, client workspaces or white label reports. See Ahrefs pricing and our Ahrefs Brand Radar comparison.

Profound

Profound is aimed at large brands. Its pricing page lists up to nine answer engines on Enterprise, including Copilot, DeepSeek and Exa Search. It says it captures answers directly from the browser, so what you see matches what customers see. That is closer to the consumer apps than an API call.

It goes well beyond monitoring. Prompt Volumes shows what real users ask AI. Agent Analytics tracks AI crawlers from server logs. It also tracks products in ChatGPT Shopping, runs content agents and checks AI claims with FactCheck. Its pricing page lists SSO and SAML, SOC 2 compliance and dedicated support.

Who it suits. Large brands with a procurement team, and ecommerce brands that sell through ChatGPT. Worth checking. Enterprise pricing is custom, and its Agency Mode page does not mention white label reports. See Profound pricing and our Profound comparison.

Peec AI

Peec AI keeps its metrics clear. Visibility is how often you are mentioned, position is where you appear, and sentiment is the tone. It collects answers with browser automation through each platform's web interface, as a logged-out user. The platform picks the model and decides when to search, which is close to what a real person sees.

Model choice is wide. Each plan includes three models, you can add more, and Enterprise covers all of them. Source reports separate the pages a model used from the pages it cited, and group domains by type. Fact-Checking checks claims from tracked answers against short facts you add. For agencies, one prompt on one model for one day uses one credit, shared across client projects.

Who it suits. Marketing teams focused on AI search, and teams that want many models side by side. Worth checking. White label reports are not listed on its site, and its docs point to a Looker Studio connector for reporting. See Peec AI pricing and our Peec AI comparison.

Otterly

Otterly, sold as OtterlyAI, is easy to start with. Plans are priced by the number of search prompts, with unlimited team members, daily tracking and a free trial. The entry plan is low cost, and annual billing comes with a discount.

It covers a wide set of engines, including Copilot, with AI Mode, Gemini and Claude as paid add-ons. It queries them daily as a neutral, non-personalized user. Every domain and URL cited in answers is checked daily. It also offers sentiment, AI Prompt Research, a GEO Audit and workspaces for several clients.

Who it suits. Solo marketers, small teams and agencies that want affordable daily tracking. Worth checking. Its help center says it has no native white label, and suggests its Looker Studio connector for branded dashboards. Its site does not list an accuracy check. See Otterly pricing and our Otterly comparison.

Axiom GEO

This is ours, so read it with that in mind. Axiom GEO asks each engine through its API, on a schedule you set. ChatGPT, Perplexity and Gemini search the web and name the pages they used. Gemini has been asked with Google Search switched on since September 2026. Claude is asked without web search, which shows how the model itself sees your brand.

Its main strength is answer accuracy. It builds a fact sheet of your business, approved by a person. Every claim in an answer is then graded as correct, partly true, wrong, out of date or not covered. Share of voice is weighted by position, with a 0-100 prominence score. Agencies get isolated client workspaces, client logins and white label monthly PDF reports.

Who it suits. Agencies with several clients, and brands worried about wrong facts in AI answers. Worth checking. It covers fewer engines than Profound, Peec AI or Otterly, and does not track Copilot answers. It has no prompt index for instant lookups on any brand, and no prompt volume data. The Starter plan covers Gemini only, and plans start well above Otterly's entry plan. Rank tracking supports US locations, in the same login as the AI tracking.

What should you look for in an AI visibility tool?

The same questions work for any vendor. A good one will answer each clearly.

• How answers are collected. APIs are stable and repeatable, while browser collection is closer to what people see. Ask which each engine uses, and whether web search is on.
• Cost per prompt. Ask for the cost of one prompt on one engine for one run. Multiply by your prompts, engines and runs per month.
• Repeat runs. Answers vary from run to run, so one run is a snapshot. Weekly or daily runs show real trends.
• Citations. The cited pages tell you what to fix and where to get listed. Ask whether every cited page is recorded and grouped by type.
• Share of voice. Ask how it is worked out. Being named first should count for more than being named last.
• Accuracy. Ask whether the tool checks what answers say about you, as well as whether you are named.
• Locations. Ask whether prompts can run by state or metro area. A franchise with 15 locations needs results per market, not a national average.
• Actions and reports. Ask what the tool tells you to do next, and whether a report can go to a client or your boss as it is.

How should you run a fair trial?

Use your own buyer questions, not the vendor's demo set. Write 20 to 30 prompts that match how your customers ask. A Texas HVAC company might use "best AC repair company in San Antonio" and "is a heat pump worth it in Houston". A Chicago personal injury law firm might use "how do I choose a car accident lawyer in Chicago".

Run the same prompts in two tools for a few weeks. Check a handful of answers by hand in each engine. Then compare what each tool told you to do, and whether you could explain its numbers to someone else.

Which tool should you choose?

Many buyers fall into one of a few groups.

• An in-house team already on Semrush or Ahrefs. Try their AI features first. You keep one login and one bill.
• A large brand with a procurement team. Profound is worth a close look, for its engine coverage, browser-captured answers and enterprise controls.
• A team focused on AI search across many models. Peec AI, for its clear metrics and model choice.
• A small team on a tight budget. Otterly, for its low entry price and simple daily tracking.
• A US agency reporting to many clients. Axiom GEO, for client workspaces, client logins and white label reports. Our agencies page has more.
• A brand worried about wrong facts in AI answers. Axiom GEO, or Profound and Peec AI, which also check accuracy in their own ways.

Some teams run two tools. That can work, but it means paying twice for AI tracking. It helps to agree which tool owns which prompts.

How Axiom GEO helps

Axiom GEO puts AI visibility, answer accuracy and client reporting in one login. AI visibility tracking runs your prompts on a schedule, with US locations if you need them. Each answer is read for mention, position, sentiment, competitors, recommendation and cited pages. Answer accuracy, on the Professional plan and above, checks each claim against a fact sheet you approve. Every action has a published credit price, so you can cost a prompt set before you start. Plans are billed in pounds sterling from £500 a month, and the US pricing page shows an approximate dollar figure.