AI Visibility Tools Compared: Prices, Engines and What Each One Measures

AI visibility tools track how often ChatGPT, Google AI Overviews, Perplexity and other answer engines mention your brand. On 13 October 2026, Otterly.AI started at $29 a month, Scrunch at $250, Peec AI at €85 for UK visitors, and Profound offered brands a free trial, then custom Enterprise pricing.

We compared ten tools: seven specialist AI visibility platforms (Otterly.AI, Peec AI, Profound, Scrunch, AthenaHQ, LLMrefs and Rankscale) and three SEO suites that now sell AI tracking (Semrush, Ahrefs and SE Ranking). Every vendor figure comes from the vendor's own pricing or help page, read on 13 October 2026 and listed under Sources. Where a vendor draws its prices in the browser (Peec AI, and Profound's agency tab), we loaded the page in a browser. Prices change, so check the vendor's page before you buy.

Disclosure: ORRJO publishes this page and sells an AI visibility audit. The audit is a person-led report, not a software tool, so it is not in the tool tables. It appears last, marked as the publisher's entry.

• Published monthly prices: Otterly.AI $29, LLMrefs $79, Semrush $99, Rankscale Pro $99, Scrunch $250 and AthenaHQ Starter $295 a month; Peec AI €85 a month for UK visitors
• Profound for brands: a free 7-day trial, then Enterprise at a custom price
• Engines at the entry price: from three (Peec AI, Profound's trial) to 11 models (AthenaHQ Starter)
• Update frequency: from hourly (Rankscale) to daily (Otterly.AI, Peec AI, Profound) to at least weekly (LLMrefs)
• ORRJO (publisher's entry): an analyst-run audit at £750 plus VAT, then an optional monitor at £149 a month plus VAT

What is the best tool to track AI search visibility?

There is no single best tool. The right one depends on which engines your buyers use, how many questions you need to track, how often you need fresh numbers and whether you already pay for an SEO suite. Going only by what each vendor publishes:

• Already on Semrush or Ahrefs: start with their add-ons. Semrush's AI Visibility Toolkit is $99 a month for 25 tracked prompts, and Ahrefs includes free AI prompts in every paid plan, 5 on Lite.
• A small prompt set on a small budget: Otterly.AI Lite is $29 a month for 15 prompts tracked daily across four engines.
• Many engines at a published price: LLMrefs lists ten engines on its $79 plan, a price it marks "Limited time only", with results updated at least weekly. AthenaHQ Starter covers 11 models for $295 a month.
• Choosing your own engines: Peec AI plans let you pick three models from a list of six, and sell more as add-ons.
• Enterprise coverage: Profound and Scrunch both keep their widest engine lists, up to nine engines, for custom-priced Enterprise plans.
• Not sure which questions matter yet: start with an audit, your own or a paid one, before you buy a tracker. See Do I need a tool or an audit? below.

There are far more tools than these ten. Minuttia's AI Search Tracking Tools Report, last updated in February 2026, counted 240 tools in its dataset, 176 of them native AEO products. Its author discloses an investment in one or more of the companies it mentions.

How much do AI visibility tools cost?

Entry prices for a paid plan run from tens of dollars to a few hundred dollars a month, and the biggest plans are priced on request. Otterly.AI Lite is $29 a month, Semrush's AI Visibility Toolkit $99 and Scrunch Core $250, while Profound, Scrunch, Peec AI, Otterly.AI and AthenaHQ price their Enterprise plans on request. Every price below is as published on the vendor's own page, checked 13 October 2026.

What costs extra?

Mostly engines and prompts. Otterly.AI charges extra for Claude ($29, $109 or $439 a month on Lite, Standard or Premium) and for Google AI Mode and Gemini ($9, $59 or $149 a month each), and on Standard and Premium, 100 extra prompts cost $99. Peec AI sells each additional model from €25 a month on Starter, billed annually. Semrush charges $60 a month for 50 more prompts and $99 a month for each extra domain.

A note on Profound's price

If you have seen Profound quoted at $99 a month, check which plan it means. On Profound's pricing page, $99 a month plus add-ons is the Agency Growth plan under the For agencies tab, with full client workspaces at $399 a month each. Brands see a free 7-day trial and an Enterprise plan at a custom price.

Currency

We have not converted any currency. Otterly.AI states that its add-on prices are US dollars excluding tax, and shows its plan prices in dollars. Peec AI shows euro prices to visitors in the UK, the EU and some other European countries, and dollar prices to the rest. SE Ranking showed us euro prices, and we could not confirm what a UK visitor sees.

As a budget guide, Gripped estimates that most SaaS companies can get started for under £500 per month in tooling, and says the real cost is the time to run audits, create content and maintain consistency.

Which AI engines do visibility tools track?

On the entry plans, coverage ranges from three engines (Peec AI's Starter to Advanced plans and Profound's trial) to 11 models (AthenaHQ Starter). Claude is an add-on or a higher-plan engine at Otterly.AI, Scrunch, Peec AI and Profound, so check that the engines your buyers use are in the plan you are pricing, not only on the Enterprise tier.

Engine lists for Semrush come from its AI visibility features and getting started help pages, checked 13 October 2026.

What does each tool measure?

All ten report how visible your brand is in AI answers. They differ in what they add on top: citations, sentiment, share of voice, site audits and, at some vendors, content and page fixes. Scrunch Core includes page optimisations and basic content generation, AthenaHQ Starter includes on-page and off-page actions and a content optimisation agent, and Profound sells AI Marketer agents that research and write. Gripped's guide to GEO tools puts the limit plainly: "No GEO tool will fix a weak market position."

Otterly.AI

A Brand Visibility Index, domain ranking, link citation analysis and GEO audits of URLs, tracked daily on every plan. Lite includes 3 recommendations a week; Standard and above include unlimited recommendations. Source: Otterly.AI pricing.

Peec AI

Your visibility, position, sentiment and share of voice, tracked daily against competitors, plus source and citation analytics, a gap analysis of sources that name competitors but not you, and ranked recommended actions. Peec says its pricing is based on the number of tracked prompts and models analysed. Source: Peec AI pricing.

Profound

Citations, sentiment, ranking and competitive presence in answer engines, plus prompt volumes, ChatGPT Shopping on Enterprise, and agent analytics for AI-sourced traffic. Profound also sells AI Marketer agents, priced on credits. Trial users get a recommended prompt set based on their industry and cannot customise it. Source: Profound pricing.

Scrunch

Monitoring with citations and sources, funnel stages and sentiment analysis, plus insights and recommendations. Core also includes 5 site audits and 1 page optimisation a month, basic content generation and AI agent and bot traffic. Scrunch was acquired by Sitecore in 2026 and says it continues to operate as a standalone platform. Sources: Scrunch pricing, About Scrunch.

Semrush AI Visibility Toolkit

An AI Visibility Score that compares how often AI answers mention your brand with the median number of mentions for your top industry competitors, plus share of voice and sentiment reports, prompt research, daily prompt tracking and AI search checks in Site Audit. Source: Semrush knowledge base.

Ahrefs Brand Radar

An AI Visibility Index across 475M+ prompts, custom prompts for the exact questions your buyers ask, the AI responses and the pages they cite, and analytics for the pages AI sends traffic and bots to. Source: Ahrefs Brand Radar.

AthenaHQ

Prompt and response analysis, sources and competitor insights and content recommendations; Starter adds on-page and off-page actions and a content optimisation agent. One credit equals one AI response. Source: AthenaHQ plans.

LLMrefs

Share of voice and position metrics, citation tracking to see which sources influence AI results, fan-out queries and weekly reports, with geo-targeting in 50+ countries. Source: LLMrefs pricing.

Rankscale

A visibility score, competitor benchmarking, citation analysis and sentiment trends. Each query to an AI engine uses a fraction of a credit, typically 0.25, and you choose hourly, daily, weekly or monthly checks. Source: Rankscale pricing.

SE Ranking

The AI Search add-on tracks brand mentions, citations and sentiment trends, with competitor research across AI Overviews, AI Mode, Perplexity and ChatGPT. Source: SE Ranking pricing.

How often should AI visibility be measured?

Often enough to see a trend, and across enough prompts and repeat runs that one odd answer does not move the number. The tools here run from hourly checks (Rankscale) to daily (Otterly.AI, Peec AI, Profound and Semrush prompt tracking) to at least weekly (LLMrefs), and Semrush's Brand Performance reports update weekly.

Repeat runs matter because AI answers vary. In SparkToro's study, published in January 2026, 600 volunteers ran 12 prompts through ChatGPT, Claude and Google's AI Overviews (or AI Mode) a combined 2,961 times. There was under a 1 in 100 chance of ChatGPT or Google's AI giving the same list of brands in any two responses, and the same list in the same order came up less than 1 in 1,000 times. SparkToro concluded that visibility percentage across dozens to hundreds of prompts, run multiple times, is a reasonable metric, and that a "ranking position in AI" is not. One co-researcher works at Gumshoe.ai, an AI tracking start-up, which SparkToro discloses.

In practice: track a fixed set of buyer questions, run each one more than once, and read the share of answers that name you. If a tool reports your position, read it alongside that share, not instead of it.

Do I need a tool or an audit?

You need a tool if you already know which questions your buyers ask and someone will act on the numbers each week. You need an audit first if you do not yet know why AI engines describe you the way they do, or which competitors they name instead.

Gripped's framework for a SaaS company's first GEO budget starts with a free manual check: "Run a manual GEO audit first." Its version is a day testing 30 to 50 prompts across ChatGPT, Perplexity and Gemini, which it says costs nothing and gives you a baseline, and then one tracker. The same guide says that if you do not know how AI models currently describe your company, a tracker is your first purchase.

Where does ORRJO's AI visibility audit fit?

Publisher's entry. The audit is the person-led option: £750 plus VAT, one off, with the report in 3 working days and a 30 minute walkthrough included. ORRJO publishes this page and sells this audit, so read this section as our own entry, not a ranking.

How it works, from the audit page: ORRJO puts your buyers' questions to the AI engines the way your buyers would ask them, several times each, and publishes the middle answer rather than the best one. ORRJO never puts your name inside the questions. The report covers the verdict, how the engines describe you, your closest competitors read by a person, a fix list in sequence tagged for impact and effort, and the walkthrough. Every claim carries a confidence rating, and there is no invented score out of 100 anywhere in the report.

After the audit, the optional monitor reruns your exact question set every month and shows the trend in your portal. Every quarter, the analyst reads your trend and reorders your fix list. That is less often than the daily tracking most tools above offer: it is built for a monthly trend with a person's read, not a daily dashboard.

What it does not cover: the audit does not include buyer voice research, review mining, verified competitor pricing, or market and demand analysis, and it does not include the fixing itself: the report tells you what to fix and how, and ORRJO quotes any bigger work separately. If you go on to bigger work with ORRJO within 90 days, the £750 comes off in full. If you want ORRJO to make the fixes, ongoing SEO and AEO work is scoped into Brand & Content retainers from £1,250 a month (see SEO and AEO).

If the report comes back with no finding you can act on, ORRJO refunds it in full. ORRJO does not guarantee that AI engines will mention you, or where you will rank. Nobody can.

Not ready to pay? The free Website Review is a short written review of your site, including what Google and the AI assistants see when they read it, with three of the findings worked through properly. It comes back within 3 working days. It is not an audit.

Questions buyers ask

What is the best tool to track AI search visibility?

There is no single best tool. It depends on which engines your buyers use, how many questions you need to track and whether you already pay for Semrush or Ahrefs. On 13 October 2026, Otterly.AI started at $29 a month for 15 prompts across four engines, LLMrefs listed ten engines on its $79 plan, a price it marks as limited time, and Profound and Scrunch kept their widest coverage, up to nine engines, for custom-priced Enterprise plans.

How much do AI visibility tools cost?

Prices checked on 13 October 2026 include Otterly.AI Lite at $29 a month, LLMrefs at $79, Semrush's AI Visibility Toolkit at $99, Scrunch Core at $250 and AthenaHQ Starter at $295. Peec AI showed UK visitors €85 a month for Starter. At the top, Rankscale Enterprise is $780 a month, and Profound, Scrunch, Peec AI, Otterly.AI and AthenaHQ sell custom-priced Enterprise plans. Several vendors charge extra for more engines or more prompts.

Which AI engines do visibility tools track?

It depends on the plan. Peec AI lets you choose three models, Otterly.AI and Scrunch Core cover four (ChatGPT, Google AI Overviews, Perplexity and Copilot), and LLMrefs and AthenaHQ Starter list ten or more. Claude is an add-on or a higher-plan engine at Otterly.AI, Scrunch, Peec AI and Profound. Check that the engines your buyers use are in the plan you are pricing, not only on the Enterprise tier.

Do I need a tool or an audit?

Start with a tool if you already know which questions your buyers ask and someone will act on the numbers every week. Start with an audit if you do not yet know why AI engines describe you the way they do, or which competitors they name instead. Gripped's framework for a SaaS company's first GEO budget starts with a free manual check, a day testing 30 to 50 prompts, and then one tracker.

How often should AI visibility be measured?

Often enough to see a trend, across enough prompts and repeat runs that one odd answer does not move the number. The tools compared here run from hourly checks (Rankscale) to daily (Otterly.AI, Peec AI, Profound) to at least weekly (LLMrefs). SparkToro's January 2026 study found AI tools rarely give the same list of brands twice, and it backs visibility percentage across many prompts and runs over a single ranking position.

Does Profound publish its prices?

Partly. On 13 October 2026, Profound's pricing page showed brands a free trial, with 50 prompts run daily for 7 days across ChatGPT, Gemini and Google AI Overviews, and an Enterprise plan at a custom price. Under its For agencies tab, the Agency Growth plan was $99 a month plus add-ons, with full client workspaces at $399 a month. If you have seen Profound quoted at $99 a month, check whether it is that agency plan.

What does ORRJO's AI visibility audit cost?

£750 plus VAT, one off, with the report in 3 working days and a 30 minute walkthrough included. The optional monitor is £149 a month plus VAT, with no minimum term. Alternatively, the 12 month plan is £199 a month plus VAT with the audit included in month one, or £2,030 plus VAT for the year. If the report comes back with no finding you can act on, ORRJO refunds it in full.

Sources

1. Otterly.AI, OtterlyAI pricing. Plans, prompts, engines, engine add-ons, extra prompts, daily tracking, recommendations, free trial and currency, checked 13 October 2026.
2. Peec AI, Peec AI pricing. Plans and prompts as shown to UK and EU visitors, models, model add-ons, annual discount, pricing basis and what it measures. Loaded in a browser, checked 13 October 2026.
3. Profound, Profound pricing. Brand trial and Enterprise plan, engines, what it measures and credits, checked 13 October 2026. The Agency Growth plan is on the For agencies tab, loaded in a browser, checked 13 October 2026.
4. Scrunch, Scrunch pricing. Core and Enterprise plans, prompts, engines, features and trial, checked 13 October 2026.
5. Scrunch, About Scrunch. Acquisition by Sitecore in 2026, checked 13 October 2026.
6. Semrush, AI Visibility Toolkit (knowledge base). Price, trial, prompts, add-ons, update frequency and the AI Visibility Score, checked 13 October 2026.
7. Semrush, AI visibility features and Getting started with the AI Visibility Toolkit (knowledge base). Engines by report, checked 13 October 2026.
8. Ahrefs, Brand Radar. Custom Prompts and AI Visibility Index prices, free prompts by Ahrefs plan, platforms, update frequency and features, checked 13 October 2026.
9. AthenaHQ, Plans and pricing. Essential, Starter and Enterprise plans, credits, models, features and annual discount, checked 13 October 2026.
10. LLMrefs, LLMrefs pricing. Plan, prompts, engines, update frequency, features and trial, checked 13 October 2026.
11. Rankscale, Rankscale pricing. Plans, credits, engines, scheduling, features and trial, checked 13 October 2026.
12. SE Ranking, SE Ranking pricing and AI visibility tracker. AI Search add-on and Core plan, engines and trial. Prices shown in euros to our checking location, checked 13 October 2026.
13. Gripped, Best GEO Tools for B2B SaaS, published 1 July 2026. The first-budget framework, the tracker-first advice, 30 to 50 prompts, the tooling budget and what tools cannot do, checked 13 October 2026.
14. SparkToro, research on how consistently AI tools recommend brands, published 27 January 2026. Method, repeat-run findings, the recommended metric and the co-researcher's disclosure, checked 13 October 2026.
15. Minuttia, AI Search Tracking Tools Report, last updated 5 February 2026. Tool count and the author's disclosure, checked 13 October 2026.
16. ORRJO, the AI visibility audit. Every audit and monitor price, the method, the monitor, what the audit does not cover, the refund and the free Website Review, checked 13 October 2026.
17. ORRJO, SEO and AEO. The retainer price for ongoing SEO and AEO work, checked 13 October 2026.