Comparison

    AI visibility tools compared

    The platforms measuring how ChatGPT, Gemini, Claude, Perplexity and Copilot talk about your brand — and where they differ.

    AI assistants now sit between your brand and a large share of buying research, and a new category of tooling has appeared to measure it. The platforms below all answer some version of the same question — does ChatGPT mention us? — but they draw the boundary of the problem in different places.

    The most useful split is between monitoring (tracking what models say) and readiness (changing what models can read, and whether they can transact with you at all). Most tools do the first. Fewer do the second.

    Apirro publishes and maintains this comparison. We build one of the products listed, so treat our own entry accordingly — every description below is based on each vendor's public positioning, and the links go straight to their sites so you can check.

    The platforms

    Apirro

    AI visibility + agentic commerce readiness

    Scores brand visibility across ChatGPT, Gemini, Claude, Perplexity and Copilot, then audits the site through an agent's eyes across three pillars — Visibility, Understandability and Transactability. Beyond monitoring, it ships agent-ready output: schema and llms.txt fixes, product feeds, an MCP endpoint and UCP/AP2 readiness, so assistants can transact and not just mention.

    Best for: Commerce brands, agencies and PSPs that want measurement and the agent-facing plumbing in one place.

    Visit Apirro

    Profound

    Answer engine analytics

    One of the largest players in the category, focused on tracking how brands appear across AI answer engines, with agent-analytics and conversation-level reporting aimed at enterprise marketing teams.

    Best for: Enterprise brand teams with a dedicated AI search budget.

    Visit Profound

    Scrunch AI

    AI search monitoring and optimisation

    Monitors brand presence in AI-generated answers and reports how AI crawlers interact with your site, pairing visibility tracking with recommendations for the pages agents read.

    Best for: Marketing teams adding AI search to existing SEO reporting.

    Visit Scrunch AI

    AthenaHQ

    Generative engine optimisation (GEO)

    A GEO-focused platform tracking brand mentions and sentiment across generative engines, with content recommendations aimed at improving inclusion in answers.

    Best for: Teams treating GEO as a content discipline.

    Visit AthenaHQ

    Peec AI

    AI mention tracking

    A lighter-weight tracker popular with agencies, focused on prompt-level monitoring of brand mentions and competitor share of voice across major assistants.

    Best for: Agencies running many small client accounts.

    Visit Peec AI

    Semrush AI Visibility Toolkit

    AI visibility as an SEO add-on

    An AI-visibility module bolted onto a mature SEO suite, useful if your reporting already lives in Semrush and you want AI mentions in the same dashboard as rankings and backlinks.

    Best for: Teams already standardised on Semrush.

    Visit Semrush AI Visibility Toolkit

    How to choose

    • Model coverage. A tool that only samples ChatGPT will miss most of the picture — answers diverge sharply between assistants.
    • Citations, not just mentions. Knowing you were skipped is half the story; knowing which third-party page was quoted instead is the part you can act on.
    • Does it tell you why? A score without a site-level diagnosis leaves you guessing.
    • Does it stop at reporting? If you sell products, being mentioned is the beginning. Feeds, structured product data and an agent endpoint are what let an assistant actually recommend and buy.
    • Cadence and cost. Weekly sampling is enough for most brands; daily monitoring matters in fast-moving categories.

    Start with a baseline

    Whichever tool you pick, get a measurement before you change anything. Apirro's free AI visibility report runs live prompts against major assistants and returns your mention rate, the competitors named instead of you, and the readiness issues on your own site.

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