AI visibility tracking tools compared (2026)

How we compiled this comparison

Prices and features come from each vendor's own pricing and product pages, checked on 18 September 2026. Prices are in US dollars and exclude VAT. They change often, so check the linked page before you buy.

This is a desk comparison, not a hands-on benchmark. We have not run these tools side by side. No vendor has paid for this page or reviewed it.

One disclosure. When we set up tracking for a client, our default is Peec AI, or HubSpot AEO if the client already runs HubSpot Marketing Hub. We explain the reasoning below, and the same caveats apply to both.

What does an AI visibility tracker actually measure?

A tracker takes a list of prompts you choose, such as "best online pharmacy in Ireland" or "best PIR insulation board for a timber-frame extension". It runs them through several AI assistants on a schedule and records every answer.

From those answers it reports four things:

• Visibility, or presence rate: the share of answers that mention your brand.
• Share of voice: your mentions as a share of all brand mentions in the same answers.
• Citations: which web pages the assistant linked to, yours and everyone else's.
• Sentiment: whether the description of you is positive, neutral or negative.

Mentions and citations are not the same thing. In Semrush's 2026 AI Visibility Index, the overlap between brands mentioned and domains cited ran as low as 30% on Gemini. In Semrush's ghost citations study (9 June 2026), 61.7% of citations carried no brand name in the answer. A useful tracker logs mentions and citations separately.

What free AI visibility data do you already have?

Switch on these sources before you pay for anything. They are the platforms' own numbers, but each one covers only part of the picture, and Bing's is itself a sample. None of them covers ChatGPT.

Google Search Console: the generative AI report

Search Console's Generative AI performance report reached every site on 31 August 2026. It shows your impressions in AI Overviews and AI Mode by page, country, device and date (Google). It shows no clicks and no queries, and it does not separate AI Overviews from AI Mode. Those impressions are already inside your normal Web search totals, so do not add the two together.

Bing Webmaster Tools: AI Performance and grounding queries

Bing's AI Performance report, in public preview since February 2026, shows how often Copilot and Bing's AI summaries cite your pages, which pages they cite, and the grounding queries behind each answer. A grounding query to page mapping followed on 23 March 2026 (Microsoft Advertising). Microsoft says the data is a sample of citation activity, not a complete log, and it shows no clicks. It also covers unnamed "partner integrations", so do not read it as a ChatGPT report.

GA4: the AI Assistant channel

GA4 added a default "AI Assistant" channel on 13 May 2026. Google's list names ChatGPT, Gemini, DeepSeek, Copilot and Grok; Perplexity and Claude are not on it. Traffic from AI Overviews and AI Mode stays in Organic Search, and the channel is not retroactive. Add a custom channel group above Referral for perplexity.ai, claude.ai, meta.ai and the others it misses.

Your CRM: one extra question

Add "AI assistant (ChatGPT, Copilot or similar)" as an option in your "How did you hear about us?" field. In-app browsers and copied links strip the referrer, so many AI visits land in Direct. Self-reported source is the only full view, and pipeline is the number a board will ask about.

AI visibility trackers compared

Prices checked 18 September 2026, in USD, excluding VAT; API notes checked 23 October 2026. "Entry" is the cheapest self-serve plan. Each tool's name links to its pricing page. The table scrolls sideways on small screens.

Other trackers exist, including AthenaHQ, Rankscale, Goodie, Similarweb and SE Visible. We left them out of the table to keep it readable, not because they're worse.

What is HubSpot AEO, exactly?

HubSpot AEO is HubSpot's AI visibility tracker. It launched on 14 April 2026 and is still labelled Beta. It builds on XFunnel, an AEO start-up HubSpot agreed to buy in October 2025.

• Price: $50 a month standalone, or $45 a month billed annually. You don't need any other HubSpot plan. It tracks 25 prompts.
• Included: in Marketing Hub Professional and Enterprise, with 25 to 50 prompts. Professional costs $800 a month on annual billing, plus $3,000 onboarding.
• Engines: ChatGPT, Gemini and Perplexity.
• What it reports: a visibility score, sentiment, competitor share of voice, citation analysis by domain, page and source type, and prompt suggestions. Inside Marketing Hub, the suggestions draw on your CRM.
• What it doesn't cover: Google AI Overviews, AI Mode, Copilot and Claude. There is no multi-brand workspace and no white-label reporting, so each brand needs its own portal.

Our read: excellent value if you already pay for Marketing Hub Professional, because it's included and it ties AI visibility to your pipeline. Too narrow as your only tracker if your buyers use Google's AI features or Copilot.

Is HubSpot's free AI Search Grader enough?

No, but it's a reasonable first look. The grader asks the AI models about your brand directly. Its ChatGPT check runs on GPT-5.4 mini. It does not sample the real, live answers your buyers see. Treat it as a snapshot and a conversation starter, not a measurement.

Which AI visibility tool fits which company?

• You already run HubSpot Marketing Hub Professional or Enterprise. Use HubSpot AEO, because it's included and linked to your CRM. Add Bing Webmaster Tools and Search Console to cover the Google and Copilot side it misses.
• You're one B2B brand in one market, and your buyers use Google and Copilot. Choose a mid-market tracker that covers AI Mode, AI Overviews and Copilot, such as Peec AI or Otterly.ai. On Otterly, budget for the AI Mode and Gemini add-ons.
• You run several brands, markets or clients. Look at pooled or multi-workspace plans: Peec AI's agency plans, Otterly's unlimited workspaces or Scrunch's Agency Core. Check how many countries each plan tracks.
• Your SEO team already lives in Semrush or Ahrefs. Start there. Semrush adds AI tracking per domain. Ahrefs Brand Radar is strongest for researching competitors across its prompt index, and weaker as a day-to-day tracker for one brand.
• You're a retailer. Check product-level (SKU) tracking before you sign. Profound lists ChatGPT Shopping among its engines. For the others, confirm which plan includes AI shopping features during a trial. Your Merchant Center feed matters as much as the tracker.
• You're an enterprise with procurement, single sign-on and wide engine needs. Look at Profound or Scrunch Enterprise, which cover up to nine engines, including Claude.
• You have no budget yet. Search Console, Bing Webmaster Tools, GA4 and a CRM field cost nothing. Add a fixed list of buyer prompts that you check by hand each month, logged out, and keep the answers.

For Irish and UK companies: confirm your market is supported as a tracking location before you sign. Not every tracker lists Ireland, and some entry plans track one country only.

Why AI visibility numbers need careful handling

Every tracker on this page is useful. None of them is a rank tracker, and their numbers are easy to misread. Six caveats apply to all of them.

Answers are samples, not rankings

In SparkToro's research, published in January 2026, volunteers ran 2,961 tests of the same prompts. The chance of ChatGPT or Google's AI giving the same list of brands twice was under 1 in 100. So run each prompt at least three times per engine in every period, and report visibility as a percentage across those runs, on rolling four-week averages. Never report an "AI rank position" or a single screenshot.

Trackers are not your buyers

Trackers run logged out, without memory, from data centres. Real buyers have history, location and personalisation. A tracker is a proxy for their experience, not a copy of it.

API answers can differ from the app

Some tools capture certain engines through the model's API rather than the consumer app, and those answers can differ. Ask each vendor which engines it captures which way.

You choose the prompts

The prompt list drives every number. Agree it with the people who talk to buyers, publish it alongside the results, and add new prompts rather than editing old ones. The "prompt volumes" shown in tools are vendor estimates, not search data.

Platforms change overnight

Model and retrieval updates move the numbers with no action on your side. When ChatGPT changed how it searched in August 2026, Reddit's share of its citations fell 86% in a week. Take two to four weeks of baseline before claiming any uplift, and note platform events in every report.

One tool per trend line

Numbers are not comparable across tools, because each one uses different prompts, engines, locations and capture methods. Pick one tracker and keep it for the life of the trend line. Engines also disagree with each other: Growth Memo found that 91% of citations appear in only one of ChatGPT, Perplexity or AI Overviews. Track more than one engine, and report each engine separately rather than as one blended score.

How we use trackers in client work

We don't build tracking software. Each client goes on an established tracker, preferably one with an API, plus the free first-party data and a CRM field. Every prompt runs at least three times per engine each period. We report each engine separately, with mentions and citations logged separately, on four-week rolling averages. Every signal in the monthly scorecard maps to an action: a competitor cited where you're absent, a wrong fact about you, or a grounding query with no page to answer it.

For the evidence behind those actions, see our AEO evidence ledger.