The short version
- Many visibility trackers run a sample of prompts on a schedule and record what comes back. Check whether a report uses synthetic prompts, referral data or a provider’s own reporting; none should be assumed to cover all real-user answers.
- Bundled options (Semrush and Surfer) are the cheapest entry if you already pay for them.
- Dedicated tools like Peec AI and Profound go deeper. Peec AI starts at $95/mo. Profound sells to enterprises and quotes on request.
- All of them measure. None changes the pages that determine whether you get mentioned.
This is the newest tool category in SEO and the one where the gap between what is claimed and what is happening under the hood is widest. Before paying for one, it helps to know exactly what the thing is doing.
Do not assume an AI visibility dashboard is a complete equivalent of Search Console. A prompt tracker measures answers to its configured sample, not every real-user conversation. Provider reporting and referral analytics may offer other evidence with their own coverage limits; inspect the methodology behind each report.
The options
Peec AI lists three plans at $95, $245 and $495 a month (read on 5 October 2026). Profound sells to enterprises and quotes on request. Surfer’s AI Search Analytics plan is priced at $82/mo billed annually. Semrush includes AI-visibility features within its platform plans.
Bundled: Semrush and Surfer
If you already pay for either, check what you have before buying anything dedicated. Semrush has pushed AI-visibility tracking into the core platform; Surfer sells an AI Search Analytics plan at $82/mo annually and includes prompt allowances on its content tiers. For most teams this is sufficient and marginal cost is zero or low.
Dedicated: Peec AI and Profound
Peec AI is purpose-built for answer engines, with prompt-level reporting showing which questions you surface for and competitor share of voice. Profound targets enterprise reporting, including which sources assistants draw on when describing your category: useful for comms teams as well as SEO. Peec publishes plan prices; confirm limits and any custom requirements. Profound pricing here is quote-based.
The free proxy
Branded search volume in Search Console. If assistants are recommending you, some of those people will search your name afterwards. It is indirect and confounded by everything else you do, and it costs nothing. Treat branded-search changes as a hypothesis to investigate, not evidence that assistants caused them.
What to ask before buying
- How many prompts, how often, from where? Sample size and frequency determine how much noise you are looking at.
- Which assistants and which model versions? Results vary between products and shift with model updates.
- Does it distinguish mention from citation? Being named and being linked are different outcomes.
- What will we do differently based on this? If the answer is "nothing yet", buy the capability to act first.
- Have we fixed our entity description? Measuring a problem you have not addressed is expensive telemetry.
Before committing to any of them, consider running the measurement manually for a month. Write down twenty prompts a customer might plausibly ask, run them against two or three assistants on the same day each week, and record whether you appear. It is tedious and it costs nothing, and it usually tells you within a month whether there is enough signal to justify automating the process.
Treat the numbers as directional
Prompt phrasing, region, timing and model version all change results. A visibility score that moves 15% month on month may reflect a model update rather than anything you did. These tools are useful for trend over quarters, not for attributing a change to a specific action.
What our own tool does and does not do here
We do not sell AI-visibility tracking and have no reporting dashboard for it. We work on the implementation side: entity clarity, structured data, extractable answers. If you want to measure AI visibility, buy one of the tools above; we are not an alternative.