When someone asks an AI assistant what to buy, who to trust or which option is best, your brand might be in the answer. Or it might be completely absent.
AI visibility is becoming a new layer of brand presence. It is no longer only about appearing on page one of Google. It is about being referenced inside answers generated by ChatGPT, Gemini, Perplexity and other engines, especially when users are close to making a decision.
That shift has created a new set of tools. Some come from SEO and are adapting to AI search. Others come from PR and focus on how large language models represent your brand. A growing group has been built from the start for Generative Engine Optimisation (GEO).
This article looks at ten tools that help you understand and track your AI visibility, so you can see where you stand and decide what to do next.
What we mean by “AI visibility”
In this context, AI visibility is the presence of your brand, products or content inside AI-generated answers.
Instead of asking only “Do we rank for this keyword?”, you start asking:
- When someone questions an AI assistant about our category, do we appear at all?
- If we appear, how are we described?
- Which competitors share that space with us?
- Which sources is the model using to build that answer?
The signals are different from traditional SEO. You might look at:
- Mentions of brand or product names inside answers
- Citations of your content, such as blog posts, documentation or reviews
- Share of voice for a category across different AI engines
- Prompts that trigger your brand, from broad queries to long-tail decision prompts
Tracking these signals is the starting point for any GEO strategy.
How we chose these tools
This overview is based on publicly available information from each vendor’s website and documentation, as of early 2025. It is meant as a directional guide to the current landscape, not as an exhaustive technical comparison.
Omnia, the company behind this article, is included in the list. The aim is to map the broader landscape as objectively as possible.
The tools in this list do not all solve the same problem in the same way. To keep the list useful, we focused on platforms that:
- Help you monitor or analyse how brands appear in AI-generated answers, or in AI search features such as AI Overviews
- Work directly with generative engines, not only with classic search results
- Are active and maintained in 2024–2025
- Present AI visibility as a core part of their value proposition
Broadly, two families are emerging:
- SEO-centric tools, extending traditional search tracking into AI features
- GEO-centric tools, designed from the outset around prompts, brand and product visibility in generative interfaces
The goal here is to map that landscape and help you see where each one fits.
The AI visibility tools landscape
The table below summarises how these tools position themselves, based on their public materials.
“Optimisation support” reflects how strongly each vendor talks about helping you act on the data, rather than only reporting it.
Omnia
What it does
Omnia helps brands track how they appear inside answers from AI engines such as ChatGPT, Google AI and Perplexity. The focus is on visibility at brand and product level.
Where it shines
Omnia is positioned for marketing and growth teams. It shows which prompts trigger your brand, how models describe your key products and which sources are driving those mentions. It pays special attention to long-tail and decision-stage prompts, where conversion tends to be higher.
Omnia also highlights the sources models rely on, so you can see which blogs, reviews or pages are shaping your presence.
Things to keep in mind
A central part of Omnia’s proposition is helping you act on the data. From the first weeks, it provides insights and suggestions you can use to adjust content, messaging and partnerships, rather than treating AI visibility purely as a reporting layer.
Profound
What it does
Profound presents itself as a platform to measure how brands and topics appear across multiple AI engines. It runs structured prompts at scale and aggregates results, so organisations can see visibility and trends over time.
Where it shines
Profound is aimed at enterprise-level teams that need broad coverage and deep analysis. It is suitable for companies with several brands, regions or categories, where a central team needs a consistent view of AI visibility.
Things to keep in mind
The depth and breadth of data will be most valuable if you have the people and processes to interpret it and feed it into strategy. It feels more aligned with central insights or strategy functions than with very small, hands-on teams.
Peec
What it does
Peec describes itself as an AI visibility analytics platform. It tracks how often a brand appears in AI answers across several models, how it is positioned relative to competitors and how these signals change over time.
Where it shines
Peec appears well suited to marketing and analytics teams that want a clear, visual understanding of their AI presence. Dashboards and benchmarking are central to its offering, which can help stakeholders grasp the overall picture quickly.
Things to keep in mind
The emphasis is on analytics and tracking. The insights can guide your actions, but content changes and optimisation would typically be executed in your existing tools and workflows.
Goodie
What it does
Goodie positions itself around AI search visibility and content. It shows where and how brands appear in AI answers, and links that back to content assets that may be influencing those appearances.
Where it shines
This makes it a natural fit for content and SEO teams who already work with keyword and topic planning. Goodie can extend that thinking into AI search and help prioritise which pieces of content to review or strengthen.
Things to keep in mind
The mindset is close to content intelligence and SEO. If your main concern is how a brand or product appears in decision-driven prompts, you may want to combine it with a more brand-centric GEO view.
Athena
What it does
Athena presents itself as a way to understand how brands are represented in large language models. It offers a consolidated view of brand presence, tone and share of voice across several engines.
Where it shines
Athena seems designed for strategy and communications leaders who want to see how AI assistants talk about their brand in different contexts. It can inform work on messaging, positioning and narrative.
Things to keep in mind
The focus is more on strategic representation than on detailed performance of individual products or pages. It can work well alongside tools that go deeper into content workflows or product-level visibility.
Muck Rack Pulse
What it does
Pulse is part of the Muck Rack ecosystem and extends its PR focus into the generative space. It helps teams see how media coverage influences the way AI models mention and describe a brand.
Where it shines
This is particularly relevant for PR and communications teams. It connects familiar concepts such as outlets, journalists and stories to their downstream effect on AI-generated answers.
Things to keep in mind
Pulse looks at AI visibility through an earned media lens. It is well aligned with reputation and communications work. Product discovery and category-level prompts may still require additional tools or analysis.
Semrush AI tooling
What it does
Semrush has introduced AI-related tooling within its broader SEO suite. This includes ways to understand how AI features in Google search, such as AI Overviews, surface content and brands.
Where it shines
SEO teams already embedded in Semrush can add AI search to their existing reporting and workflows. It helps them see AI-related exposure alongside traditional rankings, backlinks and keyword data.
Things to keep in mind
The centre of gravity remains Google and SEO. For teams that focus primarily on conversational assistants across several engines, a dedicated GEO platform may provide a more focused perspective.
Otterly
What it does
Otterly presents itself as an accessible way to monitor brand mentions and citations from AI engines, including Google AI features and chat-based assistants.
Where it shines
Otterly is aimed at smaller marketing and SEO teams that want to start tracking AI visibility quickly, without a heavy setup. It provides straightforward monitoring and alerts.
Things to keep in mind
The main value lies in knowing when and where you are mentioned. Turning those signals into a structured AI visibility or GEO strategy will usually involve your own processes, or additional tools.
Rankscale
What it does
Rankscale describes itself as a GEO platform focused on owned content. It tests how often your properties appear in AI-driven answers and provides scoring and suggestions that reflect generative search behaviour.
Where it shines
This makes it relevant for technical SEO and growth teams who already think in terms of experiments and content iterations. Rankscale helps bring that mindset into an AI search context.
Things to keep in mind
Its perspective is strongest at the level of URLs and content assets. For questions around brand-level or product-level visibility across many prompts, you may choose to pair it with a more brand-oriented tool.
Nightwatch
What it does
Nightwatch is a long-standing SEO platform that has added AI search tracking features. It allows teams to monitor traditional rankings and AI-related search visibility together.
Where it shines
It is a natural choice for SEO-first digital teams that prefer to consolidate reporting in one environment. AI visibility becomes another layer alongside the rest of their search metrics.
Things to keep in mind
Because AI is one part of a broader SEO suite, the view is integrated rather than specialised. Teams whose main concern is AI assistants and generative answers may still look at GEO-first platforms in addition to an SEO stack.
How to choose the right tool for your team
Two simple questions usually help:
- What type of company are you?
- What do you want to achieve with AI visibility?
You do not need to go much further than that.
1. What type of company are you?
If you are an enterprise or operate in several markets, it often makes sense to look at tools that can handle a lot of data across brands and countries. Platforms like Profound or Peec give you a wide analytical base. If you want something more direct for marketing teams, GEO-focused tools such as Omnia can offer a simpler view around prompts, products and markets you care about, without having to manage every possible metric.
If you are a mid-sized company or digital-first team, you may prefer a balance between insight and practicality. GEO tools like Omnia, Peec or Otterly can help you see how you appear in AI answers without adding too much complexity. If your centre of gravity is still SEO, extending existing platforms such as Semrush, Nightwatch, Goodie or Rankscale into AI search can also be a straightforward step.
If you are a small team or early-stage company, the priority is usually to start seeing something useful quickly. Tools like Otterly or Omnia can help you get a first clear picture of your visibility in AI engines and decide later whether you need deeper analytics or additional layers.
2. What do you want to achieve?
If you only want to know where you stand today, almost any AI visibility tool will help you answer basic questions: do we appear, in which prompts, and next to which competitors. Lighter GEO platforms like Otterly, or more analytical ones like Peec, Profound or Omnia, can give you that baseline.
If you want to improve how you appear over time, it helps to choose a tool that not only measures but also guides action. GEO platforms such as Omnia and Peec focus on linking prompts, answers and sources to content, messaging and positioning decisions, and SEO-oriented tools like Goodie or Rankscale can support you if your main lever is still content optimisation.
In practice, the key is simple:
- choose a tool that matches your size and way of working,
- make sure it aligns with whether you want to observe AI visibility, change it, or both.
AI assistants are becoming a default interface for research and decision-making. When someone asks about your category, the answer they receive matters as much as a search result once did.
Tools like the ones in this list make AI visibility measurable. The next step is to use that visibility to guide your content, partnerships and positioning.
You do not need to be everywhere. You do need to know when you appear, how you are described and what you can change next.