Mastering AI Search for SEO, PR and Brand Marketing: How to Choose the Right Tools to Track and Optimise Your Brand’s Performance

A Guide for SEO, PR, and Brand Marketing Professionals

The way people search for and discover brands is undergoing a seismic shift. Traditional search engines like Google and Bing are rapidly integrating AI-powered features, while new AI-driven search platforms—such as Perplexity and You.com—are emerging. At the same time, users are increasingly turning to AI chatbots like ChatGPT, Claude, and Gemini for recommendations and insights.

For SEO professionals, PR teams, and brand marketers, this transformation presents both challenges and opportunities. How does AI perceive your brand? What sources does it cite? How do AI-generated summaries shape public perception? The rise of AI search demands a new approach to brand monitoring—one that extends beyond tracking social media mentions and press coverage or keyword rank tracking in SEO platforms like Authoritas.

Why Traditional Brand Monitoring Isn’t Enough

Historically, brand monitoring focused on tracking mentions across news sites, social media, and forums. While that’s still important, AI search has introduced an entirely new layer of brand visibility. AI-generated responses don’t just surface organic rankings—they synthesize information from multiple sources, influencing user perception in ways traditional search does not.

This means brand monitoring must evolve to address:

• AI-generated citations – Where does AI get its information about your brand?
• Sentiment analysis in AI responses – Is AI portraying your brand positively or negatively?
• Competitor insights – How often does AI mention your competitors compared to you?
• Visibility across multiple AI platforms – Google AI Overviews, Perplexity, ChatGPT, and beyond.

Without adapting to this shift, brands risk losing control of their digital reputation and missing opportunities to Optimise their presence in AI-driven environments.

The Growing AI Search Ecosystem: Where to Focus

AI search isn’t just one platform—it’s an ecosystem of different tools and technologies. To monitor brand performance effectively, you need to track:

Traditional Search Engines with AI Integration 

Google AI Overviews, Bing Copilot

AI-Driven Search Platforms 

Perplexity AI, You.com

Large Language Models (LLMs) and AI Chatbots 

ChatGPT (OpenAI), Claude (Anthropic), Gemini (Google DeepMind), DeepSeek AI, Mistral, Llama (Meta), Grok (Twitter) and more.

Each of these platforms ingest process and present brand-related information differently. Some prioritise citations and links based on their world knowledge from their training data, while others generate answers based on a mixture of sources including RAG (Retrieval Augmented Generation) using Search Indices . Understanding how your brand appears across these AI systems is now critical to managing brand perception as is understanding which third party publications these AI search engines are relying on to generate their responses.

Why You Should Monitor Your Brand in AI Search

There are five core reasons why tracking your brand’s performance in AI search is essential:

1. Reputation Management – AI-generated content can shape public perception, for better or worse. Proactively tracking AI mentions helps prevent misinformation and respond to emerging PR risks.
2. Customer Insights – AI search reveals how users ask about your brand, what pain points they have, and what AI says in response—valuable data for improving messaging and engagement.
3. Competitive Analysis – By tracking how AI platforms discuss competitors, brands can identify gaps and opportunities to optimise their presence.
4. Content Strategy Optimisation – AI search tools often pull information from authoritative sources—knowing which sources they prioritise helps brands refine their content strategy.
5. Risk Mitigation – AI-generated misinformation, fake citations, or brand impersonation can harm trust. Monitoring AI search visibility allows brands to spot and address threats early.

How to Select the Right AI Brand Monitoring Tool

With AI search playing an increasingly dominant role, a new wave of brand monitoring tools has emerged. These tools help track:

• Brand mentions across AI-generated responses
• Which sources AI cites when referencing your brand
• Sentiment analysis of AI search results
• Share of voice in AI search compared to competitors

The next section breaks down the best tools available today, assessing their strengths, weaknesses, and suitability for different teams—whether you’re an enterprise brand, an SEO or PR agency, or a small business.  But, before we get into each software tool, let’s take a look at the criteria that are important to consider when selecting a brand management software for AI search.

Key Criteria to Help Your Software Evaluation

Picking the right AI brand monitoring tool isn’t about chasing the shiniest new feature—it’s about getting reliable, actionable insights without drowning in unnecessary data. AI search is moving fast, and if you’re not tracking how your brand is being represented, you’re flying blind.

If you have to through a formal RFP (Request for Proposal) process for acquiring AI search monitoring software, then check out this handy AI Search RFP template that you can adapt and use.

Here’s what actually matters when choosing a tool. If you have to go out for an RFP for acquiring AI search monitoring software, then check out this handy RFP template that you can use.If you have to go out for an RFP for acquiring AI search monitoring software, then check out this handy RFP template that you can use.

1. Coverage: Which AI Search Engines, LLMs and AI Chatbots Does It Track?

A tool that only looks at one or two platforms isn’t giving you the full picture. You need to monitor across:

• Traditional search engines with AI features (Google AI Overviews, Bing Copilot)
• Dedicated AI search platforms (Perplexity AI, You.com)
• Large language models and AI chatbots (ChatGPT, Claude, Gemini, DeepSeek AI, Llama, Mistral, and others)

If your tool isn’t tracking all of these, you’re getting an incomplete view of how AI presents your brand.

2. Data Accuracy & Reliability: Can You Trust It?

Not all AI search tracking tools are created equal—some pull directly from APIs, while others rely on scraping or third-party sources and a few do both.

• How fresh is the data? (Real-time, daily, weekly?)
• Can you verify where the brand monitoring platform is getting its information?
• Does it catch AI hallucinations or misattributed quotes?

If a tool can’t explain where its data comes from, that’s a problem.

3. Key Metrics: Does It Track What Matters?

Basic brand mentions aren’t enough. You need a tool that provides insights into:

• Brand Mentions & Sentiment – How often AI models reference your brand and whether it’s positive, neutral, or negative
• AI Citations – Which websites and sources AI pulls from when mentioning you
• Topic Associations – What themes and keywords AI connects your brand to
• Share of Voice (SOV) – How often you show up in AI search compared to competitors

If a tool doesn’t give you these insights, it’s not helping you make better decisions.

4. Competitive Analysis: Can You Benchmark Against Rivals?

It’s not just about tracking your own brand—you also need to see how you stack up against competitors.

• Are competitors mentioned more often than you?
• Are they cited by more authoritative sources?
• Where are the content gaps where you should be appearing but aren’t?

AI search is shaping competitive positioning in new ways. If you’re not benchmarking against rivals, you’re missing opportunities.

5. Real-Time Alerts & Reporting: Can It Keep Up?

AI-generated content is constantly shifting. You need to know immediately if:

• AI chatbots start misrepresenting your brand
• A negative sentiment spike appears
• A competitor suddenly gains AI search traction
• Does the tool offer real-time alerts?
• Can you customise reports for different teams (SEO, PR, brand marketing)?

If a tool only gives static reports without alerts, it’s not keeping up with AI’s rapid evolution.

6. Integration & Usability: Will It Fit Into Your Workflow?

Your tool should work with your existing marketing stack, not force you to reinvent how you work. Look for integrations with:

• SEO & Analytics Platforms (Google Search Console, GA4, Looker Studio, Authoritas, SEMrush, Ahrefs)
• CRM Tools (HubSpot, Salesforce, Pipedrive)
• PR & Outreach Tools (Cision, Muckrack, BuzzStream)
• Social Media Listening Platforms (Sprinklr, Brandwatch, Meltwater, Talkwalker)
• Custom Dashboards for teams that need specific insights

And let’s be honest—if a tool takes weeks to set up or needs a PhD to interpret the reports, no one is going to use it.

7. Scalability & Cost: Is It Worth It?

Some tools are built for large enterprises with deep pockets, while others are self-service and budget friendly. Ask yourself:

• Can the tool scale with your needs as AI search evolves?
• Are you paying for unnecessary features?
• Could you get similar insights manually or with a cheaper alternative?

A high price tag doesn’t always mean better insights—it just means you’re paying more for them.

Two Critical Differentiators: What Really Sets These Tools Apart

Beyond the standard features, two make-or-break factors separate great tools from average ones:

8. AI Question & Response Quality: How Smart Is the Query Process?

The biggest factor in getting useful AI search insights isn’t just tracking mentions—it’s how well the tool constructs and tests AI prompts.

Here’s what matters:

• Breadth of Queries – Can you track across multiple industries, markets, and audience types?
• Depth & Structure – Does the tool break down insights by categories, buyer personas, and customer journey stages?
• Query Volume – How many AI-generated responses does it analyse per month?
• Repetition & Consistency – AI responses vary—can the tool run prompts multiple times to establish accuracy?
• Customisation – Can you upload your own question sets, or are you stuck with a black-box system?
• SEO Alignment – Can you convert SEO keyword lists into AI search prompts to track visibility in AI-generated answers?
• Localisation & Internationalisation – Can it track brand mentions across different languages, regions, and devices?

Most AI search monitoring tools fall short here. If the tool doesn’t let you control, refine, and scale AI queries, you’re not getting accurate or actionable insights.

9. Brand Performance Analysis & Visualisation: Can You Actually Use the Data?

Raw data is useless without clear insights and visualisation. Some tools give intuitive dashboards, while others dump spreadsheet chaos on your lap.

These are the three tiers of AI brand monitoring tools:

Enterprise-Grade Solutions (Best for Large Brands & Agencies)

• Run analysis multiple times daily for real-time AI search insights
• Offer statistical confidence measures by running repeated tests
• Support custom AI query uploads for deep analysis
• Provide demographic segmentation and persona tracking

Mid-Tier Solutions (Best for Agencies & Mid-Sized Businesses)

• Run weekly or monthly AI search analysis
• Offer some customisation of AI queries and reporting
• Primarily focus on unbranded awareness tracking

Entry-Level or Early-Stage Solutions (For SMBs & Freelancers)

• Limited AI query control (black-box systems)
• Minimal geographic targeting
• Basic sentiment tracking, but often lack citation verification
• No statistical confidence measures, so insights may be misleading

The best AI search monitoring tool isn’t just about tracking mentions—it’s about giving you the right data, in a way you can actually use.

Do I need to invest in an AI Search Monitoring platform now?

AI search isn’t a niche topic anymore—it’s redefining how brands get discovered. If you’re still thinking of brand monitoring in traditional SEO and PR terms, you’re already behind.

• If AI search visibility already impacts your brand, invest in a tool that tracks it properly.
• If you’re just getting started, pick a self-serve tool and start gathering insights.
• If you’re ignoring AI search completely, don’t be surprised when competitors outrank you in AI-generated recommendations.

I’ve reviewed 15 AI brand monitoring tools in depth, testing and analysing where possible. If I’ve missed one or you’ve had hands-on experience with a tool I should check out, let me know. AI search isn’t standing still, and neither should your brand monitoring strategy.

In-Depth Analysis of 15 Brand Monitoring Tools for AI Search

This section provides an in-depth analysis of the brand monitoring tools provided in the list, presented in alphabetical order.

airank.dejan.ai

amionai.com

athenahq.ai

bluefishai.com

brandlight.ai

evertune.ai

modelmonitor.ai

otterly.ai

peec.ai

quno.ai

rankscale.ai

shareofmodel.ai

tryprofound.com

waikay.io

xfunnel.ai

I’ve tried to be consistent in my evaluation and summary of all the tools.  Obviously, some tools don’t allow you to try them yourself and require you to have sales demos.

So, if my comparison of the tool only has a ‘Prominent Features’ section, this means that I've deduced what the most prominent features are by looking at their website. If it also has “Software Capabilities,” then that means I've either tried the software myself, watched a video of the software, or seen an extensive number of screenshots of the software to get a really good understanding of the software's capabilities.

N/B: Finally, tools are changing all the time – so I will update this regularly and do your own homework too. Hopefully, this will make shortlisting the right tools a little easier though.

Airank.dejan.ai

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Quick Summary:
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‍Airank.dejan.ai is developed by an extremely well known (and I’d go as far to say popular) SEO from Australia, Dan Petrovic who runs an SEO agency called Dejan.  He’s definitely worth a follow on LinkedIn as he publishes a lot of great content around SEO and machine learning. 

Prominent Features:
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Entities AIs associate with your brand, and brand's AIs associate with your tracked phrases.

Enter a brand(s), a domain(s), location(s) and 10 phrases you want to track.  
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Software Capabilities

• Track entity associations with your brand using Open AI models.
• Monitor brand rankings over time in both grounded and ungrounded AI responses from Google and Gemini AI.
• Enter specific brands, domains, locations, and phrases to gain insights on their AI associations.
• Analyse how AI models respond to brand-related queries from Google's search and internal knowledge.

Company Information: 
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‍Mid-sized agency based in Australia with a strong reputation.

Pricing:
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The tool is free in the demo mode with limit of 10 queries per project and 1 brand.

N/B: Dan recently posted that he turned off grounding with Google Search in Gemini as it was costing thousands of dollars a month. (It really is extremely expensive – last time I checked I think it was of the order of $45 per thousand). I think he will turn this on for you if you pay for a premium account.

Best for:

For SEO freelancers, small agencies, and consultancies (and even SMBs) who are interested, I think this is a good value solution for identifying small-scale entity associations between AI large language models and your brand.

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Amionai.com

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Quick Summary:

‍ “Am I on AI” is a brand monitoring point solution for AI search.

Prominent Features: 

The website provides limited information, but you can enter your website and email to receive a quick report on your presence in ChatGPT. Additionally, they support Perplexity and Gemini. They offer numerous services, including:

• Brand Monitoring
• Competitor Rank
• Prompt Tracking
• Source Analysis
• Track Growth
• Sentiment Analysis
• Recommendations
• Weekly Reports
• Actionable Insights

Software Capabilities:
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I have run a report twice, and it still hasn't arrived and ‘Yes’ I've checked my spam folder! So, if it finally arrives then I will update this page with it so you can see what it contains.

Company Information: 

There's next to no information on the website as it looks like it's just a landing page. The product is obviously quite early, but it does appear that Tomer Dean is one of the founders behind the service.

Pricing:

Undisclosed.

Insight:

‍Amion.ai – this tool is in its infancy, but the founder has a track record of building over 40 apps – so it might be worth keeping an eye on.

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Athenahq.ai

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Quick Summary:

This looks like a new company to the marketplace. It only has one blog post, for example, and is a bit light on features. But it does have a nice UI, especially for the startup wizard.

Prominent Features: 

It takes you through a little wizard which summarises your brand and your competitors and then suggests some keywords which are relevant to you. This reminds me more of a traditional SEO approach, where rather than thinking in-depth about prompts and long and complex questions users may ask Large Language Models. It's a little bit more keyword phrase focused, I'm sure that will change.
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Company Information:

‍Founded by ex-Googler Andrew Yan and Alan Yao based out of San Francisco. 

Pricing:

‍They offer a 7-day free trial of the Lite and Growth plans. Pricing starts from $300/month on a monthly Lite plan with 30 Active Prompts and weekly tracking (discounted to $225/mth if you pay $2,700 for an annual plan) up to $900 a month for the Growth plan which offers 50 Active Prompts and daily tracking.

They also offer a higher-priced Agency/Enterprise package with custom features and priority support.

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Software Capabilities:

• Tracks keyword phrases (“prompts”) across ChatGPT, Gemini, Perplexity
• Support for Grok is in the pipeline
• Offers a prompt generator that:
• Takes your keywords and generates prompts
• Provides details around the prompts, such as mentions of you or your competitors
• Includes information about the sources and how they link to you and your competitors for mining purposes
• Clicking on areas will generate a content outline to assist in thinking about potential content creation

This has one of the better user interfaces that I have seen and has a number of insightful reports from prompt and source analytics to a prompt brainstormer.

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Insight: 

It's just a question of value for money and whether you get enough value out of the prompts you have for the price per year, because it's not one of the cheaper options.

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Bluefishai.com

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Quick Summary:‍

Bluefish AI provides an AI Marketing Suite focused on brand safety, influencing LLM data usage, and executing targeted campaigns. It also offers a chatbot platform for businesses.

Prominent Features:

‍AI Marketing Suite (brand safety monitoring, LLM influence, sentiment analysis, data syndication). Chatbot platform (NLP, integration with messaging platforms, central management).

Software Capabilities:

Cannot say as it requires a demo.

Company Information:

‍Founded in 2024, CEO is Alex Sherman, co-founder is Jing Feng based in New York and CTO Andrei Dunca.  $3.5mn pre-seed round in May 2024, backed by Crane Ventures, Swift Ventures, BloombergBeta, Firebolt Ventures, and Laconia Capital.

Pricing:

‍Requires a sales demo. According to Gemini Deep Research it costs $4,000 for the AI Marketing Suite (but it is worth checking). Free and team plans available for the chatbot platform.

Insight:

‍Bluefish AI offers a dual approach, providing tools for managing brand presence within AI models and a chatbot platform for direct customer engagement, supported by significant venture funding.

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Brandlight.ai

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Quick Summary:

BrandLight helps brands master AI brand visibility through monitoring, Optimisation, content distribution, and reputation management across AI platforms.

Prominent Features: 

• Monitor brand mentions across AI platforms like ChatGPT and Gemini.
• Track sentiment and identify key publishers shaping AI-driven narratives.
• Gain real-time insights to enhance visibility and brand perception.
• Optimise content for AI search engines, ensuring high visibility and relevance.
• Implement keyword recommendations and use real-time feedback for strategy adjustments.
• Perform A/B testing to measure content effectiveness across AI platforms.
• Detect harmful or misleading information presented by AI engines.
• Receive real-time alerts for negative or unauthorised brand references.
• Deploy automated solutions to recommend swift corrective actions.
• Utilise reputation dashboards focused on AI performance metrics and ongoing sentiment.
• Remedy potential bias or harmful associations impacting brand credibility.

‍Software Capabilities:

Cannot say as it requires a demo.

Company Information:

‍Founded October 20, 2024, based in Israel and led by Imri Marcus and Uri Gafni.  They are backed by Cardumen Capital and G20 Ventures $3mn seed funding.

Testimonials:

Lots of prominent people on its advisory board for what it’s worth. from Tony Weisman (ex-CMO Dunkin and Digitas'), David Edelman (HBS), Sarah Fay (ex-Aegis CEO), and Jessica DeVlieger (CEO C-Space).

Pricing:

Not explicitly mentioned on the website. Speak to sales! Expect to pay from $4,000 to $15,000 monthly depending on how extensive an analysis you want to do and how many brands you want to track.

Insight:

‍BrandLight focuses on enabling brands to actively manage their narrative in the AI search era, offering tools for monitoring, Optimisation, and reputation management, with strong endorsements from marketing leaders.

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Evertune.ai

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Quick Summary:

‍Evertune is a specialised marketing and brand analytics platform that monitors how AI systems (particularly large language models) represent brands. It helps companies understand and improve their positioning in AI-generated recommendations by tracking mentions, analysing sentiment, and providing actionable content strategies to influence how AI systems discuss their products.

Prominent Features:

• AI Brand Index for measuring recommendation frequency
• Competitive analysis of brand positioning
• Feature and sentiment analysis across AI platforms
• Content gap identification and roadmap creation
• Progress tracking over time and across model updates
• Integration with leading generative AI providers

Software Capabilities:

Whilst, I couldn’t try the platform myself, I did find a range of slides from Evertune’s pitch deck which gives you a sense that they offer some in-depth capabilities, including tracking which sources are indexed or blocking crawlers from LLMs. 

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Company Information:

Founded in April 2024, Evertune secured $4 million in seed funding in October 2024, with the investment round led by NextView Ventures and supported by Eniac Ventures and Roger Ehrenberg of Eberg Capital. The company is helmed by a trio of experienced co-founders: Brian Stempeck - CEO and Co-Founder (LinkedIn), Poul Kostinski - CTO and Co-Founder (LinkedIn) and Ed Chater - COO and Co-Founder (LinkedIn).

Pricing:

Pricing is not explicitly mentioned on its website, so interested customers need to request a demo for pricing information. Expect to commit to an annual contract starting at $5,000 per month depending upon how many brands and categories you want to track.

Seems useful for:

This platform would be particularly valuable for:

• Enterprise brands in competitive markets
• Luxury and premium brands (as shown in the Porsche example)
• Marketing agencies managing brand perception
• Companies with significant digital marketing budgets
• Businesses in industries where consumers increasingly rely on AI for purchase recommendations (like electronics, automotive, and consumer goods)

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Modelmonitor.ai

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Quick Summary:

Model Monitor is an AI brand intelligence platform that helps companies track and analyse how their brands are represented across multiple AI models. The platform provides real-time monitoring, competitive analysis, and actionable insights to help brands Optimise their presence in AI-generated responses, with coverage across 50+ AI models including OpenAI, Anthropic, Google, Meta, Mistral, and DeepSeek.

Prominent Features:

• Prompt Radar: Real-time analysis tool that scans brands across 50+ AI models simultaneously, providing instant insights into sentiment, brand perception, and competitor mentions
• Prompt Vault: Database containing 2M+ AI responses across 50,000+ brands, offering competitive intelligence and trend analysis
• Prompt Monitor: Custom tracking tool allowing users to monitor specific prompts, keywords, and brands with automatic weekly reporting. They also allow you to set the number of questions you ask for each type of prompt from 1 for a quick test to 3, 5 or 10 repetitions for more thorough analysis which is essential to get a statistically confident score, given the fact that LLMs are probabilistic in nature.
• Competitor Analysis: Identifies when competitors appear alongside a brand and discovers "prompt gaps" where competitors are mentioned but the client's brand isn't
• Sentiment Analysis: Measures positive, neutral, or negative portrayal of brands across different AI models. They even give you a choice of model selection here, so you can choose a cheaper model or a more expensive model which is better at sentiment analysis which is quite nice.

Software Capabilities:

• The platform tracks most of the common features brands will want such as sentiment analysis
• It also tracks response similarity by model and provider
• It also allows you to select the number of times you want to ask the same prompt to each model which is a nice feature
• Unfortunately, I couldn't try anything else as I was unable to successfully create an account!

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Company Information:

Model Monitor, Inc. is a new company. There is no specific leadership information provided on the site or any links to the company’s social media profiles. The website shows "© 2025" and the Terms of Service are from January 2025; the Terms of Service are quite telling – clearly written by AI and unedited!

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Pricing:

• Pro Plan: $49/month (billed annually at $588) or $99/month on a monthly contract billed monthly (this is one of the biggest gulfs in price between an annual and monthly deal – they really want to tie you in!)
  
  • Full access to Prompt Vault
  • 1 Prompt Monitor Brand Project
  • 500 custom prompts
  • 10,000 response credits
  • Tier I LLM Access for Prompt Monitor
  • All Tier Access for Prompt Radar
• Agency Plan: Custom pricing 
  
  • Everything in Pro plus:
  • 10+ Custom Brands
  • Unlimited Credits
  • White-labelled Reports
  • Custom Domain Hosting
  • Priority Support
• Enterprise Plan: Custom pricing 
  
  • Unlimited Brands
  • Custom Prompt Datasets
  • Add Any LLM Model
  • Sentiment Analysis
  • API Access
  • Dedicated Manager
  • SLA & 24/7 Support

The thing that struck me about their pricing is that they only have a single tier announced, which doesn’t tell you how much their more comprehensive packages cost.  I also importantly noted that Sentiment analysis is only available on the Enterprise package which seems a bit limiting – especially for agencies.

On the upside, they do offer a free 30-day trial – although it only has 300 credits (1 credit = 1 API response). Although, I tried to sign-up for a free trial and it failed, as they have an issue with their payment gateway which is not a promising sign.

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Ideal For:

• SMBs wanting a cost-effective first dive into this area
• Freelancers/SEO consultants who just want to get some basic data and not commit to a long-term deal (assuming you can get past the fault in the sign-up process)

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Otterly.ai

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Quick Summary:

Otterly.AI is an AI search monitoring platform that tracks brand mentions, content visibility, and link citations across major AI search platforms like Google AI Overviews, ChatGPT, and Perplexity. This means that limited to using APIs and major large language models. They're obviously scraping Google as well.

Prominent Features: 

• Brand monitoring (mentions, sentiment, visibility)
• Search prompt performance data
• Link citation analysis
• Automatic weekly reports
• Tracks Google AI Overviews, ChatGPT, and Perplexity.AI. 

Software Capabilities:

You can select the country from which you want to monitor: United States, UK, Canada, Australia, Austria, Brazil, France, Germany, Italy, Netherlands, Spain, and Switzerland. Which is going to be important as this space develops.

But, for some reason you are only able to enter search prompts one at a time, which is tedious and means they're geared up for a low level of queries. This really means you're not going to get very representative data in my opinion, because you've got to actually run hundreds or even thousands of queries due to the probabilistic nature of large language models.

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Otterly does provide screenshots from Perplexity, ChatGPT and Google, which seems to imply that they're scraping the data rather than using the APIs.

Otterly also estimates search volume for each phrase for each AI search engine, although clearly, it's anyone's guess as to how accurate this is.

It also features an AI search prompt generator where you can put in up to 10 keywords or your website and it will suggest AI prompts for you. Which gave me mixed results.

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It also reports on citations for each response over time.

Overall, I'm afraid to say that I found the user interface rather clunky and difficult to use and not very intuitive. Also, from a design perspective it’s a bit arcane.  

Company Information: 

It looks like Otterly.ai is bootstrapped by its three co-founders who are all experienced entrepreneurs: Thomas Peham, Josef Trauner, and Klaus-M. Schremser (who appears to have invested through his micro VC firm, GroWTF Ventures suggesting there is some potential seed funding or initial capital support for the venture although I couldn’t find any external evidence for this.

Testimonials:

Users find it easy to use with clean dashboards. Provides valuable insights into brand visibility and link mentions. Seen as industry-first for AI search monitoring.

Pricing:

‍The Lite base plan at $29/month for 10 search prompts checked weekly; the Standard plan costs $189/month for 100 search prompts and the Pro plan costs $989/month for 1,000 search prompts checked weekly, which seems pretty expensive for what you get, until you realise that they are actually scraped results and they are running crawlers to put the prompts into Google AI overviews, Perplexity and Chat GPT so you actually see the results the real users will see. So, understandably it's much more expensive than using the APIs from the LLMs (not that Google's got an API that’s equivalent of course – that would be nice).   Otterly also supports in-app purchases for more keywords ($9/month for 1, up to $2,250/month for 250). Free trial available.

Insight:

Otterly.ai is only setup for small brands that want to track a limited number of keywords (or prompts if you prefer) and this is reflected in the price. So, if you’re only putting your feet in the water at this stage, then it might be a good place to start. 

It's one main advantage is that it scrapes Google, Perplexity and ChatGPT (which is not easy to do) rather than using their APIs like most of the other tools in this list do.  They're not the only tool that does this, of course, but most of the tools don't.

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Peec.ai

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Quick Summary:‍

Peec.ai offers AI search analytics for marketing teams to track, analyse, and improve brand performance on AI search platforms like ChatGPT, Perplexity, Claude AI, Meta Llama, Deep Seek and Gemini.

Prominent Features: 

• Track and analyse brand visibility in AI search
• Benchmark against competitors
• Identify sources used by AI
• Monitor visibility trends across different AI models and timelines

Software Capabilities:

‍You need to sign-up for a sale demo to try the tool, but it looks like they might allow you to have a free trial afterwards. I have managed to see some of the tool’s capabilities and can confirm that they have done a particularly decent job on the user interface.  Whilst they don’t seem to have the breadth of features that some of the more enterprise focused platforms have, they done a pretty good job, and I think this might be a good all-rounder.

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Company Information:

Founded in 2025 in Berlin, Germany, Peec’s founding team of Marius Meiners, Daniel Drabo, and Tobias Siwonia (Co-founder and CTO) raised $182,000 in seed funding in January 2025 from VC firm Antler.  The backing of one of the largest early-stage investors worldwide speaks to the opportunity in the marketplace and the value of what they've already built.

Testimonials:

They have a testimonial from Malte Landwehr who is VP of SEO at idealo and is someone who I personally follow on LinkedIn as he publishes some good content and clearly knows what he's talking about.

Pricing:

Starting at €120/month for in-house teams (30 prompts, unlimited seats, 2 AI platforms). Agency plan starting at €180/month (3 clients, unlimited seats, 2 AI platforms). 

Insight:

The odd thing that strikes me about their pricing model is that both packages only come with two AI platforms, which seems very limiting. There's also no enterprise plan, which possibly hints at the direction of travel for this business. So, if you're looking for more enterprise brand tracking at scale, you might want to consider alternatives.

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Quno.ai

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Quick Summary:

Quno AI is a brand intelligence platform focused on AI search Optimisation. It helps companies track, analyse, and improve how their brands appear in AI-powered search results and responses from platforms like ChatGPT and Perplexity. The platform offers monitoring tools and actionable insights to help brands Optimise their visibility and representation in the emerging AI search ecosystem.

It looks like it might have been originally setup to automate market research collection through phone surveys with its real-time analysis capabilities helping brands to gain faster insights. But perhaps it’s pivoted or built on top of this functionality since Pear VC’s  accelerator demo day.

Prominent Features: 

• AI Visibility Monitoring: Tracks frequency of brand mentions in AI search results 
• AI Response Analysis: Analyses what AI platforms are saying about brands 
• Citation Analysis: Identifies which sources shape AI answers and their frequency 
• Sentiment and Keyword Analysis: Monitors sentiment in AI responses and tracks keyword frequency over time 
• AI Persona and Search Intents: Uses synthetic personas to simulate distinct stages of the buyer's journey with various search intents 
• Customisable Search Queries: Allows control over what to track with precise metrics monitoring over time

Software Capabilities:

The couple of things that struck me about the tool are that standout are:

• You can undertake a longitudinal study or a one-off study
• You can configure synthetic personas that can simulate the entire buyer’s journey with different search intents (which is something I’ve been banging on about – brands need this to get the full picture)
• You can create custom brand measurement frameworks and metrics that your brand, e.g. NPS scores, customer groups (Aware, Consider, Use, Prefer)
• You can use AI to save money on market research by automating the collection of your primary research across different user groups - there's not a whole lot of information on their website about how this is done, but it looks to me like it's something other than querying custom prompts to AI models.
• It also has a nicely designed user interface and although I am yet to use some of these features myself, these do look like they could be particularly useful.

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Company Information: 

Founded in 2024 by Quan Tan, Tyler Kim and Jinhong Min in San Francisco, USA, it looks like it’s a graduate of Pear VC’s PearX accelerator programme and/or Andreesen Horowitz’s accelerator programme (SR004 started on Jan 6^th 2025 for 12 weeks) - startups receive between $250,000 to $2 million depending on their needs.  So, it’s a relative newcomer but don’t let that put you off – they are a small team with access to resources from their backers.

Pricing:

There's only the option to book a demo, and absolutely no pricing on the website at all, which says 'expensive enterprise pricing' to me. But you never know it might be better value than you think - especially if you're paying thousands of dollars a year on primary research for your brand.

Insight:

‍Quno.ai offers a unique approach to understanding consumer perceptions through AI-powered qualitative and quantitative research.

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Rankscale.ai

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Quick Summary: 

RankScale is a Generative Engine Optimisation (GEO) platform that helps businesses analyse, track, and Optimise their visibility in AI-powered search engines. The tool provides insights into how AI search engines perceive websites and brands, with actionable recommendations to improve visibility across platforms like ChatGPT, Perplexity, Claude, Gemini, DeepSeek, Google AI Overviews and Mistral.

Prominent Features: 

• Website Audits: Comprehensive AI-driven analysis of website content with content scoring and gap identification 
• Performance Tracking: Monitoring brand visibility in AI search results over time 
• Competitor Benchmarking: Tracking competitor performance and comparing metrics 
• Citation Analysis: Identifying which sources are being used to generate AI search results 
• Customisable Bot Settings: Simulating AI bots by toggling anti-bot measures for realistic audits 
• Content Recommendations: Suggestions for improving AI visibility with side-by-side content comparisons

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Software Capabilities:

‍The tool is currently in beta and requires a demo for you to try it. But you can run a free taster report and get a sense of what it plans to offer. Although, the report was an AI generated critique of the website rather than a preview of what a brand tracking report might look like - which seemed a little odd to me.

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Company Information:

‍RankScale was founded by Mathias Ptacek and is based in Austria.  He developed the platform after recognising the limitations of traditional SEO tools in addressing AI search engines. According to the website, he created RankScale as a personal project stemming from his passion for AI and desire to better understand the AI search landscape. At the I believe he's working on his own, but it looks like he's starting to hire soon. I believe he's working on his own, but it looks like he's starting to hire soon.

Pricing: 

There's no information at all on the website about pricing - no pricing page, no FAQs. So, I think clearly the tool is in its infancy and at the moment it's in beta stage where the owner/founder is looking for feedback and bug fixes.  So, perhaps if you like getting involved in early-stage products and giving your feedback to try and influence and shape its future direction and community, then this might be a good one for you.

Insight:

‍It's difficult to see how far he can get on his own against bigger, better-funded teams, but good luck to him.  I think this is likely to a cost-effectively priced tool for agencies and SMBs as opposed to an enterprise scale offering.

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Shareofmodel.ai

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Quick Summary:

ShareOfModel.ai is a platform developed by well-known marketing agency Jellyfish that provides businesses with a unified view of how their brands and products are perceived across various large language models (LLMs). The platform helps companies understand, track, and Optimise their brand presence in AI-generated responses, which increasingly influence consumer purchase decisions.

Prominent Features:

• Cross-Model Tracking: Monitors brand performance across multiple AI models in a single dashboard
• Perception Analysis: Tracks how AI models perceive brands and products
• Awareness Metrics: Measures brand visibility within AI responses
• Sentiment Analysis: Evaluates positive, neutral, or negative brand representation
• Strategy Optimisation: Provides insights to improve messaging and content across platforms
• Performance Comparison: Allows comparison of brand performance across different models

Software Capabilities:

I haven't managed to try the software as it requires a demo, but looking at the screenshots, it does seem to have the standard features you'd expect, and possibly one unique feature that allows you to compare what people are saying about your brand (rather than just AI models), implying they have some sort of social listening capabilities as well. 

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Company Information:

ShareOfModel.ai is built and operated by Jellyfish, a marketing company. The platform appears to be one of their specialised offerings focused on the emerging field of AI brand Optimisation. No specific founding team information is on the website, so it’s not clear to me who is leading this initiative forward – but you would like to think that the Jellyfish team has the relevant sector level expertise you will need in a partner in AI Search.

Pricing:

Pricing information is not explicitly mentioned – you need to book a sales demo.

Ideal For:

It’s difficult to say exactly who this may be targeted at without testing the tool, but as it’s owned by Jellyfish, a large marketing agency, it’s likely to be useful for brand managers concerned about AI representation, marketing teams adapting to AI-driven consumer decision making, and larger companies wanting to track their brand presence across multiple AI models rather than small businesses.

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Tryprofound.com

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Quick Summary:

Profound (tryprofound.com) is an enterprise platform providing analytics and insights to help brands increase their visibility in AI-powered search and answer engines. 

Prominent Features: 

• Answer Engine Insights (track visibility, analyse AI responses, uncover citations)
• Conversation Explorer (discover what people ask AI) - looks like they're building a proprietary database of responses and questions which may be useful for ad-hoc AI Search research. They've also built some algorithms to estimate (or should I say guesstimate) search volumes in AI Chatbots.
• Agent Analytics (visibility into how AI sees your website) – this uses workers to report on logs of bots crawling your website using Cloudflare
• Supports Perplexity, ChatGPT, Google AI Overviews, Microsoft Copilot. Offers visibility, citation, sentiment, and prompt analysis.

Software Capabilities:

‍Profound has taken a sales-led go-to-market approach rather than a product-led self-service growth approach, so I couldn't test the software myself. Although having seen numerous screenshots and some footage of the software, I can say that it looks like one of the best, most comprehensive AI brand analysis software solutions on the market today. The user interface also looks slick.

Garrett Sussman, Director of Marketing at iPullRank has been using the platform and covers it in his webinar at about the 70 minute mark.

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Company Information: 

I’ve actually met the two founders of Tryprofound;  James Cadwaller and Dylan Babbs, they raised $3.5 million in seed funding in August 2024 from South Park Commons, Khosla Ventures, Saga Ventures Management, Balaji Srinivasan and Scott Belsky according to Crunchbase.

Testimonials:

Seen as a compelling tool for tracking AI Overviews and surfacing insights from conversational AI search.

Pricing:

Customised enterprise pricing. Standard and Enterprise packages – expect to pay around $3,000 to $4,000 + per month per brand on an annual commitment. This will give you access to a comprehensive analysis package which includes regular customer success calls (as they don't offer a self-service package).

Insight:

‍Tryprofound seems to have come racing out of the gates – either that their PR machine just happens to have succeeded in getting them coverage on the major tech sites I read! If you're looking for enterprise-level prompt tracking at scale, with daily or even hourly updates, then I'd suggest this should be on your shortlist.

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Waikay.io

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Quick Summary:

Waikay.io is a brand monitoring tool that launched recently (19th March 2025).  Like the other tools here, Waikay.io is a platform designed to help businesses understand and optimise how their brand is represented across AI platforms like ChatGPT, Sonar (Perplexity) and Gemini.

Prominent Features:

• AI Brand Score: Comprehensive scoring on various topics related to the brand
• Fact Checking: Verification of important topic information
• Multi-Model Analysis: Specific insights for each AI model
• Competitor Comparison: Easy benchmarking against competitors
• Progress Tracking: Monitoring improvements over time
• Multi-Language Support: Available in 9 languages

Software Capabilities:

There are a couple of features that I particularly liked and which I’ve not seen anywhere else yet:

• It builds a knowledge graph from your website automatically which saves time and helps you cover everything that’s relevant
• It checks and differentiates between Gemini Training Data And Gemini Grounded Responses
• It extracts facts that are LLMs make about your brand and allows you to manually flag ones that are factually incorrect

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For example, it spotted that Gemin, when grounded in Google search, seems to think we are based in Sweden!

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Company Information:

Waikay appears to be operated by Inlinks.net.  I originally only included this tool because I know the person leading it - Dixon Jones (ex-Majestic) who’s well liked and respected in the SEO community.. It's been developed by InLinks.net, which is a well-respected SEO tool out of France.  

Pricing:

They offer tiered pricing: For a single brand, it's $19.95 a month, which works out to about $2.49 per report. If you're handling a few brands, there's a $69.95 option giving you 30 reports at around $2.33 each. For those juggling multiple brands, it's $199.95 for 90 reports, bringing the cost down to $2.22 per report. And if you're just testing the waters, they've got a free option too.  One thing I’m not clear about is how many AI prompts you get per brand.

Ideal For:

Companies worried about how they're seen in AI answers - as this tool is the only one I’ve seen with fact checking capabilities.

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Xfunnel.ai

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Quick Summary:

‍Xfunnel.ai focuses on monitoring brand visibility on AI search engines, emphasising market analysis and understanding user journeys.

Prominent Features: 

• Monitor visibility on AI search engines (ChatGPT, Gemini, Perplexity, AIO, Claude)
• Track competitive positioning and sentiment over time
• Discover questions that matter and Optimise buying journeys
• Analyse high-impact sources
• Segments queries by markets, user journey, and persona. 

Software Capabilities:

‍Looking at the animated videos on the website gives you a good idea of the software’s capabilities.  For example, it looks like you can analyse your ICP (Ideal Customer Profile) by using customisable prompts, so you can inject age groups (e.g., 18-25 or 26-35) or specific genders into the prompt. When you ask a large language model, you can pretend that you're within a certain age group or demographic.  Whether this works and to what extent the AIs respond accordingly is something that's up to you to test yourself.

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Company Information:

‍Looks like the company is bootstrapped and is run by Beeri Amiel and Neri Bluman.

Pricing: 

These are the “Available” Plans currently listed on its website, although the trouble is neither of them are currently available! It offers a Free plan, but you cannot access it yet and the Pro plan is only available via a waitlist.

Free Plan - $0/month - 100 AI Search Queries per month, 4 Search Engines

Pro Plan - $199/month - Unlimited AI Search Queries (Pay-as-you-use model), 5 Search Engines, 500 Google AI Overviews Analysis/month.

At least there is transparent pricing on its website and you do have the option to request a demo and speak to someone.

You can also run a quick market report yourself, where it runs hundreds of response prompts against 16 sources, but it looks like it takes two days for it to come through.  

Insight:

‍Xfunnel.ai is clearly in its infancy as it’s running a waitlist, but it looks like it’s going to offer self-service options and be transparent about its pricing.  The pay-as-you-go model could be an interesting differentiator to brands that want large scale tracking without the enterprise price point.

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Comparing AI Brand Monitoring Tools: What Stands Out & What’s Just Hype?

Now that we’ve gone through all 15 tools, it’s time to cut through the noise and break down what actually matters. Some tools are feature-packed enterprise solutions, others are budget-friendly but limited, and a few are still in their early launch stages and are clearly figuring things out.

So, which ones should you seriously consider? Here’s my breakdown based on who these tools are best suited for and how they stack up.

Best AI Brand Monitoring Tools for Enterprise Brands & Large Organisations

If you work for a multinational, a major e-commerce brand, or a Fortune 500 company, you need deep insights, scalability, and serious security features. These tools are built for big teams managing complex AI search visibility at scale.

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Verdict:
If money is no object, these tools offer serious AI search visibility and reputation management. Expect high costs, dedicated support, and enterprise priced contracts – think annual deals and tens of thousands of dollars per annum.

Best Tools for SEO Agencies & Digital Marketing Teams

Agencies need reliable AI search tracking, good competitor benchmarking, and scalable pricing. You’re looking for a tool that’s flexible enough to handle multiple clients without breaking the bank.

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Verdict:
If you’re running an SEO, PR, or digital marketing agency, these tools are great mid-tier options. They’ll help you track client brand presence in AI search, but without the enterprise-level costs or tie-in to lengthy contracts.

Best AI Search Tracking Tools for Smaller Brands & E-commerce Startups

Not every business needs (or can afford) a full-blown AI search tracking suite. If you’re an SME, an e-commerce store, or an independent marketer, you need affordable, no-fuss solutions that still deliver useful insights.

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Verdict:
These tools are good starting points if you’re exploring AI search tracking but don’t need all the bells and whistles. If AI search becomes a bigger channel for your business, you may need to upgrade later.

Best Brand Trackers for SEO Teams looking to track performance in ChatGPT, Perplexity and Gemini

It's difficult to say which of these tools will be best for SEO teams (whether they're in-house or agency) - they're all point solutions aimed at the space, and any of them could be valuable depending on your budget and the scale of analysis you want to do on your brand across these large language models.

What is interesting is that traditional SEO platforms are also likely to develop add-ons to their platforms in this space, and it's a question of whether they'll be as good as these point solutions or not. We've already seen some beta products from SEMrush and Nightwatch.io and it also looks like Ahrefs is also planning something.

SEO tools should monitor AI chatbots and LLMs by tracking longer queries ("AI Prompts") that align with the SEO head terms and keywords they target.

Which Tools Are Worth the Investment?

Let’s be clear —not all AI search monitoring tools are equal. Some are overhyped, some are underdeveloped, and a few genuinely deliver value for money.

Who Should Invest in AI Brand Monitoring NOW?

• Enterprise Brands & PR Teams – You need real-time AI reputation tracking and competitive benchmarking. Start with sales demos and evaluate Profound, Quno, BrandLight, or Bluefish AI.
• Agencies & SEO Professionals – If you’re tracking clients’ AI search performance, tools like Athenahq, Peec.ai, Xfunnel or Airank.dejan.ai will give you the insights you need.  Sales demos mostly optional.
• E-commerce & Startups – Want an affordable way to see how AI search impacts your business? Otterly, Peec.ai, ModelMonitor or Amionai.com might be a better place to self-start.

Who Can Hold Off for Now?

• Small Businesses with Limited AI Search Exposure – If AI search isn’t yet driving traffic or conversions, you may not need a dedicated tracking tool just yet.
• PR & Marketing Teams Focused on Traditional Media – If your priority is still press coverage & social media, an AI search tool might not be mission-critical.
• Anyone Who Needs a Fully Launched Product – Some tools are still in early beta stages, so check their roadmap before committing.

AI Search Tracking is Evolving Fast — Stay Ahead of It

AI-driven search isn’t a fad—it’s changing how brands get discovered, and those who track their presence now will have a first-mover advantage.

• If AI search visibility already matters to you, invest in a tool that tracks it properly.
• If you’re still figuring it out, start small with a self-serve tool before committing.
• If you’re ignoring AI search completely… you might regret it in 12 months.

Next steps: Pick a tool, assess it, and start tracking how AI platforms see your brand today.

How to choose the right AI Brand Tracker for your needs

Busy SEOs, brand managers, and PR executives need quick solutions and can't evaluate every piece of software or attend multiple sales demos. The table below lists tools that offer free trials, paid self-service trials, or require a sales demo.

Many tools can be evaluated by yourself which is probably a good place to start in what is a new and exciting area for many marketers.  By trying one or two tools yourself, you’ll gain a much better understanding of what key features are a must-have for your brand.

That will put you in a much better position if you then decide to book a sales call with some of the mid and enterprise tier solutions.

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Notes for reading this table:

^~ This is an emerging market and some solutions are in beta or in their initial stages of launch attempting to find product-market fit.  This is my best guess of where they are at based on my interaction with their brand so far. ‘Established’ means they have a working solution in production that you could pay to use.

^{^} This was an estimate from Gemini Deep Research and may be incorrect.

Final Thoughts: The Brands That Adapt to AI Search Early Will Win

AI search isn’t just a passing trend—it’s fundamentally changing how people discover and interact with brands. Whether it’s Google AI Overviews, Perplexity AI, or ChatGPT, these platforms are rewiring the way brand visibility works. If you’re not tracking how AI perceives and presents your brand, you’re flying blind.

This shift means old-school brand monitoring methods aren’t enough anymore. Simply tracking social media mentions and SEO rankings won’t cut it—you need to understand how AI models synthesise and surface information about your brand. That’s where the right AI search monitoring tool comes in.

But let’s be real—there’s no one-size-fits-all solution. Your choice of tool depends on:

• Where your audience is searching (AI chatbots, AI-enhanced search engines, or both?)
• What kind of insights you need (sentiment analysis, competitor benchmarking, citation tracking?)
• Your budget and scale (enterprise-grade tracking vs. a simple monitoring tool for key mentions?)

The AI search landscape is evolving fast, and the tools in this space will continue to adapt. That means you can’t just set and forget your brand monitoring strategy. Keeping an eye on new AI search trends, platform updates, and emerging competitors will be key to staying ahead.

Where Do You Go From Here? Next Steps for AI Search Monitoring 

AI-generated search is here to stay. The brands that take control of their AI visibility now will be in a much stronger position than those who ignore it and hope for the best.

• If you haven’t already, start tracking your AI search presence today.
• Test one or two tools, analyse the insights, and adjust your strategy.
• Stay proactive—AI search isn’t static, and neither should your approach be.

Have you got thoughts, feedback, corrections, or insights of your own? Let’s chat—connect with me on LinkedIn. Always happy to discuss and update this list as the landscape changes.