I'm Gen Furukawa, founder of SuperMarketers. I run AI search audits across dozens of B2B SaaS companies, and I want to be transparent up front: SuperMarketers operates in this space too. We are not a tool. We are the system layer that acts on what these tools measure. So this is not a neutral encyclopedia entry. It is the most useful, honest roundup I can write, including where my own offer fits and where it does not.
I'll cover what each tool does, who it fits, and the line every one of them runs into. Because here is what the vendors won't lead with: a dashboard showing you appear in 1 of 10 buyer queries is information, not a result. Closing that gap is a separate kind of work.
The best AI visibility tools at a glance
| Tool | Best for | What it does | Price tier |
|---|---|---|---|
| Profound | Funded teams, many engines | Enterprise tracking across 10+ AI engines plus crawler analytics and agentic workflows | Entry to enterprise |
| AthenaHQ | Marketing teams that want fixes | Share of voice plus agents that surface content gaps and draft optimizations | Mid to enterprise |
| Scrunch | Brands serving content to crawlers | Monitoring, insights, and an Agent Experience layer that feeds AI-readable content | Mid to enterprise |
| Goodie | Mid-market, GEO-native | Monitoring plus optimization and a GEO content writer in one system | Mid-market |
| Peec AI | Marketing teams and agencies | Share of voice, sentiment, and citation sources across models, with benchmarking | Low to mid |
| Otterly.AI | The cheapest first baseline | Brand mentions, domain citations, and GEO audits across the main answer engines | Entry / cheapest |
What an AI visibility tool actually does
An AI visibility tool runs the buyer queries you care about across the AI engines and records what comes back: whether your company is named, where you place against competitors, and which sources the engine cited to build that answer. The good ones do this continuously, segment by model and market, and alert you when your standing moves.
That measurement is genuinely valuable. Most B2B SaaS companies have never measured their citation rate across the engines their buyers now use, and a tool turns "we think we're probably fine" into a number you can track. To baseline it without paying for anything yet, run the manual version in half an hour with our 30-minute AI visibility audit.
The tools, one by one
The enterprise standard. Profound captures real, user-facing data across more than ten AI engines, including ChatGPT, Perplexity, Claude, Gemini, Copilot, and Google AI Overviews, and pairs answer snapshots with crawler analytics so you can see what each engine surfaces and why. It has built agentic workflows that move from research toward optimization, and it raised a $96M Series C at a $1B valuation in February 2026 (per its own announcement and Fortune). Best for funded teams tracking many engines, seats, and competitors at once. Pricing runs from a lower entry tier up to custom enterprise contracts.
An AEO and GEO platform that goes past rank tracking into action. AthenaHQ centralizes AI-specific signals - visibility, share of voice, and which sources get cited - in one dashboard, then uses agents to identify the gaps keeping you from being cited and draft the on-page and off-page changes to close them. It is a Y Combinator company (listed in the YC directory) aimed at marketing and SEO teams. Best for teams that want measurement and a starting point for fixes in the same place. Pricing is plan-based; confirm tiers with the vendor.
Framed as an AI customer experience platform rather than a pure monitor. Scrunch has three layers: monitoring (how engines represent your brand), insights (why, and what to do), and the Agent Experience Platform, an infrastructure layer between your site and AI crawlers that serves compressed, AI-readable content without changing the human-facing page. Sitecore acquired Scrunch in June 2026 (per Bloomberg and Sitecore's own newsroom). Best for brands that want to actively shape how crawlers read their site, not just watch the scoreboard.
Built for generative engine optimization from day one rather than bolted onto an older SEO product. Goodie combines monitoring, optimization, attribution, and content intelligence in one system, tracking brand mentions across ChatGPT, Gemini, Perplexity, Claude, Copilot, and DeepSeek. Its GEO content writer structures brand-safe content for LLMs and can be trained on your voice. Best for mid-market brands that want a built-in optimization layer alongside the tracking. Pricing is mid-market monthly.
AI search analytics aimed squarely at marketing teams and agencies. Peec measures share of voice, position, sentiment, and the citation sources that shape how models describe you, across ChatGPT, Perplexity, Gemini, Copilot, and Google AI Mode. It separates direct brand mentions from source citations, and lets you filter by model, country, and prompt intent to compare awareness versus purchase-intent prompts. Best for teams that want clean, segmentable analytics and benchmarking without enterprise overhead. It offers lower-cost, prompt-based tiers with add-ons for extra models.
The most affordable way to start. Otterly tracks brand mentions and domain citations across ChatGPT, Perplexity, and Google AI Overviews, with automatic brand reports, GEO audits that check whether engines can crawl your content, and competitor benchmarking. Used by a large base of marketing professionals and recognized across several review platforms. Best for a founder who wants a cheap, real baseline before committing budget. Entry pricing is the lowest of this group.
Tool, DIY, or a system
Once you've seen the gap, you have three ways to close it. They are not mutually exclusive, and the right mix depends on your stage.
- 01Do it yourselfRun the queries manually, read the answers, and rebuild your own pages for extraction. Free, and the right first move for nearly everyone. The constraint is time. Manual tracking does not scale past a handful of queries, and page-by-page rebuilds compete with everything else a founder is doing.
- 02Buy a toolAutomate the measurement. A tool gives you continuous tracking, more engines, more prompts, and competitor benchmarking. It tells you precisely where you stand. What it does not do is the structural work that changes where you stand.
- 03Run a systemHave a team and a set of agents act on the data: rebuild pages, fix entity consistency, earn third-party validation, and track whether citation rate actually moved. This is the layer SuperMarketers operates in. It works alongside a tool, not instead of one - the tool is the instrument, the system is the work.
Most founders move down this list as they grow: DIY to baseline, a tool once tracking matters weekly, a system once the bottleneck becomes execution.
When a tool isn't enough
Here is the pattern I see in our audits. A company buys a good tool, gets a clean dashboard, learns it appears in 1 of 10 buyer queries while a competitor appears in 7, and then nothing changes for two quarters. The data was never the missing piece. Acting on it was.
A tool surfaces the gap with precision. It cannot rewrite your category page so an engine can extract a clean definition, make your entity description consistent across your site and the third-party sources LLMs trust, or earn you the analyst mention that tips a citation your way. Those are the things that move the number, and every one is work, performed and maintained over time.
That is not a knock on the tools. The good ones are precise, fast, and worth paying for. It is a correction to the assumption that buying one is the same as fixing the problem. The dashboard is the instrument panel; someone still has to fly the plane.
SuperMarketers runs the execution layer through Claude Code agents - an AI visibility system, not a writing service. The agents rebuild pages for extraction, keep entity descriptions consistent, and track citation rate against the 9-dimension AI Visibility Score. The tools tell us where to point. The system does the pointing-and-moving. Disclosure: this is our offer, so weigh it as one.
How to choose, by stage and budget
- Pre-seed to seed: start free, then go cheap.Run the manual audit first. If you want it automated, an entry-level monitor like Otterly.AI or Peec AI gives you a real baseline without a meaningful budget line. Spend your effort on rebuilding three pages, not on a premium dashboard you won't have time to act on.
- Series A: pick monitoring plus guidance.This is the window where AI visibility either compounds or stalls. A platform like Goodie or AthenaHQ that pairs tracking with optimization direction earns its cost: it tells you what to fix, not just that you're behind.
- Series B and beyond: track many engines, then resource the execution.Profound or Scrunch will track the full surface across engines, seats, and competitors. At this stage the bottleneck is rarely seeing the gap - it's the team to close it. That is where a system layer alongside the tool pays off.
- Whatever the stage: separate the instrument from the work.Budget for measurement and for action as two line items. Companies that fund only the first get a precise, well-formatted record of staying invisible.
If you've concluded a tool alone won't move your number, that is the correct conclusion, and it's the reason this page exists. Measurement is step one. Getting cited is the work that follows, covered in our guide to getting cited by ChatGPT.