CAREER & HIRING ADVICE

AI platforms are rapidly becoming the primary way customers discover, compare, and choose brands. If you’ve spent the last decade perfecting your SEO strategy, the question you’re now fielding in leadership meetings isn’t “where do we rank on Google?” but “does ChatGPT even know we exist?”

AI share of voice — how often your brand gets mentioned versus competitors in AI-generated answers — has become one of the most important metrics for AI search performance. It tells you whether you’re part of the conversation when buyers ask ChatGPT, Perplexity, Gemini, Copilot, and others for recommendations in your category. And if you’re not showing up, someone else is.

This guide breaks down five tools for measuring AI share of voice: Scrunch, Semrush, Peec AI, Adobe LLM Optimizer, and HubSpot’s free tool. It compares what each does well and where each falls short, and walks through how to measure it step by step. Evaluations are based on hands-on product testing, publicly available product pages, third-party reviews from G2, published case studies, and listed pricing. 

Scrunch: Best for enterprise use

Scrunch is a full-stack AI visibility platform that serves enterprise brands like Lenovo, Dell, Akamai, and over 500 other companies. It’s purpose-built for AI search, not a bolt-on feature added to an existing SEO tool.

Standout features

End-to-end platform (monitor → audit → optimize → deliver). Most tools in this space only track mentions. Scrunch covers the full lifecycle:

• Monitor: Tracks brand presence, position, sentiment, and citations across all major AI platforms.
• Audit: Site Maps and Deep AI Audits diagnose access control problems, content delivery issues, and content quality gaps at the page level.
• Optimize: Generates AI-friendly content automatically or provides detailed recommendations for manual updates.
• Deliver: The Agent Experience Platform (AXP) serves optimized content directly to AI user agents. This enables you to increase share of voice in AI search without disrupting the human web experience. 

Granular data filtering by persona, funnel stage, topic, geography, and AI platform. Scrunch lets you create customer personas, assign prompts by funnel stage and topic, and filter all data across those dimensions. You can slice share of voice and competitive benchmarking data by topic, persona, funnel stage, country, branded vs. non-branded prompts, AI platform, and more. That level of granularity is critical for enterprise teams that need to understand competitive positioning at the segment level, not just in aggregate.

Enterprise-grade infrastructure. SOC 2 Type II certified, SAML/OAuth-based SSO, role-based access controls, multi-brand/multi-domain/multi-region/multi-language support, a Data API for integration with existing tools, and a prebuilt Looker Studio template. 

Strengths

Broadest LLM coverage. Scrunch tracks across 8 AI platforms on the Enterprise plan: ChatGPT, Claude, Perplexity, Gemini, Meta AI, Google AI Mode, Google AI Overviews, and Microsoft Copilot, with Grok coming soon.

Proven customer results with documented case studies. This is where Scrunch separates itself from tools that are still waiting on proof points:

• Runpod achieved 4x growth in new paying customers per month after adopting Scrunch.
• Tinybird reported 3x growth in share of voice for core, non-branded prompts.
• Strapi reported 31% growth in brand presence across all AI platforms within 4 months.

4.6 out of 5 rating on G2 with strong user sentiment. A few standout reviews:

“I use Scrunch AI to track my company’s ranking and share of voice across LLMs. My favorite feature is the ability to track custom prompts and roll them up into central categories, giving us a real-time pulse on how our brand is performing against our competition on a granular level.”  Scott S. (G2 review)

“For the price point, they give us the most features for what we’re spending compared to other tools…” Matthew B. (G2 review)

“I’m impressed with their transparency and the way they’re meeting the demands of the emerging AI visibility monitoring category.” Caroline E. (G2 review)

Fast implementation. Many customers, including large enterprises, are deployed and collecting data within one day. Scrunch auto-generates competitors, personas, and topics during setup, which cuts the typical onboarding ramp significantly.

Limitations

AI-generated content creation is still maturing. Scrunch’s Optimizer can generate AI-friendly content and recommendations, but general-purpose content creation capabilities are still evolving. Teams with advanced content generation needs may need to supplement with additional tools.

No native SEO toolkit. Unlike Semrush, Scrunch is focused exclusively on AI search and doesn’t include traditional SEO tools like keyword tracking or backlink analysis. Teams that need both will likely pair Scrunch with a separate SEO platform.

Export limitations noted by some users. A few G2 reviewers mentioned that not all features within the platform support exporting, which can limit direct client reporting in some workflows. 

Pricing

Scrunch offers two tiers for brands and two for agencies:

• Core (brands): $250/month — 125 unique prompts, 5 site audits/month, 1 brand workspace, 5 user licenses, and 4 LLMs (ChatGPT, Perplexity, Google AI Overviews, Microsoft Copilot).
• Enterprise (brands): Custom pricing — everything in Core plus custom prompt volume, full site audits, custom workspaces, custom user licenses, SSO, a dedicated account team, and 8 LLMs (Grok coming soon).
• Agency Core: $500/month. 
• Agency Enterprise: Custom pricing.
• Free trial: 7-day free trial of the Core plan (no credit card required).

Best for

Scrunch is the strongest fit for enterprise and mid-market brands that need a full-stack AI visibility solution — monitoring, auditing, optimization, and content delivery — in one platform. 

It’s also well-suited for:

• teams managing multiple brands, regions, or languages that require enterprise security (SOC 2 Type II, SSO, RBAC) 
• marketing leaders who need to connect AI share of voice metrics to business outcomes 
• agencies looking for a unified workspace to manage multiple client brands.

Semrush AI Visibility Toolkit: Best for teams already in the Semrush ecosystem

The Semrush AI Visibility Toolkit is an add-on module within the broader Semrush ecosystem. It’s designed for marketers who already rely on Semrush for traditional SEO and want to extend their tracking into AI-generated search results. 

Standout features

Unified SEO + AI visibility in one platform. For teams already using Semrush for keyword research, backlink analysis, or content marketing, the AI Visibility Toolkit sits in the same interface. No new logins, no separate dashboards. You can compare traditional Google rankings side-by-side with ChatGPT or AI Mode rankings in the same Position Tracking campaign.

Prompt Research (keyword research for the AI era). This feature lets you discover what questions audiences are asking AI platforms, estimate AI Topic Volume, and analyze prompt intent. 

Brand Performance reports with AI-generated strategic recommendations. The Brand Performance suite analyzes share of voice, sentiment, narrative drivers, and questions across AI platforms. An AI-generated “Insights” section provides actionable recommendations based on the data, helping turn analysis into strategy.

Strengths

Massive existing user base and brand trust. Semrush is one of the most recognized names in digital marketing with 10M+ users. For teams already invested in the ecosystem, adding AI visibility is a natural extension.

Comprehensive traditional SEO integration. The ability to correlate AI visibility with traditional search performance (keyword rankings, backlinks, site audit issues) in a single platform is an advantage for teams managing both channels.

Limitations

AI visibility is an add-on, not the core product. Semrush’s primary strength remains traditional SEO. The AI Visibility Toolkit doesn’t include AI content optimization, content delivery to AI agents, or the full-stack audit-to-deploy workflow that dedicated AI visibility platforms offer.

Limited LLM coverage compared to AI-native tools. The Brand Performance suite tracks 5 AI platforms (AI Mode, ChatGPT, Perplexity, Gemini, SearchGPT). It doesn’t currently track Claude, Meta AI, Microsoft Copilot, or Grok.

Pricing

Semrush offers several different pricing packages:

• AI Visibility Toolkit (standalone): $99/month per domain (25 custom prompts, no free trial when purchased separately).
• Semrush One (SEO + AI Visibility bundle): Starter at $199/month (50 prompts, 500 keywords), Pro+ at $299/month (100 prompts, 1,500 keywords), Advanced at $549/month, and Enterprise at custom pricing.
• Free trial: 14-day trial available for Semrush One Starter and Pro+ plans. No free trial for standalone AI Visibility Toolkit.
• Additional domains or Brand Performance locations: $99/month each.

Best for

Semrush is the strongest fit for SEO teams and full-stack marketers already using Semrush who want to add AI visibility tracking without switching platforms. It also works well for small to mid-sized businesses that want a single subscription covering both traditional SEO and AI visibility.

Peec AI: Best for lightweight AI search analytics

Peec AI is a focused AI search analytics platform designed for marketing teams and SEO agencies that want a streamlined approach to tracking brand visibility in AI responses. It emphasizes simplicity — set up prompts, see your visibility, and act on citation insights — without the complexity of broader marketing suites.

Standout features

Daily tracking cadence with clear metrics. Peec AI executes prompts once every 24 hours across selected AI models, providing reliable daily trend data. The dashboard centers on three core metrics: Visibility (share of chats mentioning your brand), Position (average ranking in AI responses), and Sentiment (tone of mentions).

Looker Studio connector and API. Peec AI offers a native Google Looker Studio connector for building custom client-ready dashboards. It also offers API access for automating reporting and integrating into existing workflows. CSV exports are available as well.

Strengths

Simplicity and focus. Peec AI avoids feature bloat. Users have praised its ability to keep things simple without the information overload that some competitors introduce.

Unlimited users on all plans. Unlike tools that charge per seat, Peec AI includes unlimited users on every plan, making it cost-effective for agencies or larger teams that don’t want to worry about seat math.

Limitations

Limited model selection on lower tiers. Starter, Pro, and Advanced plans allow users to choose only 3 AI models. Access to all models requires the Enterprise plan, and adding models to lower tiers costs extra ($35-$165/month depending on plan).

No content optimization or delivery features. Peec AI is an analytics and monitoring tool. It doesn’t include site auditing, content optimization, or content delivery capabilities. Teams will need separate tools or manual workflows for acting on the insights it surfaces.

No enterprise-grade security features on lower tiers. SSO and API access are only available on the Enterprise plan.

Pricing

Peec AI offers several different pricing packages:

• Starter: $95/month — 50 prompts, 3 models, unlimited users, daily tracking, 1 project.
• Pro: $245/month — 150 prompts, 3 models, unlimited users, daily tracking, 2 projects.
• Advanced: $495/month — 350 prompts, 3 models, unlimited users, daily tracking, 5 projects, multi-country, GSC/GA/Looker integrations.
• Enterprise: Custom pricing — fully customizable prompts, all models, unlimited projects, API access, SSO.
• Add-ons: Additional AI models starting at $35/month (Starter), $85/month (Pro), or $165/month (Advanced).

Best for

Peec AI is the strongest fit for SEO managers and content strategists who want a clean, focused AI analytics tool without extra complexity. It also works well for agencies that need unlimited user seats and Looker Studio integration for client reporting. Adobe LLM Optimizer: Best for large brands in the Adobe ecosystem

Adobe LLM Optimizer: Best for large brands in the Adobe ecosystem

Adobe LLM Optimizer is an enterprise-grade generative engine optimization solution within the Adobe Experience Cloud. It helps brands monitor visibility across major LLMs, receive prescriptive content recommendations, and deploy optimizations.

Standout features

Auto-optimization workflow (identify → suggest → optimize). Adobe LLM Optimizer goes beyond tracking. It automatically identifies opportunities to improve AI visibility, generates machine-learning-driven content suggestions, and lets teams implement fixes — either through AEM Sites with one-click deployment or through custom CMS integrations via API. 

Agentic traffic detection and referral tracking. Adobe excels at detecting AI crawler activity (from AI assistants, LLM-based browsers, and AI-powered agents) that most traditional analytics platforms miss. It connects AI-driven visibility to downstream user behavior, engagement, conversion, and traffic metrics.

Strengths

Deep integration with the Adobe ecosystem. For organizations already using Adobe Experience Manager, Adobe Analytics, or other Adobe Experience Cloud products, LLM Optimizer fits naturally into existing workflows. One-click deployment via AEM Sites eliminates the need for manual content updates.

Enterprise-grade content delivery. Adobe’s edge deployment capabilities (similar in concept to Scrunch’s AXP) can serve optimized content to AI bots without code changes, making technical implementation faster for large, complex sites.

Limitations

Very high entry price. The minimum purchase is 1,000 prompts on an annual contract, with pricing starting at approximately $115,000 per year. That makes the tool inaccessible for startups, SMBs, and many mid-market companies. There’s no self-serve purchase option.

Requires Adobe ecosystem investment for full value. One-click deployment — the tool’s most distinctive capability — requires Adobe Experience Manager Sites. Organizations not already in the Adobe ecosystem will miss a significant part of the value proposition. Custom CMS integration is available via APIs but requires additional development work.

Limited AI platform coverage compared to dedicated tools. Adobe currently tracks ChatGPT, Google AI Overviews, Google AI Mode, Microsoft Copilot, Google Gemini, and Perplexity. It doesn’t appear to track Claude, Meta AI, or Grok.

Pricing

• Prompt-based annual licensing: Minimum purchase of 1,000 prompts per year, with additional prompts available in increments of 200. Volume discounting applies.
• Estimated starting price: Approximately $115,000/year for the entry-level tier.
• No monthly or self-serve pricing options.

Best for

Adobe LLM Optimizer is the strongest fit for large enterprises already invested in the Adobe Experience Cloud ecosystem (AEM Sites, Adobe Analytics, etc.) that have six-figure+ budgets for AI visibility and need closed-loop optimization with one-click deployment. 

HubSpot’s AI Share of Voice Tool: Best for free AI visibility snapshots

HubSpot’s AI Share of Voice Tool is a free, form-based tool that provides a one-time snapshot of your brand’s AI share of voice across GPT-4o, Perplexity, and Gemini. HubSpot also offers a related AEO Grader tool that evaluates brand performance across five dimensions: brand recognition, competitive positioning, contextual relevance, sentiment, and citation frequency.

Standout features

Free, zero-barrier entry point. No subscription, no credit card, no software installation. You enter a company name and industry and receive a share of voice report with specific recommendations. 

Automated competitor identification and query generation. You don’t need to pre-define competitors or prompts. The tool automatically identifies top competitors and generates queries specific to your market.

Score-based output with actionable recommendations. The Share of Voice Tool delivers a score (out of 20) measuring how frequently your brand appears in AI responses. The AEO Grader provides a more detailed assessment, including brand archetype classification, sentiment trends, narrative themes, and optimization recommendations.

Strengths

Completely free. Very few tools on the list (except Scrunch’s free Brand Audit tool) offer an AI share of voice assessment at zero cost. For teams evaluating whether AI visibility matters to their business, this is a logical starting point.

Low-effort, high-value first step. The tool generates insights without requiring you to configure prompts, add competitors, or set up tracking. It’s a useful entry point for marketers who are new to AI share of voice and want to see what the data looks like before committing to a platform.

Limitations

Snapshot, not ongoing monitoring. The tool generates a one-time report. It doesn’t provide daily or weekly tracking, trend analysis, or historical data. You’d need to re-run the analysis manually to track progress over time.

Limited AI platform coverage. Only tracks GPT-4o, Perplexity, and Gemini. Doesn’t cover ChatGPT Search, Google AI Mode, Google AI Overviews, Claude, Microsoft Copilot, Meta AI, or Grok.

Lead generation purpose. The tool is designed to capture leads for HubSpot’s broader product ecosystem. Accessing the full report requires completing a form with business information.

No content optimization, site auditing, or technical capabilities. The tool is purely diagnostic at a high level. It doesn’t audit your site, suggest content fixes, or deploy optimizations.

Pricing

Free. No paid plans, no subscription required. Full report access requires submitting a lead form.

Best for

HubSpot’s tool is the strongest fit for marketers getting their first exposure to AI share of voice who want a free, no-commitment starting point. It’s also useful for teams evaluating whether AI visibility is a relevant channel before investing in a paid tool, and for small businesses or solopreneurs who need a quick competitive snapshot without a budget for dedicated platforms.

How to measure AI share of voice

Understanding which tools exist is the first step. But tools don’t measure anything until you set them up and know what to look at. Here’s a practical guide to measuring AI share of voice and running competitive benchmarking across AI platforms using Scrunch.

Step 1: Set up your brand and competitors. Sign up for Scrunch (7-day free trial available) and add your brand website. Scrunch auto-generates competitors, personas, and topics to get you started. Customize your brand context in the AI Context tab so the platform reflects how your audience actually searches.

Step 2: Add prompts to track. Add prompts manually, import via CSV, or let Scrunch’s AI generate them based on your brand. You can also convert existing SEO keywords into AI search prompts. Prioritize high-intent, non-branded prompts that represent core product categories and audience demand.Step 3: Track aggregate AI share of voice. Navigate to the Home tab.

The Competitive Presence panel shows your brand’s presence versus competitors across all configured AI platforms. Use the date selector and filters (AI platform, topic, persona, funnel stage, geography) to slice the data based on what matters most to your business.

Step 4: Drill into topic- and prompt-level share of voice. Navigate to the Prompts Monitoring tab. Filter by Key Topics to compare share of voice across subject areas. Click into individual prompts to view competitive presence by prompt variants across different AI platforms, and review actual AI responses to see exactly how competitors show up.

Step 5: Analyze citation-level share of voice. Navigate to the Citations tab. Review Citations by Owner (your brand vs. competitors vs. third parties) and Top Domains Cited. This tells you which content is driving AI visibility and where you need to improve or create new content to compete.

Step 6: Track changes over time and act. Use the date selector (default: last 12 weeks) to spot rising or falling trends. Compare your trajectory to competitors, run site audits to fix technical issues blocking citations, and create or update content that exceeds what’s currently being cited. 

For a deeper walkthrough, check out Scrunch’s full how to measure AI share of voice guide. And sign up for Scrunch’s 7-day free trial to put this guide into action.