The Best AI Visibility Tools for PR Firms in 2026

PR firms face a growing challenge. Clients want to know how their brands appear in AI search results. But most AI visibility tools are built for SEO agencies. They focus on keyword rankings and organic traffic. These metrics matter less for PR teams who need to track brand reputation, message accuracy, and share of voice.

This guide reviews the best AI visibility tools for PR firms. We tested each platform against eight criteria that matter most to communications teams. These criteria cover everything from brand accuracy to client reporting.

The Evaluation Framework

PR firms need more than basic mention tracking. The eight criteria below show what communications teams should look for. These features help protect brand reputation, prove ROI, and guide strategic decisions.

Evaluation Criteria	Why It Matters for PR Firms
Brand Consistency Scoring	Ensures accurate brand representation across AI models and web searches
Multi-Platform Coverage	Monitors all major AI assistants, not just one or two platforms
Feature & Differentiator Accuracy	Validates that AI platforms correctly describe product features and competitive advantages
Discovery Query Tracking	Identifies which questions trigger brand mentions to inform content strategy
Competitive Benchmarking	Tracks multiple competitors simultaneously with customizable lists
White-Labeling & Workflow Integration	Exports data into presentation-ready formats like PDF and PowerPoint
Historical Trending & Change Detection	Measures visibility shifts after PR campaigns, launches, or crises
Category Entry Point Analysis	Identifies buying situations and use cases where brands appear

Platform Comparison Chart

Tool	Brand Consistency	Multi-Platform	Feature Accuracy	Query Tracking	Competitive Benchmarking	White-Labeling	Historical Trends	Category Entry Points	Pricing	Overall
Spyglasses	Full	Full	Full	Full	Full	Full	Full	Full	$$	8/8
Meltwater GenAI Lens	Full	Full	Full	Full	Full	Full	Full	Limited	$$$$$	7.5/8
Profound	Full	Full	Full	Full	Full	Full	Full	Full	$$$$$	8/8
Peec AI	Limited	Full	Limited	Full	Full	Limited	Full	None	$$	5/8
Gumshoe AI	Limited	Full	Limited	Full	Full	Limited	Full	Full	$$$	5.5/8
Scrunch AI	Full	Full	Full	Full	Full	Full	Full	Full	$$$$	8/8
Otterly.AI	Limited	Full	Limited	Full	Limited	Limited	Full	None	$	4/8
SEMRush AI Toolkit	Limited	Full	Limited	Full	Full	Full	Full	Limited	$$$	5.5/8

NOTE: Because pricing can depend on several factors we use a price classification rather than list specifics: $ = Under $50/mo | $$ = $50-250/mo | $$$ = $250-500/mo | $$$$ = $500-1,000/mo | $$$$$ = $1,000+/mo or enterprise pricing

A comparison chart showing 8 AI Visibility platforms and their support for features important to PR firms

Detailed Platform Analysis

Spyglasses

Overall Score: 8/8 | Pricing: $$

Spyglasses is an AI visibility platform built for PR firms first. The platform combines brand consistency scoring with competitive analysis. It also offers white-label reporting at an accessible price.

Key Strengths:

Brand Consistency Scoring: Measures how each AI platform describes your brand. Covers ChatGPT, Claude, Perplexity, and Google Gemini. Shows consistency gaps so you know where messaging needs work.
Multi-Platform Coverage: Tracks all major AI assistants. This includes ChatGPT, Google AI Overviews, Claude, Perplexity, and Google Gemini. Works with both standard and web-browsing modes.
Feature & Differentiator Accuracy: Checks if AI platforms describe your product features correctly. Compares AI descriptions against your actual brand messaging.
Discovery Query Tracking: Shows which prompts trigger brand mentions. Tracks share of voice, mentions, and citation sources.
Competitive Benchmarking: Monitors multiple competitors with custom lists. Shows how often competitors appear in AI responses.
White-Label Reports: Creates presentation-ready PDF reports branded for your agency. Reports include executive summaries and competitor comparisons.
Historical Trending: Tracks changes over time. Helps measure the impact of PR campaigns, launches, or crisis response.
Category Entry Point Analysis: Shows buying situations where brands appear. Tracks how customer journeys surface brand mentions.
Agency-Friendly Pricing: Starts at $199/month for agency plans. Uses usage-based pricing. No enterprise minimums or long contracts required.

Limitations:

Newer Platform: Less established than enterprise tools like Meltwater.
Limited Traditional Media Integration: Focuses on AI visibility rather than traditional media monitoring.

Best For: PR firms who need brand consistency, share of voice, and other PR-focused metrics along with white-label reporting at a price point that doesn't erode margins.

Meltwater GenAI Lens

Overall Score: 7.5/8 | Pricing: $$$$$

Meltwater has added AI visibility tracking to its media monitoring platform. The GenAI Lens serves organizations that already use Meltwater's tools.

Key Strengths:

Unified Dashboard: Shows AI visibility metrics alongside traditional media and social listening data. Everything lives in one interface.
Multi-Platform Coverage: Monitors ChatGPT, Claude, Gemini, Perplexity, Grok, and DeepSeek. Provides real-time monitoring.
Competitive Intelligence: Tracks competitor mentions across AI platforms. Includes share-of-voice analysis.
Risk Detection: Finds misinformation and sentiment shifts across AI platforms.
Exportable Insights: Includes sentiment, emotion, keywords, and source links for stakeholder reports.

Limitations:

Category Entry Point Analysis: Tracks prompts and topics. Does not generate prompts based on buying situations.
Enterprise Pricing: Starts well above $1,000/month. This makes it less accessible to smaller PR firms.
Bundled Product: AI visibility is part of a larger platform. You may pay for features you don't need.

Best For: Large PR agencies that already use Meltwater. Good for teams that want AI visibility added to existing media monitoring.

Profound

Overall Score: 8/8 | Pricing: $$$$$

Profound is a venture-funded platform built for AI visibility tracking. It captures data from actual AI interfaces rather than relying only on API calls. It primarily focuses on marketing teams at larger organizations.

Key Strengths:

Direct Interface Monitoring: Queries AI search engine front-ends like ChatGPT with browsing and Perplexity's real-time search.
Multi-System Intelligence: Aggregates results from 10+ AI engines. This includes ChatGPT, Claude, Perplexity, Gemini, Copilot, DeepSeek, Grok, and Meta AI.
Brand Consistency Scoring: Includes sentiment analysis and context tracking.
Prompt Volume Data: Uses real user prompt data to recommend valuable queries to track.
Competitive Benchmarking: Provides competitor analysis with citation tracking.
Historical Trending: Tracks changes with daily or weekly monitoring.

Limitations:

Enterprise Pricing: Starts at $4,000 - $15,000/month.
Data Freshness: Some users report data updates may lag several days.
Complexity: Has a steep learning curve for non-technical users.

Best For: Internal marketing teams that also handle PR and have technical staff and budget for enterprise-level tools.

Peec AI

Overall Score: 5/8 | Pricing: $$

Peec AI offers a mid-range option focused on simplicity. It works well for marketing teams tracking AI search visibility.

Key Strengths:

Multi-Platform Coverage: Monitors ChatGPT, Perplexity, Claude, Gemini, and Google AI Overviews. Runs prompts daily.
Discovery Query Tracking: Has a prompt management system. Suggests prompts based on website content.
Competitive Benchmarking: Tracks share of voice and competitor movement.
Sentiment Tracking: Includes brand sentiment analysis.
Quick Setup: Fast setup with suggested prompts and onboarding help.

Limitations:

Brand Consistency: No scoring or accuracy checking for brand descriptions.
Feature Accuracy: Limited ability to verify if AI platforms describe products correctly.
White-Labeling: Basic export only. No dedicated white-labeling for client presentations.
Category Entry Points: No automated analysis of buying situations.
Historical Data: Only 30 days of history on lower-tier plans.

Best For: Marketing agencies who need simple AI visibility tracking without enterprise cost.

Gumshoe AI

Overall Score: 5.5/8 | Pricing: $$$

Gumshoe uses persona-based tracking. It shows how different audience groups see brands in AI search results.

Key Strengths:

Persona-Based Tracking: Creates buyer personas like CTOs or marketing directors. Tracks how AI shows your brand to each group.
Multi-Platform Coverage: Tracks ChatGPT, Gemini, AI Overviews, Perplexity, Claude, Grok, and DeepSeek.
Category Entry Point Analysis: Shows which buying situations trigger brand mentions for different personas.
Discovery Query Tracking: Runs conversations with AI models to find which prompts mention your brand.
Competitive Benchmarking: "Share of LLM" metric shows how often brands get mentioned versus competitors.

Limitations:

Brand Consistency: No sentiment analysis. Shows mentions but not if they're positive or negative.
White-Labeling: Limited export and reporting for client presentations.
Workflow Integration: Works mainly as a standalone monitoring tool.
Feature Accuracy: Does not check if AI platforms describe product features correctly.

Best For: B2B marketing agencies focused on how different stakeholder groups see their brand. Works well for complex sales cycles.

Scrunch AI

Overall Score: 8/8 | Pricing: $$$$

Scrunch AI is an enterprise platform with broad AI engine coverage. It offers advanced features for large organizations.

Key Strengths:

Multi-Platform Coverage: Monitors ChatGPT, Claude, Perplexity, Gemini, Google AI Overviews, AI Mode, Meta AI, and Copilot.
Brand Consistency Scoring: Includes sentiment analysis and attribute tracking.
Competitive Benchmarking: Side-by-side competitor comparison with share-of-voice tracking.
White-Labeling & Integration: SOC 2 compliant. Has API access, custom dashboards, and exportable reports.
Historical Trending: Daily updates for recent prompts. Has 3-day standard refresh cycles.
Category Entry Point Analysis: Persona and geography-based tracking. Generates prompts for different customer journey stages.

Limitations:

Pricing: Starts at $300/month. Enterprise tiers cost more.
Complexity: Steep learning curve. May be more than smaller PR firms need.
Prompt Limits: Each AI engine counts against prompt limits. This can be confusing.

Best For: Enterprise marketing agencies and large teams managing multiple brands.

Otterly.AI

Overall Score: 4/8 | Pricing: $

Otterly.AI provides affordable AI search monitoring. It focuses on simplicity for smaller teams.

Key Strengths:

Affordable Entry Point: Starts at $29/month with a 14-day free trial.
Multi-Platform Coverage: Tracks Google AI Overviews, ChatGPT, Perplexity, Gemini, Copilot, and AI Mode.
Discovery Query Tracking: Finds relevant search prompts based on keywords or URLs.
Daily Monitoring: Tracks search prompts daily across platforms.
Brand Reports: Shows mentions, coverage, and domain citations.

Limitations:

Brand Consistency: No scoring or accuracy checking.
Competitive Benchmarking: Limited competitor tracking compared to other tools.
White-Labeling: Basic export only. No white-labeling features.
Historical Trending: Weekly trendlines. Limited historical data on lower tiers.
Category Entry Points: No analysis of buying situations.

Best For: Small marketing agencies, startups, and solo practitioners who need basic tracking at low cost.

SEMRush AI Visibility Toolkit

Overall Score: 5.5/8 | Pricing: $$$

SEMRush has added AI visibility tracking to its SEO platform. This creates a hybrid option for teams already using SEMRush tools.

Key Strengths:

Unified Platform: Combines SEO tools with AI visibility tracking in one interface.
Multi-Platform Coverage: Tracks ChatGPT, Google AI Overviews, AI Mode, Perplexity, and Gemini.
Competitive Benchmarking: Visibility Gap Analysis finds prompts where competitors appear but you don't.
White-Labeling: White-label PDF reports and Looker Studio integration for agencies.
Historical Trending: Daily prompt tracking with historical data.
Discovery Query Tracking: Finds real user queries with volume and difficulty metrics.

Limitations:

Brand Consistency: Limited scoring and accuracy checking.
Feature Accuracy: No verification of product descriptions.
Category Entry Points: Keyword-level tracking rather than buying situation analysis.
SEO Focus: Built for SEO professionals. May feel overwhelming for PR teams.
Bundled Product: Requires existing SEMRush subscription.

Best For: Marketing agencies and PR firms already using SEMRush who want to add AI visibility without adopting a separate platform.

Key Insights for PR Firms

The Enterprise vs. Accessibility Divide

The AI visibility market splits into two tiers.

Enterprise Tier (Meltwater, Profound, Scrunch): These tools offer full features, SOC 2 compliance, API access, and white-labeling. They start at $300/month and often reach \$ 4,000 - $15,000/month. They serve large organizations or large agencies with multiple enterprise clients.

Mid-Market Tier (Spyglasses, Peec, Gumshoe, Otterly, SEMRush): These range from $29 - $250/month. Spyglasses delivers enterprise-level features at mid-market pricing. Peec and Otterly focus on simplicity. Gumshoe offers persona-based insights. SEMRush works best for teams already in its system.

Critical Gap: Brand Consistency Scoring

Most tools track whether you get mentioned. Few check how accurately AI platforms describe your brand. Spyglasses, Meltwater, Profound, and Scrunch lead here with sentiment analysis and source tracking. PR firms should pick platforms that can spot when AI mis-states product features or brand positioning. This matters for reputation management.

Workflow Integration Remains Immature

Despite promises of white-labeling and export features, most platforms struggle to deliver presentation-ready insights. PR firms should test export functions during trials. Make sure data can become client-ready reports without manual reformatting.

Category Entry Point Analysis: A Strategic Resource

Only Spyglasses, Profound, Scrunch, and Gumshoe offer automated category entry point analysis. This shows which buying situations trigger brand mentions. It transforms AI visibility from a monitoring tool into a strategic planning resource. It reveals content gaps and PR opportunities tied to customer journeys.

Recommendations by Use Case

For PR Agencies Seeking Value: Choose Spyglasses. It offers full feature coverage at $199/month for agency plans. That's a fraction of enterprise pricing.

For Enterprise PR Agencies with Large Budgets: Consider Scrunch AI or Meltwater GenAI Lens. Scrunch offers broad platform coverage, though its data is presented in an SEO context. Meltwater integrates with traditional media monitoring.

For Firms Willing to Adapt SEO-Focused Outputs: Peec AI balances features and cost. Gumshoe AI offers persona insights for B2B clients.

For Budget-Conscious Teams: Otterly.AI offers basic monitoring at $29/month. You lose competitive depth and brand consistency features.

For SEMRush Users: The AI Visibility Toolkit integrates with existing SEO workflows. Good for teams already in the platform.

Wrapping Up

AI visibility tracking has become essential for PR teams. The best platforms do more than count mentions. They provide strategic intelligence that shapes content strategy, media outreach, and crisis preparedness.

For most PR firms, Spyglasses offers the best mix of features and pricing. It covers all eight evaluation criteria at a price that works for agencies of any size. Enterprise teams with larger budgets may prefer Scrunch or Meltwater for added integrations and compliance features.

No matter which tool you choose, start establishing AI visibility baselines now. How your clients' brands appear across AI platforms will matter more each year as these systems influence more buying decisions.