If you are looking for ways to track your brand’s visibility in AI search results and LLMs, that is what the Semrush AI Visibility Toolkit is for.
I’ve been using it for the past year as part of my Semrush One plan to understand how AI models see my website, which pages they cite, and where my brand shows up in AI search.
It actually helped me spot a brand entity mismatch. That discovery was one of the reasons I moved my old domain to Behind Rankings in May 2026. I wanted all brand mentions linked to one website only and to keep building a strong brand entity that Google and LLMs could clearly associate with my brand.
If you haven’t checked what AI models know about your brand yet, I think it’s worth doing. You might be surprised by what you find. For a broader look at how to approach this, check out my AI search optimization tips.
In this review, I’ll walk you through the Semrush AI Visibility Toolkit, including its main features, reports, pricing, limitations, and how it compares to other AI visibility tools. My goal is to help you decide whether it’s the right fit for your SEO strategy.
AI Visibility Toolkit: A quick look
- Purpose: To help you measure and improve your brand’s visibility and performance in AI-powered search results and LLMs, like ChatGPT, Perplexity, and Gemini.
- Main Reports and Features: Includes reports like Visibility Overview, Brand Performance, and AI Audience Insights, all of which I cover in detail below.
- Pricing: The toolkit is $99 per month per domain.
- Free trial: 7–day free trial.
- Platforms: The toolkit works across ChatGPT, Perplexity, Gemini, and Google’s AI Mode.
How the AI Visibility toolkit can help you:
- Measure your brand’s mentions and content citations across AI Mode, AI Overviews, and LLMs like ChatGPT and Gemini.
- Track AI search visibility of your brand in over 45 countries, including the US, UK, Canada, Australia, India, and Spain, for ChatGPT, Gemini, AI Overviews, and AI Mode.
- Audit your site for AI crawlability.
- Compare your site’s AI search visibility to competitors.
- Understand how AI tools perceive your brand.
- 1 domain for brand performance analysis
- 300 daily queries in AI Analysis reports
- 25 prompts for prompt tracking
If you want hands-on time before upgrading, Semrush offers a 7-day free trial for Semrush AI Visibility Toolkit. However, I recommend taking the 14-day free trial for Semrush One, because it lasts longer and also unlocks Semrush’s SEO toolkit.
Now let’s break down the key features.
Visibility Overview report
The Visibility Overview report helps you quickly assess how often your brand is mentioned by AI Mode, AI Overviews, ChatGPT, and Gemini.
One of the main metrics is the AI Visibility Score, which rates your brand’s overall visibility as Low, Medium, or High.
Semrush calculates this score by analyzing millions of AI-generated responses across different LLMs, including Google AI Mode and ChatGPT.
In my case, my score is currently Low because Behind Rankings is a new domain that I launched in May 2026, even though I’ve been building my website since 2021. After moving from the old domain, I’ve been focusing on helping Google and LLMs better understand my brand entity and associate it with the new website.
I’ve also been growing my presence on platforms like Instagram, LinkedIn, and Reddit to increase my brand mentions beyond my own website. Over time, that should help improve my AI visibility.
In fact, I recently had a great discussion with other SEO experts on LinkedIn about what really influences AI visibility. We shared ideas, challenged assumptions, and discussed what seems to be working. I’m putting together a dedicated post with all the key takeaways, so stay tuned and subscribe to my newsletter if you don’t want to miss it.
The AI Visibility report also includes a Topics & Sources section. You can use it to analyze:
- Prompts where your brand is mentioned and/or cited
- Prompts where your competitors are mentioned while your brand is not (you can specify competitor URLs)
- Cited domains
- Pages that are cited in LLMs and AI search results
I think this is one of the most helpful reports in the entire Semrush AI Visibility Toolkit.
Brand mentions only tell part of the story. To really understand your brand’s AI visibility, you also need to know which pages from your website are being cited and how often. The Topics & Sources section shows exactly that. You can see which pages AI models reference the most and the prompts that triggered those citations. It gives you a much better idea of what content AI actually finds useful.
It’s also worth mentioning that Bing Webmaster Tools has a similar report that tracks AI citations. However, in my experience, the cited page data doesn’t match what I see in Semrush, so it’s a good idea to compare both sources rather than relying on just one.
Brand Performance report
The brand performance report can help you better understand how LLMs perceive your brand against competitors. It shows your Share of Voice, overall brand sentiment, the main narratives associated with your brand, and even provides AI-generated recommendations.
To give you an idea of how it works, here’s what the report looks like for beehiiv, a well-established newsletter platform.
One thing to keep in mind: you can analyze almost any domain with the Brand Performance report. However, if you want to remove an existing project and replace it with a new domain, you’ll need to wait about two weeks before you can do that. It’s a small limitation that’s worth knowing in advance.
The two main metrics in this report are Sentiment and Share of Voice. Semrush automatically selects the competitors it compares your brand against. If a competitor you want to analyze isn’t included in the dropdown list, there’s currently no way to add it manually, which can be limiting depending on your niche.
After analyzing your brand’s Sentiment, Share of Voice, and how you compare to competitors, Semrush generates the AI Strategic Opportunities report. It’s basically a list of recommendations that could help improve your brand’s visibility in AI search.
I see these as helpful suggestions rather than a strategy. Some recommendations could make sense for your brand, while others may not. Semrush also doesn’t know what you’ve already done, so it can end up recommending things you’ve already implemented.
It’s definitely worth reviewing the report for ideas, but I wouldn’t rely on it as my main AI visibility strategy.
Prompt research
The Prompt Research feature can help you discover and prioritize topics to target. I’d say this is a bit like keyword research for AI visibility. In the screenshot below, you can see topic-level data like search volume, difficulty, and user intent to help you identify new opportunities.
After you type a keyword and hit “search,” Semrush tries to replicate the same query fan-out technique used by LLMs. It generates related queries around your main topic to help you understand what users might be asking.
I still believe traditional keyword research is very useful here. You can also use LLMs to generate related topic ideas or analyze the Queries report in Google Search Console to better understand which searches Google already associates with your content.
In my opinion, AI prompt research is a helpful addition to your SEO content strategy, but it should complement, not replace, the traditional research methods that already work.
Let me add a bit more context around query fan-out, as this concept might be new to you.
Google introduced and popularized the term “query fan-out” when it launched Google AI Mode, a conversational AI experience built into Google Search.
During the Google I/O 2025 keynote, Google Head of Search Elizabeth Reid explained:
“AI Mode isn’t just giving you information—it’s bringing a whole new level of intelligence to search. What makes this possible is something we call our query fan-out technique.
“Now, under the hood, Search recognizes when a question needs advanced reasoning. It calls on our custom version of Gemini to break the question into different subtopics, and it issues a multitude of queries simultaneously on your behalf.”
My pros & cons
Pros
- Covers multiple AI platforms, including ChatGPT, Gemini, Google AI Mode, and AI Overviews.
- Provides detailed reports for AI visibility, brand performance, sentiment, and citations.
- Helps uncover content gaps with features like Topics & Sources and prompt-level insights.
- A convenient option if you already use the Semrush SEO toolkit through the Semrush One plan.
Cons
- The $99/month price point can be expensive for smaller websites and individual creators.
- Brand Performance tracking is limited to one domain at a time.
- The base plan only allows you to track 25 prompts.
- Competitor comparisons are limited to the brands Semrush automatically suggests.
- Citation data, especially cited pages, may not always match other sources like Bing Webmaster Tools.
Pricing
Price: $99/month
Free trial: No, the AI Visibility Toolkit does not currently offer a free trial.
The toolkit includes:
- 1 folder
- 1 domain for Brand Performance analysis
- 300 daily queries in AI Analysis reports
- 1,000 daily queries in Prompt Research
- 25 prompts for Prompt Tracking
- AI Search Checks in Site Audit for up to 100 pages
- 10 CSV exports per day
For smaller businesses, bloggers, or individual creators, the $99/month price can be a significant investment. However, if your business operates in a competitive space or depends on building authority and brand visibility, the insights from this toolkit can make the cost worthwhile.
It’s also worth noting that Semrush One users get access to the AI Visibility Toolkit as part of the plan. Semrush One combines the traditional SEO toolkit with AI visibility features for $199/month. If you’re interested, I have a separate review covering Semrush One.
If you’re new to Semrush and want to understand what the platform offers before investing, I recommend checking out my Semrush review first.
Semrush AI Visibility Toolkit vs. Competitors
I put Semrush next to other SEO tools people ask me about most so you can compare limits without bouncing between five pricing pages.
| Criteria | Semrush AI Visibility Toolkit | Profound | Peekaboo AI | Otterly AI | Ahrefs’ Brand Radar | Indexly |
|---|---|---|---|---|---|---|
| Pricing | $99/m | Starter Plan $99/m Growth Popular $399/m | Starter plan $50/m | Peek plan $100/m Lite plan $29/m | Starts at $199/m for AI Overviews and AI Mode, but you can choose any other platform instead. For $699/m, you can track all platforms. | Starter plan $99/m Growth plan $299/m (includes AI Mode on top of other models). |
| Free trial | N/A | N/A | 14 days | 7 days | N/A | 7 days |
| Platforms | AI Mode, AI Overviews, ChatGPT, Gemini | ChatGPT only for Starter plan | AI Mode, AI Overviews, ChatGPT, Gemini | ChatGPT, Google AI Overviews, Perplexity, MS Copilot | Google AI Overviews & AI Mode All platforms – Enterprise plan Claude, Google AI Mode, Gemini as paid add-ons | ChatGPT, Perplexity, Gemini, Microsoft Copilot |
| Prompts for tracking | 25 prompts | 50 prompts for Starter plan.
| 40 prompts | 15 prompts for Lite users. 100 prompts for Standard users | Included in Ahrefs plans, or can be purchased separately. Custom prompts tracking starts at $50/m for 80 prompts | 50 prompts for Starter plan. 100 prompts for the Growth plan |
| Prompt update frequency | Daily | Daily | Every two days for Starter plan users. All the other plans – daily | Daily | Daily | N/A |
A few practical notes from my side:
- Semrush is a good choice if you already work inside Semrush and want AI visibility next to classic SEO reports.
- Ahrefs Brand Radar can go deeper across platforms, but standalone pricing gets steep fast. I already covered that tension in my best AI SEO tools roundup. Brand Radar is powerful, but also expensive for most people as a full add-on.
- Otterly AI and Peekaboo AI look more affordable if you need lighter prompt tracking and a lower entry price.
- Profound and Indexly sit in the middle depending on plan tier and how many platforms you need day one.
No single tool owns this category yet. I suggest picking based on platform coverage, prompt limits, and whether you want AI visibility glued to an SEO suite you already pay for.
FAQ
What is the Semrush AI Visibility Toolkit?
How much is the Semrush AI Visibility Toolkit?
Is the Semrush AI Visibility Toolkit worth it?
Who can benefit from using the Semrush AI Visibility Toolkit?
SEO specialists, content creators, and brand managers. SEOs can analyze competitors, content teams can find new opportunities, and brand managers can track sentiment in a new search channel.
How do I use the Semrush AI Visibility Brand Performance report?
Both track brand presence in AI answers, but the packaging differs. Semrush’s toolkit is a $99/month per-domain add-on with multi-platform coverage inside Semrush.
Ahrefs Brand Radar can get more expensive quickly, especially if you want broader platform coverage at the higher tier. If you already live in one SEO suite, staying inside that ecosystem is usually simpler than paying for two AI visibility stacks.
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0 Responses
“- Show exactly which pages of your site are being cited by AI tools.
– Reveal the questions users ask AI about your brand and industry.
These insights are so helpful for an SEO content strategy!”
No, those ARE your SEO strategy being repeated back to you.
The questions users ask have not changed because of AI, and neither has the info customers/users want from your business.
This is why all the advice people give for appealing to AI is still just to create authoritative content and consider Google’s E-A-T principles.
Not worth an extra $99 a month IMO.
The AI toolkit is interesting.
I have to wonder how much of the prompt or recommendations are generically fed by their software, rather than what is reality.
This is especially the case for smaller websites that we tested. In Australia, we still have limited data, but more is on its way.
That said, overall, the $99 price tag per month per domain is steep and not valuable for most Aussie small to medium-sized businesses.
For larger enterprises, SEMRush offers more, but it does not come cheaply either. Again, where the data is sourced and the ROI is still questionable, but only time will tell as Google AI Mode rolls out further and OpenAI increases its API to third-party partners.