AI Visibility Tools: What Each One Actually Costs

Updated September 2026 · Written and maintained by the Progression Agency strategy team

Eight tools, checked against their own pricing pages on 15 September 2026 — because the comparison articles quote prices the vendors do not publish. Five publish full pricing. Three publish none at all.

Which AI visibility tools actually publish their prices?

Five of the eight we checked publish full pricing: Otterly, Scrunch, Rankscale, Ahrefs Brand Radar and Semrush. Profound publishes a free trial and custom Enterprise only. Peec AI names four tiers with no numbers. SE Ranking’s product page carries no price at all. Every figure below was read from the vendor’s own pricing page on 15 September 2026.

That distinction is the first useful filter, and it is missing from almost every comparison article on this subject. A tool with custom-only pricing is not necessarily expensive — it is simply not comparable until you have had a sales conversation, which changes how you shortlist when you are evaluating six products in an afternoon.

We checked because the secondary sources disagreed with each other. Two widely-cited comparison posts quoted different prices for the same Peec AI plans, and the vendor publishes neither figure. A third quoted specific Profound tiers that do not appear on Profound’s pricing page. A fourth stated an Ahrefs minimum roughly sixteen times the published entry price. None of those articles said when they had checked.

So this page does three things differently: every price is read from the vendor, every price carries the date it was read, and where a vendor publishes nothing we say so rather than repeating a number from somewhere else.

What do these tools actually measure?

Whether you were mentioned for a given prompt, whether you were linked as well as named, which competitors appeared alongside you, which sources the answer drew on, and how all of that changes over time against a fixed set of prompts.

The important word is measure. These are instruments, not interventions. They tell you the current reading and they tell you whether it moved. They do not tell you why it moved, and they cannot tell you what to change on the page — which is a different kind of work, done with server logs, rendering tests and editorial judgement.

This matters when budgeting. A visibility subscription and an optimisation engagement are complementary rather than alternative, and a business that buys only the first ends up with a well-measured problem it has not addressed.

Which answer engines does each tool cover?

Every tool here covers ChatGPT. Most add Google AI Overviews, Perplexity and Gemini. Coverage diverges at Copilot, Claude, Grok, DeepSeek and Mistral, which only the broadest platforms track.

Engine count is the specification most often quoted and least often useful. If your buyers use ChatGPT and Google, a tool covering ten engines gives you eight columns you will never read, and you will have paid for them. The question to ask is narrower: does it cover the engines your customers actually use, in the country and language they use them in?

Region and language are the specifications that genuinely get overlooked. Answers differ by both, and a tool that only samples United States English will not tell you what a buyer in another market sees.

How much should you actually pay?

For one brand and a modest prompt set, the published entry tiers run from about $20 to $99 a month. Agencies and multi-brand teams land in the $300 to $800 range. Enterprise is a conversation rather than a price, at every vendor that offers it.

The variable that moves your bill is almost never the engine count — it is the prompt allowance, or the credit consumption that stands in for it. Otterly’s tiers are explicitly priced at 15, 100 and 400 prompts. Scrunch’s are 350 and 700 custom prompts. Semrush’s toolkit includes 25 custom prompts per domain. Rankscale and Ahrefs price by credits and checks instead, which is cheaper at volume and considerably harder to forecast before you start.

Work out how many prompts you need before you look at any pricing page, because that number determines your tier at almost every vendor, and it is a number you can only get by writing the prompt set. Most single-brand businesses need fewer than they expect: sixty to two hundred prompts covering real commercial questions is a serious programme, and fifteen is enough to establish whether you have a problem at all.

What do the free options actually give you?

Enough to find out whether you have a problem. Profound’s trial tracks ten prompts on ChatGPT once. SE Ranking advertises five free checks. Ahrefs includes Custom Prompts in its paid plans at no extra charge. And asking the assistants yourself costs nothing at all.

Start with the free version of the method before buying the automated version of it. Take the ten questions a buyer would actually ask, put them to ChatGPT, Perplexity and Google’s AI surfaces, and write down who appears. That is precisely what these tools automate — they run it more often, across more engines, and they keep the history. Those are real benefits, and they are worth paying for once you know the exercise is telling you something.

What the manual version gives you that a dashboard does not is the experience of reading whole answers. A share-of-voice number tells you that you appeared. Reading the answer tells you that you appeared as a footnote after three competitors were described in detail, which is a different situation entirely.

Which tool fits which kind of business?

Enterprises and agencies get the most from paid platforms, because the cost is spread across many brands and the reporting is the deliverable. A single small business usually gets most of the value from a disciplined manual prompt set and no subscription at all.

This is the recommendation most comparison articles avoid making, because a page that concludes ‘you may not need any of these’ is not commercially useful to whoever is paying for the article. But it is the honest answer for a twelve-page site with one location: the money is better spent fixing crawler access and page structure than on measuring the absence those problems cause.

How do you set one of these up properly?

Write the prompt set first, add competitors, fix region and language, take a baseline, and then leave the wording alone. The prompt set is the asset; the tool is the instrument that reads it.

Almost every disappointing tool deployment we see has the same cause: it was bought before anyone decided what to measure. The dashboard fills with numbers about prompts nobody chose carefully, the numbers move for reasons nobody can interpret, and within two quarters the subscription is renewed out of habit rather than use.

1. Write sixty to two hundred prompts covering the questions buyers actually ask.
2. Phrase them the way a buyer would, not the way your marketing does.
3. Include comparison prompts, not only category prompts.
4. Add every competitor you want measured against, including the unexpected ones.
5. Set the regions and languages your customers actually search in.
6. Take a baseline and record the date it was taken.
7. Do not change a single prompt’s wording afterwards.
8. Re-run on a fixed cadence — monthly is right for most businesses.
9. Read whole answers periodically, not only the dashboard.
10. Export the data somewhere you control, so your history is not rented.

What are the common mistakes when buying one of these?

Buying engine coverage you will never read, buying before a prompt set exists, changing prompts between runs, treating a proprietary score as an outcome, and reading a single run as a trend.

The score problem deserves particular attention. Several vendors produce a composite visibility index. Inside that tool, tracked consistently, it is a perfectly reasonable relative measure. Outside it, it means nothing — it cannot be compared to another vendor’s score, to an industry benchmark, or to anything a board would recognise. Reporting it upward as though it were an external metric is how a measurement programme loses credibility the first time somebody asks what good looks like.

Do you need a tool, or do you need the problem fixed?

If you already know you are invisible, a tracker will confirm it every month at a monthly cost. The diagnosis — why, and what to change — comes from server logs, rendering tests and an editorial audit, none of which a visibility tool performs.

The sequence that wastes least money is: establish manually whether you appear, fix the technical and structural reasons you do not, and then subscribe to something that measures whether the fixes worked. Subscribing first inverts that, and produces a year of well-charted absence.

A visibility tool is a thermometer. It is genuinely useful, and it has never once cured a fever.

What should you ask a vendor before buying?

Six questions, and the first one removes about a third of any shortlist: does it publish a price? After that, which engines by name, how many prompts at this tier, can I export, how often does it run, and what does the score actually mean.

Does it publish a price?

Custom-only pricing is not a red flag in itself — enterprise products are frequently priced that way for sound reasons. It is a scheduling fact: you cannot compare six products in an afternoon if three of them require a call first.

Which engines, by name?

‘All major AI platforms’ is not an answer. The list is short, public and easily stated, and a vendor who will not state it is hoping you will not check against the engines your buyers actually use.

How many prompts at this tier?

This is what you are really buying. Compare allowances rather than headline prices, because a cheaper tier with a quarter of the prompts is not cheaper.

Can I export the data?

Without export, your measurement history lives inside a subscription. Cancel it and the baseline you spent a year building goes with it.

How often does it run?

Daily and weekly are different products at similar prices. For most businesses weekly is ample; for fast-moving categories it is not.

What does the score mean?

If the answer is a proprietary composite, treat it as an internal trend line and never as an external benchmark.

How do these tools differ from ordinary rank trackers?

A rank tracker records a position in a list. There is no list inside an AI answer, so these tools record something different: whether you were mentioned, whether you were linked, and who appeared with you — across repeated samples, because the answer changes between runs.

That last point is the structural difference and it explains the pricing. A rank check is one cheap deterministic request. An AI visibility check is a sampled observation of a non-deterministic system, which has to be repeated to mean anything. You are paying for repetition, which is why prompt allowance rather than keyword count is the unit of pricing.

How we checked these prices, and what we did not check

Every price on this page was read from the vendor’s own pricing page on 15 September 2026 and is linked below. We did not take a briefing from any vendor, we have no affiliate relationship with any of them, and we have not run a controlled comparison of their accuracy.

That last limitation is worth stating plainly, because it is the one a buyer most wants resolved and the one no published comparison currently answers honestly. Testing whether two trackers agree about the same brand on the same prompts on the same day would be genuinely useful work. It is also expensive, and anyone claiming to have done it should be asked for the method before the conclusion is believed.

What this page does assert is narrow and checkable: these are the prices the vendors publish, this is the date we read them, these are the engines each vendor names, and these are the specific places where widely-circulated comparison articles disagree with the vendor’s own page. Prices change; the date is on every figure so you can tell how stale this is.

What we read

Each vendor’s own pricing page, plus the product page where pricing was absent.

What we recorded

Plan names, published monthly prices, billing terms, prompt or credit allowances, and the answer engines each vendor names publicly.

What we did not do

Trial every product, compare their accuracy against each other, or accept a vendor briefing. None of those inform anything stated here.

Our interest

Progression Agency sells answer engine optimisation services. We do not sell, resell or receive commission on any tool listed. A page that recommended buying nothing would suit our commercial interest as well as this one does, which is the reason to state the interest rather than hide it.

A page that recommended buying nothing would suit our commercial interest as well as this one does, which is the reason to state the interest rather than hide it.

Does buying a tool improve your AI visibility?

No. Measuring something does not change it. A tracker tells you where you stand and whether your work moved it; the work itself is crawler access, rendering, structure, corroboration and entity consistency.

This is obvious stated plainly and routinely obscured in how these products are marketed, because ‘optimisation platform’ sounds more valuable than ‘measurement instrument’. Several of these tools do include page audit features, and those are genuinely useful — but a page audit inside a visibility tracker is a lightweight check, not a technical audit, and none of them read your server logs.

If your budget only stretches to one thing this quarter, fix the site. You can measure it manually in the meantime for nothing.

How do the tools differ on the things that are hard to compare?

Four specifications decide day-to-day usefulness and none of them appear in a pricing table: run frequency, region and language coverage, how competitors are configured, and whether the page-audit feature is a real check or a title inspection.

Run frequency

Daily tracking sounds better than weekly and is only worth paying for in categories where the answer genuinely changes that fast. For most businesses a weekly sample with a stable prompt set produces a cleaner series, because daily data on a noisy signal invites over-reading.

Region and language

Answers differ by both, substantially. A tool sampling only United States English will not tell you what a buyer in another market sees, and this is the specification most often discovered after purchase rather than before.

Competitor configuration

The competitor set is the denominator of every share-of-voice number you will look at. Some tools let you define it precisely; some infer it. An inferred competitor set produces a number that moves when the inference changes, which is indistinguishable from your performance moving.

Page audit depth

Several tools include page audits. These range from a genuine structural check to a title and heading inspection. None of them fetch your pages with JavaScript disabled, which is the check that matters most, so treat the audit as a bonus rather than a reason to choose.

Seats and sharing

Otterly includes unlimited team members at every tier; Scrunch prices seats explicitly at 3 and 5. For an agency this is a larger cost difference than the headline price.

Historical data on signup

Some platforms show historical visibility from before you subscribed. That is genuinely useful for establishing a trend quickly, and it is a real differentiator worth asking about.

That is genuinely useful for establishing a trend quickly, and it is a real differentiator worth asking about.

What does the pricing tell you about where this market is going?

Two things. Prices are clustering into a sub-$100 self-serve tier and a $300-plus team tier, and the vendors with the broadest engine coverage are the ones least likely to publish a price at all.

The second pattern is the more interesting one. Engine breadth is expensive to maintain — each surface changes independently — and the vendors carrying the most of it are pricing through sales conversations rather than pricing pages. That is a reasonable commercial choice and it has a consequence for buyers: the products hardest to compare are the ones doing the most.

The self-serve tier

Roughly $20 to $99 a month, fifteen to a hundred prompts, four to six engines. Enough for one brand to establish whether it appears and whether that is changing.

The team tier

Roughly $189 to $500, hundreds of prompts, multiple seats and dashboards. This is where agencies and multi-brand marketing teams sit.

The enterprise tier

Custom at every vendor offering it, with SSO, API, compliance and support attached. The price is a conversation and the differentiators are procurement features rather than measurement.

What is missing from the market

Nobody is publishing an independent accuracy comparison — whether two trackers agree about the same brand, on the same prompts, on the same day. Until someone does, all of these numbers are internally consistent and externally unvalidated.

What happens to these tools if the AI surfaces change?

Their coverage changes with them, which is a maintenance cost you are renting rather than carrying. That is a genuine argument for buying rather than building, and it is the strongest case these products have.

Every one of these surfaces alters its behaviour without notice. User agents change, answer formats change, citation behaviour changes, and new engines appear. A tool absorbs that work. A spreadsheet of manual checks does not, which is the point at which most manual programmes quietly stop.

It also means the specification you bought is not the specification you will have in a year. Check how a vendor has handled past changes before assuming they will handle the next one.

Why coverage changes

Each answer engine is a separate product with its own roadmap. A tracker must maintain a distinct integration per surface, and those break.

Why your baseline can break

If a vendor changes how it counts a mention, your series changes with it. Ask whether methodology changes are announced and whether history is restated.

Why exports matter more than they look

An export is insurance against both a vendor change and a vendor exit. In a market this young, some of these products will not exist in three years.

What to keep yourself

The prompt set, the raw answers where you can get them, and the dates. Those are yours and they survive any vendor decision.

Vendor by vendor, what each one is actually for

Read this as positioning rather than ranking. Each of these is a reasonable choice for a particular buyer and a poor one for others, and the differences that matter are prompt allowance, engine coverage and whether you can compare the price at all.

Otterly

The clearest published pricing in the category: $29, $189 and $489 tied explicitly to 15, 100 and 400 prompts, with unlimited team members at every tier and 15% off annual. Four engines — ChatGPT, Google AI Overviews, Perplexity and Copilot. Best for a single brand that wants to know its tier before talking to anyone.

Rankscale

The widest published engine list we found — ten named surfaces including Claude, Grok, DeepSeek and Mistral — priced by credits from $20 Essentials through $99, $385 and $780. Credit pricing is the hardest to forecast and the cheapest at volume, which suits agencies more than single brands.

Scrunch

Published tiers at $300 and $500 month-to-month, $250 and $417 annually, with seats, custom and industry prompts, personas and page audits counted explicitly at each tier. Six platforms including Meta. The explicit seat counts make agency arithmetic straightforward.

Ahrefs Brand Radar

Custom Prompts from $50 and free in every paid Ahrefs plan, with the AI Visibility Index at $199 standalone. If you already pay for Ahrefs, this is the cheapest serious starting point in the category — which is the opposite of what the comparison articles say about it.

Semrush AI Visibility Toolkit

$99 per domain billed annually, 25 custom prompts, four engines; Semrush One combines it with the SEO toolkit from $199. Per-domain pricing is predictable for one brand and multiplies quickly across several.

Profound

A free trial covering ten prompts on ChatGPT, then custom enterprise. The published enterprise feature list is the broadest here — nine answer engines, SSO/SAML, SOC2, API, custom regions and languages — and there is no published price for any of it.

Peec AI

Four tiers named Starter, Pro, Advanced and Enterprise, with no numbers published against any of them. Widely quoted in comparison articles at two mutually contradictory price points, neither of which appears on the vendor’s own page.

SE Ranking AI Visibility Tracker

Five surfaces including Google AI Mode, with five free checks advertised and no pricing on the product page. Sits inside a broader SEO platform, which suits teams already using it.

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