AI visibility tools, head to head
Frase vs Semrush AI Visibility Toolkit
Pricing, features and differences, researched August 2026.
Frase and Semrush AI Visibility Toolkit both help SEO teams improve their presence in Google and AI-generated answers. The comparison matters for teams deciding whether they need a content-focused workflow or broader brand visibility data across AI platforms. Frase centers on the content production cycle. It helps teams research, write, optimize, publish, and monitor pages, then scores the same draft for search rankings and AI citations. Its post-publication tools track content decay and AI visibility, which suits teams managing a steady content calendar. Semrush AI Visibility Toolkit centers on brand measurement across AI answers. It tracks how platforms such as ChatGPT, Google AI Mode, Gemini, and AI Overviews mention a brand, its competitors, and cited sources. It also connects prompt-level AI insights with Semrush’s existing SEO data. The main differences fall under workflow focus, AI platform coverage, content optimization, reporting depth, competitor research, and how each tool fits into an existing SEO stack.
At a glance
Frase
Pick it if the writing workflow matters more to you than the tracking, because the entry plan covers 2 of its 5 engines and the full set costs $239.
- Entry price
- $39/mo annual, $49/mo monthly
- Tracked prompts
- 50 / 200 / 500
- Free trial
- 7 days
Semrush AI Visibility Toolkit
Pick it if you want Semrush data behind the reporting, though it tracks 25 prompts per domain and does not write or publish.
- Entry price
- $99/mo per domain
- Tracked prompts
- 25; +50 for $60/mo
- Free trial
- 0 - demo reports only
Hi, MooseOur AEO tool
Pick it if you want the fix shipped rather than scored: an agent that publishes the change, audio repurposing no other tool here offers at any price, and a built-in model so the AI can cost you nothing.
- Entry price
- $39/mo BYOK; $79/mo AI included
- Tracked prompts
- No hard limit on any plan
- Free trial
- n/a - free plan, no expiry
The row SEOs read first
Founders have SEO backgrounds?
A tool built by people who have done the work makes different choices.
Full comparison
202 rows across 20 categories. Values are quoted as published; where a vendor does not publish a number, the cell says so.
| Feature | Frase | Semrush AI Visibility Toolkit | Hi, Moose Our AEO tool |
|---|---|---|---|
| Pricing & cost model | |||
| Free plan available | No - 7-day trial, no card | No - and no trial | Yes - free forever, no card |
| Free daily visibility runs, no cap | No | No | Yes - local runs unlimited on every plan |
| Engines free to run daily | 0 - free web checkers are one-off | 0 - free checker is one-off | 5 |
| Entry paid price | $39/mo annual, $49/mo monthly | $99/mo per domain | $39/mo BYOK; $79/mo AI included |
| Annual billing discount | Yes - 20% | Partial - $99 is the annual-billed rate | Yes - BYOK 2 months free; managed plans ~10% |
| Pricing model | Tiered subscription + optional overages | Per domain + per user + prompt packs | Flat plan with monthly AI credit balance, or BYOK |
| Bring your own API key | No | No | Yes - OpenRouter |
| Can run with $0 AI cost to vendor | No | No | Yes |
| Usage metered in one transparent unit | No - 5+ separate caps | No - separate query, prompt, page, export caps | Yes - AI credits, published rate card |
| In-app usage dashboard | Yes - billing and usage settings | Partial - subscription limit counters | Yes - % used, reset date, pace warning |
| Agency / reseller tier | Partial - $239 tier aimed at agencies | No - $90/mo directory listing only | Yes - $149 BYOK Agency; $449+ AI included |
| Affiliate program | Yes - 30% for 12 months | Yes | Yes |
| Annual contract required | No | Partial - $99 rate is annual-billed | No |
| Free trial length | 7 days | 0 - demo reports only | n/a - free plan, no expiry |
| Paid plans pricing range | $39–$239/mo annual + Enterprise custom | $99/mo + add-ons; enterprise custom | $39–$1,999/mo |
| Deployment, privacy & data ownership | |||
| Native desktop app | No | No - iOS/Android apps only | Yes - Windows and macOS |
| Browser-based app | Yes | Yes | No |
| Local-first data storage | No - cloud SaaS | No - cloud SaaS | Yes - local database on the device |
| Works offline | No | No | Partial - local models and stored data; engine checks need the web |
| On-device AI Inference | No | No | Yes |
| Local model sizes offered | 0 | 0 | 3 |
| Data export on cancellation | Not published - exports anytime | CSV, Excel, Sheets, PDF; 10 exports/day | CSV, PDF, DOCX exports plus full local backup |
| SOC 2 certification | Yes - Type II attested | Claimed on enterprise pages, not security page | Pending |
| ISO certification | Not published - GDPR stated | Not published - PCI DSS Level 1 only | No |
| Local backup and restore | No | No | Yes - export and import a backup file |
| Visibility & prompt tracking | |||
| Engines tracked | 5 named; 2 on entry, 5 at $239 | 5 surfaces; 3–4 per report | 10; 5 of them also collected locally |
| Real consumer-surface capture | Not published | Yes - clickstream and live queries, not LLM APIs | Yes - 5 engines read from the device, no API |
| ChatGPT | Yes - all plans | Yes | Yes |
| Claude | $239/mo tier | No | Yes |
| Gemini | $239/mo tier | Yes | Yes |
| Google AI Mode | Not published | Yes | Yes |
| Google AI Overviews | Yes - all plans | Partial - research reports only | Yes |
| Grok | Not published | No | Yes |
| Bing Copilot | Not published | No - separate enterprise product | Yes |
| DeepSeek | Not published | No | Yes |
| Meta AI | No | No | Yes |
| Tracked prompts included | 50 / 200 / 500 | 25; +50 for $60/mo | No hard limit on any plan |
| Samples per prompt configurable | Not published | No - 1 run/day | Yes |
| Run cadence options | Daily, not adjustable | Daily; brand reports weekly | Multiple times a day, weekly, monthly, and on-demand |
| On-demand run now | Not published | Not published | Yes |
| Instant one-off check | Yes - free web checker | Yes - free web checker | Yes |
| Prompt manager | Yes - add, CSV import, auto-generate | Yes - CSV/TXT import, tags | Yes |
| Branded vs non-branded classification | No - awareness/consideration/decision tiers | Partial - brand reports only | Yes |
| Prompt categories and topics | Yes | Yes - tags + AI topic clusters | Yes |
| Per-prompt model selection | No - engine set by plan | No - one engine per campaign | Yes |
| Brand name variant support | Not published | Yes - context-aware name matching | Yes - secondary brand terms |
| Brand multi-domain support | Yes - 1–10 domains by plan | No - $99/mo per extra domain | Yes - secondary owned domains |
| Suggested prompts from Google Search Console | No - auto-generated from brand profile | No | Yes - real GSC questions |
| Suggested prompts from competitor gaps | Partial - competitor list drives gap analysis | Partial - competitor research report | Yes |
| Perplexity | $103/mo tier | Partial - brand reports only | Yes |
| Scoring & analysis | |||
| Mention detection | Yes | Yes | Yes |
| Citation detection | Yes | Yes - domain and page level | Yes - domain and page level |
| Sentiment scoring | Yes | Partial - brand reports only, weekly | Yes |
| Average position / rank | Yes | Yes | Yes |
| Share of Voice | Yes | Partial - brand reports only | Yes |
| Share of Mentions | Yes - avg mentions per platform | Yes - 0–100 visibility score | Yes |
| Share of Citations | Not published | Partial - citation share by domain | Yes |
| Narrative drift detection | Partial - sentiment and trend velocity | Partial - weekly snapshots, manual compare | Yes - scored against a brand truth profile |
| Feature-parity / accuracy scoring | No | Partial - feature sentiment, no ground truth | Yes |
| Untracked brand extraction | Partial - auto-discovers competitors to confirm | Yes | Yes - with sentiment and average rank |
| Cited source categorization | Not published | Yes - own, competitor, social, knowledge base, other | Yes - 8 source types |
| Topic-level breakdown | Yes - by prompt category | Yes | Yes |
| Engine-level breakdown | Yes | Yes | Yes |
| Competitor tracking | Yes | Yes - auto-identified, editable | Yes - or promote any brand seen in results |
| Competitors included | Not published - list is editable | 9 in brand reports | 15 |
| Visibility gap analysis | Yes - head-to-head and gap views | Yes - topic and citation gaps | Yes |
| ChatGPT fan-out capture | No | No | Yes |
| AI Mode grounding queries capture | No | No | Yes - the live grounding searches |
| Bing Index probe | No | No | Yes |
| AI crawler access check | Partial - crawler logs, needs site snippet | Yes - 8 bots, robots.txt, 100 pages | Yes - retrieval, live fetch and training |
| Reporting & exports | |||
| Executive dashboard | Yes | Yes | Yes |
| AI-written narrative summary | Partial - agent answers on request | Yes - in brand reports | Yes |
| Data export | Yes - CSV, JSON, API | Yes - CSV, Excel, Sheets, PDF; 10/day | Yes - CSV |
| Branded PDF report | Enterprise only | Add-on, $20/mo | Yes |
| Scheduled email reports | No - event alerts only | Yes - daily, weekly or monthly | Yes - paid, per-user opt-in |
| Action log with export | Partial - publish log, export not published | No | Yes - CSV on paid managed plans |
| Historical data retention | None / 3 / 12 / 24 months by plan | Weekly snapshots; no cap published | No cap - stored on device,. Paid plans offer 400 day backup on-cloud; audio analytics 180–365 days |
| Taking action (the AEO loop) | |||
| Covers full loop: track → fix → verify → deploy | Yes - auto fix step is Google decay only | No - no fix or deploy step | Yes |
| Page-level AEO audit | Yes | No - site-level score, 100 pages | Yes |
| Scored categories | 3 - SEO, GEO, EEAT | 0 - single composite score | 9 |
| Retrieval-readiness scoring | Yes - extraction and citation readiness | No | Yes - deterministic dense retrieval |
| Evidence tiers on recommendations | Partial - high/medium/low confidence | No - severity only | Yes - proven, directional, best-practice |
| Element-level rewrite suggestions | Yes - highlight and rewrite inline | No | Yes - element, character budget, before and after |
| Second-model QA pass | No - rule checks before publish | No - human review | Yes - pass, revised or needs human review |
| Static crawler-view snapshot | No - crawler renders JavaScript | Partial - crawl as an AI bot, no screenshot | Yes - full-page screenshot, JavaScript off |
| Audit input sources | Site crawl, URL, Docs, Notion, GitHub | Site crawl only, 100 pages | Live URL, pasted text, file, WordPress, Webflow, Grav |
| Baseline vs verification re-runs | Partial - re-run and re-score, no compare view | Partial - crawl comparison, not AI | Yes - compares against the baseline |
| Recommendation status tracking | Yes - review queue and rule status | No | Yes - planned, staged, completed |
| Visibility data sets page priority | Partial - priority list is Search Console led | Partial - cited pages report | Yes - defend, recover, convert, earn |
| Search Console sets page priority | Yes | No | Yes - protect, balanced or expand |
| Branded audit PDF | Enterprise only | Add-on, $20/mo | Yes |
| CMS integration & publishing | |||
| WordPress | Yes - direct, no plugin | No - separate content product | Yes - official plugin, production and staging |
| Webflow | Yes | No | Yes - OAuth MCP, pages and collection items |
| Framer | No | No | On roadmap |
| Grav | No | No | Yes - official plugin |
| Shopify | No | No | On roadmap |
| Surgical element-level edits to live page | Partial - title and meta only; body ships as draft | No | Yes |
| Preview before applying | Yes - word-level diff | No | Yes |
| Staging environment support | Partial - publishes as CMS draft | No | Yes - WordPress, with promote to production |
| One-click rollback | Partial - revert before publish only | No | Yes - WordPress |
| Patch history per site | Partial - publish log | No | Yes - WordPress |
| Visual placement picker | No | No | Yes - pick the spot on the rendered page |
| Push Schema JSON-LD into page | Partial - own CMS only | No | Yes - FAQPage schema |
| Publish approval gate | Yes - default on | n/a - never publishes | Yes - always, including scheduled runs |
| Agentic capability | |||
| Truly agentic (agent chooses its own steps) | Yes - plans and chains steps from one request | No | Yes - plans and executes against the live web |
| Fixed-workflow automation only | No - also has saved multi-step playbooks | No workflow builder either | No - workflows exist alongside the agent |
| Agents can run on local model at zero cost | No | No | Yes |
| Multi-agent panel | No | No | Yes - two extra agents, paid plans |
| Live browser view | No | No | Yes |
| Take control mid-run | Partial - hand-off button in editor | No | Yes |
| Steer agent while running | Partial - follow-up messages in thread | No | Yes - talk to any agent mid-job |
| Background execution | Yes | No | Yes - with notify on completion |
| Approval gate before real-world actions | Yes | n/a - takes no actions | Yes |
| Long-running deep work jobs | Yes | No | Yes |
| Scheduled agent jobs | Partial - scheduled publishing and daily tracking | No - scheduled crawls and exports only | Yes - daily, weekdays, weekly, monthly |
| Agent produces saved artifacts | Yes - briefs, drafts, audits | No | Yes - briefs, drafts, FAQs, audits |
| Evidence capture | Yes - sources and brief kept with page | Yes - stored AI answers and snapshots | Yes - screenshots and captured proof |
| Searchable job history | Partial - playbook run list | No | Yes |
| Chat & assistant | |||
| Agentic chat with mid-answer tool calls | Yes | No - recommendation cards, not chat | Yes |
| Model picker per conversation | No | No | Yes |
| LLM models available | Not published | n/a | 27 hosted + 3 local; any model on BYOK |
| Chat memory across conversations | Partial - brand and site context, not thread memory | No | Yes - semantic search over past chats |
| Live web search | Partial - SERP and research fetches | No | Yes |
| Fetch and read URLs | Yes | Partial - crawls a URL you enter | Yes |
| Semantic search over your own site | Yes - indexed for the site widget | No | Yes - on-device index |
| Topic coverage check | Yes | Partial - topic and citation gap reports | Yes - covered, partial or not covered |
| File attachments | Yes - reference documents | No | Yes - txt, md, doc, docx, pdf, images |
| In-app screenshot capture | No | No | Yes - screen or window, with crop |
| Custom specialists with own tool access | No - playbooks and content types instead | No | Yes - plus 6 presets |
| Image generation | Yes - images, diagrams, infographics | No - separate content product | Yes |
| Content generation | |||
| Research-backed briefs | Yes | No - separate content product | Yes |
| Live SERP / PAA research | Yes | No - AI topic and question data only | Yes - plus related searches and AI search snapshots |
| Full draft generation | Yes - 16 content types | No | Yes |
| Brand voice grounding | Yes | No | Yes |
| Brand truth profile | Yes - positioning, terms, reference docs | No - brand name and domain only | Yes |
| Internal linking placement | $103/mo tier | No | Yes |
| Featured image generation | Yes - metered credits | No | Yes |
| FAQ generation with schema export | Partial - FAQ type; schema auto on own CMS | No | Yes - HTML and JSON-LD |
| Key points extraction | Partial - evidence and stats pulled into brief | No | Yes - pushable into the live pag |
| AI-tell removal pass | No | No | Yes - paid, toggleable |
| Artifact library | Yes | No | Yes |
| Export formats | HTML, Markdown, PDF, text, JSON, Docs, Notion | CSV, Excel, Sheets, PDF | Markdown, HTML, DOCX, PDF, TXT |
| Revise artifacts in place | Yes | No | Yes |
| Deploy directly to CMS | Yes | No | Yes |
| Content repurposing / audio | |||
| Turn any page into audio | No - text formats only | No | Yes - URL, pasted text or file |
| Two-voice conversation format | No | No | Yes |
| Voices | 0 | 0 | 30 |
| Languages | 0 | 0 | 24 |
| Length options | n/a | n/a | Short, standard, deep dive |
| Embeddable audio player | No | No | Yes |
| Player theming and layout | No | No | Yes - theme, layout, accent, title, transcript |
| White-label audio attribution | No | No | Yes - agency plans |
| Attribution backlink to agency | No | No | Yes - real link in page HTML |
| Listening analytics | No | No | Yes - plays, completion, listen time |
| BYOK audio generation | No | No | Yes |
| Site crawl & monitoring | |||
| Automatic site discovery | Yes - crawls on domain connect | Yes - crawler and sitemap | Yes |
| Scheduled full-site crawl | Partial - on demand, 50–1,000 pages/mo | Partial - AI checks capped at 100 pages | Yes - weekly or on demand |
| Monitored page management | Yes - 10–300 guarded pages | Partial - one crawl campaign, 100 pages | Yes |
| Batched change digests | Partial - alerts to agent thread and email | Partial - crawl comparison alerts | Yes |
| On-device semantic index | No | No | Yes |
| Page freshness tracking | Yes - 0–100 health score | Partial - crawl-to-crawl changes | Yes |
| Entity & knowledge graph | |||
| Site-wide entity graph | No - topic clusters instead | No | Yes |
| Inferred relationships | Partial - cluster and internal-link mapping | No - brand and sub-brand matching only | Yes |
| Salience scoring | No | No | Yes |
| Graph readable by AI agent | No | No | Yes |
| Graph export | No | No | Yes - CSV and PDF |
| Automation & workflows | |||
| Visibility-threshold triggers | Partial - alerts on shift, no user threshold | No | Yes - mentions or citations, all or one topic |
| Pre-built recovery recipe | Yes - decay detected, fix drafted | No | Yes - detect, locate, audit, stage a fix |
| Conditional branching | Partial - rule severity and approval steps | No | Partial - branches on whether a matching page exists |
| Scheduled content cadence | Yes - calendar and scheduled publish | No | Yes - daily to monthly |
| Workflow reports | Partial - run status per playbook | No - scheduled exports only | Yes - posted to the inbox |
| Alerts & inbox | |||
| Unified project inbox | Partial - review queue and agent thread | Partial - recommendation cards on dashboard | Yes |
| Native OS notifications | No | No - mobile app push only | Yes - Windows and macOS |
| Customized notifications with severity thresholds | Partial - rule severity, confidence bar | No | Yes - per project |
| Email digest | Partial - per-event email, no digest | Yes - scheduled exports | Yes |
| Teams & workspaces | |||
| Seats included | 1 / 3 / 5 | 1 | Unlimited on paid managed; 10 BYOK Premium, 25 BYOK Agency |
| Cost per additional seat | $29/mo | $99/mo per user | $0 on paid managed plans, +$7 per seat for BYOK plans |
| Shared allowance across team | Yes - plan caps are shared | Partial - brand slots pool, access does not | Yes |
| Per-member usage visibility | Not published | Partial - limit allocation per user | Yes |
| Multi-project workspaces | Yes | No - 1 folder | Yes |
| Projects included | 1 / 5 / 10 domains | 1 folder, 1 brand domain | 1 free, 3–10 managed, 25–unlimited agency; +$10 each |
| Archive and restore projects | Not published | Not published | Yes |
| Per-project API keys | No - account-level key | No - account-level | Yes - rotatable |
| SSO / SAML | Enterprise only | Enterprise only | Roadmap |
| Agency & white-label | |||
| White-label PDF reports | Enterprise only | Add-on, $20/mo | Yes - visibility report and audit |
| Custom logo, color and link | Enterprise only | Add-on, $20/mo | Yes |
| White-label audio player | No | No | Yes - custom attribution text and link |
| Client-facing backlink | No - free hosting adds a vendor badge | No | Yes |
| Dedicated agency tier | No - $239 tier positioned for agencies | No - $90/mo directory listing | Yes - four tiers |
| Client sub-accounts | Partial - client portal is Enterprise only | No - client portal discontinued | No - clients are projects, no client logins |
| Integrations | |||
| Google Search Console | Yes | Partial - via $10/mo report add-on | Yes - OAuth, credentials stay on device |
| Google Analytics | Yes - GA4 | Partial - via $10/mo report add-on | Roadmap |
| MCP connector support | Yes - all plans | No - needs an SEO or bundled plan | Partial - Webflow connects over MCP |
| Public API | Yes - 250 / 1,000 / 3,000 calls/mo | No - separate SEO plan | No - project keys for own plugins only |
| Slack | Yes | No | No |
| Zapier | Yes - plus Make and n8n | No | No |
| Custom connection support | Yes - REST API + signed webhooks | Partial - report integrations on $20/mo add-on | Yes - request a connection, paid plans |
| Platform & support | |||
| UI languages | 1 (English); content in 70+ | 14 | 6 |
| Troubleshooting and recovery tools | Not published | No | Yes |
| In-app help agent | Yes - screen-aware | Partial - recommendation cards, live chat | Yes |
| Done-for-you service available | No - Enterprise account manager | No - partner agency directory | Yes |
| Team | |||
| Founders have SEO backgrounds | Founded in 2016 by Tomas Ratia and Cody Jacques as a natural-language answer-engine product, before shifting toward SEO content workflows. | Yes. | Yes. Founder Sam Morris has 15+ years in SEO and software engineering. |
Which one to pick
Frase suits teams that want a browser-based content workflow with direct publishing, a public API, and Slack, Zapier, Make, or n8n connections. Semrush AI Visibility Toolkit suits teams already using Semrush SEO data and who need its clickstream-based AI search reports. Neither offers a free plan, unlimited local daily runs, or a bring-your-own-key option.
Hi, Moose fits small teams and agencies that want to track, diagnose, and act from one desktop app. Its free plan has no expiry or card requirement. It tracks 10 engines, including Claude, Grok, Bing Copilot, DeepSeek, and Meta AI, with no hard prompt limit. Five engines can run locally every day without vendor AI cost. Paid plans start at $39 per month with BYOK, matching Frase’s annual entry price and sitting below Semrush’s $99 per domain rate.
Hi, Moose also carries the work past reporting. It captures ChatGPT fan-out results and Google AI Mode grounding queries, audits pages across nine scored categories, prepares element-level edits, and compares verification runs with a baseline. WordPress users can preview changes, stage them, approve publication, and roll them back. The platform keeps project data in a local device database, supports local backup and restore, and offers three local model sizes.
There are trade-offs. Hi, Moose has no browser app, public API, Slack, or Zapier connection. Its SOC 2 certification remains pending. Teams that require cloud-only access, broad workflow integrations, or established compliance documentation may prefer Frase or Semrush. For buyers who want broad AI visibility tracking, local control, transparent AI credit use, and an approval-led path from finding an issue to fixing it, Hi, Moose covers more of the AEO loop at a cost model built for SMBs and agencies.
Sources and research date
Researched August 2026
Every value comes from vendor pricing pages, public docs or a live account. Where a vendor does not publish a number, the cell says not published instead of an estimate. Plans change often. If a row is wrong, tell us and we will date the correction.
Checked for this pair