AI visibility tools, head to head
OtterlyAI vs Semrush AI Visibility Toolkit
Pricing, features and differences, researched August 2026.
OtterlyAI and Semrush AI Visibility Toolkit both help teams track how AI search platforms mention brands, cite websites, and surface competitors. Marketing teams, SEO teams, and agencies often compare them when they need a clearer view of visibility in ChatGPT, Google AI Overviews, Google AI Mode, Gemini, and other AI search tools. The choice often comes down to the platforms each tool tracks, the depth of prompt and citation data, and how each tool turns findings into content work. OtterlyAI combines prompt research, daily monitoring, citation tracking, competitor visibility, and GEO content recommendations. Semrush AI Visibility Toolkit pairs prompt-level brand, competitor, citation, and audience insights with Semrush’s wider SEO data. Pricing, existing tool use, reporting needs, and the size of the team also shape the decision. Teams already using Semrush may value its connection to established SEO workflows. Teams focused on monitoring a broader set of AI search tools may look closely at OtterlyAI’s coverage and daily tracking.
At a glance
OtterlyAI
Pick it if you want AI crawler access checked across 19 bots next to the prompt tracking, since API and MCP access starts at $189 rather than the entry price.
- Entry price
- $29/mo
- Tracked prompts
- 15–400; +100 at $99
- 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 | OtterlyAI | Semrush AI Visibility Toolkit | Hi, Moose Our AEO tool |
|---|---|---|---|
| Pricing & cost model | |||
| Free plan available | No - 7-day trial | 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 tools are one-off | 0 - free checker is one-off | 5 |
| Entry paid price | $29/mo | $99/mo per domain | $39/mo BYOK; $79/mo AI included |
| Annual billing discount | Yes - ~15% | Partial - $99 is the annual-billed rate | Yes - BYOK 2 months free; managed plans ~10% |
| Pricing model | Per prompt + per-engine add-ons | 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 - separate prompt, audit, API, event caps | No - separate query, prompt, page, export caps | Yes - AI credits, published rate card |
| In-app usage dashboard | Not published | Partial - subscription limit counters | Yes - % used, reset date, pace warning |
| Agency / reseller tier | Partner status on $189+ plans | No - $90/mo directory listing only | Yes - $149 BYOK Agency; $449+ AI included |
| Affiliate program | Yes - referral program | 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 | $29–$489/mo + custom from $1,000 | $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 | CSV + API anytime | CSV, Excel, Sheets, PDF; 10 exports/day | CSV, PDF, DOCX exports plus full local backup |
| SOC 2 certification | No - on roadmap, no date | Claimed on enterprise pages, not security page | Pending |
| ISO certification | No - AWS data centers only | Not published - PCI DSS Level 1 only | No |
| Local backup and restore | No - vendor-side daily backups | No | Yes - export and import a backup file |
| Visibility & prompt tracking | |||
| Engines tracked | 7 listed; 4 included, 3 paid add-ons | 5 surfaces; 3–4 per report | 10; 5 of them also collected locally |
| Real consumer-surface capture | Partial - Claude via API; rest not stated | Yes - clickstream and live queries, not LLM APIs | Yes - 5 engines read from the device, no API |
| ChatGPT | Yes | Yes | Yes |
| Claude | Add-on, $29–$439/mo | No | Yes |
| Gemini | Add-on, $9–$149/mo | Yes | Yes |
| Google AI Mode | Add-on, $9–$149/mo | Yes | Yes |
| Google AI Overviews | Yes | Partial - research reports only | Yes |
| Grok | No | No | Yes |
| Bing Copilot | Yes | No - separate enterprise product | Yes |
| DeepSeek | No | No | Yes |
| Meta AI | No | No | Yes |
| Tracked prompts included | 15–400; +100 at $99 | 25; +50 for $60/mo | No hard limit on any plan |
| Samples per prompt configurable | No - 1 run/day | No - 1 run/day | Yes |
| Run cadence options | Daily only, not adjustable | Daily; brand reports weekly | Multiple times a day, weekly, monthly, and on-demand |
| On-demand run now | No | Not published | Yes |
| Instant one-off check | Yes - free web tools | Yes - free web checker | Yes |
| Prompt manager | Yes | Yes - CSV/TXT import, tags | Yes |
| Branded vs non-branded classification | Not published | Partial - brand reports only | Yes |
| Prompt categories and topics | Yes - tags + intent grouping | Yes - tags + AI topic clusters | Yes |
| Per-prompt model selection | No - set per report | No - one engine per campaign | Yes |
| Brand name variant support | Yes - variations + regex | Yes - context-aware name matching | Yes - secondary brand terms |
| Brand multi-domain support | Yes - domain variations | No - $99/mo per extra domain | Yes - secondary owned domains |
| Suggested prompts from Google Search Console | Partial - manual import, no connector | No | Yes - real GSC questions |
| Suggested prompts from competitor gaps | Partial - competitor data in prompt research | Partial - competitor research report | Yes |
| Perplexity | Yes | Partial - brand reports only | Yes |
| Scoring & analysis | |||
| Mention detection | Yes | Yes | Yes |
| Citation detection | Yes - domain and URL level | 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 - brand coverage | Yes - 0–100 visibility score | Yes |
| Share of Citations | Yes | Partial - citation share by domain | Yes |
| Narrative drift detection | Partial - sentiment trend only | 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 | Yes - promote any detected brand | Yes | Yes - with sentiment and average rank |
| Cited source categorization | Partial - by domain, source types not published | Yes - own, competitor, social, knowledge base, other | Yes - 8 source types |
| Topic-level breakdown | Yes | 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 | Uncapped | 9 in brand reports | 15 |
| Visibility gap analysis | Yes - citation and content gaps | Yes - topic and citation gaps | Yes |
| ChatGPT fan-out capture | Yes | No | Yes |
| AI Mode grounding queries capture | Partial - fan-out, not live grounding | No | Yes - the live grounding searches |
| Bing Index probe | No | No | Yes |
| AI crawler access check | Yes - 19 bots, robots + live server | Yes - 8 bots, robots.txt, 100 pages | Yes - retrieval, live fetch and training |
| Reporting & exports | |||
| Executive dashboard | Yes | Yes | Yes |
| AI-written narrative summary | Not published | Yes - in brand reports | Yes |
| Data export | Yes - CSV, API, Looker Studio | Yes - CSV, Excel, Sheets, PDF; 10/day | Yes - CSV |
| Branded PDF report | Partial - logo upload only | Add-on, $20/mo | Yes |
| Scheduled email reports | Partial - per-report notifications | Yes - daily, weekly or monthly | Yes - paid, per-user opt-in |
| Action log with export | Partial - recommendation to-do list | No | Yes - CSV on paid managed plans |
| Historical data retention | From prompt creation; no cap published | 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 | Partial - no fix or deploy step | No - no fix or deploy step | Yes |
| Page-level AEO audit | Yes - one URL at a time | No - site-level score, 100 pages | Yes |
| Scored categories | 13 readiness + structured data | 0 - single composite score | 9 |
| Retrieval-readiness scoring | No | No | Yes - deterministic dense retrieval |
| Evidence tiers on recommendations | No - impact ranking only | No - severity only | Yes - proven, directional, best-practice |
| Element-level rewrite suggestions | No - per-category suggestions | No | Yes - element, character budget, before and after |
| Second-model QA pass | No - human review | No - human review | Yes - pass, revised or needs human review |
| Static crawler-view snapshot | Partial - static vs rendered compare, no screenshot | Partial - crawl as an AI bot, no screenshot | Yes - full-page screenshot, JavaScript off |
| Audit input sources | Live URL only | Site crawl only, 100 pages | Live URL, pasted text, file, WordPress, Webflow, Grav |
| Baseline vs verification re-runs | Partial - re-run, no built-in compare | Partial - crawl comparison, not AI | Yes - compares against the baseline |
| Recommendation status tracking | Yes - to-do and done | No | Yes - planned, staged, completed |
| Visibility data sets page priority | Yes - recommendations built from report data | Partial - cited pages report | Yes - defend, recover, convert, earn |
| Search Console sets page priority | No | No | Yes - protect, balanced or expand |
| Branded audit PDF | No - PDF download, unbranded | Add-on, $20/mo | Yes |
| CMS integration & publishing | |||
| WordPress | Log plugin only, no publishing | No - separate content product | Yes - official plugin, production and staging |
| Webflow | No | 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 | No | No | Yes |
| Preview before applying | No | No | Yes |
| Staging environment support | No | No | Yes - WordPress, with promote to production |
| One-click rollback | No | No | Yes - WordPress |
| Patch history per site | No | No | Yes - WordPress |
| Visual placement picker | No | No | Yes - pick the spot on the rendered page |
| Push Schema JSON-LD into page | No | No | Yes - FAQPage schema |
| Publish approval gate | n/a - never publishes | n/a - never publishes | Yes - always, including scheduled runs |
| Agentic capability | |||
| Truly agentic (agent chooses its own steps) | No - data exposed to outside agents via MCP | No | Yes - plans and executes against the live web |
| Fixed-workflow automation only | No workflow builder either | 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 | No | No | Yes |
| Steer agent while running | No | No | Yes - talk to any agent mid-job |
| Background execution | No | No | Yes - with notify on completion |
| Approval gate before real-world actions | n/a - takes no actions | n/a - takes no actions | Yes |
| Long-running deep work jobs | No | No | Yes |
| Scheduled agent jobs | No - daily prompt runs only | No - scheduled crawls and exports only | Yes - daily, weekdays, weekly, monthly |
| Agent produces saved artifacts | No | No | Yes - briefs, drafts, FAQs, audits |
| Evidence capture | Partial - raw AI responses stored | Yes - stored AI answers and snapshots | Yes - screenshots and captured proof |
| Searchable job history | No | No | Yes |
| Chat & assistant | |||
| Agentic chat with mid-answer tool calls | No - MCP server for outside assistants | No - recommendation cards, not chat | Yes |
| Model picker per conversation | No | No | Yes |
| LLM models available | n/a | n/a | 27 hosted + 3 local; any model on BYOK |
| Chat memory across conversations | No | No | Yes - semantic search over past chats |
| Live web search | No | No | Yes |
| Fetch and read URLs | Partial - audits a URL you enter | Partial - crawls a URL you enter | Yes |
| Semantic search over your own site | No | No | Yes - on-device index |
| Topic coverage check | Partial - citation and content gap reports | Partial - topic and citation gap reports | Yes - covered, partial or not covered |
| File attachments | No | 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 | No | Yes - plus 6 presets |
| Image generation | No | No - separate content product | Yes |
| Content generation | |||
| Research-backed briefs | Partial - fix brief from page audit | No - separate content product | Yes |
| Live SERP / PAA research | No - fan-out queries only | No - AI topic and question data only | Yes - plus related searches and AI search snapshots |
| Full draft generation | No | No | Yes |
| Brand voice grounding | No | No | Yes |
| Brand truth profile | Partial - names, domains, competitors | No - brand name and domain only | Yes |
| Internal linking placement | No | No | Yes |
| Featured image generation | No | No | Yes |
| FAQ generation with schema export | No | No | Yes - HTML and JSON-LD |
| Key points extraction | No | No | Yes - pushable into the live pag |
| AI-tell removal pass | No | No | Yes - paid, toggleable |
| Artifact library | No | No | Yes |
| Export formats | CSV, PDF | CSV, Excel, Sheets, PDF | Markdown, HTML, DOCX, PDF, TXT |
| Revise artifacts in place | No | No | Yes |
| Deploy directly to CMS | No | No | Yes |
| Content repurposing / audio | |||
| Turn any page into audio | No | 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 | No | Yes - crawler and sitemap | Yes |
| Scheduled full-site crawl | No - single-URL audits, capped 1k–10k/mo | Partial - AI checks capped at 100 pages | Yes - weekly or on demand |
| Monitored page management | Partial - crawled pages from logs, not managed | Partial - one crawl campaign, 100 pages | Yes |
| Batched change digests | No | Partial - crawl comparison alerts | Yes |
| On-device semantic index | No | No | Yes |
| Page freshness tracking | No | Partial - crawl-to-crawl changes | Yes |
| Entity & knowledge graph | |||
| Site-wide entity graph | No | No | Yes |
| Inferred relationships | No | 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 | No - external tools via API | No | Yes - mentions or citations, all or one topic |
| Pre-built recovery recipe | No | No | Yes - detect, locate, audit, stage a fix |
| Conditional branching | No | No | Partial - branches on whether a matching page exists |
| Scheduled content cadence | No | No | Yes - daily to monthly |
| Workflow reports | No | No - scheduled exports only | Yes - posted to the inbox |
| Alerts & inbox | |||
| Unified project inbox | No | 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 - on/off per report | No | Yes - per project |
| Email digest | Partial - per-report notifications | Yes - scheduled exports | Yes |
| Teams & workspaces | |||
| Seats included | Unlimited | 1 | Unlimited on paid managed; 10 BYOK Premium, 25 BYOK Agency |
| Cost per additional seat | $0 | $99/mo per user | $0 on paid managed plans, +$7 per seat for BYOK plans |
| Shared allowance across team | Yes - shared prompt pool | Partial - brand slots pool, access does not | Yes |
| Per-member usage visibility | Not published | Partial - limit allocation per user | Yes |
| Multi-project workspaces | Yes - $189+ | No - 1 folder | Yes |
| Projects included | 1 workspace on $29; unlimited above | 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 | Not published | No - account-level | Yes - rotatable |
| SSO / SAML | Enterprise only | Enterprise only | Roadmap |
| Agency & white-label | |||
| White-label PDF reports | No - logo upload only | Add-on, $20/mo | Yes - visibility report and audit |
| Custom logo, color and link | Partial - logo only | Add-on, $20/mo | Yes |
| White-label audio player | No | No | Yes - custom attribution text and link |
| Client-facing backlink | No | No | Yes |
| Dedicated agency tier | No - partner status on $189+ | No - $90/mo directory listing | Yes - four tiers |
| Client sub-accounts | Yes - client + pitch workspaces | No - client portal discontinued | No - clients are projects, no client logins |
| Integrations | |||
| Google Search Console | No - manual query import | Partial - via $10/mo report add-on | Yes - OAuth, credentials stay on device |
| Google Analytics | No - GA4 setup guide only | Partial - via $10/mo report add-on | Roadmap |
| MCP connector support | Yes - $189+ | No - needs an SEO or bundled plan | Partial - Webflow connects over MCP |
| Public API | Yes - $189+ | No - separate SEO plan | No - project keys for own plugins only |
| Slack | No - via API only | No | No |
| Zapier | Partial - via API and MCP | No | No |
| Custom connection support | Yes - log webhook + request form | Partial - report integrations on $20/mo add-on | Yes - request a connection, paid plans |
| Platform & support | |||
| UI languages | 1 (English) | 14 | 6 |
| Troubleshooting and recovery tools | No | No | Yes |
| In-app help agent | No - help center and human chat | Partial - recommendation cards, live chat | Yes |
| Done-for-you service available | No - partner agency directory | No - partner agency directory | Yes |
| Team | |||
| Founders have SEO backgrounds | Partial. Founded in 2024 by Thomas Peham, a former VP of Marketing at Storyblok, with Josef Trauner and Klaus-M. Schremser, the former CEO and head of growth at user-feedback platform Usersnap. | Yes. | Yes. Founder Sam Morris has 15+ years in SEO and software engineering. |
Which one to pick
OtterlyAI and Semrush AI Visibility Toolkit both cover the core monitoring job. OtterlyAI suits teams that need a browser-based tool, unlimited seats, or API and MCP access on plans starting at $189 per month. Semrush suits teams that prefer a browser app, need 14 UI languages, or already use its wider SEO product set. Its $99 per-domain rate, however, is annual-billed, includes one seat, and adds limits across queries, prompts, pages, and exports.
Hi, Moose fits teams that want to track AI visibility and act on the findings in one product. It offers a free-forever plan with no card, five engines available for free daily runs, and unlimited local visibility runs on every plan. Paid plans start at $39 per month with OpenRouter BYOK, which can reduce the vendor AI cost to $0. Its usage dashboard shows credit use, reset dates, and pace warnings, while its published rate card keeps usage in one unit: AI credits.
The product also covers more of the AEO work after tracking. Hi, Moose tracks 10 engines, including Claude, Grok, Bing Copilot, DeepSeek, and Meta AI. It supports on-demand checks, multiple run schedules, configurable samples per prompt, and no hard prompt limit. It captures live Google AI Mode grounding searches, checks Bing index status, and scores narrative drift against a brand truth profile. OtterlyAI and Semrush provide monitoring and recommendations, but neither includes the full track, fix, verify, and deploy loop.
Hi, Moose also gives teams practical control over where data and changes go. The Windows and macOS app stores data in a local database, supports three local model sizes, and can run agents on a local model. Users can export CSV, PDF, and DOCX files, then create and restore a full local backup. For WordPress, Webflow, and Grav workflows, Hi, Moose can prepare element-level edits, show a preview, require approval, and publish approved changes. WordPress users also get staging support, rollback, and patch history.
Agencies may still choose OtterlyAI for client sub-accounts or its API-led setup. Semrush may remain the better choice for teams that need its UI language coverage or prefer its existing ecosystem. For most SMBs and agencies that need broad engine coverage, transparent AI costs, local-first controls, and a path from visibility data to approved site changes, Hi, Moose offers the more complete alternative.
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.
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