AI visibility tools, head to head
Semrush AI Visibility Toolkit vs Scrunch
Pricing, features and differences, researched August 2026.
Semrush AI Visibility Toolkit and Scrunch both help teams track how AI platforms describe, cite, and recommend their brands. Buyers often compare them because each covers visibility across tools such as ChatGPT, Google AI search features, and Gemini, while also showing competitor activity and citation data. The main difference comes down to platform scope and the work each tool supports. Semrush AI Visibility Toolkit combines AI visibility data with Semrush’s wider SEO data, which may suit SEO teams and agencies that already use Semrush for keyword research, rank tracking, and site work. Scrunch focuses on AI customer experience and adds tools for AI referral traffic and agent-ready site experiences. The comparison also falls into reporting depth, supported AI platforms, competitor and citation analysis, workflow fit, and technical site controls. Teams should also consider whether they need AI visibility as part of an established SEO platform or a dedicated system for managing how AI agents access and present their site.
At a glance
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
Scrunch
Pick it if you want chunk-by-chunk rewrite suggestions on your pages, and treat its edge-served bot copy as an experiment rather than a settled tactic.
- Entry price
- $250/mo annual; $300 monthly
- Tracked prompts
- 350 / 700 custom; +1,000 / 2,500 preset
- Free trial
- 7 days, no card
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 | Semrush AI Visibility Toolkit | Scrunch | Hi, Moose Our AEO tool |
|---|---|---|---|
| Pricing & cost model | |||
| Free plan available | No - and no trial | No - 7-day 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 checker is one-off | 0 | 5 |
| Entry paid price | $99/mo per domain | $250/mo annual; $300 monthly | $39/mo BYOK; $79/mo AI included |
| Annual billing discount | Partial - $99 is the annual-billed rate | Yes - 17% | Yes - BYOK 2 months free; managed plans ~10% |
| Pricing model | Per domain + per user + prompt packs | Per prompt + per seat | 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 query, prompt, page, export caps | No - prompts, personas, audits, seats | Yes - AI credits, published rate card |
| In-app usage dashboard | Partial - subscription limit counters | Not published - CS contacts you at limits | Yes - % used, reset date, pace warning |
| Agency / reseller tier | No - $90/mo directory listing only | Yes - Agency Partner Program | Yes - $149 BYOK Agency; $449+ AI included |
| Affiliate program | Yes | Yes - up to 20% referral | Yes |
| Annual contract required | Partial - $99 rate is annual-billed | No - monthly at higher rate | No |
| Free trial length | 0 - demo reports only | 7 days, no card | n/a - free plan, no expiry |
| Paid plans pricing range | $99/mo + add-ons; enterprise custom | $250–$500/mo + custom Enterprise | $39–$1,999/mo |
| Deployment, privacy & data ownership | |||
| Native desktop app | No - iOS/Android apps only | No | 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, Excel, Sheets, PDF; 10 exports/day | CSV, XLSX, API while active | CSV, PDF, DOCX exports plus full local backup |
| SOC 2 certification | Claimed on enterprise pages, not security page | SOC 2 Type II | Pending |
| ISO certification | Not published - PCI DSS Level 1 only | Not published | No |
| Local backup and restore | No | No - vendor-side only | Yes - export and import a backup file |
| Visibility & prompt tracking | |||
| Engines tracked | 5 surfaces; 3–4 per report | 9 | 10; 5 of them also collected locally |
| Real consumer-surface capture | Yes - clickstream and live queries, not LLM APIs | Mixed - browser automation + platform APIs | Yes - 5 engines read from the device, no API |
| ChatGPT | Yes | Yes | Yes |
| Claude | No | Yes | Yes |
| Gemini | Yes | Yes | Yes |
| Google AI Mode | Yes | Yes | Yes |
| Google AI Overviews | Partial - research reports only | Yes | Yes |
| Grok | No | Yes - newest addition | Yes |
| Bing Copilot | No - separate enterprise product | Yes | Yes |
| DeepSeek | No | No | Yes |
| Meta AI | No | Yes | Yes |
| Tracked prompts included | 25; +50 for $60/mo | 350 / 700 custom; +1,000 / 2,500 preset | No hard limit on any plan |
| Samples per prompt configurable | No - 1 run/day | Not published | Yes |
| Run cadence options | Daily; brand reports weekly | Not published - reported ~3 days | Multiple times a day, weekly, monthly, and on-demand |
| On-demand run now | Not published | Not published - reported available | Yes |
| Instant one-off check | Yes - free web checker | No - free prompt generator only | Yes |
| Prompt manager | Yes - CSV/TXT import, tags | Yes - variants, tags, templates | Yes |
| Branded vs non-branded classification | Partial - brand reports only | Yes | Yes |
| Prompt categories and topics | Yes - tags + AI topic clusters | Yes - topics, personas, funnel stage | Yes |
| Per-prompt model selection | No - one engine per campaign | Yes - variants per platform | Yes |
| Brand name variant support | Yes - context-aware name matching | Yes - sub-brands tracked separately | Yes - secondary brand terms |
| Brand multi-domain support | No - $99/mo per extra domain | Partial - one primary domain per brand | Yes - secondary owned domains |
| Suggested prompts from Google Search Console | No | No - via MCP + external GSC tool | Yes - real GSC questions |
| Suggested prompts from competitor gaps | Partial - competitor research report | Yes | Yes |
| Perplexity | Partial - brand reports only | Yes | Yes |
| Scoring & analysis | |||
| Mention detection | Yes | Yes | Yes |
| Citation detection | Yes - domain and page level | Yes | Yes - domain and page level |
| Sentiment scoring | Partial - brand reports only, weekly | Yes - positive, mixed, negative | Yes |
| Average position / rank | Yes | Yes - top, middle, bottom | Yes |
| Share of Voice | Partial - brand reports only | Yes | Yes |
| Share of Mentions | Yes - 0–100 visibility score | Yes | Yes |
| Share of Citations | Partial - citation share by domain | Yes | Yes |
| Narrative drift detection | Partial - weekly snapshots, manual compare | Partial - sentiment over time | Yes - scored against a brand truth profile |
| Feature-parity / accuracy scoring | Partial - feature sentiment, no ground truth | No | Yes |
| Untracked brand extraction | Yes | Partial - new-entity signals | Yes - with sentiment and average rank |
| Cited source categorization | Yes - own, competitor, social, knowledge base, other | Yes - brand, competitor, third-party | Yes - 8 source types |
| Topic-level breakdown | Yes | Yes | Yes |
| Engine-level breakdown | Yes | Yes | Yes |
| Competitor tracking | Yes - auto-identified, editable | Yes | Yes - or promote any brand seen in results |
| Competitors included | 9 in brand reports | Not published | 15 |
| Visibility gap analysis | Yes - topic and citation gaps | Yes - gaps and white space | Yes |
| ChatGPT fan-out capture | No | Not published | Yes |
| AI Mode grounding queries capture | No | Not published | Yes - the live grounding searches |
| Bing Index probe | No | No | Yes |
| AI crawler access check | Yes - 8 bots, robots.txt, 100 pages | Yes - robots checks + bot logs | Yes - retrieval, live fetch and training |
| Reporting & exports | |||
| Executive dashboard | Yes | Yes - plus custom dashboards | Yes |
| AI-written narrative summary | Yes - in brand reports | Yes - per detected change | Yes |
| Data export | Yes - CSV, Excel, Sheets, PDF; 10/day | Yes - CSV, XLSX, PDF, API | Yes - CSV |
| Branded PDF report | Add-on, $20/mo | No - unbranded snapshot | Yes |
| Scheduled email reports | Yes - daily, weekly or monthly | Partial - alert digest, not a report | Yes - paid, per-user opt-in |
| Action log with export | No | Partial - alert reactions via API | Yes - CSV on paid managed plans |
| Historical data retention | Weekly snapshots; no cap published | 90 days 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 | No - no fix or deploy step | Partial - deploys to bot copy, not live site | Yes |
| Page-level AEO audit | No - site-level score, 100 pages | Yes | Yes |
| Scored categories | 0 - single composite score | Not published - robots, rendering, schema, content | 9 |
| Retrieval-readiness scoring | No | Yes - retrievability + citability | Yes - deterministic dense retrieval |
| Evidence tiers on recommendations | No - severity only | Partial - impact rank + confidence tiers | Yes - proven, directional, best-practice |
| Element-level rewrite suggestions | No | Yes - chunk by chunk | Yes - element, character budget, before and after |
| Second-model QA pass | No - human review | Not published | Yes - pass, revised or needs human review |
| Static crawler-view snapshot | Partial - crawl as an AI bot, no screenshot | Yes - bot view + visitor image | Yes - full-page screenshot, JavaScript off |
| Audit input sources | Site crawl only, 100 pages | Live fetch + visibility + competitor data | Live URL, pasted text, file, WordPress, Webflow, Grav |
| Baseline vs verification re-runs | Partial - crawl comparison, not AI | Partial - re-audit, no paired check | Yes - compares against the baseline |
| Recommendation status tracking | No | Yes - approve, deploy, dismiss | Yes - planned, staged, completed |
| Visibility data sets page priority | Partial - cited pages report | Yes | Yes - defend, recover, convert, earn |
| Search Console sets page priority | No | No | Yes - protect, balanced or expand |
| Branded audit PDF | Add-on, $20/mo | No - unbranded PDF | Yes |
| CMS integration & publishing | |||
| WordPress | No - separate content product | Bot-log integration only, no publishing | 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 - edits bot-only copy | Yes |
| Preview before applying | No | Yes - side-by-side diff | Yes |
| Staging environment support | No | Yes - stage without publishing | Yes - WordPress, with promote to production |
| One-click rollback | No | Not published - versions retained | Yes - WordPress |
| Patch history per site | No | Yes - version history per site | Yes - WordPress |
| Visual placement picker | No | No | Yes - pick the spot on the rendered page |
| Push Schema JSON-LD into page | No | Partial - into bot copy only | Yes - FAQPage schema |
| Publish approval gate | n/a - never publishes | Yes - or set to auto-approve | Yes - always, including scheduled runs |
| Agentic capability | |||
| Truly agentic (agent chooses its own steps) | No | Partial - diagnosis and charts only | Yes - plans and executes against the live web |
| Fixed-workflow automation only | No workflow builder either | Yes - audit, optimize, deploy pipeline | 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 | Yes - nightly sweeps, autopilot fixes | Yes - with notify on completion |
| Approval gate before real-world actions | n/a - takes no actions | Yes - bulk or per item | Yes |
| Long-running deep work jobs | No | Partial - batch page pipelines | Yes |
| Scheduled agent jobs | No - scheduled crawls and exports only | Partial - vendor cadence, not user-set | Yes - daily, weekdays, weekly, monthly |
| Agent produces saved artifacts | No | Yes - saved dashboards | Yes - briefs, drafts, FAQs, audits |
| Evidence capture | Yes - stored AI answers and snapshots | Yes - raw responses + audit previews | Yes - screenshots and captured proof |
| Searchable job history | No | Partial - audit and deploy history | Yes |
| Chat & assistant | |||
| Agentic chat with mid-answer tool calls | No - recommendation cards, not chat | Yes - in-app assistant + MCP | Yes |
| Model picker per conversation | No | No | Yes |
| LLM models available | n/a | Not published | 27 hosted + 3 local; any model on BYOK |
| Chat memory across conversations | No | Not published | Yes - semantic search over past chats |
| Live web search | No | No | Yes |
| Fetch and read URLs | Partial - crawls a URL you enter | Partial - audit fetches only | Yes |
| Semantic search over your own site | No | No - sitemap index, not semantic | Yes - on-device index |
| Topic coverage check | Partial - topic and citation gap reports | Yes | Yes - covered, partial or not covered |
| File attachments | No | No | Yes - txt, md, doc, docx, pdf, images |
| In-app screenshot capture | No | No - audit renders automatically | Yes - screen or window, with crop |
| Custom specialists with own tool access | No | No | Yes - plus 6 presets |
| Image generation | No - separate content product | No | Yes |
| Content generation | |||
| Research-backed briefs | No - separate content product | Partial - page recommendations, not briefs | Yes |
| Live SERP / PAA research | No - AI topic and question data only | No | Yes - plus related searches and AI search snapshots |
| Full draft generation | No | No - rewrites existing pages only | Yes |
| Brand voice grounding | No | Partial - custom instructions per page | Yes |
| Brand truth profile | No - brand name and domain only | Yes - internal sources of truth | Yes |
| Internal linking placement | No | Not published | Yes |
| Featured image generation | No | No | Yes |
| FAQ generation with schema export | No | Partial - FAQ blocks in bot copy | Yes - HTML and JSON-LD |
| Key points extraction | No | Yes - structured summaries | Yes - pushable into the live pag |
| AI-tell removal pass | No | No | Yes - paid, toggleable |
| Artifact library | No | No | Yes |
| Export formats | CSV, Excel, Sheets, PDF | Markdown, PDF, CSV, XLSX | Markdown, HTML, DOCX, PDF, TXT |
| Revise artifacts in place | No | Yes - interactive editor | Yes |
| Deploy directly to CMS | No | No - announced, not shipped | 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 | Yes - crawler and sitemap | Yes - sitemap crawl | Yes |
| Scheduled full-site crawl | Partial - AI checks capped at 100 pages | Yes - always-on, page cap by plan | Yes - weekly or on demand |
| Monitored page management | Partial - one crawl campaign, 100 pages | Yes - priority flags per page | Yes |
| Batched change digests | Partial - crawl comparison alerts | Partial - alert digest, not page diffs | Yes |
| On-device semantic index | No | No | Yes |
| Page freshness tracking | Partial - crawl-to-crawl changes | Partial - last-indexed timestamp | Yes |
| Entity & knowledge graph | |||
| Site-wide entity graph | No | No | Yes |
| Inferred relationships | No - brand and sub-brand matching only | No | 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 | Partial - detects and notifies, no actions | Yes - mentions or citations, all or one topic |
| Pre-built recovery recipe | No | Yes - prioritized page action plan | Yes - detect, locate, audit, stage a fix |
| Conditional branching | No | No | Partial - branches on whether a matching page exists |
| Scheduled content cadence | No | Yes - weekly auto-approved fixes | Yes - daily to monthly |
| Workflow reports | No - scheduled exports only | Partial - pipeline status + webhooks | Yes - posted to the inbox |
| Alerts & inbox | |||
| Unified project inbox | Partial - recommendation cards on dashboard | Yes - alert feed with reactions | Yes |
| Native OS notifications | No - mobile app push only | No - web only | Yes - Windows and macOS |
| Customized notifications with severity thresholds | No | Partial - frequency set, tiers automatic | Yes - per project |
| Email digest | Yes - scheduled exports | Yes - real-time, daily or weekly | Yes |
| Teams & workspaces | |||
| Seats included | 1 | 3 / 5 / custom | Unlimited on paid managed; 10 BYOK Premium, 25 BYOK Agency |
| Cost per additional seat | $99/mo per user | $25/mo, max 5 extra on entry | $0 on paid managed plans, +$7 per seat for BYOK plans |
| Shared allowance across team | Partial - brand slots pool, access does not | Yes | Yes |
| Per-member usage visibility | Partial - limit allocation per user | Not published | Yes |
| Multi-project workspaces | No - 1 folder | Agency and Enterprise only | Yes |
| Projects included | 1 folder, 1 brand domain | 1 brand; multi on Agency/Enterprise | 1 free, 3–10 managed, 25–unlimited agency; +$10 each |
| Archive and restore projects | Not published | Partial - archive via API | Yes |
| Per-project API keys | No - account-level | No - org-level, brand-scoped | Yes - rotatable |
| SSO / SAML | Enterprise only | Enterprise; Google SSO all plans | Roadmap |
| Agency & white-label | |||
| White-label PDF reports | Add-on, $20/mo | No | Yes - visibility report and audit |
| Custom logo, color and link | Add-on, $20/mo | Not published | Yes |
| White-label audio player | No | No | Yes - custom attribution text and link |
| Client-facing backlink | No | No | Yes |
| Dedicated agency tier | No - $90/mo directory listing | Yes - from $500/mo | Yes - four tiers |
| Client sub-accounts | No - client portal discontinued | Yes - guest role per brand | No - clients are projects, no client logins |
| Integrations | |||
| Google Search Console | Partial - via $10/mo report add-on | No | Yes - OAuth, credentials stay on device |
| Google Analytics | Partial - via $10/mo report add-on | Yes - GA4; Adobe via push API | Roadmap |
| MCP connector support | No - needs an SEO or bundled plan | Yes - hosted server, 33 tools | Partial - Webflow connects over MCP |
| Public API | No - separate SEO plan | Enterprise only | No - project keys for own plugins only |
| Slack | No | No - Enterprise support channel only | No |
| Zapier | No | No | No |
| Custom connection support | Partial - report integrations on $20/mo add-on | Yes - webhooks + custom log ingestion | Yes - request a connection, paid plans |
| Platform & support | |||
| UI languages | 14 | 1 (English); tracks any language | 6 |
| Troubleshooting and recovery tools | No | No - status page only | Yes |
| In-app help agent | Partial - recommendation cards, live chat | Yes - assistant reads help docs | Yes |
| Done-for-you service available | No - partner agency directory | Partial - CS and partner agencies | Yes |
| Team | |||
| Founders have SEO backgrounds | Yes. | No. Founders Chris Andrew and Robert MacCloy were previously CPO and CTO at Hearsay Systems, a financial-services social compliance platform. | Yes. Founder Sam Morris has 15+ years in SEO and software engineering. |
Which one to pick
Semrush AI Visibility Toolkit suits teams that already use Semrush and want AI visibility data alongside its established SEO data. Scrunch suits enterprise teams that need a browser-based platform, client sub-accounts, a public API at the Enterprise tier, or bot-specific site experiences. Both tools track AI visibility across major engines, but their entry costs and usage models can limit smaller teams.
Hi, Moose gives SMBs and agencies a broader starting point at a lower published price. Its free plan requires no card and includes unlimited local daily visibility runs across five engines. Paid plans start at $39 per month with a bring-your-own OpenRouter key, or $79 per month with AI included. Unlike Semrush and Scrunch, Hi, Moose also supports a $0 vendor AI-cost setup through BYOK and shows usage as AI credits with a published rate card, pace warning, and reset date.
For teams that need to act on findings, Hi, Moose covers the full track, fix, verify, and deploy loop. It tracks 10 engines, including Claude, Grok, Bing Copilot, DeepSeek, and Meta AI. It can capture ChatGPT fan-out queries and live Google AI Mode grounding searches. It also audits individual pages across nine scored categories, labels recommendation evidence as proven, directional, or best-practice, and compares verification runs against a baseline.
Hi, Moose also prepares element-level changes and keeps publishing under user approval. Its WordPress, Webflow, and Grav connections support live-page edits, previews, and CMS publishing. WordPress users can use staging, rollback, patch history, and a visual placement picker. Semrush does not publish changes, while Scrunch’s current deployment focuses on bot-facing copy rather than live-page edits.
The desktop model creates a separate fit for teams that want local control. Hi, Moose stores data in a local database, supports on-device AI models, and allows full local backup and restore. It does not offer a browser app, so Semrush or Scrunch may work better for teams that need access from any browser or formal cloud compliance credentials. Scrunch has SOC 2 Type II certification, while Hi, Moose lists SOC 2 as pending.
For buyers who need a practical AEO tool with no hard prompt limit, local data storage, 10 tracked engines, and a path from visibility checks to approved site updates, Hi, Moose offers more of the workflow in one product. Its pricing and BYOK option also make that workflow accessible to smaller teams that cannot justify Semrush’s $99-per-domain starting price or Scrunch’s $250-per-month annual-billed entry plan.
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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