AI Visibility Audit Providers: Who Does What, and How to Choose

AI Visibility Audit Providers: Who Does What, and How to Choose

An AI visibility audit is a diagnostic that measures how your brand is represented in the answers of generative engines like ChatGPT, Gemini, Perplexity and Claude. This guide covers the real providers in the market, what each is for, and how to evaluate one.

One note: the table below contains no invented provider names and no invented price ranges. Where pricing is public we give the figure; where it isn't, we say so. The most useful thing a guide can do is know what it doesn't know.

---

The Real Providers in This Market

Provider	Position	Coverage	Public pricing
Profound	Enterprise	10 AI engines (ChatGPT, Perplexity, Claude, Gemini, Copilot, Meta AI, Grok, DeepSeek, AI Overviews, AI Mode)	Not published, contact sales
Peec AI	Mid-market	Multi-country visibility tracking, modular engine selection	€89–199/month
Otterly.AI	Entry level	ChatGPT, AI Overviews, Perplexity, Copilot; Claude/Gemini as add-ons	From $29/month
Scrunch	Enterprise	Agent Experience Platform (AXP): agent traffic, site auditing, citation monitoring	Not published
Brand24	Different category	Social listening and mention volume — not AI citation	Monthly subscription
Botfusions	Agency service	Measurement + implementation; not a self-serve dashboard	Pricing page

Category note: Brand24 is not an AI visibility tool; it does social listening. Conflating the two is the most common mistake in this market — we cover it in detail in our Brand24 alternatives piece.

Market movement: Scrunch was acquired by Sitecore in June 2026 (Bloomberg reported the deal at $225 million). If you're evaluating it as an independent tool, factor that in — acquired products get new roadmaps.

---

What a Thorough Audit Should Cover

• Source and citation analysis: identifying where the models learned about you (Wikipedia/Wikidata, industry directories, your own site, third-party reviews).
• Share of citation: how often you are cited on your target queries, measured against competitors.
• Accuracy check: is what the models say about you actually true? Wrong pricing, wrong location and discontinued products are common.
• Per-engine breakdown: the same query returns different sources in ChatGPT and in Perplexity. An audit run against one engine is incomplete.
• Technical accessibility: GPTBot, ClaudeBot and PerplexityBot status in robots.txt; JSON-LD structure; server-side rendering.

---

Three Criteria for Evaluating a Provider

1. Data freshness. Which model versions do they query, and how often? A measurement taken against a three-month-old GPT release is not valid today.
2. Citation transparency. Do they hand you a score, or do they also show the actual source URLs the model used? A score on its own isn't actionable.
3. Actionability. Does the report stop at "you're invisible", or does it say which change on which page? That difference decides whether the audit pays for itself.

There's a fourth one people rarely ask: does whoever measures also implement? When measurement and implementation sit with different parties, findings tend not to ship.

---

Audit or Continuous Monitoring?

A one-off audit is a snapshot; AI models keep changing. When a model version ships, your brand representation can change with it. The practical approach is a thorough audit at the start, then periodic monitoring of your target queries. A quarterly interval is a reasonable starting point for most brands; competitive categories need it more often.

---

Where to Start

Before choosing any provider, there's one question you need the answer to: which queries do AI engines cite you on today? Every proposal you receive before measuring that is guesswork.

To check it yourself: ask ChatGPT, Claude, Gemini and Perplexity five buying questions from your own category and note which brands get cited. It takes ten minutes and tells you more than a provider's first report.

If you'd rather we measured it, the starting point is the GEO Readiness analysis. Our full method is published on the methodology page.