What's a good tool for tracking our company's AI visibility?

"What's a good tool for AI visibility?"

The number of AI visibility tools grew fast in 2025 and 2026. Most promise the same thing: see how often ChatGPT and other AI systems mention your brand. But the numbers they show can mean very different things, depending on which questions are asked, how often, in which language and in which AI system.

This article compares four options: Avisible, Profound, Peec AI and Otterly.AI. Avisible builds one of them, so please read with that in mind. For the other three, Avisible uses only what each company publishes on its own website, checked in October 2026. Details that could not be verified on a vendor's own site are left out.

From October 2025 to September 2026, Avisible ran about 90,000 AI queries in Finnish, Swedish, English, German and French. The finding that matters most for choosing a tool: the score a tool shows depends on which questions it asks.

Avisible recommends asking every vendor these five questions.

1. Does the score come from named or open questions? In Avisible's audits, almost every brand is named in 90–100% of answers when its name is in the question, and in 0–40% of open questions.
2. How many times is each question asked, and how many answers is a figure based on? AI answers vary from one run to the next.
3. Are results shown per AI system? An average across systems hides large differences.
4. Are results shown per language, including Finnish, Swedish or Danish if you sell there? The same company can win in one language and lose in another.
5. Does the tool show what AI says, not only whether it names you? Mention counts miss wrong facts.

A tool that mostly asks questions with your brand name will show high numbers. In Avisible's audits, almost every brand is named in 90–100% of answers when its name is in the question, and in 0–40% of open questions. An international congress organiser was named in 96% of purchase-stage questions and in 0 of 900 answers to "best congress organiser" type questions. Ask which kind of question drives the score.

AI answers vary from one run to the next. A good tool asks each question more than once and shows how many answers a figure is based on. Google AI Overviews gave the same text in all 3 rounds for 94 of 95 questions, while ChatGPT and Gemini varied. In another project the same data read 87% or 88.5%, depending on whether empty Google answers were counted.

A hotel was named in 89% of ChatGPT answers, 87% of Gemini answers and 60% of Google answers. All 21 empty answers came from Google. An average across systems hides this.

A congress organiser was three times more visible in German than in English. A tourism operator beat its main rival in English (11–6) and German (12–7) but lost in French (4–9), with 45 answers per language. If you sell in Finland, Sweden or Denmark, check that the tool asks in Finnish, Swedish or Danish, not only in English with a country setting.

Mention counts miss wrong facts. In one audit, 30% of comparison answers (54 of 180) contained a factual error.

Which pages and sites AI reads. These are the things you can change.

Including ones you did not list. For one industrial maker, the tracked rival appeared in 0 of 443 answers while three untracked brands appeared in about half.

Daily, weekly or one-off. Daily data is useful for large teams that act on it every week. For many smaller teams, a monthly or quarterly view is enough.

A dashboard shows where you stand. Someone still has to decide what to fix first. Check whether the vendor offers one-off reports and expert help.

This comparison is based on each company's own website, checked in October 2026. Prices and plans change often, so check the pricing page before you decide.

Type and price. An AI visibility platform with one-off reports and consulting, based in Helsinki. The Snapshot is a one-off report at €499. The Audit typically costs €5,000–25,000.

AI systems and languages. The Snapshot covers ChatGPT, Gemini and Google AI Overviews. The Audit can also include Claude, Copilot and Perplexity. Besides English, Avisible specialises in the Nordic and other European languages.

What it measures. The share of answers naming the brand, per question; the sources AI reads; content analysis, factual errors and entity clarity; and the competitor named most often per question, with a side-by-side view in the Audit. The Snapshot and Audit are one-off, and the Avisible platform tracks weekly.

Help. The Audit comes with a 90-day plan and a live session. Consulting is available.

Type and price. An AI visibility platform aimed at large companies. It has a free trial tier, and Enterprise is priced individually.

AI systems and languages. The trial covers ChatGPT, Gemini and Google AI Overviews, in one language and one region. Enterprise covers up to nine systems, including Perplexity, AI Mode, Copilot, Claude and DeepSeek.

What it measures. Daily data: a visibility score by platform, citation analytics, sentiment, fact-checking of AI claims, and benchmarking against peers.

Help. A dedicated specialist or Slack channel on Enterprise.

Type and price. A self-serve AI search analytics tool for marketing teams. Plans are Starter, Pro and Advanced (monthly) and Enterprise (priced individually). It offers a free trial.

AI systems and languages. Each plan includes one to three languages and one to three countries at no extra cost.

What it measures. Daily data (Enterprise daily or weekly): visibility, meaning the share of chats that mention the brand, and position; sources used and cited, by domain or URL; sentiment; and a ranking against brands you add.

Help. Dedicated support on higher tiers.

Type and price. A self-serve AI search monitoring and GEO audit tool, based in Austria. Prices start at $29 a month for 15 prompts. It offers a free trial.

AI systems and languages. ChatGPT, Google AI Overviews, Perplexity and Copilot. Gemini, AI Mode and Claude are paid add-ons. Countries are unlimited.

What it measures. Daily data: brand mentions, average position, Share of AI Voice (the share of citations), cited links, sentiment, and a comparison against competitors.

Help. Personal onboarding on the Premium plan; a customer success manager and a quarterly GEO health check on Enterprise.

Sources: tryprofound.com, peec.ai and otterly.ai (pricing pages and home pages), avisible.co. Checked October 2026.

These tools are built for different buyers. None is best for everyone.

• A large company, often US-based, with its own AEO or content team. Profound is built for this buyer. According to its website, it is used by "a third of the Fortune 100", covers up to nine AI systems on its Enterprise plan, and offers ChatGPT Shopping tracking, API access, SSO and SOC 2 compliance.
• A marketing team that wants a self-serve dashboard with daily data in several countries. According to its website, Peec AI runs every prompt daily, includes unlimited users on all plans and does not charge extra for countries or languages.
• A small team or a single marketer who wants a low entry price. According to its website, Otterly.AI starts at $29 per month for 15 prompts, offers a free trial and includes GEO content audits.
• A Nordic company that needs answers in Finnish or Swedish. Besides English, Avisible specialises in the Nordic and other European languages, and reads the results per language and per AI system.
• Someone who wants to know where they stand once, without a subscription. The Avisible Visibility Snapshot costs €499 and is a one-off report: 900 AI queries, delivered in three working days.

The options can also be combined. Some companies start with a one-off report to find the gaps, then choose a tracking tool.

According to its pricing page, Profound has a free trial tier: 50 prompts run daily for 7 days in ChatGPT, Gemini and Google AI Overviews, in one language and one region. Peec AI, Avisible and Otterly.AI also offer free trials.

You can also do a rough check by hand. Write ten questions a buyer would ask without your brand name. Ask each one three times in ChatGPT and Gemini. Count how often you are named and who is named instead. It will not be precise, but it shows the gap between named and open questions.

Avisible is an AI visibility platform and service from Helsinki. Three things set it apart:

• Nordic languages. Avisible asks in the language your buyers use and reads each language separately, because each language has its own sources.
• One-off and continuous. Avisible offers both: a one-off Snapshot or Audit, and continuous tracking on the Avisible platform. The platform tracks awareness questions weekly and shows the share of answers that name your brand, the topic and the competitor named most often per question.
• Measurement plus expert help. The Visibility Audit (200+ buyer questions, six AI systems, four weeks) ends with a prioritised 90-day action plan and a live working session. Consulting is available, retained or by project.

"The Avisible report gave great insight into our Share of Voice in AI search, the content analysis was particularly useful." Jarno Haikonen, CEO, Naava

The Avisible figures in this article come from Snapshots and Audits run between October 2025 and September 2026, with several rounds per question in ChatGPT, Gemini and Google AI Overviews, and in some audits also Claude, Copilot and Perplexity. AI answers vary between runs, so figures from small samples are indicative. Facts about Profound, Peec AI and Otterly.AI come from their own websites, checked in October 2026.

• How to Measure Your Brand's AI Visibility
• Who can help with AI visibility in Finland?
• Why is AI recommending our competitors?

Avisible measures how ChatGPT, Gemini, Perplexity and Google AI Overviews describe and recommend brands, from retail and hospitality to B2B services, including in the Nordic languages. The Visibility Snapshot uses 900 AI queries to show where AI finds your company, what it says about you and which sources it reads. Delivered in three working days, €499.