Tracking AI visibility: tools for ChatGPT and Gemini

More and more people ask ChatGPT, Gemini, Claude or Perplexity for advice instead of googling. "Which marketing agency in Eindhoven suits a small webshop?" or "What's the best accounting software for freelancers?" Are you mentioned in that answer, or is your competitor? You can't see that in Google Analytics or Search Console. That's what tools that track your AI visibility are for.

How these tools work

At their core they all work the same way:

1. You draw up a list of prompts: the questions your customers are likely to ask.
2. The tool regularly puts those questions to AI platforms such as ChatGPT, Gemini, Claude, Perplexity, Copilot and Google's AI answers.
3. The tool counts and analyses: how often you're mentioned, where in the answer, in what tone, which competitors appear and which sources (URLs) the AI cites.

The differences lie mainly in what you can do with the data afterwards, who they're built for and how much extra work they take off your hands.

The main tools at a glance

Otterly.ai

Quick to set up and clear. Per prompt you see whether your brand and domain are mentioned, which sources are cited and how you compare to competitors. Includes a GEO audit of your own pages. A logical choice if you want to see where you stand for the first time.

Peec AI

Purely focused on measuring, without content production. Strong at showing your position within an answer, your share of voice against competitors and sentiment. Works well across multiple countries and languages, useful if you're active outside the Netherlands too.

Profound

Built for large organisations with multiple brands, markets and teams. Besides prompt tracking it offers insight into how AI crawlers visit your site and extensive reporting. Powerful, but more than most SMEs need.

Promptwatch

Combines measuring with doing: alongside tracking you see which pages AI crawlers visit, which sources are missing, and you can have content drafted based on those gaps. Interesting if you want not only to know where you stand but also to adjust right away.

Rankshift

Aimed at agencies and organisations tracking multiple brands or websites side by side, with unlimited users and projects and data stored within the EU. You get recommendations per prompt to improve your visibility.

Searchable

Goes a step beyond measuring: besides visibility it delivers concrete tasks, such as content briefs and technical improvements. Suitable if you want a platform that helps think about execution.

How to choose

• Start small. Twenty to fifty well-chosen prompts say more than a thousand random ones. Think like your customer: what question does someone ask just before making a choice?
• Choose the platforms your customers use. ChatGPT and Google's AI answers matter most for most businesses.
• Measure or also act? If you have the knowledge to improve yourself, a tracking tool is enough. Want help with execution? Look at tools that suggest content.
• Mind language and country. Check that the tool supports prompts in your language and measures results for your market.
• Try first. Almost all tools have a trial. Test them with your own prompts.

What to know about the numbers

AI answers differ per run, per user and per phrasing. An AI visibility score is therefore a trend, not a fixed position like in Google. Look at the development over weeks and months, and at which sources AI cites: that's often your biggest opportunity. If a comparison site, trade publication or review platform keeps appearing, you want to be present there too.

And then?

Measuring is only the start. Whether you get mentioned depends on your content, your reputation elsewhere and whether AI can read your site technically. Check the latter quickly with the SEO Chrome extensions we use. Want to know more about becoming visible in AI? Read Is SEO dead or is it changing into GEO? or book a free strategy session.

Frequently asked questions

Can I see AI visibility in Google Analytics?

Partly: you see traffic arriving via AI tools, but not how often you're mentioned without a click. That's what these tools are for.

How many prompts should I track?

Start with twenty to fifty questions your customers actually ask just before choosing.