Review
Semrush AI Visibility Toolkit review: what it does, what it costs and what it leaves out
The Semrush AI Visibility Toolkit shows how brands appear in AI answers on ChatGPT, Gemini, Google AI Overviews and AI Mode, and tracks 25 of your own prompts daily. On 1 October 2026 Semrush listed it at $99 a month, and its knowledge base said the toolkit has no free trial of its own. It suits teams that already work in Semrush; it suits less those who need many prompts, Claude or Copilot, or a cheap way to try first.
How this review was made: we read Semrush's pricing page, its knowledge-base articles on the toolkit and its free checker on 1 October 2026. We did not buy or run the toolkit, so this review describes what Semrush publishes, not how accurate its data is. Prices may have changed since. Llamat, mentioned below, is our product.
For the wider market — 22 trackers side by side — see the AI visibility tools comparison.
What the Semrush AI Visibility Toolkit does
Semrush's knowledge base describes the toolkit as a way to see how brands appear in AI-generated answers, built with “SMBs, agencies, and mid-market companies in mind”. It bundles six parts:
- Visibility Overview: an AI Visibility Score for any brand, worldwide or by region.
- Competitor Research: the prompts and topics where competitors are cited and you are not.
- Prompt Research: topic-level volume, difficulty and intent — keyword research for AI prompts.
- Brand Performance: share of voice, sentiment and the narratives AI uses about your brand, with AI-generated recommendations. Updated weekly.
- Prompt Tracking: daily tracking of your own prompts, with a snapshot of the actual AI answer and a Sources report of the domains and pages cited.
- AI Search Site Audit: checks whether AI crawlers can reach your pages.
Where the data comes from
The toolkit mixes two kinds of data, and it helps to keep them apart. Visibility Overview, Competitor Research and Prompt Research read Semrush's own prompt database, which Semrush's data article puts at over 317 million prompts and responses on ChatGPT, Gemini, Google AI Overviews and AI Mode. It says the responses “are captured from real requests and not via any APIs of LLMs”. Those prompts are Semrush's sample of the market, not your questions.
Prompt Tracking is different: it runs the prompts you enter, each day, the same way Semrush's Position Tracking collects Google rankings. When you set up a campaign, the Prompt Tracking guide has you pick ChatGPT Search, Google AI Mode or Gemini as the search engine.
The AI Visibility Score runs from 0 to 100 and combines how many topics include your brand with how often you are mentioned within them. It is Semrush's own metric; other tools' scores count different things. Our guide to AI visibility explains mention rate, recommendation rate and citation rate, which are easier to compare across tools.
Semrush AI Visibility Toolkit pricing and limits
Semrush sells AI visibility two ways: as this standalone toolkit, or inside its Semrush One plans that combine SEO and AI visibility.
- Toolkit on its own: Semrush's AI pricing page lists the Base plan at $99 a month per domain, billed annually; the knowledge base gives the price as $99 per month. It includes 25 prompts tracked daily, 1 domain for Brand Performance, 300 AI Analysis reports a day, 1,000 daily queries in Prompt Research, the AI site audit for up to 100 pages and 10 CSV exports a day.
- Add-ons: 50 more tracked prompts for $60 a month; another domain or location for Brand Performance for $99 each.
- Users: each user in a company account needs their own toolkit licence ($99); the toolkit cannot be shared through shared limits.
- Semrush One: Starter is $199 a month ($165.17 billed annually) with 50 prompts tracked daily, Pro+ $299 ($248.17) with 100 and Advanced $549 ($455.67) with 200, each with the SEO tools as well.
Per prompt, the add-on price is lower than the base plan: 50 extra prompts for $60 against 25 included for $99. If you already pay for Semrush's SEO tools, compare the toolkit plus prompt add-ons with the Semrush One tier that has the prompt count you need.
Engines and regions
- Prompt database reports: ChatGPT, Gemini, Google AI Overviews and AI Mode.
- Prompt Tracking: ChatGPT Search, Google AI Mode and Gemini in the setup guide; the data article also lists AI Overviews.
- Brand Performance: Google AI Mode, ChatGPT, Perplexity and Gemini.
- Regions: the research reports cover 42 countries plus a worldwide view; Prompt Tracking lists 220+ countries and territories.
Not named on these pages: Claude, Microsoft Copilot, DeepSeek or Grok. Perplexity appears only for Brand Performance, not for tracking your own prompts.
Is the Semrush AI Visibility Toolkit worth it?
That depends on what you already use. This is our reading of Semrush's published terms, not a test result.
- It suits you if you already work in Semrush, want prompt research with topic volumes, and track a modest prompt set on ChatGPT and Google's AI surfaces. Added to an existing annual subscription, it is charged as a prorated one-off amount and renews with that subscription.
- It suits you less if you need hundreds of prompts on a small budget, Claude or Copilot coverage, or several team members on one licence — each user needs their own.
- It is a weak fit if you only want a first look. The toolkit itself has no free trial, and the free tools below show the basics.
Free Semrush options: the checker and the AI Visibility Index
The free AI Search Visibility Checker takes a domain and reports an AI Visibility Score, mentions, citations, top cited pages and a competitor comparison across ChatGPT, Gemini, AI Overviews and AI Mode. It uses Semrush's prompts, not yours.
The AI Visibility Index is a public research study, not a tool for your brand. Semrush says it is built on more than 126 million real US AI search prompts across four AI platforms, with brand leaderboards by industry.
How to test it before you commit
Semrush's knowledge base says the toolkit has no free trial. The Semrush One plans, which include the AI Visibility Toolkit, show a “Try for free” option on the pricing page, and Semrush's site advertises a 7-day free trial. Check at signup which AI features the trial unlocks. Then:
- Pick 10 to 20 prompts your buyers ask, including a few that name a competitor.
- Ask five of them by hand in ChatGPT and compare with the answer snapshot in Prompt Tracking. Do the brands and cited sources match what you see?
- Check how the prompt limit counts when you track the same prompt on ChatGPT, AI Mode and Gemini. The pages we read do not say.
- Look at the Sources report: are the cited domains ones you could realistically earn a mention on?
- Compare the AI Visibility Score for your brand with your own count: in how many of your prompts are you named at all?
- Export a CSV and check that it holds what you need for reporting — the limit is 1,000 rows per export.
Alternatives to the Semrush AI Visibility Toolkit
If you already use another SEO suite, look there first: the SE Ranking AI visibility tracker is part of its Core plan, with more prompts through an add-on. If you want a low entry price without an SEO suite, the HubSpot AEO tool costs $50 a month for 25 prompts on ChatGPT, Gemini and Perplexity, with a free trial.
For the full field, see the AI visibility tools comparison; for content and technical features on top of tracking, the AEO tools page; and if Google matters most, the AI Overviews tracker comparison. Considering an enterprise platform? The Profound alternative page sets out what Profound offers.
If you first want to know where you stand on your own questions, Llamat (our product) is a free AI visibility checker: a one-off report on up to 20 questions across ChatGPT, Gemini and Perplexity, with no account. It is not a daily tracker.