SEMrush now offers the AI Visibility Toolkit (formerly known as the AI SEO Toolkit), focused on how your brand appears inside AI-generated search results.
Think of it as SEO for the age of ChatGPT, Google’s AI Overviews, and Perplexity. Instead of tracking how you rank in blue links, it tracks how often your brand is mentioned by large language models, how those mentions are framed, and how you stack up against competitors across platforms.
The idea is simple: if AI systems are shaping the answers people see first, you need to know how those systems talk about you. The toolkit shows you exactly that and how to improve it.
Let’s break down what it does, how it works, and who it’s built for in this exclusive review. Let’s party.
The Core Idea: Track AI Search Results for the New Age of SEO
The AI Visibility toolkit monitors how often your brand is mentioned and how it’s positioned inside AI-generated answers across systems like Google’s AI search mode, ChatGPT, Gemini, and Perplexity. It calculates your Share of Voice to show where you dominate, where you’re missing, and how visibility shifts over time.
Why this matters: AI answers are influencing what people see before they click a link. If your brand isn’t part of those answers or shows up with the wrong sentiment, you’re leaving real visibility (and money) on the table. And nobody wants to do that.
The AI Reports You’ll Want to Use Most
Here are the most useful reports from the tool, in my opinion. They are not listed in any specific order. Also, to make things more interesting, I provided reporting examples from Hooters.com. Tasty.
1. Brand Performance Report
- Sentiment analysis across AI mentions: favorable, neutral, or negative.
- Narrative themes showing what AI thinks your brand represents.
- The essential sentiment drivers highlight what shapes perception.
- AI Strategic Opportunities: strategies for you, generated by AI, based on your AI search data.
I consider this to be the most useful report. Use it to monitor how AI systems describe your brand and where that story is headed.
2. Visibility Overview
- An overall score for how visible you are in LLMs.
- Share of Voice by AI platform to see how well you’re doing in ChatGPT vs. Google’s AI Mode, etc.
- Topic opportunities to show you topics that many people search for that you are not yet a part of.
This is a small report but a useful one. The Topic Opportunities section at the bottom is the most useful piece.
3. Questions Report
- Shows which types of questions people are asking LLMs about your brand.
- Categorizes the questions by topic, query intent, etc.
- AI Strategic Opportunities takes the question data and provides you with customized recommendations to help you grow.
I’d recommend heading to the bottom of the report and checking out the AI opportunities flagged with the “Urgent Timeframe” tag.
4. Prompt Tracking
- Find trending prompts related to your niche.
- Track specific prompts daily to monitor brand presence across the searches that matter most to your business.
- Tracking is US-only (for now) for ChatGPT Search and Google AI Mode. Desktop only.
5. AI Search Site Audit Report
- Scans your website from an AI search perspective.
- Flags crawling or content issues that might block AI access.
- SEMrush recommends using the AI Search category and including llms.txt where appropriate.
SEMrush AI Visibility Toolkit Pricing
The price is $99 per month as a standalone AI Visibility Toolkit subscription. This includes AI visibility reports, tracking for 25 custom prompts, one domain for brand performance tracking, a website audit for AI and SEO, and more.
In my opinion, $99 per month is well worth the price for medium- to large-sized businesses (or any business with a sizable footprint in AI search results). Use the data from the tool to generate an additional $99 in revenue (which shouldn’t be hard), and it just paid for itself.
Plan your usage wisely, though, especially if you manage multiple clients or markets.
Pricing is subject to change, so be sure to visit SEMrush’s official pricing page for the most up-to-date pricing at any given time.
The Good
- SEMrush is one of the first movers in mapping AI visibility inside mainstream SEO tools. Most of the other providers are still trying to figure out how to do this. It’s not easy.
- Clean interface that makes complex AI data digestible and actionable.
- AI Strategic Opportunities: these are custom, unique recommendations from AI, surfaced from the data in SEMrush, to help your business grow and do better in AI search.
- Nice variety of AI search reports, allowing you to get a ton of data quickly.
The Not as Good
- Since this is a new tool, don’t expect to get much historical data.
- Some recommendations can seem generic, so use those as more of a starting point.
Who Should Buy the SEMrush AI Visibility Toolkit?
Good Fit
- Established brands or medium- to large-sized businesses with measurable AI and search engine visibility
- Marketing agencies handling multiple clients’ SEO and AI search reporting
- Freelancers or consultants who handle SEO for clients
Maybe Not Yet
- Small or new brands or businesses with limited mentions in AI answers
- Businesses that need AI search data from outside the U.S., Canada, Australia, the U.K., India, or Spain (for now).
A Practical 6-Step Toolkit Workflow for Better AI Search Visibility
So, what’s a solid, easy plan to use the AI Visibility Toolkit to help your business? Here it is.
- Set foundations
- Choose your target locale and add your competitors.
- Run the AI/SEO Search Audit
- Fix crawl blocks, thin content, and inconsistent entities. Add llms.txt if relevant.
- Map the battlefield
- Analyze Share of Voice and identify missing topics and questions.
- Track prompts relevant to your business in Prompt Tracking
- Mix brand, comparison, and long-tail prompts.
- Create counter-content
- Produce pages that directly answer tracked questions.
- Use citations, reviews, and clear evidence.
- Report and refine
- Export SOV trends and sentiment monthly.
- Rotate out underperforming prompts and add new ones.
Pro Tips to Help with Your AI Search Rankings
- Chase citations, not just rankings. Credible mentions from other websites and product or business reviews feed LLM visibility.
- Face comparisons directly. Write clear, factual comparison pages that pit you against your biggest competitors. Back all of the information up with facts, not feelings.
- Keep entities stable. Consistent names, schema markup, and internal links improve identification.
- Localize intentionally. Only add locales you can support with real proof.
- Watch AI search data trends over time. Treat weekly swings as light signals, so use longer time frames for your reports instead.
FAQ for the SEMrush AI Visibility Toolkit
Is this a content writer?
No. The AI Visibility Toolkit focuses on analytics and visibility tracking across AI search tools. SEMrush’s Content Toolkit for writing is a separate product. If you’re looking for an AI ad copywriter, check out Run The Prompts’ own Digital Marketing Copywriter Pro GPT. It’s free.
Can I get a free trial of the AI Visibility Toolkit?
At the moment, SEMrush does not offer a free trial of this product. However, you can check out a free demo report of the tool. Or start your free trial of SEMrush, but keep in mind that the trial does not include the AI Visibility Toolkit.
Can I compare a lot of competitors?
Yes. The Competitor Research report, specifically, can compare your business against four competitors at once.
Is the data accurate?
It’s directionally useful for established brands and businesses that have even a moderate amount of search volume and visibility. Smaller brands may see more volatility and less useful data. SEMrush has a long history of providing useful and accurate data for businesses. However, keep in mind that AI search tracking is a new space, and this is a new tool; there is no such thing as a keyword research tool that’s 100% accurate.
In which regions is the AI Visibility toolkit available?
The toolkit is available worldwide. The AI search data collected is currently from the following countries: U.S., U.K., Canada, Australia, India, and Spain. France, Germany, the Netherlands, Brazil, Italy, Japan, the United Arab Emirates, Mexico, and Spain are all noted as coming soon.
How is the AI data used in the reports collected and calculated?
Per SEMrush: “These reports are powered by Semrush’s AI prompt database—a collection of over 100 million prompts and responses on ChatGPT, Google AI Overviews, and AI Mode. To get our prompt data, we source billions of real prompts from AI search clickstream data and Google’s keyword dataset for AI Overviews. These are organized into meaningful Topics, with duplicates removed and phrasing simplified—while always preserving the original intent and semantics.”
Wrapping Up the Toolkit Review
To wrap up this review, the AI Visibility Toolkit is built for digital marketers who want to see how artificial intelligence sees them. It brings structure to a fast-changing space, helping you track, compare, and improve your presence in AI-generated search. Few other tools can pull this off.
If you want a clear view of where your brand stands in the new AI reality, this toolkit delivers.
Questions or thoughts about how you’d use it? Leave a comment below.
Until next time, remember to run the prompts and prompt the planet.
Disclaimer: This article contains SEMrush affiliate links. I may earn a commission from qualifying purchases. My recommendations are unbiased and based on the value to you. Run The Prompts has proudly been using SEMrush since 2023 to help us dominate search engine rankings.
