7 AI competitor tracking tools ranked: who AI recommends instead of you, what each costs, and which fits B2B teams.
AI competitor tracking tools run a fixed set of buyer prompts through ChatGPT, Google AI Overviews, Perplexity, Gemini, and Claude, then record which brands each answer names, in what order, and which sources it cites. Seven platforms do this well in 2026. Nobori leads for B2B teams because it turns every prompt you lose into a task.
Your competitors already show up in answers you never see. In Semrush's 2026 AI Visibility Index (126 million U.S. prompts, January to April 2026), the top three brands held 82.9% of top-10 visibility in News and Media and 76.9% in Consumer Electronics. Finance (41.4%) and Industrial (42.2%) were far more spread out. Your category sets how much room is left for you.
Few brands hold their spot across engines. Only 36 brands held top-100 visibility on all four platforms Semrush measured (ChatGPT, Gemini, Google AI Mode, and Google AI Overviews) in every month of the study. A rival can lead in Gemini while you lead in ChatGPT, and a single-engine report hides that.
Teams that connect the two channels report better results. Semrush found that 81% of organizations with an integrated SEO and AI visibility strategy reported more traffic or leads, against 36% of those that ran the two apart. A buyer asks ChatGPT for a shortlist and you find out three months later, if at all, unless someone is tracking the answers.
This guide ranks seven platforms on one question: who does AI recommend instead of you, and what do you do about it? We compared each vendor's published feature pages and pricing, checked against a price roundup dated October 25, 2026, on engine coverage, competitor depth, prompt volume, and cost. We didn't run hands-on tests of every product, so confirm current plans on each vendor's site before you buy.
Nobori is an AI visibility platform built for B2B teams that want to see their competitors' wins and close the gap. It tracks how ChatGPT, Google AI Overviews, Perplexity, Gemini, and Claude mention and recommend your brand, refreshed daily.
Who it's for: SaaS companies, agencies, and enterprise software vendors whose buyers research vendors inside AI tools. If your sales team keeps hearing "I asked ChatGPT and it suggested three of your competitors," start here.
The key differentiator is the link between competitor data and action. Nobori's competitive intelligence view shows which brands get cited instead of you, prompt by prompt, along with the source each engine pulled. Each gap becomes a ranked task: the prompt you lost, the competitor who won it, the page the engine cited, and the next move to close the gap. An outreach module helps you earn the third-party mentions that feed those citations. Multi-brand workspaces let agencies run every client from one account.
Pricing signal: Nobori starts with a free AI visibility scan, so you see your competitor gaps before you pay. Paid plans are flat and cover daily multi-brand tracking, with no per-engine add-ons.
Verdict: the strongest fit if you want competitor tracking tied to a to-do list. You see who AI recommends, why, and what to do next, in one place. For a wider look at the category, read our head-to-head comparison of AI citation monitoring tools.
Profound is the enterprise name in AI visibility. It tracks citations, sentiment, and share of voice across up to ten answer engines, and competitor benchmarking comes with every tier.
Who it's for: large brands and agencies with a budget for a sales-led platform and a team to work through the data. Enterprise buyers who want broad engine coverage, including newer assistants, tend to shortlist it first.
The key differentiator is scale. Profound covers more engines than most rivals and layers sentiment on top of share of voice, so you can see whether AI describes a competitor more kindly than it describes you. Its pricing page lists a free 7-day trial with 50 prompts run daily on ChatGPT, Gemini, and Google AI Overviews.
Pricing signal: custom. Older listings showed a $99 Starter plan (ChatGPT only) and a $399 Growth plan, and a price roundup dated October 25, 2026 reports those self-serve plans were removed in September 2026. Expect a sales call and a quote that climbs into four figures a month.
Verdict: a strong pick if you run a large program and have the budget. Smaller teams pay for depth they won't use in the first year, and they wait on a sales process before seeing a single competitor report.
Peec AI is a European platform known for prompt-level competitor tracking. It shows mentions, citations, sentiment, and typical placement for your brand and each named rival, and it flags which prompts you win or lose against them.
Who it's for: marketing teams and agencies that want to compare prompts brand by brand without paying enterprise prices. Peec offers unlimited team seats, which helps when SEO, content, and product marketing all want to look at the same dashboard.
The key differentiator is the win and loss view. You pick a competitor, open a prompt, and see whether Peec's tracked answers named you, them, or both. Gap analysis then points to the sources that cite your rival and skip you.
Pricing signal: about $95 a month for Starter (50 prompts), about $245 for Pro (150 prompts), and about $495 for Advanced (350 prompts), per a price roundup checked October 25, 2026. Each self-serve plan tracks three AI models of your choice, and a fourth costs $35 to $165 a month extra depending on the tier. Peec's own site doesn't show prices, and third-party listings differ by $5 to $10 and by currency, so confirm before you budget.
Verdict: the best-value option for prompt-level rival comparisons. Plan for the model add-ons if you want all five engines.
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Semrush adds AI visibility tracking to the SEO suite many B2B teams already use. Its AI Visibility Score runs from 0 to 100 and compares your brand with up to nine competitors, with query-level analysis and sentiment comparison on top.
Who it's for: teams already on Semrush who want AI competitor data next to their keyword and backlink reports. One login, one invoice, and a shared set of competitors across organic and AI search.
The key differentiator is the surrounding data. You can set an AI share-of-voice gap beside a keyword gap and see where a rival wins in both channels. Semrush also publishes the AI Visibility Index, so its tool sits on one of the larger prompt datasets in the market.
Pricing signal: the toolkit is included in Semrush One plans, which start at $165.17 a month billed annually. Extra domains cost $99 a month each, according to Exploding Topics (updated September 10, 2026). A separate roundup puts the AI features on Pro+ at $248.17 a month billed annually, so check which plan you actually need.
Verdict: a good choice if Semrush is already in your stack. As a standalone competitor tracker it costs more than the focused tools above, and it gives you less guidance on what to fix next.
Ahrefs Brand Radar tracks share of voice, citations, and competitor benchmarking across six AI platforms. It shows which competitors have more AI mentions than you and how many websites mention your brand.
Who it's for: SEO teams that already live in Ahrefs. The competitor view builds on the same domain data you use for backlink and organic research.
The key differentiator is the index. Brand Radar draws on a large pre-built database of AI responses, so you can look up competitors without writing a prompt list first. That helps when you're mapping a new market and don't yet know which questions matter.
Pricing signal: $199 a month per AI platform or $699 a month for the full bundle, and it requires a paid Ahrefs account (Lite starts at $108 a month billed annually). Custom prompt tracking starts at $50 a month. A real budget for all six platforms lands well above $800 a month once you add the base plan.
Verdict: a fit for Ahrefs power users who want market-level competitor discovery. Teams without an Ahrefs plan pay for two products to get one answer.
Otterly AI is a low-cost tracker built around a Share of AI Voice metric. It shows competitor mentions, citations, and average position across engines, and its prompt research adds volume and search intent.
Who it's for: small teams, startups, and consultants running a first pilot. Nobody needs a procurement process to start tracking at $29 a month.
The key differentiator is the entry price. Lite costs $29 a month for 15 prompts, Standard costs $189 for 100 prompts, and Premium costs $489 for 400 prompts, per the October 25, 2026 roundup. Every self-serve tier covers ChatGPT, Google AI Overviews, Perplexity, and Microsoft Copilot. Gemini and Google AI Mode cost $9 each on Lite and $59 each on Standard, and Claude costs $29 on Lite and $109 on Standard.
Pricing signal: low to start and easy to outgrow. Once you add Claude and Gemini on Standard, a five-engine setup climbs by more than $200 a month. Extra prompts cost $99 a month per 100 on Standard and Premium.
Verdict: the right place to test whether competitor tracking pays off for your team. Expect to move up once you need more prompts or all five engines.
Scrunch AI pairs competitive gap analysis with tooling that changes how your own site appears to AI crawlers. Sitecore announced its acquisition of Scrunch on June 3, 2026, and the platform reported more than 500 brands at that point.
Who it's for: mid-market and enterprise marketing teams that want competitor tracking and content fixes in one product, especially teams already on Sitecore.
The key differentiator is the all-engine coverage in every plan. Starter and Growth both cover ChatGPT, Claude, Gemini, Perplexity, Google AI Mode, Google AI Overviews, and Meta, so you don't pay per engine. Plans include custom prompts plus a library of industry prompts, which gives you a competitor baseline before you write your own list.
Pricing signal: Starter costs $300 a month with 350 custom prompts, 1,000 industry prompts, and three user licenses. Growth costs $500 a month with 700 custom prompts, 2,500 industry prompts, and five licenses. Extra seats cost $25 a month. Enterprise is custom.
Verdict: a good fit for teams with a mid-market budget that want broad engine coverage without add-on math. The entry price is high for small teams.
AI engines rebuild each answer from scratch, so the brand list you see today differs from the one a buyer sees tomorrow. A tracker that reports exact rank positions is measuring noise.
SparkToro and Gumshoe tested this in 2026. Six hundred volunteers ran 12 identical prompts through ChatGPT, Claude, and Google's AI nearly 3,000 times. The odds of getting the same list of brands twice were under 1 in 100, and the odds of the same list in the same order were closer to 1 in 1,000. Some brands still appeared in 60% to 90% of responses for a given intent.
That result changes how you read competitor data. Look at how often a rival appears across many prompts and many runs. Ignore a one-day swap between position two and position four. Ask each vendor how many times it samples each prompt and how it averages the results. Our analysis of ChatGPT brand shortlists shows how few slots a B2B buyer sees in a single answer.
Judge a tool on five things: the engines it covers, how many runs back each number, how deep the competitor view goes, what it tells you to do, and what the real monthly cost is after add-ons.
Engine coverage comes first. Buyers split across assistants, and a tool that skips Claude or Gemini misses part of the shortlist. Our cross-engine citation overlap study shows why one engine's answer can't stand in for another's.
Next, check competitor depth. Some tools show a single share-of-voice number. Better ones let you open a prompt and see which rival won, what source the engine cited, and how the answer described each brand. Then check whether the tool names a next step. A chart that shows you losing is not a plan.
Ask three questions in every demo. How many times is each prompt sampled per day? Can I add competitors that aren't in your default list? Can I export the raw answers? A vendor that can't answer all three is selling a dashboard.
Competitor tracking costs between $29 and $500 a month for most B2B teams, and enterprise plans run higher. The sticker price rarely matches the real price, because engines, prompts, and domains are often add-ons.
Otterly starts at $29 a month for 15 prompts. Peec starts around $95 for 50 prompts and tracks three models. Scrunch starts at $300 and includes every engine. Ahrefs charges $199 a month per platform on top of a base Ahrefs plan. Semrush adds $99 a month per extra domain. Profound quotes custom pricing. Nobori starts with a free scan.
Count the prompts you need before you compare prices. A B2B company with four product lines and five buyer personas can burn through 15 or 50 prompts in a week. Then multiply by the number of engines you need and add the seat count. That total is the number to compare.
Set up competitor tracking in four steps: list your rivals, write the buyer prompts, pick the engines, and read the first report for gaps. Most teams finish all four in a few days.
First, name five to eight competitors, including one or two that buyers mention but your team ignores. Second, write 50 to 100 prompts in the way a buyer types them: "best [category] software for [persona]," "[your brand] vs [rival]," and "alternatives to [rival]." Third, pick the engines your buyers use. For B2B, that means ChatGPT, Google AI Overviews, Perplexity, Gemini, and Claude at minimum.
Fourth, read the first report for three signals: prompts where a rival appears and you don't, sources that cite rivals more than you, and answers that describe you in a way your sales team wouldn't. Fix the biggest gap first. Then wait a week of daily runs before you judge any change, because single-day swings tell you very little.
| Tool | Best for | Engines | Competitor view | Starting price | Next-step guidance |
|---|---|---|---|---|---|
| Nobori | B2B teams and agencies | ChatGPT, AI Overviews, Perplexity, Gemini, Claude | Prompt-level, with cited sources | Free scan, then flat plans | Ranked tasks and outreach module |
| Profound | Large enterprises | Up to 10 | Share of voice and sentiment on all tiers | Custom (sales call) | Reporting and analysis |
| Peec AI | Prompt-level rival comparison | 3 models per plan, add-ons for more | Win and loss by prompt | About $95/mo (50 prompts) | Gap analysis |
| Semrush AI Visibility Toolkit | Existing Semrush users | Major AI engines | Score vs up to 9 competitors | $99/mo per extra domain; Semrush One from $165.17/mo | Query-level insights |
| Ahrefs Brand Radar | Existing Ahrefs users | 6 platforms | Share of voice and mention benchmarking | $199/mo per platform; $699 bundle | Market-level discovery |
| Otterly AI | Small budgets and pilots | 4 included, add-ons for 3 more | Share of AI Voice, position | $29/mo (15 prompts) | Prompt research |
| Scrunch AI | Mid-market, Sitecore users | 7, all included | Competitive gap analysis | $300/mo (350 prompts) | Gap analysis and site tooling |
Start tracking your AI visibility → nobori.ai
It's software that runs buyer-style prompts through AI engines on a schedule and records which brands each answer names and cites. You use it to see who AI recommends in your category and where a rival beats you.
A rank tracker records where a page sits in a list of links. An AI competitor tracker records which brands an answer names, how it describes them, and which sources it cites. Those answers change on every run, so the metric to watch is how often a brand appears, not its exact position.
Start with 50 to 100 prompts that mirror real buyer questions: category searches, comparison queries, and "best for" questions by persona. Plans with 15 prompts work as a pilot, but they cover one product line at most.
Most platforms let you add named competitors. Semrush compares your brand with up to nine, and Peec and Nobori let you pick the rivals you care about. Check the limit before you sign up.
No. In the SparkToro and Gumshoe test, the same prompt returned the same brand list less than 1 time in 100. Use appearance rate across many runs, and treat position changes of one or two spots as noise.
Start with the free Nobori scan to see your competitor gaps, then compare it against the tool that fits your stack: Semrush or Ahrefs if you already pay for either, Otterly for a low-cost pilot.
Start tracking your AI visibility → nobori.ai
