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The Semrush AI Visibility Toolkit measures how a brand shows up in answers from ChatGPT, Gemini and Google’s AI. Currently, it costs $99 a month and tracks 25 prompts, with daily updates. It’s worth it if you already use Semrush and track a few brands, but it doesn’t measure Claude or Copilot.
In short
- The Semrush AI Visibility Toolkit costs $99 a month, with no free trial, and tracks 25 prompts. In addition, each pack of 50 more prompts costs $60.
- It combines a database of more than 317 million prompts, brand reports and tracking of your own list in ChatGPT, AI Mode or Gemini.
- Brazil is in the database, and tracking accepts prompts in Portuguese with a location in Brazil. However, the toolkit leaves out Claude and Copilot.
- If you already pay for the Semrush SEO plan, Semrush One Starter costs less than adding the toolkit and includes 50 prompts. Agencies with many clients, however, run into the domain limit and the per-user license.
What does the Semrush AI Visibility Toolkit do?
The Semrush AI Visibility Toolkit measures a brand’s presence in AI answers, with mentions, citations and competitors. It has six modules. Three query the Semrush prompt database, while the others analyze the brand, track your prompts and audit the site for AI crawlers.
| Module | What it shows | Updates |
|---|---|---|
| Visibility Overview | Score from 0 to 100, mentions, citations and cited pages | Daily |
| Competitor Research | The brand against up to 4 competitors | Daily |
| Prompt Research | Topics, estimated volume and intent | Daily |
| Brand Performance | Share of voice, sentiment and narratives | Weekly |
| Prompt Tracking | Visibility, mentions and position for your prompts | Daily |
| Site Audit | Blocked AI crawlers and technical issues | Each audit |
According to the Semrush knowledge base, the score (AI Visibility Score) compares the brand’s mentions with the median for its top industry competitors. Meanwhile, the Brand Performance reports show how ChatGPT, AI Mode, Perplexity and Gemini describe the brand, against up to 9 competitors.
Semrush launched the toolkit in March 2025 as the AI Toolkit, or AI SEO Toolkit. That’s why the name Semrush AI toolkit still shows up in searches. If the topic is new to you, start with our guide to what GEO is.
How much does the AI Visibility Toolkit cost, and what does each plan include?
The Semrush AI Visibility Toolkit costs $99 a month, on monthly or annual billing, with no free trial. For readers in Brazil, at the exchange rate used in this guide, R$5.04 per dollar, that comes to about R$499. That figure, however, leaves out Brazil’s IOF tax and other taxes. For more prompts, you can buy add-on packs or move to Semrush One.
| Option | Price per month | What it includes |
|---|---|---|
| AI Visibility Toolkit | $99 | 25 prompts and 1 domain in Brand Performance |
| Prompt pack | $60 | 50 more prompts in Prompt Tracking |
| Extra domain | $99 | Another domain or location in Brand Performance |
| Semrush One Starter | $199 | SEO toolkit, AI toolkit and 50 prompts |
| Semrush One Pro+ | $299 | 15 websites and 100 prompts |
| Semrush One Advanced | Custom pricing | 40+ websites and API access |
Prices on the Semrush pricing page are in US dollars, even on the Portuguese version. On annual billing, Starter drops to $165.17 a month and Pro+ to $248.17. The standalone toolkit, on the other hand, costs the same $99 either way.
For example, if you already pay $139.95 for the Semrush SEO plan, adding the toolkit brings you to $238.95, with 25 prompts. Semrush One Starter, however, costs $199 and includes 50 prompts, with the same 5 websites and 500 keywords as the SEO plan. In other words, switching saves $39.95 a month and doubles your prompts.
On teams, each user needs their own toolkit license, at $99, on top of the extra user fee, which starts at $45. That’s because, according to the knowledge base, the toolkit can’t be shared through the account’s shared limits.
Which engines and countries does the AI Visibility Toolkit cover?
The Semrush AI Visibility Toolkit covers ChatGPT, Gemini, AI Overviews and AI Mode, while Perplexity only appears in the brand reports. However, Claude and Copilot aren’t among the engines it measures. Brazil is in the prompt database, and Prompt Tracking accepts a location in Brazil and prompts in Portuguese.
| Part of the toolkit | Engines | Brazil |
|---|---|---|
| Prompt database | ChatGPT, Gemini, AI Overviews and AI Mode | One of 42 regions |
| Brand Performance | ChatGPT, AI Mode, Perplexity and Gemini | Location and language of your choice |
| Prompt Tracking | ChatGPT, AI Mode or Gemini, one per campaign | Location in Brazil, with volume and topics |
In ChatGPT, Semrush analyzes search mode, with the latest model. Prompt Tracking, however, only simulates desktop searches and covers more than 220 countries and territories. For Brazil, it also shows prompt volume and topics, a feature available in only 15 countries.
Similarly, the brand reports accept more than 68,000 locations and 53 languages, but they analyze one domain at a time. According to the Brand Performance help page, changing the domain in a slot blocks further changes to that slot for 14 days.
So does the toolkit measure ChatGPT with prompts in Brazilian Portuguese? In Prompt Tracking, yes, because the list is yours and the location is in Brazil. For the database, however, the documentation doesn’t say how many prompts come from Brazil or what language they’re in. Therefore, check the database prompts before you use the visibility score as a target.
Where do the prompts and answers come from?
The analysis reports use the Semrush database, with more than 317 million prompts and responses. Semrush says the prompts come from AI search clickstream data and Google’s keyword dataset for AI Overviews. In Prompt Tracking, on the other hand, the prompt list is yours.
According to the page on where the data comes from, Semrush groups the prompts into topics, removes duplicates and simplifies the wording, but keeps the original intent. In addition, the responses come from real requests, not from the models’ APIs. Each topic’s volume, though, is an estimate that combines third-party data with Semrush’s own models.
The brand reports, meanwhile, use a separate database, with queries that Semrush links to the domain. They update every week. Finally, Prompt Tracking runs each prompt once a day, on the chosen engine and location. Since AI answers change with every run, the logic of our measurement protocol with fixed, repeated prompts applies.
In fact, Semrush itself treats the numbers as directional signals, not exact measurements:
“AI search and LLM responses are fast-changing and highly personalized, which means no platform can provide exact numbers on visibility.”
Semrush, knowledge base (2026)
To compare it with another SEO suite’s database, see our Ahrefs Brand Radar review.
What does the Semrush AI toolkit leave out?
The toolkit leaves out Claude, Copilot, Perplexity with daily tracking and the traffic AI sends to your site. In addition, Prompt Tracking doesn’t show share of voice or estimated traffic, and each prompt runs once a day. These are the limits that matter most when you choose:
- Engines: Claude and Copilot aren’t among the engines it measures, while Perplexity only appears in Brand Performance, with weekly updates.
- Metrics: Prompt Tracking shows visibility, mentions, owned sources, volume and average position. Share of voice, however, stays in the brand reports.
- Traffic: the toolkit measures presence in the answer, but not visits. Semrush estimates that traffic in another toolkit, Traffic & Market, sold separately. So for real visits and conversions, use the AI channel in GA4, and for impressions in Google’s AI features, use Search Console.
- Export: each user can export up to 10 CSV files a day, with up to 1,000 rows each.
- Site Audit: the AI check counts llms.txt as a readiness item. Google, however, says Search ignores the file, as our guide to what llms.txt is for shows.
When does a dedicated tool make more sense?
A dedicated tool makes more sense when you don’t subscribe to Semrush, need several engines per prompt or want to test before paying. That’s because the Semrush toolkit includes only 25 prompts, runs one engine per campaign and has no free trial. For example, a comparison with Peec AI shows the difference:
| Criterion | AI Visibility Toolkit | Peec AI Starter |
|---|---|---|
| Price per month | $99 | $95 |
| Prompts | 25 | 50 |
| Engines | ChatGPT, AI Mode or Gemini, one per campaign | 3 of 6, such as Copilot and Gemini |
| Free trial | No | Yes |
The figures come from the Peec AI pricing page, on monthly billing. Otterly, by the way, starts at $29 a month, with 15 prompts on four engines, including Copilot and Perplexity. The advantage of Semrush, on the other hand, is seeing SEO and AI in one dashboard. After all, Prompt Tracking compares AI visibility with traditional Google rankings.
For agencies, the math is different. According to the Semrush One help page, Semrush designed the toolkit for one or a few domains and recommends AIO, part of Semrush Enterprise, for multiple brands. Even so, the Pro report in My Reports, at $20 a month per report, pulls in the toolkit’s data and carries the agency’s brand. To compare seven tools on the same collection, country and export criteria, see our GEO tools comparison. NotHuman, which publishes this blog, works in the same market, so we left it out of the comparison.
Who is the Semrush AI Visibility Toolkit worth it for?
The Semrush AI Visibility Toolkit is worth it if you already use Semrush and track one brand, or a few. That’s because it brings SEO and AI into one dashboard and shows competitors without a prompt list. For large lists, many clients or other engines, however, the math changes.
- If you pay for the Semrush SEO plan: it’s worth it, but through Semrush One, because Starter costs less than the SEO plan plus the toolkit.
- Brands that don’t use Semrush: it depends, since Peec AI offers 50 prompts on 3 engines for $95.
- Agencies with many clients: the standalone toolkit is worth little, because it covers few domains and charges a license per user. Semrush One Pro+, for example, covers 15 websites. The cost for 10, 25 or 50 clients is in our guide to AI visibility tools for agencies.
- If you need Claude or Copilot: it’s not worth it, because the toolkit doesn’t measure either engine.
Before you subscribe, run the Semrush free checker with the brand’s domain. It shows the visibility score and mentions in ChatGPT, Gemini and Google’s AI, at no cost. That way, you can see whether the brand already appears in the database before you pay.
What we found in the AI Visibility Toolkit documentation
We read 19 official Semrush pages about the toolkit, including help articles, pricing pages, the product page and news posts. On six points, however, the pages contradict each other. This affects engines, regions, limits and plans, which is exactly what matters when you buy:
- Prompt Tracking engines: there are three versions. The setup page lists ChatGPT, AI Mode and Gemini, while another adds AI Overviews and a third drops Gemini.
- Database engines: the page on where the data comes from includes Gemini, but the Semrush One page doesn’t.
- Database regions: the toolkit’s main page lists 42 regions, while the page on where the data comes from mentions 117 regional databases.
- Advanced plan prompts: the knowledge base says 200, but the pricing page says there’s no limit.
- SEO plan: the knowledge base says it includes AI visibility reports, but the pricing page marks those items as not included.
- Free account: the same knowledge base page says it includes some AI features, while the pricing page marks that item as not included.
So ask Semrush sales for written confirmation of your plan’s engines and limits before you subscribe.
Frequently asked questions
No. According to the Semrush knowledge base, the toolkit requires a paid subscription and has no free trial. Free accounts, however, can try Semrush One for 7 days, with exports disabled. In addition, the free Semrush AI visibility checker shows the brand’s score and mentions in ChatGPT, Gemini and Google’s AI.
The AI Visibility Toolkit is the AI toolkit Semrush sells on its own, for $99 a month, with 25 prompts. Semrush One, however, combines the SEO and AI toolkits in a single plan, starting at $199 a month, with 50 prompts. So if you pay for the SEO plan, Starter costs less than adding the toolkit.
Yes. Adobe completed its acquisition of Semrush on April 28, 2026, according to the customer FAQ that Semrush published. Even so, the AI Visibility Toolkit is still on sale on the Semrush pricing page, at $99 a month.
Want to know how your brand shows up in AI answers today?
NotHuman is opening spots for agencies and brands to track how they appear in AI answers. Join the waitlist and we’ll let you know when a spot opens up for you.
Main sources
- Semrush, AI Visibility Toolkit pricing, limits and regions (2026).
- Semrush, where the AI Visibility Toolkit data comes from (2026).
- Semrush, Prompt Tracking: engines, location and limits (2026).
- Semrush, Semrush One plans and pricing (2026).
- Semrush, what Semrush One includes and who the toolkit is for (2026).
- Semrush, Brand Performance reports (2026).
- Peec AI, plans for brands (2026).
