As AI SEO is still very much an emerging pool of tactics and discussion points, it’s no surprise that it can be difficult to know which tool to turn to when gathering your LLM (large language model) insight.
For SEO, historically, the tools in the industry were well-known and long-established. Ahrefs, Semrush, Moz, and SE-Ranking, to name a few. And while many of these tools are releasing their own AI SEO insights, does this mean they’re still the platforms of choice for AI SEO specifically? Well, we wanted to know. Was it time for the old players to make room for the new ones?
What tools did we compare?
Ahrefs Brand Radar
At MRS, we’re an ahrefs agency at present and have been for many years. We love its ease of use, multitude of tools, and rich datasets.
So, it came as no surprise that we wanted to jump on and try their new AI add-on tool ‘Brand Radar’ right away.
The tool states that you can “monitor any brand’s visibility across AI answers, YouTube, and Reddit”. You can pay an add-on for all platforms’ data, or per platform:
We decided to trial the tool with ChatGPT alone, as the most used AI chat platform at the time.
When we first used it, we admittedly floundered (or this author floundered at least). There were so many filters, so many options, so many new metrics…
Since then, we have dedicated good time to using the add-on and accessed some interesting insights from it.
Standalone AI SEO tools
There were a couple of names that kept cropping up when attending Brighton SEO and reading SEO news – Profound and Peec AI.
We investigated Profound – now this is undoubtedly a feature-rich tool that can produce a lot of AI search insight, but it comes at an enterprise-level cost. So, we will leave the first-hand reviews of this to others for the time being.
Next was Peec AI, and one that we were very keen to try. We noted it was commonly referenced in comparison articles, and setting up a free trial was effortless.
Otterly AI was a similar story – we didn’t feel it had seen as much prominence as Peec, however, this was another name cited by established names at Brighton SEO.
So, our test subjects were chosen: Ahrefs Brand Radar, Peec AI, and Otterly.
What Did We Measure?
When it comes to AI Search, there are a number of new metrics to become familiar with. The key metrics are as follows:
- Share of voice
- Sentiment
- Citation visibility
- Link visibility
Unlike the SEO we’ve come to know and love, you don’t track keywords and rankings in the traditional sense. The above metrics should instead be applied to your brand and competitors’ visibility amongst the topics you set, and specific prompts you are keen to track over time.
So, in addition to how well the 3 x platforms cover these metrics, we also looked at the potential for the research aspect of prompt tracking (where do you start?) as well as the general ease of use and limitations set per pricing tier.
Prompt Research and Generation
#1 Otterly AI
You appear to be able to generate prompts that are currently driving clicks per URL; however when querying the bot on chat, this is guessed/assumed and not necessarily prompts that have driven visibility for you so far.
Once you have generated/added your prompts, you will see the search intent volume of these (the intent part is important – prompts are never going to be the same across the board). You then categorise them after as tags.
#2 Peec AI
As with Otterly, prompts on Peec AI can be generated, but it’s less intuitive, and you do it after you set a topic – which can be confusing when using it for the first time. Search volume for prompts is available and similarly based on intent as opposed to the specific prompt at hand.
There is no way to source prompts that you are currently being mentioned in. In their help features, Peec advises to leverage your existing search console data and turning these into your own prompts.
#3 Ahrefs Brand Radar
On Ahrefs, prompt monitoring is different. It allows us to see from the other way around – we get to see what prompts our brands are being cited in each month. These aren’t prompts that we are necessarily tracking. Now Peec and Otterly can also do this the other way round once you start tracking your brands, but you can’t access historical data.
Back to tracking – the key differentiator here was that at the time of research, you couldn’t save or select prompts to follow on Brand Radar; it served only what you were visible in for the time period you looked at.
This has now changed! At an additional cost to the already additional cost (not kidding), you can now track your prompts:
Share of Voice Tracking
#1 (Joint) Otterly AI
Share of voice % and brand coverage are included as metrics. The share of voice % is based on the total prompts you set. You can filter these with tags, which work like topics grouped together on Peec. It only has data from the time you set the prompts within topics. Brand coverage over time is also available, as well as top-level brand average metrics.
#1 (Joint) Peec AI
Share of Voice isn’t defined as such within Peec AI; instead, the tool uses two similar metrics, ‘brand visibility’ and ‘brand source usage’.
Brand source usage is based on the prompts you set only.
Visibility bases its metrics on topics you set (for example, you could group prompts to do with ‘car insurance’ into a topic of ‘car insurance’. Note that again, it only has data from the time you track the prompts within topics.
#2 Ahrefs Brand Radar
At the time of research, ahrefs’ Brand Radar didn’t blend brand aliases into one – you had to put them as separate brands. It gave them all separate shares of voice. However, today, this has since changed, and you can add variations and URLs of your brand).
This has made a world of difference, but scores lower as at present, ‘Topics’ are not available to use. Instead, you set a ‘market or niche’. It isn’t clear how this works differently from a topic, either.
Sentiment Tracking
#1 Peec
Sentiment measurement looks at what the general sentiment is behind your brand in a topic or prompt. Positive, neutral, or negative? In Peec, sentiment is available by topic area – e.g., ‘car insurance’ or prompts.
#2 Otterly
Sentiment is available per prompt only, not topics. It adds up the individual descriptions to show the brand’s overall sentiment per prompt.
#3 Ahrefs Brand Radar
Ahrefs Brand Radar did not have sentiment tracking at the time of research or write-up of this article.
AI Response Appearance and Investigation
#1 Peec AI
On Peec AI, you can jump straight into an AI response and scroll through the whole conversation. It handily highlights Brand mentions in the copy, as well as citations so you can really understand what this split looks like.
#2 Ahrefs Brand Radar
Much like Peec, you can dive straight into a prompt and see the whole conversation. It doesn’t go that step further that Peec does however, where it breaks down citations vs brand mentions as you scroll through the chat.
#3 Otterly
You get a screenshot of chats only – the text output is recorded separately.
Mentions & Citations Totals Tracking & Rankings
#1 Peec
Peec will rank the brands based on the highest visibility per prompt and highlight position. It will also cover average citations for the domain as follows:
#2 Otterly
Otterly provides similar insight, the main difference being that we noted the availability of data for some platforms was more available than others. E.g., not all platforms would provide rankings of citations.
The data collected is prompt based and topic based with a ‘rank’ rather than a position.
#3 Ahrefs Brand Radar
This has improved now you can combine variations of brand names, however though you can access mention and citation totals for topics, there isn’t any ranking once you get down to prompt level analysis.
Price Breakdowns of Standalone Products
Here you can compare the features of Otterly vs Peec for yourself. We have picked the standard packages to compare. Prices accurate as of January 2026:
Otterly Standard
- $189/month
- 100 search prompts
- Tracking of ChatGPT, Google AI Overviews, Perplexity, MS Copilot
- Google AI Mode, Gemini as extra Add-ons
- Daily Tracking
- Add 100 extra search prompts at $99
Peec AI Pro
- €199 per month
- For agile SMEs wanting deeper insights into their AI search efforts and faster growth.
- Access to ChatGPT, Perplexity, and AIO
- Track up to 100 prompts
- Prompts run across models on a daily interval
- Up to 9000 AI answers analysed per month
- Unlimited countries
- Unlimited seats
- Email + Slack Support
Conclusion – Our Winner Is Peec AI
Though Otterly came in a close second, Peec pipped into first position with its breadth of features. We personally found Otterly slightly easier to use than Peec, but the Peec platform seemed to dig deeper into the data – which is ultimately what is most important.
Whilst Ahrefs Brand Radar has made significant improvements since we first tested these platforms, it’s still behind the standalone tools in our opinion – especially when you have to pay more money to track prompts on an already paid-for add-on.
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