Profound vs Semrush AI Visibility Toolkit: Pricing and Features Compared (2026)

Short answer: Profound and the Semrush AI Visibility Toolkit both track how your brand shows up in AI answers, but they are built for different buyers. Profound is an enterprise AI search platform: its pricing page lists a free 7-day trial (50 prompts a day on ChatGPT, Gemini and Google AI Overviews) and a custom-quoted Enterprise plan that tracks up to 9 answer engines. Semrush's AI Visibility Toolkit is a $99/month add-on with 25 tracked prompts and one brand domain, built to sit next to Semrush's SEO data. Pick Profound if you need deep, multi-engine analytics and can budget for a sales-led contract. Pick Semrush if your team already lives in Semrush and wants AI visibility as one more report. If neither fits, there are cheaper standalone trackers, and services that work on earning the citations instead of only measuring them.

Below: pricing side by side, what each tool tracks, where each one falls short, and a quick way to decide. If you want a baseline before buying anything, run the free AI visibility audit.

Profound vs Semrush at a glance

How much do Profound and Semrush cost?

This is where the two tools differ most, so it is worth being precise. All prices below were read from each vendor's own pricing page or knowledge base in late October 2026.

Profound pricing

Profound's pricing page now shows two options for brands:

• Trial (free): 50 prompts run daily for 7 days across ChatGPT, Gemini and Google AI Overviews, limited AI Marketer credits, one language. Trial users get a recommended prompt set based on their industry and cannot edit the prompts.
• Enterprise (custom): a tailored prompt tracking plan, up to 9 answer engines, AI Marketer credits for the whole team, SSO/SAML, SOC 2 compliance, a dedicated specialist with a 24-hour SLA and API access.

Profound's earlier self-serve brand tiers are no longer listed, so after the trial a brand needs a quote. The one self-serve option left is for agencies: the Agency Growth plan charges $399/month per client workspace, which tracks 100 custom prompts across ChatGPT, Perplexity and Google AI Overviews and includes 400 agent credits a month. Extra pitch workspaces cost $199/month for 5 more.

Profound's AI agents also run on credits. Browsing visibility data does not use credits, but chatting with its AI Marketer, running Agents and generating Prompt Research Reports does.

Semrush AI Visibility Toolkit pricing

Semrush publishes its numbers in full:

Two things catch buyers out. First, the toolkit is licensed per user: each teammate who needs access needs their own $99 license. Second, there is no free trial of the toolkit itself; Semrush One can be explored through a 7-day trial from a free account.

What 100 prompts costs on each

A useful way to compare is to price the same workload. Tracking about 100 prompts a month at list prices:

• Semrush toolkit: $99 for 25 prompts plus two $60 packs of 50 gives 125 prompts for $219/month.
• Semrush One Pro+: 100 prompts for $299/month, with the full SEO suite included.
• Profound Agency Growth: 100 prompts for $399/month per client workspace (agencies only).
• Profound Enterprise: quoted; no public number.

If you only need measurement and already pay for Semrush, the toolkit is the cheapest of the two by a wide margin. If you need Profound's depth, the price conversation starts with a sales call. For how these prices fit the wider market, see our breakdown of GEO pricing.

What each tool actually tracks

Both tools send prompts to AI engines and record whether your brand appears, which sources get cited and how you compare with competitors. The difference is in depth and in where the data comes from.

Profound: deep analytics and agents

Profound's Answer Engine Insights sends your prompts to each engine every day and reports four core measures: Visibility (the share of brand-containing answers that name you), Citations, Sentiment and Share of Voice. On top of that it offers:

• FactCheck, which pulls the specific claims AI engines make about your brand, checks them against your own source of truth and shows which cited URLs are behind wrong answers.
• Personas, which show how answers change depending on who is asking.
• Prompt Volumes, an estimate of how often people ask AI engines about a topic, which helps choose which prompts to track.
• Agent Analytics, which reads server or CDN logs (Cloudflare, Vercel, Fastly, Akamai, AWS, Netlify and others) to show how AI crawlers and assistants hit your site. This is something most prompt trackers cannot see at all.
• AI Marketer and Agents, credit-based AI workflows for research and content.

The trade-off is that much of this is aimed at large teams. A small brand on the trial cannot even edit its prompts.

Semrush: AI visibility next to SEO data

Semrush splits its AI data into a few reports:

• Visibility Overview, Competitor Research and Prompt Research run on Semrush's database of more than 317 million prompts and responses from ChatGPT, Gemini, Google AI Overviews and AI Mode, updated daily. You can look up any domain, not just your own.
• Brand Performance analyzes share of voice, sentiment and the narratives AI tells about your brand across Google AI Mode, ChatGPT, Perplexity and Gemini. It updates weekly.
• Prompt Tracking checks your own prompts daily, the same way Semrush's Position Tracking checks keywords, and shows which domains and pages are cited. It covers desktop results only.
• AI Search Site Audit flags technical issues that could stop AI crawlers such as OAI-SearchBot, PerplexityBot or Claude-SearchBot from reaching your pages.

The strength is context: you can see a prompt's AI visibility next to the Google ranking for the related keyword. The limit is depth. Brand Performance data is weekly, the base plan covers one domain, and there is no equivalent to Profound's log-based agent analytics.

Where each one falls short

Neither tool goes out and earns citations for you. Both show you where competitors are cited and you are not; closing that gap is still your team's job, or an agency's. Our guide to choosing a GEO agency covers that side.

Which should you choose?

Choose Profound if:

• You are an enterprise brand with many products, markets or languages.
• You want to know how AI crawlers use your site, not just what the answers say.
• You need SSO, SOC 2 and a dedicated specialist, and can go through a sales process.

Choose Semrush if:

• Your team already pays for Semrush and wants AI visibility without a new vendor.
• You want prompt research and competitor lookups on domains you don't own.
• Around 25 to 100 tracked prompts is enough for your category.

Choose neither if:

• You want a published monthly price without a suite attached. Standalone trackers start lower; our LLM citation tracking guide compares them, and the Profound alternatives roundup covers Peec AI, Otterly.AI and Ahrefs Brand Radar.
• You want the citations earned, not only measured.

Where Kollavo fits

Kollavo is not a like-for-like replacement for Profound's enterprise analytics or Semrush's SEO suite. It is built for brands that want to be named in AI answers without an enterprise contract:

• Entry, $49/month: a weekly visibility score across ChatGPT, Gemini and Google AI Mode, share of voice against competitors, citation gap alerts, PDF reports and email alerts.
• Managed, $99/month: everything in Entry plus 10 to 15 directory and AI-source submissions a month on the sources AI already cites, with your first placement included.

Side-by-side details are on our Kollavo vs Semrush AI Toolkit and Kollavo vs Profound pages, and every comparison is on the compare hub. Plans are on the pricing page. To check a single prompt for free first, try the AI citation checker or the LLM visibility score.

How to run a fair trial of either tool

Whichever you test, run the same experiment so the results are comparable:

1. Write 20 to 50 buyer prompts in the words customers actually use, across the funnel. Our glossary entry on prompt tracking explains how to pick them.
2. Add 3 to 5 named competitors. Visibility only means something relative to the brands buyers compare you with.
3. Track for at least two weeks. AI answers vary from run to run, so a single day says little. Share of voice over repeated runs is more stable than any one answer.
4. Check the cited sources, not just the score. The list of pages each engine cites for your prompts is your outreach list.
5. Compare cost per tracked prompt at the volume you will really use, including extra seats.

FAQ

Is Profound better than Semrush for AI visibility? For depth, usually yes: Profound tracks up to 9 answer engines on Enterprise and adds FactCheck, personas and crawler log analytics. Semrush is better value if you already use its SEO tools, because the AI Visibility Toolkit is a published $99/month add-on with 25 prompts.

How much does Profound cost in 2026? Profound's pricing page lists a free 7-day trial (50 prompts a day on ChatGPT, Gemini and Google AI Overviews) and a custom Enterprise plan. Agencies can buy the self-serve Agency Growth plan at $399/month per client workspace with 100 prompts.

How much is the Semrush AI Visibility Toolkit? $99 a month for 1 domain and 25 tracked prompts. Extra prompts are $60 a month per 50, extra domains are $99 each, and each extra user needs their own $99 license. Semrush One plans that bundle SEO and AI start at $199 a month with 50 prompts.

Does Semrush track Perplexity and Claude? Semrush's Brand Performance reports cover Perplexity alongside Google AI Mode, ChatGPT and Gemini. Prompt Tracking focuses on ChatGPT Search, Google AI Mode, AI Overviews and Gemini. Claude is not listed as a tracked engine, though the AI site audit checks whether Claude's crawlers can reach your site.

Is there a free trial for Profound or Semrush? Profound offers a free 7-day trial. The Semrush AI Visibility Toolkit has no free trial, but a free Semrush account can explore Semrush One through a 7-day trial.

Can either tool get my brand cited in ChatGPT? No. Both measure visibility and point to gaps. Getting cited means earning mentions on the pages AI engines already cite, through content, PR or placements. Our guide to digital PR for AI search covers that work.

Sources

Profound pricing page and Profound Knowledge Base (Answer Engine Insights, Agent Analytics, Credits), read October 30, 2026. Profound blog, "Agencies: Launch your AEO practice with Profound" (November 2025). Semrush Knowledge Base: "AI Visibility Toolkit", "Prompt Tracking", "What is Semrush One?" and "Where does the data in Semrush's AI Visibility Toolkit come from?", read October 30, 2026. Semrush blog, "Semrush Starter vs. Pro+". Kollavo pricing page, October 2026.