According to Semrush, traffic from large language models (LLMs) will overtake traditional organic search traffic by early 2028.
Right now, traffic from LLMs like ChatGPT and Perplexity still makes up only a small percentage of overall site visits (in my case, too). But it’s growing.
When you look at how people search today, it makes sense.
It’s not just about a list of ten blue links anymore. With tools like ChatGPT and Google’s new AI Overviews, a huge part of the user journey is now happening in conversational, AI-generated answers.
In fact, I shared my thoughts and predictions in my AI SEO trends post.
This means to stay ahead, it’s no longer enough to just rank for keywords; you must also be visible and positively positioned in AI-generated answers.
This is exactly why Semrush’s AI Visibility Toolkit was created. Its goal is to help brands measure, track, and improve their presence in AI-generated search results.
But is it a worthy investment? In my comprehensive review of the Semrush AI Visibility Toolkit, I’ll dive deep into its main reports, features, and overall value.
My hope is that this post will help you decide if it’s the right tool to future-proof your own SEO strategy.
P.S. Some links are affiliate in this post. This means I’ll earn a small commission if you decide to go for Semrush. I’m sharing this because you deserve to know this info. Even if you don’t go for it, I’m happy to support Semrush, as I’ve been using it myself for years.
AI Visibility Toolkit: A quick look
- Purpose: The main goal is to help you measure and improve your brand’s visibility and performance in AI-powered search results, and LLMs, like ChatGPT, Perplexity, and Gemini.
- Main Reports and Features: Includes reports like Visibility Overview, Brand Performance, and AI Audience Insights, all of which I cover in detail below.
- Pricing: The toolkit is $99 per month per domain.
- Free trial: 7–day free trial. You can also review the demo report to understand how the tool works.
- Platforms: The toolkit works across ChatGPT, Perplexity, Gemini, and Google’s AI Mode.
How the AI Visibility Toolkit can help you:
- Measure your brand’s presence in AI-powered search results.
- Track prompts and queries that matter for your website.
- Audit your site for AI crawlability.
- Compare your site’s AI visibility to competitors.
- Understand how AI tools perceive your brand.
The idea is simple: if your competitors are already showing up in AI-generated answers and you aren’t, you’re missing out on future traffic and brand recognition.
Now let’s break down the key features.
Visibility Overview report
The Visibility Overview report is the starting point for any analysis within the toolkit. It gives you a high-level, yet incredibly insightful, snapshot of your brand’s presence in AI search.
This report helps you answer the critical question: “How often and where is my brand showing up in AI-generated answers compared to my competitors?”
The report calculates an AI Visibility Score. According to Semrush, this metric is derived from analyzing millions of AI-generated conversations across various LLMs, including Google AI Mode and ChatGPT. The score is a direct representation of your brand’s overall presence in AI-generated search results.
In my case, it’s super low because my site is relatively small compared to established industry giants. It doesn’t show up for many queries. However, I’ve seen it being featured in AI Overviews for some of my top-performing keywords, like “AI SEO,” “AI SEO Tools,” and “AI Marketing tools.”
It’s also worth noting that your website’s visibility in LLMs and AI Mode doesn’t necessarily correlate with the traffic! Despite my site getting featured for just a few keywords, my website gets steady traffic from LLMs like ChatGPT and Perplexity.
According to my Google Analytics account, the amount of this traffic is growing, which is a good thing to know and track!
Brand Performance report
Beyond mere visibility, the Semrush AI Visibility Toolkit delves into the quality of your brand’s mentions. This is where the Brand Performance reports come in, offering a deeper look into how your brand is perceived by AI systems and, by extension, by the users who interact with them.
Mention that this report helps you identify the Share of Voice for your brand. This metric shows your brand’s visibility in AI-generated answers to non-branded questions, compared to your rivals that show up for the same terms in AI-generated search results.
You can’t manually specify the competitors you want to track!
You can only choose from a drop-down list of domains that Semrush believes pop up in LLMs and AI Overviews for your target, non-branded keywords.
That’s a drawback, in my opinion, because none of the suggested domains are my competitors, and I couldn’t add my competitor sites manually.
So, just keep this in mind if you are planning to use Semrush’s AI Visibility Toolkit.
AI brand sentiment analysis
Another standout feature is brand sentiment analysis.
This tells you whether conversations about your brand in AI-generated answers are positive, negative, or neutral.
It matters because when users see your brand recommended by ChatGPT or Google AI Overview, they’re not just looking for a name. Instead, they’re looking for trust. If AI-generated content paints your brand in a negative light, that can seriously hurt perception.
This feature gives you the chance to assess and address reputation issues before they escalate.
Citations and questions
These are one of my favourite reports.
Here’s why:
- Show exactly which pages of your site are being cited by AI tools.
- Reveal the questions users ask AI about your brand and industry.
These insights are so helpful for an SEO content strategy!
For example, if AI frequently cites your blog post, this could mean that the content is authoritative enough for AI to trust.
On the flip side, if users are asking questions you don’t have content for, you’ve just uncovered a new opportunity.
It’s essentially like keyword research for the AI era.
What’s next
Semrush plans to add the following reports for AI analysis, which will make the toolkit even more powerful, including:
- Growth plan tracking – to monitor progress over time.
- Competitor research – for deeper competitive insights.
- Topic analysis – to uncover new content opportunities.
If these roll out, the toolkit could become even more powerful for SEOs and content marketers.
Semrush AI Visibility Tool pricing
All of Semrush’s toolkits are priced separately.
The Semrush AI Visibility Toolkit is $99 per month per domain.
You can join the 7-day free trial or check the demo reports to better understand what the tool is like before you commit.
For smaller businesses or individual bloggers, the $99 monthly price point as an add-on may be a barrier. However, if your brand operates in a competitive niche or if your business model heavily relies on being perceived as an industry authority, the insights gained from this toolkit could easily justify the investment.
It’s worth mentioning that Semrush SEO Toolkit users also have quite a few AI-powered features. So, if you already use the SEO toolkit, ensure you are aware of its features before purchasing an additional toolkit. In my post on AI SEO tools, I covered Semrush’s SEO Toolkit and its AI-powered capabilities in detail.
If you are new to Semrush and want to learn more about it before committing, I suggest checking out my Semrush review post first.
FAQ
What is the Semrush AI Visibility Toolkit?
How much is the Semrush AI Visibility Toolkit?
Is the Semrush AI Visibility Toolkit worth it?
Who can benefit from using the Semrush AI Visibility Toolkit?
SEO specialists, content creators, and brand managers. SEOs can analyze competitors, content teams can find new opportunities, and brand managers can track sentiment in a new search channel.
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0 Responses
“- Show exactly which pages of your site are being cited by AI tools.
– Reveal the questions users ask AI about your brand and industry.
These insights are so helpful for an SEO content strategy!”
No, those ARE your SEO strategy being repeated back to you.
The questions users ask have not changed because of AI, and neither has the info customers/users want from your business.
This is why all the advice people give for appealing to AI is still just to create authoritative content and consider Google’s E-A-T principles.
Not worth an extra $99 a month IMO.
The AI toolkit is interesting.
I have to wonder how much of the prompt or recommendations are generically fed by their software, rather than what is reality.
This is especially the case for smaller websites that we tested. In Australia, we still have limited data, but more is on its way.
That said, overall, the $99 price tag per month per domain is steep and not valuable for most Aussie small to medium-sized businesses.
For larger enterprises, SEMRush offers more, but it does not come cheaply either. Again, where the data is sourced and the ROI is still questionable, but only time will tell as Google AI Mode rolls out further and OpenAI increases its API to third-party partners.