Best AI visibility tool for Australian agencies

A client asks their agency which tool tracks how often ChatGPT and Gemini mention them, and most agencies do not have a confident answer yet. The category is barely two years old, and a large share of what ranks for "best AI visibility tool" is a vendor reviewing itself, or an aggregator site reviewing several vendors it has an affiliate deal with.

We run Outercite, and we are one of the tools in this comparison, so treat that as a disclosed conflict rather than a hidden one. What follows uses each vendor’s own published pricing and feature pages, plus named press coverage we could confirm, and it says plainly where we lose.

What is the best AI visibility tool for Australian agencies?

There is no single best tool, and any roundup that claims one is usually selling that answer. The category splits into three real groups: funded specialists built for enterprise brands, AI add-ons bolted onto SEO suites agencies already pay for, and agency-native platforms built around multi-client billing and white-label reporting from the start. Which group wins for you depends on how many clients you run and what they are asking you to prove.

What should an agency actually check before buying?

Three questions cut the shortlist fast, and they matter more than the marketing page: which engines does it actually check, does a claimed citation get verified or just keyword-matched, and is multi-client infrastructure built into the price you would actually pay.

• Engine coverage. Which of ChatGPT, Claude, Gemini, Perplexity, Grok and DeepSeek does it check? Most tools stop at four.
• Mention versus citation. A tool that flags any keyword match in a saved transcript as a "mention" will overcount. We cover the difference in how AI decides who to cite.
• Multi-client economics. Is white-label reporting and unlimited client workspaces in the entry tier, or a custom-priced add-on you have to negotiate?

How do the main AI visibility tools compare?

Here is what we could confirm for the tools an Australian agency is most likely to shortlist. A lot of what circulates online about these tools is unlabelled vendor content, or aggregator sites reviewing each other, so we have stuck to numbers we could confirm on a vendor’s own site or in named press coverage, and said so where we could not.

Profound: the best-funded, least agency-native

Profound is the category’s best-known name and the one most "best AI visibility tool" roundups list first. It raised a $35 million Series B led by Sequoia in August 2025, taking total funding to $58.5 million (PR Newswire, 2025), and has since raised further at a reported valuation approaching $1 billion, with more than 2,000 marketers across 500-plus organisations including Ramp, MongoDB and DocuSign (Fortune, 2026). What it does not do is publish self-serve pricing: the pricing page is demo-gated, so an agency cannot compare cost or confirm whether multi-client billing exists without booking a call.

Otterly.ai: the cheapest credible entry, with a real analyst nod

Otterly.ai is the only tool in this comparison with an independent analyst credential behind it: Gartner named it one of just five vendors in its 2025 Cool Vendors for AI in Marketing report (GlobeNewswire, 2025). Its own pricing page lists plans from $29 a month, covering four base engines, with Gemini and Google AI Mode available as paid add-ons for up to six engines total (Otterly.ai, 2026). It is the cheapest way into the category by a wide margin, but the entry tiers are priced and structured for a single brand, not a client roster.

Do Semrush and Ahrefs make sense if you already pay for them?

Often, yes, if the gaps do not matter for your clients. Both bolt an AI-visibility module onto an SEO suite most agencies already run, so the marginal cost is lower than adding a whole new platform, but both also cover fewer engines than the purpose-built tools.

• Semrush AI Visibility Toolkit costs $99 a month per domain for 25 tracked prompts, and covers ChatGPT, Gemini, Perplexity and Google AI Mode and Overviews. It does not track Claude, Grok or DeepSeek (Semrush, 2026).
• Ahrefs Brand Radar costs $199 a month per platform, or $699 a month for all six indexes it covers: Google AI Overviews, Google AI Mode, ChatGPT, Copilot, Gemini and Perplexity, again with no Claude, Grok or DeepSeek (Ahrefs, 2026). Its edge is that it is repurposing Ahrefs’ existing web-crawl index rather than running a live API call per prompt, which is a genuinely different, and cheaper to scale, approach to coverage.

Scrunch AI: the widest watchlist, and more than monitoring

Scrunch tracks the widest confirmed set of engines of any tool here: ChatGPT, Claude, Gemini, Perplexity, Google AI Mode, Google AI Overviews, Microsoft Copilot, Meta AI and Grok, a customer can choose one, several, or all of them (Scrunch, 2026). It also does something none of the other tools here claim: an "Agent Experience Platform" that serves an AI-optimised version of a site directly to crawlers, which is fixing the problem rather than just measuring it. It does not track DeepSeek, and its agency tier is reported to include more limited pitch accounts than its top tier.

Peec AI: agency pricing from the first tier, white-label from the top one

Peec AI is one of the more genuinely agency-built options here. Its own agency pricing page lists three tiers from EUR205 to EUR675 a month, each with unlimited client seats and a shared, reallocatable credit pool across client projects (Peec AI, 2026). The catch is that full white-label reporting, single sign-on and pitch workspaces sit only on its custom-priced top tier, so the multi-client structure is agency-native but the client-facing polish is not.

Nightwatch: white-label on every plan, a shorter watchlist

Nightwatch built its AI tracking on top of an existing rank-tracking product, and it shows in the agency features: white-label reporting is included on every plan, with unlimited client workspaces and no per-seat fees, from an entry plan around $32 a month (Nightwatch.io, 2026). The trade-off is engine coverage: its AI visibility tracking covers ChatGPT, Claude, Gemini and Perplexity, four engines against the six some competitors check, with no Grok, DeepSeek, Copilot or Meta AI (Nightwatch.io, 2026).

Where does Outercite fit, and where do we lose?

Outercite tracks all six major engines, ChatGPT, Claude, Gemini, Perplexity, Grok and DeepSeek, on every agency seat, and every candidate citation is checked by a judge model, then confirmed or disputed by an independent verifier model before it counts, so a keyword match in a saved transcript is not scored as a citation. Unlimited client workspaces, white-label reporting and a 25% wholesale discount on every client seat are built into the $799 AUD a month Agency tier itself, not a custom quote, and every account gets per-client battlecards with auto-discovered competitors, plus a forecast of projected uplift for each recommended move against the lift actually measured once it ships.

Where we lose: we do not have Profound’s funding round or Gartner’s attention, we do not track Meta AI or Microsoft Copilot the way Scrunch and Profound do, and we do not have Ahrefs’ decade of existing web-crawl scale behind us. We are a newer, Australian-run entrant betting that verified citations across the six engines that matter most, built for a client roster rather than a single brand, is the sharper wedge for agencies specifically.

Do Australian agencies actually need this yet?

The demand signal is real, even if it is early. In AgencyAnalytics’ 2026 Marketing Agency Benchmarks Report, a survey of 494 agency professionals, 64% named Google AI Overviews their top industry concern and 66% reported rising client demand for help showing up in AI-driven search, now the number one new service they are asked to deliver; 48% said they cannot reliably track the people who discover a brand through AI tools at all (Digital Agency Network, 2026, covering AgencyAnalytics’ report).

The honest counterweight: brands are not waiting for agencies to bring this to them. In Conductor’s State of AEO/GEO in 2026 report, 93% of surveyed leaders said they are building AEO and GEO capability in-house rather than through an agency (Conductor, 2026). That is a real headwind, not just an opportunity: the pitch to a client has to be evidence, forecast and measured lift, not just a dashboard, or the client builds the capability themselves.

Is there an AU-specific option in this category?

Not among the tools with confirmed pricing pages, no. None of Profound, Otterly.ai, Semrush, Ahrefs, Scrunch, Peec AI or Nightwatch publish AUD pricing or an Australian office, at least not that we could find. That is not proof none of them serves Australian clients well, but it is a real gap for an Australian-headquartered agency to weigh. The market they would be selling into is genuine and growing: the National AI Centre’s SME AI Pulse survey put Australian small business AI adoption at 43 to 44% over the December 2025 to February 2026 quarter, with content generation and data analytics each the leading use case for 54% of adopters (National AI Centre, 2026).

So what is the best AI visibility tool for Australian agencies?

Pick by priority, not by whichever list you read first:

• Enterprise budget, want the widest brand recognition: Profound, once you have confirmed multi-client billing on a call.
• Smallest possible entry price, one brand: Otterly.ai.
• Already paying for Semrush or Ahrefs: the bolt-on toolkit, as long as your clients do not need Claude, Grok or DeepSeek coverage.
• Want the widest engine list and a content-delivery layer, not just monitoring: Scrunch AI.
• Running a genuine client roster and want agency pricing from day one: Peec AI or Nightwatch, depending on whether you need full white-label at the entry tier (Nightwatch) or can wait for the top tier (Peec AI).
• Want all six major engines, verified citations rather than mentions, and white-label plus wholesale pricing built into one Agency tier: that is the gap we built Outercite for.

Outercite’s Agency tier does not run a self-serve free trial, client seats bill immediately once you add them, but every new agency gets five demo client seats at no cost for 21 days to run the workflow against real clients before converting anyone to a paid seat.

Sources

• Profound’s $35M Series B led by Sequoia, total funding $58.5M: PR Newswire, 2025. Release.
• Profound’s reported valuation approaching $1 billion, 2,000-plus marketers across 500-plus organisations including Ramp, MongoDB and DocuSign: Fortune, 2026. Article.
• Otterly.ai named one of five vendors in Gartner’s 2025 Cool Vendors for AI in Marketing report: GlobeNewswire, 2025. Release.
• Otterly.ai pricing from $29/month, four base engines plus paid add-ons: Otterly.ai’s own pricing page, 2026.
• Semrush AI Visibility Toolkit pricing and platform coverage: Semrush’s own pricing page, 2026.
• Ahrefs Brand Radar pricing and six-platform coverage: Ahrefs’ own product page, 2026.
• Scrunch AI’s nine tracked platforms: Scrunch’s own FAQ page, 2026.
• Peec AI agency pricing tiers and unlimited client seats: Peec AI’s own agency pricing page, 2026.
• Nightwatch white-label reporting and unlimited client workspaces on every plan, and its four tracked AI engines: Nightwatch.io’s own site, 2026.
• AgencyAnalytics 2026 Marketing Agency Benchmarks Report (494 agencies), covered by: Digital Agency Network, 2026. Article.
• 93% of leaders building AEO/GEO capability in-house rather than via an agency: Conductor, State of AEO/GEO in 2026. Report.
• Australian SME AI adoption at 43 to 44%, December 2025 to February 2026 quarter: National AI Centre SME AI Pulse, 2026. Blog.