The Semrush AI SEO Toolkit shows how your brand is represented across top AI platforms such as ChatGPT, SearchGPT, Gemini, Perplexity, and Google AI Mode.
It reveals where—and how often—your brand appears in high-intent prompts, compared to other players in your niche.
In this guide, you’ll learn how to measure your AI visibility, analyze competitive rankings, and turn insights into action with Semrush AI Toolkit.
Step 1: Launch and Set Up the Semrush AI SEO Toolkit
Sign into your Semrush account and select the AI SEO Toolkit from the left-hand navigation bar.
Choose the Visibility tab from the left-hand navigation bar. If you haven’t already, enter your domain and click Analyze.
This report gives you a complete view of your brand’s presence across AI platforms, showing how often you’re cited, how you compare to competitors, and which prompts you appear in.
Step 2: Customize Your Competitor Set
By default, the tool automatically adds your top competitors.
To add and remove any domains, click the + icon in the Competitor bar. You can choose up to 9 brands to benchmark your brand against.
Once you’ve added your competitors, all metrics (like Share of Voice, mentions, and average position) will update instantly.
This gives you a clear view of how well your brand is performing compared to other players across AI platforms.
Step 3: Analyze the AI Share of Voice, Mentions, and Positioning
In the first half of the Visibility report, you’ll find visual breakdowns of your brand’s and competitors’ AI visibility.
You can review:
Top Visibilities and Priorities: AI-generated recommendations that highlight where you can make the biggest impact. Treat these as your “quick wins.”
Share of Voice by Platform: See which AI platforms give your brand the most visibility, and where competitors dominate. If you’re strong in one assistant (e.g., ChatGPT) but absent in another (e.g., Perplexity), that gap points to where you need to build authority.
Scroll down to see more detailed visibility metrics:
Share of Voice: Shows the percentage of overall AI visibility your brand holds compared to competitors.
Mentions: Tells you how often your brand is cited in AI-generated answers. If mentions are low, it’s a signal to improve off-page authority and content coverage in the sources AI relies on.
Average Position: Indicates your brand’s overall average position in AI-generated answers. A lower number means your brand tends to appear earlier in responses, which usually leads to better visibility.
If you have a good Share of Voice but a weak average position, focus on improving how clearly your brand is associated with key queries.
Step 4: Zoom Into the AI Prompts You Rank For
Scroll down to Breakdown by Question.
This lists high-intent prompts and how your brand and your competitors rank for each one.
For each question, you’ll see:
- Your brand’s average ranking position
- A side-by-side comparison of all your competitors' positions
- A snapshot of the AI-generated answer
This data will help you pinpoint where your brand is leading, falling behind—or missing entirely.
To identify gaps in your content, messaging, or authority signals, look for key prompts where your competitors consistently outrank you, and review how they’re positioned in the AI answer.
Then, adjust your strategy to improve your prompt visibility.
Step 5: Review AI Strategic Opportunities
At the bottom of the Visibility report, you’ll find a list of AI-generated recommendations, tailored to how your brand is currently performing across AI platforms.
For each recommendation, you’ll see:
- A short explanation of the opportunity
- Suggested next steps or focus areas (e.g., create comparison content, strengthen pricing messaging, or expand local SEO pages)
- A priority label (short, medium, or urgent) to help you decide what to tackle first
Use this section to shape your AI visibility strategy.
Stay Ahead by Checking the AI SEO Toolkit Weekly
The data in the Visibility report updates automatically every week.
Make it a habit to check in regularly, so you can:
- Monitor shifts in your brand’s AI share of voice
- Track how your optimizations are affecting visibility
- Stay ahead of your competitors by spotting new opportunities early