For most marketing teams, the cheapest honest answer is the add-on you already half-own: HubSpot's AEO Grader if you run on HubSpot, Semrush AI Toolkit if you run on Semrush. Profound only earns a second invoice once a team is large enough to read conversation-level analytics every week and the budget can absorb its steeper tiers.
These three sit inside the wider market this site tracks in the 10 best AI visibility tools in 2026, our pillar comparison of the category. This page narrows the question to the one a marketing team already paying for HubSpot or Semrush actually has to answer: use the add-on, or pay again for a specialist like Profound.
HubSpot's AEO Grader hands you a one-time brand-description snapshot, Semrush AI Toolkit layers AI-answer share of voice onto the SEO data you already pull, and Profound reports a composite visibility score with conversation-level analytics. Here is how the three line up, alongside Reflexa as the reference point for what a raw-answer, fix-it tool looks like instead:
| Tool | Engines checked (as published) | What it shows | Raw AI answer as evidence | Fixes the site | Starting price |
|---|---|---|---|---|---|
| HubSpot AEO Grader | ChatGPT, Perplexity, Gemini — no Claude | One-time brand-description snapshot; ongoing monitoring inside HubSpot | Snapshot only | No | Free; ~$50/mo monitoring |
| Semrush AI Toolkit | AI Overviews, AI Mode, ChatGPT and Perplexity; Gemini on some tiers; no Claude | Share of voice and sentiment, next to your existing Semrush SEO data | Partly | No | ~$99/mo add-on (requires an existing Semrush plan, from ~$130/mo) |
| Profound | ChatGPT, Perplexity and Google AI Overviews on entry tiers; a wider set reported on higher tiers | Composite visibility scores and conversation-level analytics | Partly | No | ~$99/mo; reportedly $399/mo for wider coverage |
| Reflexa | ChatGPT, Claude, Perplexity | Raw AI answer and its sources attached to every finding | Yes | Yes, on approval | $49/month, first check free |
Proof: HubSpot and Semrush figures above reflect what our pillar comparison, the 10 best AI visibility tools, already states from each vendor's own published tier information; Profound figures reflect the same source and our dedicated Semrush AI Toolkit page. This run did not re-open each vendor's own pricing page, so treat every figure as a starting point and confirm the current number on the vendor's own site before buying.
Note: engine lists above are each vendor's own published tier limits, not a claim about what the underlying system can technically query. Confirm the current list on the vendor's own site, since tiers change.
It gives you an AI-visibility read inside the tool your team already opens, at a fraction of a standalone tracker's price, but both add-ons leave Claude out and stop at a summary number. HubSpot's Grader check is free, with monitoring reported at about $50/month inside the platform, but it is explicitly a snapshot: a one-time description of how your brand reads to ChatGPT, Perplexity and Gemini, not a running count against named competitors on a buyer's real question. Semrush AI Toolkit, reported at about $99/month on top of a plan most SEO teams already carry, puts AI-answer share of voice next to the keyword data the team already reads, but its unit of analysis stays close to the keyword, so a share-of-voice number moves without saying which sentence or competitor cost you the mention. Neither edits a page, writes a title, or applies a fix.
Why it matters: for a team not yet treating AI visibility as its own weekly discipline, the add-on is the cheapest way to find out whether it should be one. It will not tell you, in a sentence, which specific answer you lost and why.
Once a marketing team is large enough to have someone read conversation-level detail every week, and the budget can absorb an entry price reported around $99/month that climbs toward $399/month for wider engine coverage. Profound is the tool most often named when larger brands compare the category, with real analytics depth on conversation flows and an agent-traffic view of AI crawlers hitting the site. That depth is wasted on a team that checks AI visibility once a month; it earns its price on a team that treats it like a weekly metric with someone assigned to act on it.
| Team shape | Likely fit |
|---|---|
| Already on HubSpot, nobody dedicated to AI visibility yet | Start with the free Grader check |
| Already on Semrush for SEO, want AI answers alongside it | Add the AI Toolkit before buying a separate tool |
| Dedicated team, weekly review, budget for a specialist | Profound, read alongside the add-on you already have |
| Any of the above, wants the site itself to change | Add Reflexa; none of the three applies a fix |
Bottom line: buy the add-on first, because it is nearly free next to what you already pay. Buy a specialist only once someone's actual job is reading its output every week.
We asked ChatGPT, Claude and Perplexity 100 real buyer questions about AI visibility tools in September 2026 and counted the names across all 300 answers. Profound was named in 94 of 300 answers and Semrush in 67. HubSpot's AEO Grader was not one of the named tools in that run, so we are not inventing a count for it here; its visibility in that specific count simply was not measured, which says nothing about how good the free check itself is.
| Tool | Answers naming it (of 300) |
|---|---|
| Profound | 94 |
| Semrush AI Toolkit | 67 |
| HubSpot AEO Grader | not covered in this run |
Proof: Reflexa AI Visibility Index, September 2026 (100 buyer questions about AI visibility tools, 3 engines, 300 observed answers, counted by name).
Read it as rank, not market share: Profound's name recognition in this category runs ahead of Semrush AI Toolkit's, which tracks each tool's broader reputation more than either one dominating outright.
Reflexa is not a fourth dashboard for this same job; it is the agent that acts on what any of these three would tell you. It measures ChatGPT, Claude and Perplexity with the raw answer and sources attached to every finding, and then, on your approval, it writes the title, the FAQ or the corrected fact and applies it on WordPress, a coded site, Shopify, Webflow or a connected GitHub repository. A marketing team keeping the HubSpot or Semrush add-on for its reporting, and adding Reflexa for the fixing, is a normal stack, not a redundant one; the sentence that decides it is that none of HubSpot's Grader, Semrush AI Toolkit or Profound edits a single page.
Bottom line: Reflexa is usually bought in addition to a tracker like these three, not instead of one.
You can work out which of the three you need without buying anything new yet:
The one-time Grader check is free. Ongoing monitoring inside HubSpot is reported at about $50/month, which is far cheaper than a standalone tracker, but it checks ChatGPT, Perplexity and Gemini only and shows a brand-description snapshot, not a full evidence log.
Yes. Semrush AI Toolkit is sold as an add-on reported at about $99/month on top of an existing Semrush plan starting around $130/month, not as a standalone product. A team with no other reason to pay for Semrush is buying two subscriptions for one view.
When the team is large enough to have someone read conversation-level analytics every week, and the budget can absorb an entry price reported around $99/month that climbs toward $399/month for wider engine coverage. For most small and mid-size teams the add-on they already half-own is the cheaper starting point.
None fully. HubSpot's Grader gives a one-time snapshot, Semrush AI Toolkit reports share of voice and sentiment, and Profound reports composite scores with partial detail. All three are closer to a dashboard number than a full transcript of what the engine said.
In a different category. Reflexa measures ChatGPT, Claude and Perplexity with the raw answer and sources attached to every finding, and then applies the fix, on your approval, to the site itself. It is usually bought in addition to a tracker like these three, not instead of one.
The free check reads your pages the way ChatGPT, Claude and Perplexity read them — 23 structural checks, evidence attached, no card needed.
Reflexa Agent, the product: Reflexa Agent vs the AI visibility tools · pricing · priser på svenska