Zumi is an AI Search Intelligence Platform that tracks how a brand appears when up to nine AI engines answer a category question, reporting mention rate, share of voice, average position, and citation share instead of a blended score.
Semrush is an SEO platform whose AI Visibility Toolkit tracks ChatGPT, Gemini, Perplexity, Google AI Overviews, and Google AI Mode as a $99-per-month add-on, or bundled into its Semrush One plan from $199 per month (Semrush, 2026). HubSpot is a marketing and CRM platform selling AEO as a standalone product: $50 per month, $45 with annual billing, for 25 prompts tracked daily across ChatGPT, Perplexity, and Gemini (HubSpot, 2026).
Both suites added an AI visibility feature to their existing platforms this year. The question for a buyer is no longer which specialist tool to pick. It is whether a bundled feature covers what the program actually needs.
Key takeaways
- Zumi prices engine coverage directly: $99 per month for two engines, $399 for three, up to nine on Enterprise.
- Semrush's AI Visibility Toolkit covers five engines at $99 per month standalone, or $199 bundled into Semrush One (Semrush, 2026).
- HubSpot's standalone AEO covers three engines and 25 prompts for $50 per month (HubSpot, 2026).
- Both suites report a single grade: HubSpot scores five dimensions into one read, Semrush reports an AI Visibility Score. Zumi reports four signals with no blend.
- Multi-client workspaces and white-label reporting ship on every Zumi tier; neither suite's AI feature is built around agency use.
At a glance
The table below states what each product tracks and how it prices that coverage. Cells marked "Confirm" are not published by the vendor and should be checked directly before a purchase decision.
| Dimension | Zumi | Semrush AI Visibility Toolkit | HubSpot AEO |
|---|---|---|---|
| Category | AI Search Intelligence Platform, built only for AI visibility measurement | An add-on module inside a broader SEO platform (Semrush, 2026) | A standalone product inside a broader marketing and CRM platform (HubSpot, 2026) |
| Entry price | $99/month for two engines, 50 prompts | $99/month standalone, or $199/month bundled into Semrush One (Semrush, 2026) | $50/month, $45/month billed annually (HubSpot, 2026) |
| Engines tracked | Up to nine, scoped to the plan: ChatGPT, Gemini, Perplexity, Claude, Copilot, Grok, Google AI Overviews, Google AI Mode, DeepSeek | Five: ChatGPT, Gemini, Perplexity, Google AI Overviews, Google AI Mode (Semrush, 2026) | Three: ChatGPT, Perplexity, Gemini (HubSpot, 2026) |
| Prompts on entry plan | 50 | Confirm directly; no prompt count published for the $99 tier | 25, more purchasable (HubSpot, 2026) |
| Reported as | Four signals reported separately: mention rate, share of voice, average position, citation share | A single AI Visibility Score plus supporting reports (Semrush, 2026) | A single grade across five dimensions: sentiment, presence quality, brand recognition, share of voice, market position (HubSpot, 2026) |
| Output after measurement | Recommendations split into owned media (content to create) and earned media (coverage to pursue) | Confirm directly; public materials describe prompt and competitor-gap research, not a named recommendation feature | Prioritized AEO recommendations (HubSpot, 2026) |
| Agency, multi-client support | Multiple client workspaces and white-label reporting on every tier | Confirm directly; not structured around agency multi-client use in public materials | Confirm directly; not structured around agency multi-client use in public materials |
How many engines does each option actually track?
The gap is concrete, not a vague "narrower" claim. Semrush's toolkit covers five engines at its $99 entry price; HubSpot's standalone AEO covers three at $50 per month, on 25 prompts. Zumi's published pricing starts at two engines for $99 per month and scales to nine on Enterprise, with the tracked set scoped to what the engagement needs rather than fixed at whatever ships in the suite.
A brand that only needs ChatGPT and Google search coverage is served by either suite add-on. A brand whose buyers also use Claude, Copilot, Grok, or DeepSeek is not, because neither suite tracks them today.
Does the tool report a single score or specific signals?
HubSpot's AEO blends sentiment, presence quality, brand recognition, share of voice, and market position into one grade (HubSpot, 2026). Semrush reports an AI Visibility Score alongside its supporting toolkit reports (Semrush, 2026). Both are convenient for a board slide and both hide the same problem: a blended number can move for four different reasons, and the number alone does not say which one.
Zumi reports mention rate, share of voice, average position, and citation share as four separate signals, with no blended score. A team reading the four signals knows immediately whether a drop came from fewer mentions, a rival's rising share of voice, a slipping position, or thinner citations, because each is its own line rather than one input folded into a grade.
Which option fits an agency running multiple clients?
Zumi includes multiple client workspaces and white-label reporting on every tier, brand and agency alike. Neither Semrush's toolkit nor HubSpot's AEO publishes an agency-specific structure for its AI feature: both are priced around a single brand's own domain. An agency should confirm workspace and reporting terms directly before assuming either feature scales past one account.
Which one should a team buy?
A team already running Semrush for keywords and backlinks, checking AI visibility only occasionally, gets more from the $99 add-on than from a new vendor, since the convenience of one login outweighs three fewer engines it may not need yet.
A team already living inside HubSpot for CRM and campaigns, wanting a first read on AI visibility without a new procurement cycle, gets the same trade-off at HubSpot's $50 entry price and 25-prompt cap.
A team running an ongoing AI visibility program across more than three or five engines, or one that wants four separate signals instead of a blended grade, gets more from a specialist built only for this measurement. An agency managing several client brands gets a structural fit neither suite's AI feature currently offers.
For the criteria that matter before any head-to-head, see how to evaluate AI visibility tools.
Book a demo to see how the four-signal model and per-tier engine scoping work against a brand's own category prompts.