Zumi is an AI Search Intelligence Platform. It shows how often a brand comes up when people ask AI engines about its category, across up to nine engines, and reports it through four signals.
Semrush's AI Visibility Toolkit tracks brand mentions in AI answers. It sits inside Semrush, a suite best known for keyword and backlink tracking. Google AI Overviews tracking comes with any Semrush plan; the paid toolkit adds ChatGPT, Gemini, Google AI Mode, and Perplexity (Semrush, 2026).
The real question before choosing: does a team need a tool built only for AI search, or is an add-on inside its SEO suite enough?
Key takeaways
- At $99 per month, Zumi Starter tracks 50 customer prompts; Semrush's toolkit tracks 25 for one domain at the same price.
- Zumi Starter concentrates on ChatGPT and Google AI Overviews, the two surfaces that carry most AI search traffic, and Zumi scales up to nine engines at Enterprise.
- Semrush's published plan covers one domain; tracking more brands or clients means a custom Enterprise quote. Zumi agency plans include multiple client workspaces and white-label reporting on every published tier, with no per-seat limit.
- Semrush pairs a single AI visibility score with share-of-voice and narrative reports. Zumi reports mention rate, share of voice, average position, and citation share separately and never merges them into one score.
- Both tools recommend actions. Zumi's Recommendations are sorted by engine and say whether the fix is content to publish or coverage to earn.
Zumi vs the Semrush AI Visibility Toolkit at a glance
Zumi's column is drawn from published product facts. Semrush's column is drawn from Semrush's own pricing page, checked 2026-09-29; the toolkit changes as Semrush develops it.
| Dimension | Zumi | Semrush AI Visibility Toolkit |
|---|---|---|
| Category | AI Search Intelligence Platform, built for AI search measurement only | An AI visibility module inside a suite built for keyword and backlink tracking |
| Engines tracked | Up to nine: ChatGPT, Gemini, Perplexity, Claude, Copilot, Grok, Google AI Overviews, Google AI Mode, and DeepSeek, scoped per engagement | Google AI Overviews on any plan; ChatGPT, Gemini, Google AI Mode, and Perplexity on the paid toolkit, with an Enterprise AIO tier extending further (Semrush, 2026) |
| Entry tier | $99 per month Starter, covering ChatGPT and Google AI Overviews across 50 prompts | $99 per month per domain, covering one domain and 25 tracked prompts, with no published way to add more of either (Semrush, 2026) |
| Visibility reporting | Four signals reported separately: mention rate, share of voice, average position, and citation share | An AI visibility score, plus share-of-voice, sentiment, and narrative reports (Semrush, 2026) |
| Output after measurement | Recommendations: prioritized per-engine actions, split into owned media to create and earned media to earn | AI-generated strategic recommendations on brand positioning and content structure (Semrush, 2026) |
| Agency setup | Multiple client workspaces and white-label reporting on every agency tier, Starter through Enterprise | One domain per subscription; scaling to more domains or clients requires a custom Enterprise quote (Semrush, 2026) |
| Roadmap position | Every roadmap decision is about AI search measurement | AI visibility competes with keyword, backlink, and content tooling for the same roadmap |
What does Semrush's AI Visibility Toolkit actually track?
Semrush documents its AI visibility coverage in tiers. Google AI Overviews tracking comes with any Semrush plan, including free.
The paid toolkit adds ChatGPT, Gemini, Google AI Mode, and Perplexity, along with brand reports and prompt research. A separate Enterprise AIO tier tracks more (Semrush, 2026).
Zumi takes a different view of coverage. ChatGPT holds 89% of global AI assistant sessions (Graphite, via Search Engine Land, 2026), and Google's AI Overviews reach more than 2.5 billion people a month (Google, 2026). That is where most AI search happens.
So Zumi Starter tracks those two and spends its effort on more customer questions: 50 prompts at $99 a month, twice the 25 Semrush tracks at the same price.
Tracking more customer queries allows brands to understand demand better. Deep understanding of customers is what a brand requires, more than just coverage breadth.
The engine list grows with the plan. Growth adds Perplexity, and Enterprise goes up to nine engines, including Claude, Copilot, Grok, and DeepSeek, chosen to fit each brand.
Where does a specialist platform go deeper than a suite module?
Inside a suite, AI visibility shares the product team's time with keyword tracking, backlink audits, content tools, and everything else Semrush sells. Zumi builds for AI visibility and nothing else.
The difference shows up in three places.
The first is how visibility is reported. Semrush leads with a single AI visibility score. Zumi reports mention rate, share of voice, average position, and citation share as four separate signals and never rolls them into one number.
If citation share drops while mentions hold steady, the report shows it.
The second is what the recommendations tell a team to do. Semrush's advice covers brand positioning and content structure. Zumi's Recommendations are ranked by engine and split into content to publish and coverage to earn, so each one goes straight to the team that will do the work.
The third is agency economics. Semrush's published plan tracks one domain; adding brands or clients means a custom Enterprise quote, with no published price. Zumi includes multiple client workspaces and white-label reporting on every agency tier, with no per-seat limit.
When is the suite feature enough?
Sometimes it is. A team already paying for Semrush, tracking a single brand, and needing only a first read on a small set of prompts can reasonably use what it already has.
That changes as the program grows. A single score cannot show which signal moved. And an agency scaling past one domain has to negotiate a custom Enterprise price to find out what it costs.
Should a team start inside the suite it already owns?
For a team already deep inside Semrush for keyword and backlink work, starting there is convenient and costs nothing extra to try on AI Overviews.
Teams that plan to run AI visibility as its own program usually do better starting with a specialist. Switching later means starting the tracking history over.
What should a buyer ask to settle the decision?
A marketing team can answer a short list of questions before deciding whether a suite feature is enough:
- When the visibility number drops, can the report show which signal moved: mentions, share of voice, position, or citations?
- Do the recommendations say which engine they address, and whether the fix is owned content or earned coverage?
- What does the plan cost at the number of brands or clients actually being tracked, and is that price published or does it need a sales call?
- Is AI visibility the vendor's main product, or one feature among dozens?
For the criteria that matter before any head-to-head, see how to evaluate AI visibility tools.
To see how Zumi tracks each engine, read the AI Visibility solution page or the published pricing tiers.
Book a demo to see a brand tracked across up to nine engines, side by side.