The short answer
Choose AiRR when you want one number you can defend and the work to move it, done for you. AiRR asks every question as your ideal customer, scores your brand 0 to 100 per engine, never blended, every day, and delivers the content and the publication map to change the answer, without ever touching your systems.
Choose Gumshoe when you want to run persona-based audits yourself at a monthly project price: synthetic users built from personas the AI models associate with your brand, a monthly Visibility Audit, and a Content Generator your team uses to draft fixes.
At a glance
The score, plus the work
- CategoryMeasurement and done-for-you execution
- Score integrityWeights locked; every brand measured identically, customer or not
- Headline metricAiRR Score, a 0 to 100 composite of the 4Ps
- Framework4P (Presence, Perception, Prestige, Persistence)
- EnginesChatGPT on Professional; Enterprise adds your choice of Gemini, Perplexity, Claude, Microsoft Copilot, Google AI Overviews and Meta AI, each with its own AiRR Score
- PricingProfessional and Enterprise, priced per brand
- Best forBrands that want the number and the fix without running a platform
Persona-based AI visibility audits
- CategoryAI search visibility audits
- Founded2025, at Pioneer Square Labs in Seattle
- Who does the workYour team, with the Content Generator and the audits
- Headline metricsVisibility (the share of conversations where the brand appears), mentions, rank, sentiment and citations, by persona, topic and model
- PersonasSynthetic users built from personas the AI models associate with your brand, which you can refine or add to
- ModelsFrom OpenAI, Anthropic, Google (including AI Overviews), Perplexity, xAI, DeepSeek and Meta
- CadenceMonthly Visibility Audit; a smaller Snapshot Audit weekly, or daily on the Playbook plan
- PricingBuild your own from $99 a month per project; Playbook $299 a month per project. As of November 3, 2026.
- Best forTeams that want persona-based audits and content drafts at a monthly project price
Side-by-side
| Dimension | AiRR | Gumshoe |
|---|---|---|
| What you buy | A program delivered to you: the score, the content and the publication map | Software your team operates: a Content Generator plus visibility, technical and citation audits |
| Headline metric | AiRR Score, 0 to 100: a composite of Presence, Perception, Prestige and Persistence | Separate metrics: visibility, mentions, rank, sentiment and citations |
| Ideal-customer lens | Every prompt asked as your ideal customers; Persona AiRR Drift shows how far each customer's answer sits from the average user's | Synthetic users built from personas the AI models associate with your brand, which you can refine or add to |
| Cadence | Daily, on every plan | Monthly Visibility Audit; Snapshot Audit weekly, or daily on the Playbook |
| Engines | ChatGPT on Professional; Enterprise adds your choice of six more, each scored separately | Models from OpenAI, Anthropic, Google, Perplexity, xAI, DeepSeek and Meta |
| Content | A listicle, a comparison article and a blog post per prompt, written for you, plus the publication map | Content Generator drafts: 3 pieces a month on Build your own, 10 on the Playbook |
| Pricing | Professional and Enterprise, priced per brand | From $99 a month per project; Playbook $299 a month per project |
Gumshoe facts are as of November 3, 2026, from the vendor's own website. Vendors change plans and prices often; check the vendor's site before you buy.
Where each platform wins
What Gumshoe does better
Model breadth at an entry price. Gumshoe's paid plans run models from seven AI companies, starting at $99 a month per project. AiRR's Professional plan runs on ChatGPT; the other engines are on Enterprise.
Personas suggested for you. Gumshoe asks the AI models which personas they associate with your brand before you define your own, a quick way to start.
Synthetic buyers. Gumshoe turns personas into synthetic users that chat with the models, with results broken down by persona, topic and model.
Low commitment. Plans are monthly, per project, with no annual commitment, and a one-time sample audit costs nothing.
What AiRR does better
Every customer against a baseline. AiRR asks every question blank slate as the average user and as each of your ideal customers, and reports the gap as Persona AiRR Drift.
Daily, not monthly. AiRR scores every tracked prompt every day. Gumshoe's full Visibility Audit runs monthly, and a month is long enough for a competitor's content push to take the answer.
One composite number. The AiRR Score is a 0 to 100 composite of the 4Ps that you can put on a slide, present to a CEO and benchmark over time. Gumshoe reports separate metrics.
Accuracy, not only sentiment. AiRR scores whether what AI says about you is accurate, separately from how positive it is. Gumshoe's site describes sentiment scoring; it does not describe a check of factual accuracy.
Done for you. AiRR writes the content, maps where to publish it and rescores you every day, without touching your systems. Gumshoe's Content Generator drafts; your team does the rest.
A score that stays honest. The weights behind the AiRR Score are locked and every brand in your field is measured identically, customer or not.
When to choose Gumshoe instead of AiRR
Gumshoe is the right call when:
You want to run persona audits yourself. You want models from several AI companies from day one at a low monthly price. A monthly read is often enough for your category, and your team has the time to turn drafts into published content.
When to choose AiRR instead of Gumshoe
AiRR is the right call when:
You want a daily number you can defend to a board, an investor or a client, measured through your ideal customer's eyes, per engine, never blended, and you want the work that moves it delivered rather than another tool to run. You want pricing set for your brand.
The structural difference
Gumshoe is an audit tool: it shows your team what the AI models say to simulated buyers and drafts content for your team to finish. AiRR is a program with a score attached. AiRR ranks the prompts you can win, delivers the content and tells you where to put it, and the AiRR Score tells you every day whether the answer moved.
Because AiRR also does the work, the score has to be above suspicion. That is why the weights are locked, why every brand in the field is measured identically whether it pays AiRR or not, and why every point traces back to what AI actually said.