The short answer
Choose AiRR when you want one number you can defend and the work to move it, done for you, measured through your ideal customer's eyes, per engine, never blended, without anyone touching your systems.
Choose Semrush when your team already runs SEO in Semrush and wants AI visibility in the same place, at a self-serve price, with recommendations your team carries out.
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
AI visibility inside an SEO suite
- CategorySEO suite with an AI visibility toolkit
- OwnerAdobe (acquisition completed April 28, 2026)
- Who does the workYour team, from AI-generated recommendations
- Headline metricAI Visibility Score, 0 to 100
- EnginesToolkit: ChatGPT, Google AI Overviews, Google AI Mode, Gemini and Perplexity. Enterprise AIO has also announced Claude and Microsoft Copilot tracking
- Ideal-customer lensPersona-based prompt generation in Semrush Enterprise AIO
- CadencePrompt tracking daily; brand performance reports weekly
- PricingToolkit $99 a month per domain, 25 tracked prompts; Enterprise AIO custom. As of November 3, 2026.
- Best forTeams already on Semrush
Side-by-side
| Dimension | AiRR | Semrush |
|---|---|---|
| What you buy | A program delivered to you: the score, the content and the publication map | Software your team operates: AI visibility reports and recommendations inside Semrush |
| Headline metric | AiRR Score, 0 to 100: a composite of Presence, Perception, Prestige and Persistence | AI Visibility Score, 0 to 100, built from topic coverage and how consistently AI mentions you |
| 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 | Persona-based prompt generation in Enterprise AIO; not described for the self-serve toolkit |
| Cadence | Daily, on every plan | Prompt tracking daily; brand performance weekly |
| Engines | ChatGPT on Professional; Enterprise adds your choice of six more, each scored separately | Toolkit: ChatGPT, Google AI Overviews, Google AI Mode, Gemini and Perplexity; Enterprise AIO has also announced Claude and Microsoft Copilot tracking |
| Content | A listicle, a comparison article and a blog post per prompt, written for you, plus the publication map | Recommendations; your team executes |
| Pricing | Professional and Enterprise, priced per brand | $99 a month per domain; Enterprise AIO custom |
Semrush 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 Semrush does better
SEO and AI in one suite. For a team that already lives in Semrush, AI visibility sits next to its keyword, site audit and competitor data, now inside Adobe's marketing ecosystem.
A self-serve entry price. The toolkit is $99 a month per domain, bought online.
Prompt research. Semrush's prompt database shows the questions and intents people bring to AI, which helps a team choose what to track.
What AiRR does better
A composite of the 4Ps. Semrush's AI Visibility Score is built from topic coverage and how consistently AI mentions you. The AiRR Score is a 0 to 100 composite of Presence, Perception, Prestige and Persistence, so it also reflects whether what AI says is accurate and positive, and how you rank against the leader.
Your ideal customer's lens on every plan. AiRR asks every question as your ideal customers on Professional and Enterprise. At Semrush, persona-based prompts are part of Enterprise AIO.
Done for you. AiRR ranks the prompts you can win, writes the content, maps where to publish it and rescores you every day, without touching your systems.
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 Semrush instead of AiRR
Semrush is the right call when:
Your team runs SEO in Semrush every day, AI search is one part of that program, and you want AI visibility in the same tool at a self-serve price. Your team will carry out the recommendations itself.
When to choose AiRR instead of Semrush
AiRR is the right call when:
You want AI's answers measured through your ideal customer's eyes, scored as one number you can defend to a board, and you want the work that changes the answer delivered for you. You want pricing set for your brand.
The structural difference
The Semrush AI Visibility Toolkit is a set of reports inside an SEO suite: it measures, recommends and leaves the work to your team. 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.