Tonecast vs Semrush AI Visibility Toolkit: which fits you?
The Semrush AI Visibility Toolkit costs $99 a month per domain and tracks 25 prompts daily, with an AI Visibility Score, prompt research and a site audit. Tonecast starts at $34 (€29) a month for 20 prompts per language, sampled weekly with confidence intervals, formative sources, claim checking and early signals. The toolkit suits Semrush users. Tonecast suits teams that need explained numbers.
How this comparison was made. Tonecast wrote this page, so read it as a vendor's comparison. Every figure about Semrush AI Visibility Toolkit comes from its own public pages on the date above, linked in the sources below; where a page did not state something, the table says so rather than guessing. No test account was used. If a figure is out of date, write to support@tonecast.io and it will be corrected.
What is Semrush AI Visibility Toolkit?
The AI Visibility Toolkit is Semrush's product for measuring how a brand appears in AI-generated answers. Its knowledge base lists six parts: a Visibility Overview with an AI Visibility Score (how often a brand is mentioned compared with the median of its top competitors), Competitor Research, Prompt Research (volume, difficulty and intent, like keyword research for AI), Brand Performance (share of voice, sentiment, narratives and AI-generated recommendations, updated weekly), Prompt Tracking (day by day) and an AI Search Site Audit that flags issues blocking AI bots.
What is Tonecast?
Tonecast is a SaaS platform that shows what AI assistants (ChatGPT, Claude, Gemini and Perplexity) say about a brand, product, person or topic, and which web pages shaped those answers. Tonecast (tonecast.io) samples the engines every week through their official APIs, reports every rate with a 95% confidence interval, builds a source graph of the pages behind the answers in three tiers (Cited, Formative, Owned), checks the factual claims in the answers against your fact sheet, and tests whether the sources move before the answers do (Early signals). It is not to be confused with other products that share the name.
How do prices compare?
Semrush's knowledge base states the base price in US dollars; its pricing page shown in Europe displays an equivalent euro price billed annually. Tonecast lists euro prices for companies in Europe and dollar prices for the rest of the world; yearly billing is 20% less.
Semrush AI Visibility Toolkit plans, 10 November 2026
| Plan | Price | Prompts | AI engines | Notes |
|---|---|---|---|---|
| AI Visibility Toolkit, Base | $99 / month per domain (€94.94 / month billed annually on the European pricing page) | 25, tracked daily | mentions from ChatGPT, Google AI, Gemini and Perplexity; prompt tracking on Google AI Mode and ChatGPT | 1 project, 1 Brand Performance domain, 300 daily AI analysis queries, 1,000 daily prompt research queries, AI search checks for up to 100 pages, 10 CSV exports a day |
| Add-ons | $99 per extra user (knowledge base); $99 per extra Brand Performance domain or location; $60 / month for 50 more prompts | Base Report and Pro Report add-ons; Semrush One plans include 50 or 100 prompts tracked daily (Starter, Pro+), unlimited on Advanced according to the pricing page |
Semrush's knowledge base states that the AI Visibility Toolkit does not offer a free trial; the seven-day trial advertised in the site footer refers to Semrush in general.
Tonecast plans, 10 November 2026
| Plan | Price | Tracked prompts | AI engines per campaign | Notes |
|---|---|---|---|---|
| Essential | $34 / €29 / month | 20 per language | 3 | 1 campaign, 1 workspace, 300 source pages, 6 months of source history |
| Starter | $91 / €79 / month | 40 per language | 3 | 3 campaigns, alerts, early warnings, gap & action list, Launch Mode |
| Pro | $284 / €249 / month | 80 per language | 4 | 10 campaigns, Compare, PowerPoint export, shared views, Gemini as an engine |
| Agency | $627 / €549 / month | 200 per language | 4 | 30 campaigns, 10 workspaces (one per client), white label, public API |
Tonecast prices are in US dollars, or in euros for companies in Europe, taxes excluded; yearly billing is 20% less, and a pack of 25 extra prompts costs $45 (€39) a month on any plan. Engines are ChatGPT, Claude and Perplexity on every plan and Gemini on Pro and Agency; Google AI Overviews is on the way. Full limits are on the pricing page.
Like for like
The toolkit's Base plan ($99) tracks 25 prompts daily for one domain, with every extra user or domain at $99. Tonecast Essential ($34, or €29 in Europe) tracks 20 prompts per language on three engines, sampled weekly with six runs per prompt and engine a month, with no per-user pricing; Starter ($91) tracks 40 prompts on three engines across three campaigns. The toolkit adds prompt research and a site audit that Tonecast does not have; Tonecast adds formative sources, claim checking, intervals and early signals that the toolkit's pages do not describe.
Which AI engines does each cover?
Semrush's pricing page lists mentions from ChatGPT, Google AI, Gemini and Perplexity, and its knowledge base says Prompt Tracking covers Google AI Mode and ChatGPT. Tonecast covers ChatGPT, Claude and Perplexity on every plan and Gemini on Pro and Agency, through the engines' official APIs with web search or grounding enabled; Google AI Overviews is on the way, and AI Mode is not covered.
What does each one measure?
The left column reproduces what Semrush AI Visibility Toolkit's pages state; the right column is what Tonecast does today. "Not stated" means the vendor's pages checked on 10 November 2026 did not describe it, not that the product lacks it.
| Question | Semrush AI Visibility Toolkit | Tonecast |
|---|---|---|
| Visibility in AI answers | AI Visibility Score: how often the brand is mentioned compared with the median of its top industry competitors; daily prompt tracking | AI visibility rate per engine, prompt, category, language and country, with a 95% confidence interval |
| Position in the answer | Not stated on the pages checked | Not reported as a rank; Tonecast reports presence, tone, recommendation rate and share of voice instead |
| Tone or sentiment | Brand sentiment within Brand Performance, updated weekly | Tone in AI, from −100 to +100, measured towards the subject rather than on the whole answer |
| Share of voice | Share of voice within Brand Performance | Share of voice in AI answers against the competitors you declare |
| Cited sources | Not described on the pages checked | Cited pages per engine, language and country, kept in full with each answer |
| Sources beyond the citations | Not described | Yes: a source graph in three tiers (Cited, Formative, Owned), each page with an influence weight per engine and the reason it was included |
| Fact-check of what AI says | Not described | Claim check on every plan: each factual claim in an answer is classified as consistent, incorrect, outdated or unverifiable against your fact sheet, with the pages that carry it |
| Early warning before answers change | Not stated on the pages checked | Early signals: a lead indicator that tests whether the sources moved before the answers, switched on only when the pattern is statistically significant after correction for multiple testing |
| Uncertainty reported | Not stated on the pages checked | Every rate carries a 95% confidence interval, and each campaign has a methodology card |
| Tracking frequency | Visibility Overview, Competitor Research, Prompt Research and Prompt Tracking daily; Brand Performance weekly | Weekly sampling through official APIs with web search or grounding; 6 runs per prompt and engine a month on Essential, 8 on the other plans |
| Prompt demand or volume data | Prompt Research: topic-level volume, difficulty and intent | No prompt-volume or demand data |
| AI crawler and referral analytics | AI Search Site Audit flags issues that could block AI bots (not log-based analytics) | No log-based AI crawler analytics |
| Recommendations and actions | AI-generated recommendations in Brand Performance | Gap & action list (Starter and up): prompts where only competitors appear, wrong claims and the pages carrying them, information gaps. Tonecast never writes content for you |
| Languages and countries | About 44 countries for the overview and research reports, 220+ for prompt tracking; Brand Performance per chosen location and language | Any language and country; a prompt is counted once per language |
| Users | An extra user needs their own toolkit access, $99 per the knowledge base; the European pricing page lists additional Semrush users from €43 a month | No per-user pricing; members and roles per workspace |
| Exports and integrations | 10 CSV exports a day on Base; Base and Pro Report add-ons | CSV exports, PDF report (all plans), PowerPoint export and shared views (Pro and Agency), read-only public API (Agency) |
| Data hosting and compliance stated | Not stated on the pages checked | Data hosted in the European Union (Germany), with a DPA and a published sub-processor list |
| Free trial | No free trial for the toolkit | No free trial; a free check of your own brand on ChatGPT, Claude and Perplexity (one answer per question, no account) and a public demo on fictitious brands |
When is Semrush AI Visibility Toolkit the better choice?
- You already work in Semrush and want AI visibility next to your SEO data.
- You want prompt research with volume, difficulty and intent.
- You need Google AI Mode tracking today, or an AI search site audit.
- You want a single score against the category median for one domain.
When is Tonecast the better choice?
- You need Claude, or more than one language, without buying another domain seat.
- You want the cited and formative pages behind the answers, weighted per engine.
- You want claim checking of what AI says against your fact sheet.
- You need confidence intervals and a methodology card for reporting.
- You work with several brands or clients: Tonecast counts campaigns and workspaces, not domains and users.
Tonecast has limits of its own: it samples weekly rather than daily, covers four engines, has no prompt-volume data, no log-based crawler analytics and no content generation, and offers no free trial beyond the one-off free check. The methodology page lists them in full.
Questions people ask
How much does the Semrush AI Visibility Toolkit cost compared with Tonecast?
The toolkit costs $99 a month per domain with 25 prompts, plus $99 per extra user or domain and $60 a month for 50 more prompts. Tonecast costs $34 (€29) a month for 20 prompts per language, $91 (€79) for 40, with no per-user pricing.
Does the Semrush toolkit cover Claude?
Its pricing page lists ChatGPT, Google AI, Gemini and Perplexity. Tonecast covers Claude on every plan.
Does Tonecast have prompt research like Semrush?
No. Tonecast proposes prompts by category when you set up a campaign, but it has no volume, difficulty or intent data. Its focus is what the engines answer and which pages shaped those answers.
Sources and verification
Read on 10 November 2026. Vendors change prices and features often: check the linked pages before deciding.
- Semrush AI Visibility Toolkit pricing, read on 10 November 2026.
- Semrush knowledge base: AI Visibility Toolkit, read on 10 November 2026.
- Tonecast pricing, as published on 10 November 2026.
- Tonecast features, as published on 10 November 2026.
- Tonecast plan catalogue (JSON), as published on 10 November 2026.
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- Measuring AI visibility: a methodology guideMetric definitions, sample sizes, confidence intervals.