What's the best tool for a PR team to track brand mentions in ChatGPT and other AI assistants?

One of the questions behind AI visibility tools ChatGPT recommends, asked in the ChatGPT app on Mon, Wed, Fri (logged out, from the US, a new chat each time). Kind: persona.

What ChatGPT recommended, last 28 days

Every answer, newest first

1. Nov 11, 2026 Top pick: Profound · Peec AI, Spyglasses, Otterly.ai, Muck Rack

   For a PR team, I'd recommend Profound for enterprise-level AI reputation monitoring, or Peec AI for a more straightforward, cost-effective solution.

   The important distinction is that traditional media-monitoring tools track what journalists, publications and social media users say about your brand. A new category of tools tracks what AI assistants say when someone asks questions like:

   • "What are the best companies in [your industry]?"
   • "What are the most trusted brands for [product]?"
   • "Which companies are leading the market?"
   • "What are the alternatives to [competitor]?"

   These tools measure brand visibility, sentiment, competitive share of voice and the sources AI assistants use to formulate their answers.

   My shortlist for PR teams

   1. Profound

   Best overall for enterprise PR

   • Tracks ChatGPT, Claude, Gemini, Perplexity and other AI platforms.
   • Measures sentiment, brand visibility and citations.
   • Identifies publications and authors influencing AI answers.
   • Helps PR teams find earned-media opportunities.

   Website: Profound for PR teams. Profound for PR & Brand Teams The Complete AEO Platform

   2. Peec AI

   Best for straightforward monitoring

   • Daily tracking of brand mentions.
   • Sentiment and share-of-voice analysis.
   • Competitor benchmarking.
   • Identifies sources AI assistants cite.

   Particularly useful for recurring PR performance reports.

   Website: Peec AI. Peec AI - AI Visibility and Share of Voice Tracking Getting started - How does Peec AI help improve my visibility?

   3. Spyglasses

   Best specifically for PR agencies

   • Tracks whether earned-media placements become AI citations.
   • Measures the AI value of publications and individual articles.
   • Offers campaign-level coverage reporting.
   • Supports white-label client reports.

   A particularly interesting option if you need to demonstrate the value of PR placements to clients.

   Website: Spyglasses for PR firms. AI Visibility Platform for PR Firms How-to guides for setting up Spyglasses to track your AI traffic

   4. Otterly.ai

   Best for smaller teams

   • Monitors brand mentions across several AI assistants.
   • Tracks citations and sentiment.
   • Provides a simpler entry point into AI visibility monitoring.

   Website: Otterly.ai. AI visibility tools for PR teams compared The 8 Best AI Visibility Tools to Win in AI Search (2026)

   5. Muck Rack

   Best for established PR workflows

   • Particularly relevant if you already use it for journalist research and media monitoring.
   • Its Generative Pulse offering connects AI visibility and citations with journalism and earned media.

   Website: Muck Rack. PR and media monitoring tools with AI visibility Best GEO and AI Visibility Tools for PR & Communications Teams

   What I'd actually measure

   For a PR team, I'd prioritize these six metrics:

   Metric	What it tells you
   Brand mentions	How often AI names you
   Share of voice	How you compare with competitors
   Sentiment	Whether AI describes you positively
   Citation sources	Which publications influence AI answers
   Message accuracy	Whether AI gets your positioning right
   Campaign attribution	Whether PR placements lead to increased AI visibility

   My recommendation

   I would shortlist Profound and Spyglasses for a serious PR evaluation.

   The distinction:

   • Profound helps understand your brand's overall reputation and visibility in AI answers.
   • Spyglasses is particularly interesting for connecting specific earned-media placements to AI visibility.

   One important caveat: AI answers vary by prompt, model, location and time. You want repeated measurements over weeks and months, not a single visibility score.

   One question that would help narrow this down

   Are you looking for a tool for:

   • An in-house corporate PR team monitoring one brand?
   • A PR agency monitoring multiple clients and producing client reports?
   • A communications consultancy measuring the impact of earned media and proving PR ROI?

   That distinction would change my recommendation quite significantly.

   Sources tryprofound.compeec.aispyglasses.ionewsprint.comsemrush.combrandmentions.com

Who made this: Askadia makes an AI visibility tracker. We publish ChatGPT's answers as they came; no product pays to be listed or can opt out.