AI Monitoring: Tools for Generative Engine Optimization (GEO)

The dominance of Google’s first results page is fading as users increasingly turn to AI assistants like ChatGPT or Perplexity, which deliver direct, click-free answers. This shift forces brands to rethink traditional SEO and focus instead on gaining visibility within large language model (LLM) outputs.

A new ecosystem of startups - such as Profound (New York), Bluefish AI (Phoenix), Scrunch AI (London), Peec.ai (Berlin), and Otterly AI (Vienna) - is emerging to monitor and optimize how brands are represented in AI responses.

Since LLMs compress vast sources into probabilistic word outputs, traditional SEO signals like backlinks play a reduced role. What matters now is creating content that models cite or integrate into their knowledge graphs.

Instead of keywords, these startups use “prompt clusters”: generating thousands of synthetic user questions (e.g., about sneakers or cloud databases), testing them across AI systems, and measuring if and how a brand is mentioned.

Profound: Measuring Your AI "Share of Voice"

New York-based Profound acts as a brand intelligence tool for the AI era. Instead of monitoring search engine rankings, it tracks how major LLMs like ChatGPT, Claude, and Gemini talk about your brand. Every day, Profound queries these models with hundreds of thousands of questions, analyzing the responses to see which brands and terms appear most often.

This process creates a "share of voice" index, revealing which brands dominate specific topics. If your company sells sustainable sneakers and Profound's dashboard shows that ChatGPT is suddenly promoting a competitor, you'll get an automatic alert. You can then quickly see the source of the information—whether it’s a blog post, a Reddit thread, or a data sheet—and take immediate action.

Bluefish AI: Injecting Knowledge Directly

Bluefish AI goes beyond analysis by identifying the specific documents and sources that LLMs use. Its "source graph" shows how information from Wikipedia, forums, or PDFs influences a model's output.

If Bluefish finds that an LLM has incorrect or outdated information about your brand, it helps you fix it. The platform highlights the discrepancies and suggests precise updates. Companies like Patagonia and Sonos can then automatically integrate these suggestions into their websites. The next time the AI crawls the web, it finds the new, correct information, ensuring your brand story is accurate.

Scrunch AI: Optimizing Content for AI Readability

Scrunch AI works on the content itself. Its tool provides an "AI Readability Score" for every sentence, analyzing factors like length, semantic density, and structured data.

LLMs prefer content that's easy to process. Scrunch AI automatically converts overly complex passages into formats that these models favor, such as lists, tables, or FAQs. This makes it easier for bots to understand your content and more likely to cite your page. The platform also offers an idea generator to help you identify content gaps and create new paragraphs to improve visibility.

Peec.ai: Simple and Pragmatic Solutions for Small Businesses

Peec.ai, a Berlin-based company, is designed for businesses without big budgets or specialized teams. For a monthly fee, it scans thousands of customer questions weekly, evaluates the AI's responses, and translates the findings into simple language.

Using a traffic light system, Peec.ai shows at a glance whether your product pages are AI-friendly, if your data is outdated, or if structured information is missing. Its "Quick Fix Generator" automatically creates ready-to-use content like Schema.org markup or FAQ blocks that you can copy and paste directly into your site. This simple approach allows companies to quickly see which of their pages are getting AI attention and make the necessary updates.

Otterly AI: Agency Collaboration for AI Optimization

Otterly AI, a bootstrapped company from Vienna, is designed for small marketing teams that are new to the world of AI optimization. Instead of providing its own suggestions, it acts as a bridge between businesses and traditional SEO agencies.

The platform offers a weekly report on a brand's visibility and tone across AI models like ChatGPT and Perplexity (with plans to expand to Gemini and Copilot). A built-in roadmap, similar to a Kanban board, tracks prompt-related improvements. For teams that need external expertise, Otterly allows them to invite SEO consultants as "reviewers." These consultants can then leave recommendations directly in the client account, making it easier for companies to get professional help as they navigate this new territory.

AI Analytics Services Comparison