Overview: Brand Monitoring Tools for LLMO / Generative Engine Optimization
Generative AI assistants like ChatGPT or Claude and AI search engines like Perplexity or Google are on the rise. In my opinion, the Internet and the way we research information will fundamentally change in the next 10 years. Classic search engines will become significantly less relevant and will no longer enjoy the dominance of the last 20 years.
In the future, brands and companies will also have to position themselves and their products in the results of AI assistants in order to gain visibility. To achieve this, disciplines such as Large Language Model Optimization (LLMO) are also called Generative Engine Optimization (GEO).
More about this in the linked articles and videos.
- LLMO: How do you optimize for the answers of generative AI systems?
- Decoding LLMs: How to be visible in generative AI search results
- LLMO,GEO – How to influence the results of generative AI (ChatGPT, Gemini, Copilot …) (german Video)
This requires tools for measuring success and analysis. This field is currently being filled by various tool providers. While the major SEO tool suites have so far been limited to monitoring AI Overviews, there are various new tool providers on the market that monitor all major generative AI assistants across platforms in order to measure their own brands and products in terms of visibility.
Below is an overview of these AI monitoring solutions.
Otterly
General information in a brief overview:
- Features: Monitoring, keyword research, prompt research, prompt management, monitoring of links.
- Platforms: Google AIOverviews, ChatGPT, Perplexity
How Otterly works is relatively simple. You research keywords and get prompts for these keywords, which can be monitored with regard to the visibility of your own domain, products and brand. The tool also offers an analytics area in which you can view metrics such as the number of proportional brand mentions, domain mentions, average brand score, number of all mentioned brands. The tool also offers detailed monitoring for the individual prompts.
Peec.AI
General information in a brief overview:
- Features: Prompt management, competition monitoring, source monitoring
- Platforms: ChatGPT, Perplexity, Gemini, Llama, Claude
Peec AI allows the management of prompts and offers the possibility of tracking competitors in terms of visibility in AI results in a direct comparison. Prompts can also be tagged so that they can then be monitored by tag. I also find it exciting to be able to see the sources in which mentions appear. This gives you a concrete starting point for which media you can try to position yourself in.
Peec.AI is in early stage phase. You can order a demo here.
Profound
General information in a brief overview:
- Features: Prompt management, competition monitoring, source monitoring
- Plattformen: ChatGPT, Google AIOverviews, Microsoft Copilot, Perplexity
Profound differs from the other tools in that the prompts are predefined per industry and topic. So prompt management does not exist.
Profound provides an industry-wide and topic-specific overview of visibility.
These overviews are displayed cumulatively for all platforms.
Profound offers competitive comparison at various levels to compare yourself with competitors.
But there is also the option to monitor per platform.
Profound also offers citation analysis to identify domains that are frequently referenced.
Furthermore, a sentiment analysis is available to compare the mood around your own brands and the competition.
In addition, the sentiment can also be displayed in relation to the visibility for each topic.
Summary
The growing importance of generative AI systems such as ChatGPT, Google AIOverviews or Claude is changing the way information is searched for and brands are made visible. Traditional search engines are losing relevance, while Large Language Model Optimization (LLMO) and Generative Engine Optimization (GEO) are gaining in importance. Companies must position themselves in AI results in order to remain visible.
New tools for analyzing and measuring success in this discipline are emerging. These tools offer companies new opportunities to strategically strengthen their brand presence in generative AI systems.
Basically, it has to be said that AI monitoring tools are similar in terms of functionality, but still have different focuses. The biggest difference is the way in which the tools generate the queries. While Otterly and peek.ai rely on prompt management in which you specify the prompts that are monitored on the respective AI platforms, Profound predefines the prompts by topic. Both approaches have their advantages and disadvantages.
From the preliminary discussions with the tool providers, I was also able to identify different target groups for the tools and determine that different target groups should be addressed for each tool. Some tools focus more on brand managers, while others are aimed more at SEO departments.
All tools are in an early-stage phase and I think we can still look forward to some new features and changes.
- LLMO / Generative Engine Optimization: How do you optimize for the answers of generative AI systems? - 10. February 2025
- Prompt Engineering Guide: Tutorial, best practises, examples - 27. January 2025
- Overview: Brand Monitoring Tools for LLMO / Generative Engine Optimization - 20. January 2025
- What is the Google Shopping Graph and how does it work? - 4. December 2024
- How Google can personalize search results? - 1. December 2024
- The dimensions of the Google ranking - 9. November 2024
- How Google evaluates E-E-A-T? 80+ signals for E-E-A-T - 4. November 2024
- E-E-A-T: More than an introduction to Experience ,Expertise, Authority, Trust - 4. November 2024
- Case Study: 1400% visibility increase in 6 months through E-E-A-T of the source entity - 24. September 2024
- The most important ranking methods for modern search engines - 2. September 2024