Key takeaways
- Most AI visibility platforms only monitor -- they show you where you're invisible but leave you to figure out what to do next. Promptwatch is the exception, combining tracking with content generation and crawler logs.
- Profound is the deepest enterprise tool but starts at $499/month and takes weeks to onboard; it's overkill for most UK/European teams.
- Peec AI is the strongest mid-market option for European teams, with native multi-language support and a reasonable €89/month entry point.
- Otterly.AI is the cheapest way to get started ($29/month) but lacks crawler logs, content tools, and meaningful analytics depth.
- Scrunch has solid monitoring features but no content optimization, no Reddit/YouTube tracking, and pricing that doesn't justify the gap vs Promptwatch.
If you're a marketing or SEO team in the UK or Europe trying to figure out where your brand shows up in ChatGPT, Perplexity, or Google AI Overviews, you've probably already noticed that your existing tools don't help. Google Search Console doesn't track AI citations. Semrush doesn't tell you why Claude recommends a competitor instead of you. Ahrefs can't show you which Reddit threads are shaping what Gemini says about your industry.
So you start looking at the new category of tools built specifically for this: AI visibility platforms. And you quickly find there are a lot of them, with wildly different price points, feature sets, and levels of actual usefulness.
This guide focuses on the five platforms that come up most often for UK and European teams: Promptwatch, Peec AI, Profound, Scrunch, and Otterly.AI. I'll compare them honestly across the things that actually matter -- model coverage, European language support, data freshness, content tools, and whether they help you do anything about the gaps they find.
Why UK and European teams have specific needs
Before getting into the platforms, it's worth being clear about what "European" requirements actually mean in practice.
Most AI visibility tools were built by US companies for US markets. That creates real gaps:
- Prompt language: If your customers are asking ChatGPT questions in German, French, Dutch, or Spanish, a tool that only tracks English prompts is giving you a partial picture at best.
- Regional AI behavior: AI models sometimes give different answers depending on the user's location and language. A UK-focused brand asking "best accounting software for small businesses" will get different ChatGPT results than the same query run from a US IP.
- GDPR and data residency: Some enterprise teams have compliance requirements around where data is processed. Most US-first platforms don't address this.
- Local search engines: Google AI Overviews behaves differently in the UK vs the US, and some European markets have meaningful Bing/Copilot usage.
With that context, here's how each platform stacks up.
The five platforms at a glance
| Platform | Starting price | AI models covered | Multi-language | Content generation | Crawler logs | Best for |
|---|---|---|---|---|---|---|
| Promptwatch | $99/mo | 10+ (ChatGPT, Perplexity, Claude, Gemini, Grok, DeepSeek, Copilot, Meta AI, Google AI Overviews, Mistral) | Yes | Yes (Content Agents) | Yes | Teams that want to track AND fix visibility |
| Peec AI | €89/mo | 5-6 (ChatGPT, Perplexity, Google AIO, Gemini, Bing) | Yes (strong EU focus) | No | No | European mid-market teams |
| Profound | $499/mo | 6+ (ChatGPT, Perplexity, Google AIO, Claude, Gemini, Bing) | Limited | No | No | Enterprise US-first teams |
| Scrunch | ~$200/mo | 5-6 | Limited | No | No | Mid-market monitoring |
| Otterly.AI | $29/mo | 4-5 (ChatGPT, Perplexity, Google AIO, Gemini) | Limited | No | No | Budget/starter monitoring |
Promptwatch
Promptwatch is a Dutch company (Promptwatch B.V.), which already makes it more naturally aligned with European teams than most of its competitors. It's used by 1,480+ brands and agencies including Booking.com, Center Parcs, and Wortell.
The core difference from every other platform on this list is that Promptwatch isn't just a monitoring dashboard. It's built around a three-step loop: find the gaps, create content to fill them, then track whether that content starts getting cited. Most platforms stop at step one.
Specifically for UK and European teams:
- Multi-language and multi-region monitoring out of the box. You can track prompts in any language, from any country, with customizable personas.
- It monitors 10+ AI models including Mistral, which has meaningful European market share, and DeepSeek, which is growing globally.
- AI Crawler Logs show you when ChatGPT, Claude, Perplexity, and other AI crawlers are actually visiting your pages -- which pages they read, errors they hit, and how often they return. This is rare. Most competitors don't have it at all.
- Content Agents generate articles and briefs grounded in real prompt data, not generic SEO templates. You can feed in brand guidelines, competitor analysis, and uploaded knowledge files.
- Answer Gap Analysis shows you exactly which prompts competitors are visible for that you're not -- and what content you'd need to create to close those gaps.
Pricing: $99/month (Essential, 1 site, 50 prompts), $249/month (Professional, 2 sites, 150 prompts, crawler logs), $579/month (Business, 5 sites, 350 prompts). Free trial available.
Peec AI
Peec AI is probably the strongest European-native option after Promptwatch. It was built with multi-language support from the start, which shows in the product -- you can track prompts in German, French, Spanish, Dutch, and other European languages without workarounds.
The platform covers the major AI models (ChatGPT, Perplexity, Google AI Overviews, Gemini, Bing/Copilot) and gives you visibility scores, competitor comparisons, and citation tracking. Data typically takes around 48 hours for competitive data to populate, which is slower than Otterly but faster than Profound's enterprise onboarding.
Where Peec falls short is the same place most monitoring-only tools do: it tells you what's happening but doesn't help you do anything about it. There's no content generation, no crawler logs, and no prompt volume data to help you prioritize which gaps to close first.
At €89/month entry, it's reasonably priced for what it does. For a European team that just needs solid monitoring and has the internal bandwidth to act on the data, it's a legitimate option.
Profound
Profound is the most feature-rich pure monitoring platform in this comparison. It has genuinely unique capabilities -- real-user prompt volume data, front-end response capture (meaning it tracks what users actually see, not just API outputs), and an Amazon Rufus shopping module that most competitors lack.
But it's expensive. The Starter plan is $99/month and only covers ChatGPT. To get Perplexity and Google AI Overviews, you're at $399/month. Full model coverage including Claude, Gemini, and Grok is enterprise pricing, not published. At the Growth tier, you're capped at 100 tracked prompts with only 3 user seats.
For UK and European teams, there are additional friction points. Profound was built for US enterprise buyers, and multi-language support is limited compared to Peec. Onboarding takes two or more weeks for enterprise plans. And like every other platform on this list except Promptwatch, it doesn't help you create content or fix the gaps it finds.
If you're a large UK enterprise with a dedicated SEO team and budget to match, Profound's depth is hard to argue with. For most teams, the price-to-value ratio doesn't hold up.
Scrunch
Scrunch sits in an awkward middle ground. It has solid monitoring features -- citation tracking, competitor comparisons, visibility scores across major AI models -- and its pricing is more accessible than Profound. But it doesn't do anything that Promptwatch doesn't do better, and at a similar or higher price point.
The specific gaps: no Reddit or YouTube tracking (both of which directly influence what AI models recommend), no content generation, no crawler logs, and limited multi-language support for European markets. Scrunch also lacks the prompt volume and difficulty scoring that helps teams prioritize which visibility gaps are actually worth closing.
It's not a bad tool. It's just hard to recommend when the alternatives at similar price points offer more.
Otterly.AI
Otterly is the entry-level option in this comparison. At $29/month, it's the cheapest way to get basic AI visibility monitoring, and for a small team or solo marketer who just wants to know whether their brand is showing up in ChatGPT and Perplexity, it does that job.
The limitations are significant though. Data collection takes around 24 hours. There's no crawler log data, no content generation, no prompt volume scoring, and limited analytics depth. Multi-language support is basic. You won't get the kind of competitive intelligence or actionable insights that larger teams need.
One thing worth noting from research: Otterly collects data over 24 hours, which is actually faster than Peec's 48-hour window for competitive data. For teams that want quick snapshots rather than deep analysis, that matters.
For UK and European teams with real visibility goals, Otterly is a starting point, not a destination.
Head-to-head: What each platform actually does well
Monitoring depth
Profound wins on raw monitoring depth -- front-end response capture and real-user prompt volume data are genuinely differentiated. Promptwatch is close behind and adds crawler logs that Profound lacks. Peec AI is solid for European languages. Otterly and Scrunch are functional but not deep.
European and multi-language support
Peec AI and Promptwatch are the clear leaders here. Peec was built for European markets. Promptwatch supports any language and any country with customizable personas, plus it covers Mistral (a French AI model with European relevance) that most competitors ignore.
Content optimization and creation
Only Promptwatch has this. Content Agents generate articles, listicles, and briefs grounded in real prompt data. Answer Gap Analysis shows you exactly what content to create. Every other platform on this list leaves content execution entirely to you.
Crawler and technical insights
Only Promptwatch has AI Crawler Logs. Seeing which pages ChatGPT and Claude are actually crawling -- and which errors they're hitting -- is the kind of technical insight that can explain why you're invisible even when you think your content is good.
Pricing for European teams
Peec AI's €89/month entry is the most accessible for European teams on a budget. Promptwatch at $99/month is comparable and offers significantly more. Otterly at $29/month is cheap but limited. Profound at $499/month for meaningful coverage is hard to justify unless you're enterprise.
Data freshness
Otterly: ~24 hours. Peec: ~48 hours. Promptwatch: near real-time for crawler logs, regular refresh cycles for visibility data. Profound: enterprise onboarding takes 2+ weeks.
Which platform should you choose?
The honest answer depends on what you actually need.
If you want to track AND fix your AI visibility, Promptwatch is the only platform that does both. The combination of Answer Gap Analysis, Content Agents, and Crawler Logs means you're not just watching a dashboard -- you're running an optimization loop. For UK and European teams, the multi-language support and European company background matter too.
If you're a European mid-market team with strong internal content capabilities and just need solid monitoring, Peec AI is worth a look. The multi-language support is genuine and the pricing is fair.
If you're a large enterprise with a dedicated SEO team, significant budget, and US-centric needs, Profound's depth is real. Just go in knowing it's a monitoring tool, not an optimization platform.
If you're just getting started and want to see what AI visibility tracking even looks like before committing budget, Otterly's $29/month tier is a low-risk way to find out.
Scrunch is the hardest to recommend in this group. It's not bad, but it doesn't have a clear niche where it beats the alternatives.
A note on the "monitoring-only" problem
Something worth saying directly: most of these platforms share the same fundamental limitation. They show you that you're invisible in AI search. They don't help you become visible.
That gap matters more than it might seem. Knowing that a competitor is cited in ChatGPT for "best HR software for UK SMEs" while you're not is useful information. But turning that insight into action requires knowing what content to create, how to structure it, and whether AI crawlers can actually find and read it. That's a different problem from monitoring, and it's one that most platforms in this category punt back to you.
Promptwatch's approach -- building the content generation and crawler analysis directly into the platform -- is why it's positioned differently from the rest of this list. The question isn't just "which tool shows me the best data?" It's "which tool actually helps me improve?"
Final comparison: Feature matrix
| Feature | Promptwatch | Peec AI | Profound | Scrunch | Otterly.AI |
|---|---|---|---|---|---|
| AI models covered | 10+ | 5-6 | 6+ (tiered pricing) | 5-6 | 4-5 |
| Multi-language | Yes | Yes (EU focus) | Limited | Limited | Limited |
| Multi-region | Yes | Yes | Limited | No | No |
| Answer gap analysis | Yes | No | Partial | No | No |
| Content generation | Yes | No | No | No | No |
| AI crawler logs | Yes | No | No | No | No |
| Prompt volume scoring | Yes | No | Yes | No | No |
| Reddit/YouTube tracking | Yes | No | No | No | No |
| ChatGPT Shopping tracking | Yes | No | Yes (Rufus) | No | No |
| Competitor heatmaps | Yes | Yes | Yes | Yes | Limited |
| Starting price | $99/mo | €89/mo | $499/mo | ~$200/mo | $29/mo |
| Free trial | Yes | Yes | Yes | Yes | Yes |
| European company | Yes (Dutch) | Yes | No (US) | No (US) | No (US) |
The table tells most of the story. If you're tracking features that matter for actually improving AI visibility -- not just measuring it -- the gap between Promptwatch and the rest of this list is significant.
For UK and European teams specifically, the combination of European company background, genuine multi-language support, Mistral coverage, and the content optimization loop makes Promptwatch the strongest fit in 2026. The other platforms have their uses, but none of them close the loop from "we found a gap" to "we fixed it."