The Best AI Visibility Tools in 2026: Contentful Palmata vs. Optimizely Opal vs. Adobe Brand Visibility vs. Semrush

There Are Now Four Major AI Visibility Tools. We've Used Them All.

A year ago, if a client asked me which tool tracks how ChatGPT, Gemini or Claude talk about their brand, I'd have opened a spreadsheet and started typing prompts in to see. Now I've got several platforms open most days, and honestly, they still don't always agree with each other.

That's the part nobody selling you an "AI visibility" subscription really says out loud: these tools are new, they're all measuring slightly different things, and things are moving fast enough that anything I write here has a shelf life. Contentful Palmata, Optimizely Opal, Adobe Brand Visibility, and Semrush are all enterprise platforms that help brands track and improve their presence in AI engines and AI answer platforms. I run these tools week to week - on our own site, on client sites, and on audits before we even sign a contract, so I wanted to put down what I've actually found using them side by side.

AI visibility tools (some people say GEO tools, some say AI search visibility) exist to answer a question: when someone asks ChatGPT, Gemini, Perplexity, or Google's AI Overviews for a recommendation in your category, does your brand show up, and does it show up looking good? That's a very different problem to classic SEO rank tracking, and it's why a whole new tooling category has sprung up around it in the last eighteen months.

How I tested these AI Visibility tools

I ran Paved Digital's site through Contentful Palmata to see how an AI-native brand perception tool sees us. It told us some things we didn't love hearing, which is exactly why I trust it. I ran Optimizely Opal's GEO Auditor AI agent against a live homepage to see what a real, page-level audit looks like. I've spent time in Adobe Brand Visibility, the newest kid on the block since the Adobe’s Semrush acquisition closed. And Semrush has always been part of my daily toolkit, but their AI Visibility features were just introduced late last year, with Australian market rollout early 2026.

In summary:

• Choose Adobe Brand Visibility for massive prompt volume data and tying AI visibility to sales revenue in an enterprise analytics suite

• Choose Optimizely Opal for hands-on, page-by-page technical SEO/GEO fixes and automated CMS publishing (if you also have Optimizely CMS)

• Choose Contentful Palmata to monitor brand reputation and simulate how AI models narrate your brand story

• Choose Semrush if you’re an SEO/GEO agency monitoring multiple clients’ AI visibility, competitive intelligence, market-wide benchmark rather than managing content within a specific CMS or digital experience platform

Paved Digital is a certified implementation and technical partner of Adobe, Contentful and Optimizely with hands-on experience across hundreds of projects.

1. Contentful Palmata

Palmata is Contentful's answer to "how does AI actually perceive my brand," and it's the most strategic of the four. It doesn't audit individual URLs, it builds a picture of your brand's standing across the whole competitive set, then breaks that picture into a few distinct views:

Contentful Palmata dashboard - a list of suggested actions to improve your brand’s AI Visibility

• Brand Perception: Palmata analyses prompts to show where and how your brand is mentioned, which source answer engines rely on, and whether AI engines describe your brand positively, neutrally, or negatively.

• Strategic Analysis: A well-written narrative on where you're winning and losing, and why.

• Topics & Prompts: This section shows actual prompts AI engines are fielding in your category, ranked by impact to show your biggest opportunities.

• Sources: This is a list of all the sources surfaced during Palmata analysis. They shape AI interpretation, so would be helpful for you to review to evaluate the accuracy of this report.

• Actions: Palmata then sums up with a list of recommended activities to improve your overall GEO, scored by likely improvement and effort.

A snapshot of Paved Digital’s Brand Perception Report by Contentful Palmata

I ran our own agency through it, and the results were a useful gut-check. We're mentioned in 45 of 450 tracked prompts (10%), cited as a source in 42 of those, and sit at 67% positive AI perception, good enough to land at #7 in our competitive set. The insights aren’t what you usually get from a rankings dashboard. It told us how our services pages read and the competitors winning the shortlist moments we should be winning.

Palmata operates independently from the Contentful Platform, and marketers can run the first report for free. Growth plan ($600 per month) gives you more control to focus on your personas, competitors and priorities that matter most, along with recurring advanced reports and additional simulations. Palmata simulation is one of its strongest features, with specific recommended additions or removals for your copy, then it feeds the updated copy back through LLMs and measures projected lift for your brand’s AI Visibility.

Where it shines: competitive brand perception, understanding why AI engines describe you the way they do, and surfacing content gaps, changes and impact.

Where it falls short: it won't tell you your Core Web Vitals are broken or hand you a meta description to paste into your CMS, and there’s still no way to be certain its recommended copy changes will result in the projected impact it promises.

2. Optimizely Opal

Optimizely Opal has a powerful library of prebuilt AI agents for marketers, content writers and CMS editors working on a live landing page. There's an agent for a full GEO audit, one for technical SEO, one for page performance, one for accessibility audit, then separate AI agents for the actual fixes: optimise this page's SEO metadata, rewrite this page's copy, and so on.

Examples of Optimizely Opal’s growing agent library for AI Visibility audit and GEO improvements

I ran the GEO Auditor agent against a prospect’s home page to see what a real report looks like. The summary flagged AI Discoverability as "Needs Work" (no llms.txt file, more on whether that actually matters in a minute), Page Performance as flat-out "Failing" (a 13/100 mobile performance score and a 32.8-second LCP, which is brutal), while Schema Coverage, Content Structure, and Citation Readiness all as "Strong." Then it handed over a prioritised Top 5 Actions table with both an Impact rating and an Effort estimate next to each one. That effort column sounds like a small thing, but when you're trying to get a dev sprint prioritised, "under an hour" versus "16+ hours" is the difference between something shipping this week and something sitting in a backlog for a quarter.

Sample report provided by Optimizely Opal’s GEO Auditor agent

Optimizely Opal’s SEO metadata optimiser works the same way on a smaller scale: audit the existing meta title and description, suggest keyword-informed replacements, and hand you copy you can paste straight into the CMS or directly apply changes to your Optimizely CMS via agents. Please note that this requires Optimizely CMS SaaS or CMS 13 and certain authentication and approval process.

Where it shines: actionable, effort-scored recommendations you can hand straight to a developer or your content editors to apply directly in the Optimizely CMS.

Where it falls short: its output quality relies on the completeness and depth of data within your Optimizely ecosystem. It is designed to be bound to Optimizely products and does not support older versions of the Optimizely CMS (such as CMS 12).

3. Adobe Brand Visibility

Adobe Brand Visibility only just went generally available. It's the rebrand and expansion of what used to be Adobe's LLM Optimizer, now built on Semrush Enterprise AIO data following Adobe's completed acquisition of Semrush. This is Adobe's enterprise CX stack (Experience Manager, Adobe Commerce, Brand Concierge) fused with nearly two decades of Semrush's search data.

Sample AI Visibility Overview dashboard in Adobe

In practice, it's the most "dashboard" of the four: self-service brand and domain onboarding, a Prompt Strategy view that pulls high-impact prompts from Semrush, Google Search Console, synthetic personas, and even citation attempts, and a Brand Presence view with proper competitive metrics like Share of Voice and Source Visibility. The Opportunity Workspace paired with the Impact Measurement Engine provide not just a list of recommended action items, but they can also be grouped into a strategy, track deployment. Adobe Brand Visibility will automatically compare citation rates before and after you ship the change. That closes a loop almost nobody else in this category closes: most tools will tell you what to fix, very few will come back later and tell you whether it actually worked.

Prompt Strategy in Adobe Brand Visibility helps you identify the conversations that matter most to your business and discover new topics to expand visibility coverage

Overall, Adobe Brand Visibility helps you:

• Measure Brand Visibility: Track when, where, and how often your brand appears in AI-powered search results, with a clear visibility score for benchmarking.

• Benchmark Others: Compare your brand’s share of voice and presence against others including competitors in generative engines.

• Discover Actionable Opportunities: Identify content and technical improvements (like FAQs, abstracts, schema, crawlability) to boost mentions and citations.

• Track Traffic Impact: Monitor both agentic (AI assistant) and referral traffic to your owned properties, linking visibility to engagement.

• Enable Team Collaboration: Share dashboards, assign owners, and align goals across marketing, SEO, and communications teams.

Where it shines: enterprise-scale reporting, multi-brand and multi-market management, and the only one of the four with a built-in before/after impact measurement. Adobe Brand Visibility is very comprehensive, covering from technical SEO/GEO to prompts and content strategy.

Where it falls short: it's built for teams already inside the Adobe ecosystem, with a cap on usage and search prompts.

4. Semrush

Semrush is the one tool on this list that isn't new. It's the SEO/GEO/AEO platform most of you already heard of, now extended with AI visibility auditing sitting alongside the technical SEO, keyword research, and competitive tools it's always done well. The strength here is genuinely simple: it's one place to run a technical audit, do keyword research, and check AI visibility, with detailed recommendations down to the URL level, all cross-referenced against the same underlying data, not tied to any CMS that you’re using. If you're a working SEO/GEO specialist, it's very likely the single tool you'd keep if you could only keep one.

Sample Semrush AI Visibility Dashboard

Where it shines: nothing else on this list does keyword research, technical SEO, and AI visibility in the same platform at the scale and breadth that Semrush does.

Where it falls short: large-scale audits are slow, and the script is sometimes blocked so you can’t always run audit on any domains. The cost can ramp up quite a bit depending on the functions you need, how many users in your account, and number of project or keyword caps needed. The massive dashboard and data can also be a bit overwhelming to learn at first.

A few things I'd push back on

Not everything these tools flag is actually worth acting on, and that's the part I think gets lost when a report hands you a red "Failing" badge next to something you've never heard of.

llms.txt. Almost every audit I've run flags a missing llms.txt file. Google's John Mueller has said plainly that it's "purely speculative for now.” There's no confirmed evidence any AI system actually uses it to decide what to recommend. I still add it when I can, because it costs almost nothing and Google itself says it doesn't hurt. But I wouldn't let a "Missing llms.txt" flag trigger a panic.

FAQ schema. A few of these tools still recommend adding FAQ structured data as a content optimisation. Google removed FAQ rich results from Search entirely in May 2026. The schema itself isn't harmful to add, Google's own line is that "unused structured data doesn't cause problems,” but don't expect it to win you a visible rich result anymore, and don't treat it as a high-priority fix just because a tool lists it.

Every engine scores differently, and that's not going to settle down soon. Palmata's positive/negative perception score, Adobe's citation rate, and Semrush's AI visibility metrics are all measuring related but genuinely different things, using different underlying data and different assumptions about how ChatGPT, Gemini, and AI Overviews actually select and phrase citations. Treat every score as directional, cross-check anything that's about to drive a real budget decision, and expect the scoring methodology itself to keep changing.

Which tool fits your stack

Honestly, this mostly comes down to what CMS or Digital Experience Platform (DXP) you're already running (or planning to use), because the adoption friction difference is huge.

If you're on Contentful, Palmata is a natural extension. It's worth running the free first report even just to see how AI engines currently describe you, before you spend a cent. If you're on Optimizely, Opal's GEO Auditor and its sibling agents already live inside your editing workflow, so take advantage of such Opal agents. If you're on Adobe Experience Manager or Adobe Commerce, Adobe Brand Visibility is your top pick. And if your stack is something else entirely, Contentstack, Storyblok, a custom build, then Semrush remains the most complete standalone option that doesn't assume a particular CMS underneath it.

Not everything they flag is worth fixing, and not everything they miss is safe to ignore. These platforms are brand new, built by companies still trying to keep up with how AI engines work, which means their recommendations need a human who's watching the underlying search and AI landscape shift week to week, not just running the audit and actioning the list top to bottom.

That's the gap we sit in at Paved Digital. We validate what these tools recommend against what's actually confirmed best practice, measure the real impact after we ship a change rather than assuming the audit was right, and make sure that once AI-driven traffic actually lands on your site, it engages and converts rather than bouncing straight back out.

Clients working with us see on average a 10–20% year-on-year organic growth, not because we chase every red flag in every audit, but because we know which ones actually move the needle. We help you save platform fees and tons of hours diving inside these AI Visibility tools as well.

Best AI Visibility tools in 2026 side-by-side comparison:

Paved Digital is an Australian digital agency specialising in SEO, AI visibility (GEO), and Answer Engine Optimisation (AEO), helping brands increase organic and AI-driven visibility across Google, ChatGPT, Gemini, Claude, Deepseek, Perplexity and more. Our approach ensures your brand gets found, selected and converted across both traditional search engines and the new generation of AI-driven search platforms. Contact us today for a full audit of your website.