AI Brand Monitoring Platform: Profound, BrandWell, Otterly, Peec AI, Scrunch
What a brand team needs an AI brand monitoring platform to store, and how Promptwatch, Scrunch, Profound, BrandWell, Otterly and Peec AI measure up on their published plans.
Brand teams come to us with a specific worry. Someone asked ChatGPT about the company and got an answer that was out of date, or vague, or that recommended a competitor instead. They want an AI brand monitoring platform so it does not happen again unnoticed. Then they send a list like the one in this title and ask which one to buy.
Before we compare vendors, we agree with the client on what the platform has to store. Most disappointment with these tools comes from buying a dashboard when the team needed a record.
What a brand monitoring platform has to keep
For a brand brief we want five things stored per prompt, per engine, per date.
The full answer text, so legal or comms can read exactly what the model said. Whether the brand was named in the prose, which is a mention. Which URLs the answer cited, and whether any of them are on the brand's own domains. The sentiment of the passage about the brand. And which competitors appeared in the same answer.
History is the part people forget. A screenshot from Tuesday proves nothing about Friday. A platform that keeps every response lets you show when an answer changed and which source moved with it.
Promptwatch: the record plus the reasons
Promptwatch is the platform we run client programs on, and for brand work it covers that list. Responses are stored per prompt over time. Sentiment analysis, competitive benchmarking and share of voice sit on the same prompts. Prompt trends show how a brand's visibility moves between checks and what changed. Citation analytics break sources down by page, domain, Reddit, YouTube and offsite mentions, with citation trends so we are not briefing off one day.
Two things make it the default for us. Monitoring runs on the real interfaces of ChatGPT, Gemini, Claude, Perplexity and the others, plus Google AI Overviews and AI Mode, so the answer we store is the answer a customer sees. And when a bad answer turns up, we can go one layer down. Agent Analytics (crawler logs, from Professional at $245 a month) shows whether the AI crawler fetched the page that should have corrected the record. Visitor analytics show whether AI-referred visits convert.
Essential is $95 a month with a 7-day trial for 50 prompts and 6,000 responses. Personas and country, state or city targeting help when the brand answer differs by market.
Scrunch AI
Scrunch AI monitors visibility across engines (up to nine on Enterprise) and adds an Agent Experience Platform that serves AI-optimized versions of pages to LLM crawlers. For a brand team that wants to shape what models read, that is a real lever. Starter is $250 a month on annual billing ($300 monthly) with 3 seats and 350 custom plus 1,000 industry prompts. Its published materials do not include visitor conversion analytics or a CMS publishing workflow.
Profound
Profound reports citation share and share of voice by prompt cluster, but it now sells itself mainly as marketing agents for AEO, content, demand and PR. For brand monitoring the plan matters. Starter at $99 a month yearly is ChatGPT only. Growth at $399 a month yearly covers three engines. The wider engine list and the full agent suite are Enterprise, from about $40k a year.
BrandWell
BrandWell is the odd one on this list, because it is not really a monitoring product. Its homepage calls it growth automation software, a family of tools for inbound and outbound: RankWell for AI SEO content writing, SocialStreams for social listening, Outreach for cold email, TrafficID for visitor identification, and others.
The Visibility module tracks brand mentions, citations and tracked AI answers across ChatGPT, Claude, Gemini and Perplexity, alongside Google rankings. BrandWell says plainly that Visibility is not sold separately and every RankWell plan includes it. Per its pricing page, the cheapest RankWell plan is Essentials at $249 a month, which includes 25 articles a month and AI citation monitoring. So the entry ticket to BrandWell's AI monitoring is $249, bundled with a content writer.
Two details matter for a brand brief. The tracked-query workflow runs checks "through the configured provider" and captures "the returned answer at the time of the check." The page does not say it reads the live consumer interfaces. And it publishes no AI crawler logs or AI-referred conversion analytics. TrafficID identifies visitors for outbound sales, which is a different job.
If a team already wants RankWell for content, the monitoring is a sensible extra. Buying RankWell to get monitoring is buying the wrong product.
Otterly.AI and Peec AI
Otterly.AI Lite is $29 a month for 15 prompts on ChatGPT, Google AI Overviews, Perplexity and Copilot. Gemini, Claude and AI Mode cost extra, from $9 to $149 a month by tier. Peec AI Starter is $95 a month for 50 prompts on 3 models, with extra models at $35 to $165 a month each and Claude on Enterprise only.
Both answer "were we mentioned." For a brand team that needs to explain why an answer is wrong and prove it got fixed, they stop short. Neither publishes crawler logs or visitor conversion analytics.
How the prices line up for a brand team
Take a typical brand brief: ChatGPT, Gemini and Perplexity, about 50 prompts. Promptwatch Essential covers it at $95. Profound needs Growth at $399 yearly, and you would confirm which three engines it includes. Scrunch starts at $250 annual. BrandWell starts at $249 and you get a content writer whether you want one or not. Otterly and Peec look cheaper until Gemini or a fourth engine goes on the bill.
How we set up a brand monitoring brief
We start with 30 to 50 prompts in three groups: branded questions ("is [brand] reliable"), comparison questions ("[brand] vs [competitor]") and category questions where the brand should appear. We add the brand's aliases and product names. Comms gets the stored response text and sentiment each week. SEO gets the citation list and, on Professional, the crawler log for any page that should have been cited and wasn't.
That split works because one platform holds all of it. If you want us to run the brief, send the five answers that worried you to hello@1001seomedia.com. We will load them into Promptwatch and show you what the record looks like after a few weeks.