Otterly.AI review: the dashboard, the real price, and who it's for

Otterly.AI is an AI search monitoring tool from Austria. It was founded in 2024 by Thomas Peham, Josef Trauner (who previously founded Usersnap) and Klaus-M. Schremser. It launched AI search monitoring in October 2024 and says it now serves more than 40,000 marketing professionals. Gartner named it a Cool Vendor in AI in Marketing in 2025. Third-party reviews describe it as self-funded with a small team.

The idea is simple. You give Otterly a list of prompts, the questions your buyers might type into ChatGPT or Perplexity. Every day it asks those prompts on each engine you pay for, saves the answers, and turns them into dashboards: how often you're mentioned, your position in list-style answers, the tone, and the websites the engines cite.

That's monitoring. Otterly also has a GEO audit, recommendations and AI crawler analytics, but it's a measurement tool first. It tells you where you stand. The fixing, such as better pages and getting mentioned on the sites AI cites, is still your job. Our guide to generative engine optimization covers that side.

Most reviews show a screenshot or two. Here's what each part of the dashboard measures, using the formulas Otterly publishes in its help center, and how to act on it.

Brand Report overview

The home view for each brand. It charts your coverage over time against your top five competitors (or all of them), plus share of voice, average position and sentiment. Since October 2026 you can add annotations, which is useful for marking when you shipped a page or landed a mention, and filter for brands trending up or down.

Brand Coverage

The headline number: prompts that mention your brand ÷ all prompts in the time window. One detail matters. For Google AI Overviews, prompts where Google showed no AI Overview are left out of the calculation, so the denominator can shrink without you noticing.

Share of Voice

Your brand mentions ÷ all brand mentions × 100. It shows how much of the conversation you own compared with the brands that appear alongside you. The catch is that share of voice depends on which competitors show up in your prompt set. Change the prompts and the number moves even if nothing changed in the market.

Average Brand Position and Brand Ranking

Average position is the mean of your position in list-style answers, counting only the answers where you appear. Lower is better. Brand Ranking is a leaderboard of every brand in your answers, sortable by coverage, position, sentiment or share of voice.

Net Sentiment Score

(positive − negative) ÷ total mentions × 100, on a scale from −100 to +100. It's been available on every plan since March 2026, with competitor benchmarking. Some users report it's oversensitive, so read the actual answers before reacting to a dip.

Brand Visibility Index

A quadrant chart of the top 10 brands: Leaders, Niche, Low Conversion and Low Performance. The horizontal axis is coverage. The vertical axis is labelled "Likelihood to Buy", but by Otterly's own formula it's a rescaling of average position (10 + ((5 − position) ÷ 4) × 90). It measures how high you're listed, not purchase intent.

Prompts and Prompt Detail

The most useful screen. For each prompt you see coverage and sentiment per engine, the full AI answer, the citations, and a raw export as CSV or JSON. Reading the answers tells you why you're missing, which a score can't.

Citations and domain reports

Domain Coverage shows how often engines cite your site. Domain Sources ranks every cited domain, with category labels such as News/Media, Competitor and Blogs (you can't edit the labels). Link Citations lists the exact URLs, and a Winners & Losers view shows which pages gained or lost citations. This is where your outreach list comes from: the sites AI cites in your category are the sites worth being mentioned on.

GEO Audit

Checks whether about 20 AI crawlers can reach your pages, whether your content renders without JavaScript, and your structured data. Since June 2026 it includes Query Fan-Out, which shows the background searches ChatGPT and Google's AI run for a prompt. You can add those as tracked prompts.

Recommendations

Suggested actions based on the sources, competitors and brands in your answers. Lite gets three a week. Higher plans get unlimited. They need a few days of data first.

Agent Analytics

Launched in August 2026 and available on Standard and above. It reads your server logs, through Cloudflare, WordPress, Netlify, a webhook or a file upload, and shows which AI bots visit your site, which pages they fetch, and whether they're search crawlers, on-demand fetchers or training scrapers.

Filters, exports and roles

Tag prompts (branded, non-branded, top or bottom of funnel, or your own tags) and filter by tag, country and date range. Export CSVs or a PDF brand report, and add read-only Viewer seats. Team members are unlimited on every plan.

If you want a plain-English primer on these metrics first, read what AI search visibility is.

Prices from otterly.ai/pricing on October 13, 2026, in US dollars.

Extra prompts cost $99 a month per 100, on Standard and Premium only. Every plan includes unlimited team members and brand reports, the prompt research tool, citation reports and GEO audits.

Engines: what's included and what costs extra

ChatGPT, Google AI Overviews, Perplexity and Microsoft Copilot are included on every plan. Three engines are paid add-ons, priced by plan:

What it really costs

• Lite with Gemini and AI Mode: $29 + $9 + $9 = $47/month.
• Lite with all seven engines: $29 + $9 + $9 + $29 = $76/month.
• Standard with Claude and Gemini: $189 + $109 + $59 = $357/month.
• Premium with every add-on: $489 + $149 + $149 + $439 = $1,226/month.

Free trial

Otterly's changelog and FAQ say the free trial is 7 days with no credit card, though some of its signup pages still say 14 days. There's no permanent free plan.

If you only want to know whether Claude, Gemini or Google's AI Mode mention you before paying for add-ons, our Claude visibility checker, Gemini visibility checker and AI Mode checker are free and run in the same scan.

Seven engines in total: ChatGPT, Google AI Overviews, Perplexity and Microsoft Copilot as standard, with Google AI Mode, Gemini and Claude (added in June 2026) as add-ons. It doesn't track Grok, DeepSeek or Meta AI.

Every prompt runs daily on every engine you pay for. Otterly's help center says the cadence is fixed and the same for all engines. You'll still find reviews that say weekly. That was true at launch, but it's out of date.

According to Otterly, it collects answers from each engine's public interface, the same chat or search screen a buyer sees, rather than the developer API. The exception is Claude, which runs through the API. Interface answers are closer to what real users get, but they still vary with location, session and the day's search results. That's true of every tracker, which is why trends matter more than any single day.

The Lite plan's 15 prompts are its biggest limit, and the reviews we read barely discuss what that means for the numbers. Using Otterly's own coverage formula, here's what to expect. These are our calculations, not Otterly's.

• Coverage moves in steps of about 6.7 points. With 15 prompts, one prompt flipping from "mentioned" to "not mentioned" changes your coverage by a fifteenth.
• The uncertainty is wide. If you're named in 6 of 15 prompts (40% coverage), a standard 95% confidence interval runs from roughly 20% to 64%. You can see big moves, but not small ones.
• Daily runs add depth, not breadth. Asking the same 15 prompts every day smooths out day-to-day randomness, but it can't tell you about the buyer questions you didn't pick.
• AI Overviews can shrink the sample. Prompts where Google shows no AI Overview drop out of the AI Overview calculation entirely.

That doesn't make Lite useless. It makes it a trend monitor for a handful of money prompts, not a measurement of your whole market. To get the most from it:

1. Spend most prompts on non-branded buyer questions ("best X for Y", "alternatives to [competitor]"), not your own brand name.
2. Keep the prompt set unchanged for at least a month, so the trend is comparable.
3. Read the answers and citations, not just the coverage line.
4. If you need more than 15 prompts, you have to move to Standard, because Lite can't buy extra prompts.

For the general method behind all of this, see how to measure AI visibility.

• Looker Studio connector (Standard and above): coverage, mentions, share of voice and position, split by engine and tag. Useful for agencies that report to clients in Looker.
• REST API (Standard and above): read reports, and since mid-2026, create and edit prompts, tags and brand reports.
• MCP server: lets AI assistants such as Claude read your Otterly reports, prompts, citations and audits directly.
• Semrush App Center: a version of Otterly runs inside Semrush without a separate login.
• Agent Analytics connectors: Cloudflare, WordPress, Netlify, webhook or log upload.

We couldn't find official confirmation of Google Analytics, Search Console or CRM integrations, although one review claims them. Ask Otterly before you rely on them.

We read 14 reviews and comparison pages (most written by competing vendors) plus Otterly's G2 profile. The same points come up again and again.

Pros

• Lowest credible entry price. $29 a month was the most-cited strength, in 9 of 14 sources.
• Easy to set up and read. G2 reviewers rate ease of use and support highly.
• Daily tracking on every plan, with the full answer text behind every number.
• Citations are first-class. Domain and URL reports show exactly which sources shape your category's answers.
• Unlimited team members on every plan, and a partner program for agencies.
• More than tracking: GEO audit, Query Fan-Out, recommendations and AI crawler analytics are included.

Cons

• Only four engines in the base price. Paying extra for Gemini, AI Mode and Claude was the most-cited weakness, in 8 of 14 sources.
• Small prompt allowance on Lite, and no way to add prompts without upgrading.
• Costs climb quickly once you add prompts and engines.
• Monitoring, not execution. It tells you what's wrong; your team still has to fix it.
• Not an SEO suite. No keyword research or Google rank tracking.
• Key features are Standard-only: API, Looker Studio and Agent Analytics.

Bootstrapped and pre-seed startups

Lite at $29 is affordable, but it's only worth paying for once you know AI answers matter for your category and you know which 15 questions to track. If you haven't checked whether ChatGPT or Perplexity mention you at all, do that first. Many early startups find they're absent from every answer, and a tracker will just chart a flat line at zero until you fix that.

Funded SaaS marketing teams

Standard with one or two add-ons ($250–$360 a month) is the realistic setup. You get 100 prompts, the API, Looker Studio and crawler analytics. Compare it with Peec AI before deciding, since the two are the closest mid-market peers.

Agencies

Unlimited workspaces on Standard, the partner program, Looker Studio reports and the Semrush app make Otterly a common agency choice.

Enterprise brands

If you need hundreds of prompts across many markets, plus prompt volume data and dedicated support, Profound is the usual comparison.

Tracking is only useful once there's something to track. Here's the order we suggest for founders:

1. Get a baseline for free. Run a free scan across ChatGPT, Claude, Gemini, Perplexity, Google AI Overviews and AI Mode. Our scan is deliberately small (3 buyer prompts and 1 brand prompt), so treat it as a yes-or-no check, not a trend. Are you in the answers at all, and who's named instead?
2. Read the cited sources. The pages AI cites for your category are your to-do list. See an example in the sample report.
3. Fix the basics. Clear category positioning, comparison pages, and mentions on the sources that matter. Our guide on how to rank in ChatGPT walks through it.
4. Re-scan after a few weeks.
5. Then subscribe to ongoing tracking: Otterly Lite with the add-ons your buyers use, or join our AI Visibility Tracker waitlist.

If you'd rather have someone build the prompt set and fix plan for you, that's what our done-for-you audit does. It starts with a free strategy call.

We compare all of them side by side, with prices, in our guide to the best AI visibility tools.