Is there a tool to monitor how AI chatbots describe your business? Yes, these ones
Yes, several tools monitor how AI chatbots describe your business. Compare sentiment, mentions and accuracy checks, with published pricing and a clear pick.
Yes. A category of software now exists for exactly this. It asks ChatGPT, Gemini, Perplexity and other assistants questions about your business on a schedule, records what they say, and reports how often you are mentioned, in what tone, and with which sources. The differences between tools are in how deep the "how they describe you" part goes, and what you can do about a bad description. This ranking focuses on that.
The short answer
Promptwatch is the best overall choice. It tracks Visibility Score, Share of Voice, Position in Answer and Sentiment (a per-response score from 1 to 100, with a weekly AI summary), and runs prompt panels daily per model, country and language. A Brand Book lets you define what counts as a mention, and brand aliases catch alternate spellings. When a description is wrong, citation analytics shows which pages the engine used, and the content tools help you publish a correction. Many rivals can show you the description. Fewer help you find the source and fix it.
What "how AI describes my business" involves
Four separate questions are bundled together:
- Are you mentioned? Presence in answers to category questions.
- What is said? The wording of the description: what you do, who you serve, how you compare.
- In what tone? Sentiment across runs.
- Based on what? The sources the engine used. A wrong description almost always traces to an outdated or third-party page.
A tool that answers only the first is a mention counter. You want the fourth.
Ranked tools
1. Promptwatch
Pricing: Explore is free (10 prompts, ChatGPT only). Essential is $95 a month, Professional $245, Business $579, agency plans from $199. Sentiment, Brand Book, citation analytics and a weekly AI sentiment summary are part of the platform. Real-UI monitoring covers ChatGPT (Search), Google AI Overviews, Google AI Mode, Microsoft Copilot, Gemini, Perplexity, Amazon Alexa and Meta AI, with Claude, DeepSeek, Mistral and Grok among the models tracked via API. Crawler logs start on Professional.
Best for: monitoring descriptions, tracing them to sources, and acting.
2. AthenaHQ
AthenaHQ tracks how a brand appears in AI answers and rolls results into a GEO score. A free Essential plan gives 300 credits; Starter is $295 a month with 3,600 credits and 11 models. Enterprise adds persona targeting. A good pick for larger teams that want actions.
3. Scrunch AI
Scrunch AI Core is $250 a month (125 prompts, 5,000 responses, four LLMs) and includes sentiment analysis, insights and recommendations. Its Agent Experience Platform, on Enterprise, serves AI-optimized versions of pages to LLM crawlers.
4. Brand24
Brand24 is a social listening platform that added an AI Visibility add-on. It tracks what AI says about your brand across ChatGPT, Claude, Gemini, Perplexity, Google AI Overviews, Google AI Mode, DeepSeek, Grok and Copilot, and correlates that with the social, news, blog and review sources it already monitors. Pricing is not published. Useful if you already pay for social listening.
5. HubSpot AI Search Grader and HubSpot AEO
HubSpot's AI Search Grader is free and one-time: it asks ChatGPT, Perplexity and Gemini how each describes your brand, then scores sentiment, presence quality, brand recognition, share of voice and market competition. It is a snapshot with no history. HubSpot AEO is $50 a month (or included in Marketing Hub Pro and Enterprise) for ongoing tracking across the same three engines.
6. Profound
Profound offers Answer Engine Insights inside an enterprise AI marketing platform. It has a free 7-day trial and a custom Enterprise plan estimated near $40k a year. Strong for large brands, more than most businesses need.
Monitoring-first options
Peec AI (from $95 a month) tracks visibility, position, sentiment and share of voice by prompt. Otterly.AI (Lite $29 a month for 15 prompts) tracks brand mentions, citations and sentiment. Both are good for watching; you will need other tools to diagnose.
Comparison table
| Tool | Entry price | Sentiment | Source tracing | Fixes the description |
|---|---|---|---|---|
| Promptwatch | $95/mo (free tier) | Per-response score, weekly summary | Page and domain citations | Content tools, Action Board |
| AthenaHQ | $295/mo | GEO score | Citation sources | Action Center, agent |
| Scrunch AI | $250/mo | Sentiment analysis | Insights | Recommendations |
| Brand24 | Not published | Via social listening | Social and news sources | No |
| HubSpot Grader | Free, one-time | Sentiment score | No | No |
| Profound | Custom Enterprise | Yes | Yes | Agents |
Who should pick which
- You want to know and to fix: Promptwatch.
- You want a free first look today: HubSpot's grader, then a trial of a platform.
- You already run social listening: ask Brand24 about the add-on.
- You are a large brand with a budget: AthenaHQ or Scrunch AI, and Profound for an enterprise suite.
If the description is wrong
Check which pages the engine cited, then fix the source. Update your own pages first: a clear About page, accurate product pages and consistent facts across your profiles. Then correct third-party pages where you can. No tool can force an engine to change its answer, and models differ in how fast they refresh. Track the description weekly and look for movement over a few weeks, not days.