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Semrush Adds Reddit and Sentiment Tracking to AI Search Visibility

Semrush integrates Otterly.AI for AI search monitoring with new Reddit and negative sentiment analysis. What it means for CI and brand visibility teams.

6 min readPublished 2026-05-20

What happened

Semrush has integrated Otterly.AI into its App Center as a dedicated AI search monitoring tool, introducing new Reddit monitoring and negative sentiment analysis capabilities for brand visibility tracking across AI-generated search results. The integration, announced in May 2026, gives Semrush users the ability to track how their brand appears in responses from ChatGPT, Perplexity.ai, and Google AI Overviews — and now to monitor how Reddit content shapes those AI-generated answers.

Otterly.AI automatically tracks brand mentions, sentiment, and visibility across AI search experiences. The tool captures how each AI platform answers questions relevant to a user's industry, then identifies whether their brand appears, how it is positioned relative to competitors, and what sentiment surrounds each mention. The new Reddit and negative sentiment analysis capabilities extend this monitoring to one of the most frequently cited source domains in AI-generated responses.

The integration is available through the Semrush App Center, with pricing starting at $27 per month for the base plan. A free 7-day trial is available. This positions AI search visibility monitoring as an accessible add-on for existing Semrush users rather than a standalone enterprise purchase.

Why it matters for practitioners

AI search visibility is emerging as a new dimension of competitive intelligence. As more B2B buyers and researchers use ChatGPT, Perplexity, and Google AI Overviews to evaluate products and services, how a brand appears in AI-generated answers directly affects its competitive position — often before a prospect ever reaches a company's website.

1. Reddit is now a competitive intelligence signal source. Reddit has become one of the most-cited domains in AI-generated responses. When ChatGPT or Perplexity answers a question about competitive tools, product categories, or vendor comparisons, Reddit threads frequently appear as source material. Otterly's Reddit monitoring capability gives CI teams visibility into which Reddit discussions are shaping AI-generated answers about their brand and their competitors. This creates a new category of market signals — not just what customers are saying on Reddit, but which Reddit conversations are being amplified by AI search engines into buyer-facing answers.

2. Negative sentiment detection adds a defensive CI capability. The negative sentiment analysis feature specifically identifies when AI search platforms surface unflattering or critical mentions of a brand. For competitive intelligence teams, this is both a defensive tool (monitoring how your own brand is portrayed) and an offensive one (understanding how competitors are being perceived in AI-generated results). Sentiment tracking in AI search is fundamentally different from traditional social listening — it captures the narrative that AI models are constructing and presenting to users as authoritative answers.

3. AI search visibility creates a new competitive benchmarking dimension. Otterly tracks share of voice across AI platforms and shows how often a brand appears compared to competitors. This introduces a competitive benchmarking metric that did not exist a year ago: AI search share of voice. For Semrush CI users, this adds a layer of competitive visibility that complements traditional SEO metrics. For CI teams evaluating tools, the question is whether AI search visibility tracking belongs in their CI platform or their SEO toolkit — and Semrush is betting it belongs in both.

4. The pricing model makes AI search monitoring accessible to mid-market teams. At $27 per month, Otterly's base plan through the Semrush App Center is significantly more accessible than standalone AI visibility platforms, which often start at several hundred dollars per month. This democratizes access to AI search monitoring and means that CI teams at mid-market companies can begin tracking AI search visibility without a dedicated budget line item.

Key details

  • Integration: Otterly.AI available through Semrush App Center
  • Platforms monitored: ChatGPT, Perplexity.ai, Google AI Overviews
  • New capabilities: Reddit monitoring and negative sentiment analysis for AI search results
  • Core features: Brand mention tracking, AI visibility scoring, share of voice analysis, cited source detection, search intent analysis, competitor comparison
  • Pricing: Base plan at $27/month through Semrush App Center; free 7-day trial available
  • Use case: Track how brands are mentioned, cited, and perceived in AI-generated search answers
  • Reddit relevance: Reddit is one of the most frequently cited source domains in AI-generated responses, making it a critical signal source for brand perception monitoring

Market implications

Semrush's integration of Otterly.AI into its ecosystem is part of a broader strategic expansion from pure SEO tooling into competitive intelligence territory. With the Kompyte acquisition (2022), the Adobe-Semrush deal (announced November 2025), and now AI search visibility monitoring, Semrush has been assembling a CI-adjacent capability stack that increasingly overlaps with dedicated competitive intelligence platforms. For a detailed comparison of how Semrush stacks up against dedicated CI tools, see our Klue vs. Semrush comparison.

The AI search visibility monitoring category is still nascent — Otterly.AI, Profound, Peec AI, and a handful of other tools are competing to define the space. Semrush's advantage is distribution: by offering Otterly through its App Center to an existing base of millions of users, it can drive adoption at a scale that standalone AI visibility tools cannot match. The risk for dedicated CI platforms is that Semrush users begin treating AI search monitoring as a natural extension of their existing competitive workflow, reducing the incremental value proposition of standalone CI tools.

For CI practitioners, the practical takeaway is that AI search visibility is no longer a speculative metric. Brands are being evaluated, compared, and recommended by AI search engines in ways that directly affect buyer behavior. Teams that monitor these market signals gain an early-warning system for competitive narrative shifts — before those narratives are reflected in traditional search rankings, review sites, or analyst reports. Whether you track AI visibility through Semrush, a standalone tool, or manual monitoring, it should now be part of the competitive intelligence collection framework.

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