Best AI visibility tools for UK online shops (November 2026)
Shoppers ask ChatGPT what to buy. Soon it buys for them.
Short answer: BrightLocal is the cheapest way to see whether ChatGPT and Google's AI mention your shop (from $31 a month). SurgeLab is for shops that want the fixing done for them every week (£199 a month, opening soon). Peec AI suits agencies, Semrush AI Visibility suits existing Semrush users, and Profound suits large brands.
Run by SurgeLab, one of the five tools compared below. We say plainly where another tool suits you better. Prices were read from each company's own pricing page on 10 November 2026.
Visitors sent by AI to online shops bought 42% more often than visitors from anywhere else.
Adobe Analytics, US retail websites, March 2026When asked about the businesses SurgeLab tracks, AI named the business itself in only one answer in four. A competitor was named in 91%.
SurgeLab, 654 AI answers, August 2026Of the five tools compared here, four mainly report what AI says. One does the fixing for you each week.
This guide, 10 November 2026Which AI visibility tool is best for your shop?
One line per kind of shop. Each is a judgement from the comparison below.
- Best for a small shop on a tight budget: BrightLocal. From $31 a month with a 14-day free trial; you do the fixes yourself.
- Best for a shop that wants the work done for it: SurgeLab. £199 a month (opening soon); an AI team fixes wrong prices and stock at the source and shows the orders AI sends.
- Best for an agency running several shops: Peec AI. $95 a month, daily checks and unlimited users.
- Best for a shop already paying for Semrush: Semrush AI Visibility Toolkit. $99 a month per website, adds Perplexity.
- Best for a large retail brand: Profound. Custom price, up to nine AI assistants tracked.
How an AI shopping agent chooses which shop to buy from
This is agentic commerce: an AI assistant that finds shops, checks the facts and buys on the shopper's behalf. If the price or stock it reads about you is wrong, it buys elsewhere. Press play, then switch to "After the fixes".
SHOPPER →"Buy me waterproof walking boots under £150, size 9."
- 1 · Find shops
- 2 · Check price and stock
- 3 · Compare
- 4 · Check out
-
Bought
PEAK OUTFITTERSSummit Dry boot£129In stock
-
Bought
YOUR SHOPRidgeway boot£119Out of stock
-
Bought
TRAILHEAD CO.Ridge Pro boot£145Size 9 low
- > searching shops for "waterproof walking boots under £150"
- found peak outfitters · Summit Dry, your shop · Ridgeway, trailhead co. · Ridge Pro
- > checking price and stock in what AI can read
- your shop: feed says £119 and out of stock, page says £139. Can't trust it.
- > comparing on price, stock, delivery and reviews
- > order placed · £129 · peak outfitters
The agent bought from the shop next door. Your boots were cheaper than Trailhead's and in stock, but AI read an old price and "out of stock". With the facts fixed, the same agent buys from you.
Example. "Your shop" and the rival shops are made up.
Could an AI agent buy from your shop today?
Six checks that decide whether a shopping agent trusts your shop. Answer them for a score. Nothing is saved or sent.
- Is the price AI quotes the same as your product page?Old prices in feeds and marketplaces are the most common reason agents skip a shop.
- Does your stock show the same everywhere AI looks?Product page, Google feed and marketplaces should all agree.
- Are delivery times and costs written on each product page?Agents compare delivery before they buy.
- Is your returns policy written in plain text, not only an image or PDF?AI cannot reliably read text inside images.
- Do you send a product feed to Google Merchant Center?Google's AI and shopping results read from it.
- Can someone buy without creating an account first?Forced sign-up is a common point where agents give up.
Answer the six checks to see how ready your shop is.
Get the gaps fixed →The five AI visibility tools, side by side
Prices read from each company's own pricing page on 10 November 2026, in the currency each uses.
| Tool | Cheapest plan | Fixes things for you? | AI assistants checked | Try it |
|---|---|---|---|---|
| SurgeLabOursAn AI team that fixes, then proves it | £199 a month, excluding VAT | Yes: fixes wrong facts at the source, weekly | ChatGPT, Gemini, Google's AI | Waitlist, opening soon |
| BrightLocalCheapest way to watch | $31 a month billed yearly, or $41 monthly | Mostly reports; listings built for an extra fee | ChatGPT, Google's AI | 14 days free, no card |
| ProfoundBuilt for large brands | Custom price | Partly: AI helpers write content | Up to 9, including ChatGPT, Gemini, Perplexity, Claude | 7 days, 50 questions |
| Peec AIDaily reports for teams | $95 a month, 50 questions | No: reports and ranked suggestions | Choose 3 of ChatGPT, Google AI Overviews, AI Mode, Gemini, Copilot | Free trial |
| Semrush AI VisibilityIf you already use Semrush | $99 a month per website, billed yearly, 25 questions | No: reports and research | ChatGPT, Google's AI, Gemini, Perplexity | Limited free plan; 7-day trial |
Profound has no published price. Otterly.ai is also popular; its pricing page would not load on 10 November 2026, so it is not in the table.
Each tool in more detail
What each one is good at, where it falls short, and who should pick it.
SurgeLab Ours
Built for online shops that want AI assistants to recommend them without hiring an agency. Each week an AI team checks what ChatGPT, Gemini and Google's AI say about your products, fixes wrong prices and stock at the page AI read them from (after your yes), pitches the "best of" lists AI quotes, and shows you the orders AI sends.
- Good at
- Doing the work, not only reporting it. Proves results against products left alone.
- Less good at
- Costs more than the trackers here, and it is not open yet: there is a waitlist.
- Pick it if
- You would rather have it done than spend your evenings on it.
BrightLocal
A long-standing local search tool from Brighton. Its Local AI Visibility Tracker is included in every paid plan.
- Good at
- Low price, a UK company, a 14-day trial with no card.
- Less good at
- Built for local businesses; fixing is mostly up to you or a paid extra.
- Pick it if
- You want to watch cheaply and do the fixes yourself.
Peec AI
A popular tracker from Berlin that checks your questions every day and ranks what to improve. Unlimited users on every plan.
- Good at
- Daily checks and many questions; a good choice for agencies.
- Less good at
- Only 3 assistants on the starter plan; it suggests changes but does not make them.
- Pick it if
- You or your agency will act on a detailed daily report.
Semrush AI Visibility Toolkit
An add-on from the search marketing suite. Tracks 25 questions a day across four assistants, including Perplexity.
- Good at
- Fits neatly into Semrush if you already use it; covers Perplexity.
- Less good at
- Priced per website and billed yearly; built for marketers rather than owners.
- Pick it if
- You or your marketer already use Semrush.
Profound
The heavyweight, used by large brands. Tracks up to nine AI assistants and has AI helpers that research and write content.
- Good at
- The widest coverage and depth.
- Less good at
- No published price; aimed at big companies, not a small shop.
- Pick it if
- You are a large brand with a marketing team.
How SurgeLab does it: a team of AI agents
Each agent has one job. A person at SurgeLab watches over them, and nothing goes out without your yes.
-
The Fact Checker
Finds what AI gets wrong.
- Checks prices, stock and facts AI quotes
- Traces each one to the page it came from
- Fixes it, then checks again
An example week
- MONAsked ChatGPT, Gemini and Google AI 40 questions your customers ask.
- TUEFound ChatGPT quoting £119 for a boot you sell at £139.
- WEDTraced it to an old Google Shopping listing and fixed the feed, after your yes.
- FRIChecked again: ChatGPT now quotes £139.
-
The Publicist
Gets you mentioned.
- Finds the pages AI quotes that name a rival, not you
- Drafts one honest pitch to each writer
- You press send. It follows up once
An example week
- MONFound three "best walking boots" lists ChatGPT quotes. None mention you.
- TUEDrafted one honest pitch to the writer of the biggest one.
- WEDYou pressed send.
- SUNFollowed up once. The writer asked for a sample.
-
The Clerk
Keeps the score.
- Keeps half your products as a comparison
- Records every fix and what it changed
- Every Monday: what worked, and the orders from AI
An example week
- MONSplit your products: half worked on, half left alone.
- DAILYLogged every fix and every answer that changed.
- SUNCompared the two halves.
- MONSent your Monday line: what moved, and 3 orders from AI.
A person at SurgeLab watches over them · Nothing goes out without your yes · Example figures
About this guide
Who wrote it, how the tools were checked, and how to correct it.
Who runs it. This guide is published by SurgeLab, a UK company that helps online shops and local businesses get recommended by AI assistants. SurgeLab is one of the five tools compared, and its entry is marked "Ours" wherever it appears.
How the tools were checked. On 10 November 2026 each company's own pricing page was read and the same five questions were answered for every tool: the cheapest plan, which AI assistants it checks, whether it does any work for you, how you can try it, and who it suits. We have not run a paid account on every tool, so the guide sticks to what each company publishes. Prices are shown in the currency each company uses.
How often it is updated. Prices are checked again at least once a month and the date at the top changes when they do. Otterly.ai is left out of the table because its pricing page would not load on 10 November.
Corrections. If a price or feature here is out of date, tell SurgeLab and it will be corrected and dated.
Questions shop owners ask
Short answers. Tap a question to open it.
What is the best AI visibility tool for a UK online shop?
It depends on who does the work. BrightLocal is the cheapest way to watch whether ChatGPT and Google's AI mention you (from $31 a month). SurgeLab suits shops that want the fixing done for them each week (£199 a month, opening soon). Peec AI suits agencies, Semrush AI Visibility suits existing Semrush users, and Profound suits large brands.
What is agentic commerce?
Agentic commerce is when an AI assistant does more than recommend a product: it compares shops, checks price, stock and delivery, and completes the purchase on the shopper's behalf. The agent buys from the shop whose facts it can trust.
Why would an AI shopping agent skip my shop?
Usually because the facts it reads about you disagree: an old price in a product feed, stock shown as sold out, delivery or returns hidden in an image or PDF, or a checkout that forces an account. When the facts conflict, the agent picks a shop it can trust.
Can I check my AI visibility for free?
Yes. Ask ChatGPT, Gemini and Google "what are the best [your product] under [price]?" three times each. If rivals are named and you are not, a tool can help. BrightLocal offers a 14-day free trial and Semrush has a limited free plan.
Who runs this guide?
SurgeLab, which is one of the five tools compared. Prices for every tool were read from each company's own pricing page on 10 November 2026. If anything here is out of date, tell us and we will correct it.