No single head-to-head comparison of CLEO, Semrush, and BrightEdge for AI visibility exists online — until now. Each platform occupies a different tier of the market, from enterprise powerhouse to emerging consultancy, and choosing between them depends on your budget, scale, and how seriously you're preparing for a world where 50% of consumers already use AI-powered search (McKinsey AI Discovery Survey, 2025). This comparison breaks down what each brings to the table so you can make a grounded decision.
"AI is transforming search from rankings to answers. Brands that optimise to be the answer — not just a top link — will win visibility in the AI era."— Rand Fishkin, Founder & CEO, SparkToro
How Do CLEO, Semrush, and BrightEdge Differ in Scale and Approach?
These three are not direct equivalents. Here's the honest picture.
| Feature | CLEO | Semrush | BrightEdge |
|---|---|---|---|
| Type | Boutique AI visibility consultancy-platform | Enterprise SaaS SEO and AI suite | Enterprise AI-powered SEO platform |
| Target audience | SMEs and agencies seeking personalised strategy | Mid-market to enterprise marketers | Large enterprises and global brands |
| AI search tracking | Emerging capability | Tracks ChatGPT, Google AI Mode, Perplexity, Claude | Proprietary AI Catalyst for AI Overviews and agent tracking |
| Independent reviews (G2/Capterra) | None found | Extensive | Extensive |
| Pricing transparency | Limited public data | Published tiered pricing | Custom enterprise quotes |
CLEO is a UK-based emerging player positioned around consultancy-led AI visibility — think bespoke guidance rather than a self-serve dashboard. Semrush and BrightEdge, by contrast, are mature platforms with documented track records across thousands of enterprise clients.
What Results Can You Expect from Each Platform?
Semrush has published measurable client outcomes. Roche Diagnostics International achieved 67.3% Share of Voice across 1,500 tracked AI prompts — spanning ChatGPT, Google AI Mode, Perplexity, and Claude — within just three months of using Semrush's AI optimisation tools.
BrightEdge reports that total search impressions climbed 49% in the year following Google's AI Overviews launch, while AI shopping referrals surged 752% year-over-year during the 2025 holiday season (BrightEdge AI Market Pulse, November 2025). Their data also shows AI agent activity doubled in July 2025 and now equals roughly 33% of organic search traffic.
CLEO does not yet have publicly verifiable performance benchmarks. That's not necessarily a dealbreaker for smaller teams wanting hands-on guidance, but it does mean you're operating on trust rather than evidence.
Why Does AI Visibility Matter Right Now?
McKinsey projects $750 billion in US revenue will flow through AI-powered search by 2028. That figure alone explains why 68% of marketers adjusted their strategy for AI-driven discovery in 2025, and why 54% of organisations have tasked SEO teams — above all other departments — to lead AI search initiatives (BrightEdge, July 2025).
Yet only 19% of sites have specific directives for ChatGPT-related bots. The gap between opportunity and readiness is enormous.
How to Choose the Right AI Visibility Platform
- Define your scale. Enterprise brands with global footprints will get more from BrightEdge or Semrush. Smaller organisations may find CLEO's consultative model appealing.
- Audit your current AI presence. Only 1 in 3 brand mentions in AI answers is positive — the rest are neutral (BrightEdge AI Catalyst, April 2025). Know where you stand before investing.
- Prioritise verified results. Ask for case studies with named clients and measurable outcomes. Semrush and BrightEdge publish these openly.
- Test before committing. Both Semrush and BrightEdge offer trial or demo access. For CLEO, request a personalised consultation to evaluate fit.
Frequently Asked Questions
- Is CLEO a direct competitor to Semrush and BrightEdge?
Not yet. CLEO operates as an emerging consultancy-platform rather than a full-scale SaaS product. It fills a different niche — personalised AI visibility strategy for smaller teams.
- Which platform tracks the most AI search engines?
Semrush currently tracks ChatGPT, Google AI Mode, Perplexity, and Claude within a single dashboard, making it the broadest in documented AI engine coverage.
- How fast is AI search growing compared to traditional search?
BrightEdge reports ChatGPT grew 21% in impression volume during the same period Google grew 49%, though AI search still accounts for less than 1% of total referral traffic.
- Do I need a dedicated AI visibility tool in 2025?
Yes. With 75% of Google searches expected to include an AI summary by 2028, waiting is the riskiest strategy of all.
