We tested four "free" AI visibility checkers that launched in Q4 2025. SEMrush, AmIVisibleOnAI, Neil Patel's Ubersuggest, and our own AI Site Identity Checker. All four promise to show whether ChatGPT, Claude, and Google AI can find your business.
One hid actionable data behind paywalls. Another gave completely fake results, claiming our site was missing files that actually exist. The third required account creation before showing anything useful.
Only one checker actually validated the AI discovery files that determine whether AI systems can understand your business. Here's what we found.
Why We Tested These Tools
AI visibility tracking exploded in late 2025. SEMrush launched their AI Search Visibility Checker in October. Neil Patel added AI features to Ubersuggest in September. Multiple new platforms appeared claiming to measure brand mentions in ChatGPT, Claude, and Perplexity.
The market validated what we've been saying since launching our checker: businesses need to know if AI can find them. But most of these tools don't check what actually matters.
The ten files that determine AI visibility are: llms.txt, llm.txt, llms.html, ai.txt, ai.json, identity.json, brand.txt, faq-ai.txt, developer-ai.txt, and robots-ai.txt. Our complete guide to AI discovery files covers what each one does and why they matter.
SEMrush: Marketing Funnel Disguised as Free Tool
SEMrush's checker focuses on brand tracking across AI platforms. We entered 365i.co.uk and got an "AI Visibility Score" of 14 out of 100 with 2 brand mentions across ChatGPT and AI Overviews.
What it showed: Brand mention counts and competitor comparison. Useful if you want to know how often ChatGPT mentions your brand name.
What it didn't show: Which AI discovery files exist. Whether llms.txt is formatted correctly. If ai.txt has the right permissions. Whether schema markup is valid. None of the technical underpinnings that determine AI visibility.
The disclaimer at the bottom said everything: "Data and estimates in this free version may be less accurate than in the paid tool."
Translation: this free tool exists to sell you the paid version. Good for tracking brand mentions if you pay. Useless for technical AI visibility setup.
AmIVisibleOnAI: Fake Results
AmIVisibleOnAI claims to check AI crawler access, schema markup, and content structure. We entered 365i.co.uk and received a score of 66 out of 100.
Then it got bizarre.
The tool claimed we were missing FAQ schema. We have FAQ schema on multiple pages with proper microdata markup. It said we didn't have llms.txt. We absolutely have llms.txt, it's 2,748 bytes and includes complete business information. It reported our robots.txt wasn't configured for AI crawlers. Our robots.txt explicitly allows GPTBot, ClaudeBot, and PerplexityBot.
The "performance matrix" showed scores for pages that don't match our actual site structure. Links to "more information" either didn't work or led to generic content.
Verdict: completely unreliable. Gave false negatives for files that exist. Don't use this tool.
Neil Patel Ubersuggest: Account Required, No File Validation
Ubersuggest added AI visibility features in September 2025. To see any results, you need to create an account first. Not ideal for a "free" tool.
Once past the signup wall, the tool shows AI mention tracking similar to SEMrush: which AI platforms mention your brand, mention sentiment, and trending topics. It's brand monitoring, not file validation.
Like SEMrush, it doesn't check whether your AI identity files exist, are formatted correctly, or contain consistent information. It tells you what AI systems are saying about you, not whether you've given them the right information to work with.
Verdict: decent brand monitoring tool if you're already paying for Ubersuggest. Not a visibility checker in any meaningful technical sense.
What Actually Works: 365i AI Site Identity Checker
Our checker takes a different approach entirely. Instead of monitoring brand mentions, it validates the actual files that AI systems read when deciding whether to recommend your business.
What it checks: All ten AI discovery files for existence, format, content quality, consistency, and completeness. Plus robots.txt configuration for AI crawler access. Version 2 uses actual AI systems to read your files the way ChatGPT would.
What it shows: Specific feedback like "your canonical identity block is missing location data" or "your service descriptions contradict between llms.txt and ai.json." Actionable diagnostic information, not abstract scores.
What it costs: Nothing. No account required. No credit card. No paywall. Enter your domain and get results in about 30 seconds.
It also includes free downloads of all ten professional templates, so you can see what proper structure looks like and compare to your existing files.
Why Most AI Visibility Checkers Fail
The fundamental problem: SEMrush, Ubersuggest, and AmIVisibleOnAI all focus on the wrong thing. They're measuring outputs (brand mentions, AI platform citations) rather than inputs (the files and data that determine whether AI can find you in the first place).
Knowing that ChatGPT mentioned your brand twice last week is interesting. Knowing that your llms.txt has inconsistent service descriptions and your ai.json is missing key fields is actionable.
If you're wondering why ChatGPT can't find your website, the answer isn't in brand mention tracking. It's in the technical files that tell AI who you are. That's what our checker validates.
Side-by-Side Comparison
| Feature | SEMrush | AmIVisibleOnAI | Ubersuggest | 365i |
|---|---|---|---|---|
| Account required | No | No | Yes | No |
| Checks AI discovery files | No | Claims to (inaccurate) | No | Yes (all 10 files) |
| AI-powered analysis | No | No | No | Yes (Claude + GPT) |
| Actionable feedback | Paid only | No (false results) | Paid only | Yes |
| Free templates | No | No | No | Yes (all 10 files) |
| Brand monitoring | Yes | No | Yes | No |
| Accurate results | Partial | No | Partial | Yes |
What to Do Now
If you want to know whether AI systems can find and accurately represent your business, start with the 365i AI Site Identity Checker. No signup, no paywall, specific feedback you can act on.
If you also want brand mention tracking (how often AI platforms cite your brand name), SEMrush or Ubersuggest do that well, but they're different tools solving a different problem.
Don't use AmIVisibleOnAI. It gives false results and wastes your time.
The tools that matter most check the inputs, not the outputs. Get your AI discovery files right, and the brand mentions will follow. Our WordPress hosting infrastructure is already optimised for AI crawlers, so you've got the foundation covered if you're hosting with us.
Generate AI Discovery Files from your dashboard
Using WordPress? Install the plugin and create all 10 files in minutes. No coding, no configuration files to edit manually.
Get the Plugin →Frequently Asked Questions
Why do different AI visibility checkers give completely different results?
They're measuring different things. SEMrush and Ubersuggest track brand mentions (outputs). 365i validates AI discovery files (inputs). AmIVisibleOnAI generates inaccurate results that don't match reality. Different tools, different metrics, and in one case, broken methodology.
Which AI discovery files matter most for ChatGPT visibility?
llms.txt is the foundation, providing AI with your core business identity. ai.txt signals usage permissions. brand.txt prevents misrepresentation. All ten files work together, but start with llms.txt if you're doing this step by step.
Can free AI visibility checkers be trusted?
It depends on the tool. Some use "free" as a lead generation funnel with limited data. Others, like AmIVisibleOnAI, give demonstrably false results. The 365i checker is genuinely free with no account required. Check what each tool actually validates before trusting its results.
Do I need a paid AI visibility tool?
For file validation, no. The free 365i checker covers all ten discovery files with AI-powered analysis. If you want ongoing brand mention tracking across AI platforms, SEMrush or Ubersuggest's paid tiers handle that, but it's a separate concern from making sure AI can find you.
How often should I check my AI visibility?
Run the file validation checker after initial setup, after any business changes (new services, new location), and every 3-6 months as a general health check. Brand mention tracking can run more frequently if you're monitoring competitive positioning.
What should I do if a checker says I'm missing AI discovery files?
First, verify the result is accurate (AmIVisibleOnAI gave us false negatives). Then create the missing files using proper templates. Our step-by-step guide covers DIY implementation. Or use the professional service at £295 for all eight files delivered in 48 hours.
Should I use SEMrush or 365i for AI visibility checking?
Both, for different purposes. 365i validates the technical files AI reads to understand your business. SEMrush tracks brand mentions across AI platforms. File validation first (make sure AI has the right info), then brand monitoring to see if it's working.
Why is requiring account signup a problem for free AI visibility tools?
It creates friction that prevents quick checks, signals that the "free" tool is really a lead generation funnel, and means your email gets added to marketing lists. A genuinely free tool should let you enter a domain and see results. No signup, no credit card, no catches.
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No account required, no paywall, no catches. See exactly what ChatGPT and Claude understand about your business in 30 seconds.
Run the Free CheckerPublished: · Last reviewed: · Written by: Mark McNeece, Founder & Managing Director, 365i
Editorially reviewed by: Mark McNeece on · Our editorial standards
