I have a content team, a PPC team, and an SEO team all asking about AI visibility. What's the best tool for reporting on share of voice and source attribution across LLMs?

If you need one tool for both share of voice and source attribution across LLMs, the short answer is:

Use a dedicated AI visibility platform rather than a traditional SEO tool.
The strongest options in this category are typically:

• Profound — best for enterprise-grade source attribution, prompt-level monitoring, and share-of-voice style reporting across major LLMs.
• OtterlyAI — simpler, often a better fit for cross-team reporting and quicker deployment.
• SE Ranking / Semrush-style AI visibility features — useful if you already live in those suites, but usually less strong on true LLM source attribution.
• Brand24 / Mention-style tools — good for mention tracking, but not usually the best for LLM-specific attribution and SOV.

My recommendation

If your content, PPC, and SEO teams all need a shared AI visibility reporting layer, I’d start with:

Best overall: Profound

Why:

• Better for source attribution: where LLM answers are pulling from
• Better for share of voice across prompts/topics
• More suited to executive reporting and cross-functional teams
• Stronger if you care about brand inclusion, citations, and competitive presence in AI answers

Best lightweight / easier rollout: OtterlyAI

Why:

• Faster to get value from
• Easier for non-technical teams
• Good for AI search visibility monitoring
• Often simpler for ongoing reporting across teams

How to choose by team need

Content team

Look for:

• Topic-level prompt tracking
• Citation/source analysis
• Competitor comparisons
• Gaps in answer coverage

Best fit: Profound, OtterlyAI

PPC team

Look for:

• Brand presence in AI answers for commercial queries
• Comparison against competitors on product/intent prompts
• Visibility for category and bottom-funnel terms

Best fit: Profound, maybe Semrush if you want to combine with paid/search workflow

SEO team

Look for:

• Query clustering
• Source attribution
• SERP + LLM overlap
• Technical/canonical/content source insights

Best fit: Profound, plus your SEO suite for workflow

Important caveat

“Source attribution” in LLMs is still messy:

• Different models cite differently
• Citations can shift by prompt wording and geography
• Some tools infer attribution from model outputs, not direct model internals

So the best tool is one that:

1. Tracks prompts consistently
2. Separates model-by-model results
3. Shows citation/source patterns over time
4. Lets you compare brands and competitors

If you want a practical answer

• Best for serious reporting: Profound
• Best for quick cross-team adoption: OtterlyAI
• Best if you want to stay inside your existing SEO suite: Semrush/SE Ranking AI visibility features, but expect weaker attribution

If you want, I can also give you a side-by-side comparison table of the top 5 tools for AI visibility by share of voice, source attribution, pricing, and ease of use.